A recent New York Times puzzle (part of my morning routine) served as good reminder on the importance of strong public relations – particularly in the high stakes world of healthcare communication. Some of the answers (no spoiler alert needed; this puzzle was from back in May) were “name,” “street cred,” standing,” and “reputation.” Important principles for any healthcare provider, and much tougher to achieve in our deeply divided world.
Effective healthcare public relations aren’t about grabbing attention but rather earning trust with every interaction. When you’re trying to solve the trust puzzle, every move is important.
N-A-M-E: In today’s polarized world, name, title or professional credentials no longer guarantee trust the way they may have in the past. Patients are increasingly questioning experts or viewing advice more through a political lens than a medical one. Misinformation often creates polarization. Fact-based communication, delivered with empathy, can help. “We understand that you have concerns about the safety of vaccines. It’s completely valid to want to protect yourself and your family. What we can share is that after rigorous testing and monitoring, these vaccines are proven to significantly reduce the risk of illness. We’re here to answer your questions.”
S-T-R-E-E-T-C-R-E-D: In deeply divided times, the person delivering the message is often as important as the message itself. One way to maintain street cred in healthcare is to partner with diverse and trusted voices in your communities. Look to faith leaders, community organizers and local educators to help reinforce guidelines and healthy habits. Partner with these organizations to make sure the information is not only accurate, but also relatable and respectful.
S-T-A-N-D-I-N-G: You’ve spent decades building your standing in your community. To maintain it, you must show how you’re serving people over politics. “Every patient deserves to feel safe, heard, protected and respected when they come to us for care. Our priority is, and will always be, your health.”
R-E-P-U-T-A-T-I-O-N: Reputation is earned through honesty. It is earned by saying what’s true, even when it’s hard to say and when the message isn’t always well received. Trust comes next, when people see your actions align with your words.
And finally, the title of the puzzle “a little respect,” also serves as a good reminder to support the frontline care providers, outreach workers and volunteers. These are the people most likely to face hostility in a polarized world. Offer de-escalation and crisis communications training, arm them with talking points and give them the kind of institutional support they deserve. Trust may be the toughest clue to solve in today’s healthcare puzzle, but with every interaction, every response, and through strong community partnerships, you’ll get closer to the answer.