I. Overview

Introduction

There is no way to predict when a crisis may occur or what form it may take. However, to avoid the element of surprise and to minimize the possibility of compounding any problems by the method in which the incident is handled, it is important to institute a crisis communications plan that specifically outlines proper procedures to adhere to when addressing a crisis situation.

Media coverage can affect all society members and the public perception of orthopaedics. The basis for a state orthopaedic society-directed plan for dealing with media in a crisis is the following:

• The society will appear unresponsive and uncaring if it is not prepared and receptive to the media.
• It is to the society's advantage to make sure the media has an accurate story from a responsible society source or representative.
• Any statement made by a society officer can, if not handled properly, result not only in damage to the society's reputation and prestige, but to all of orthopaedics. It also could result in possible legal ramifications.
• Refusal to cooperate with the media leads to speculation, unanswered charges and misinterpreted facts. "No comment" implies acceptance of the negative implication of a hostile question.
• Cooperation can help minimize negative implications and reassure society members and their patients.
• Positive communications can remind patients and the public that the society (e.g., orthopaedic surgeons) is concerned for their safety and well-being.

What is a Crisis

Any incident or situation which focuses questionable or potentially negative attention either in the media or before key audiences, should be considered a crisis worthy of attention by this plan. The intent of this document is to aid the state orthopaedic society in responding to a crisis in a calm, organized, expeditious and professional manner.

A potential crisis situation for the society can take many forms and can range from issues of medical treatment to membership/policy; from patient care to practice or managed care/reimbursement issues. Such crises can include, but are not limited to:

Whether the eventual outcome is positive, negative or negligible depends in large part on how the incident is addressed.

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Media

• 2009 Annual Meeting Online Press Kit
• Media Resources