This morning’s Cleveland Plain Dealer has a front-page story about MetroHealth Hospital System using a crisis communications firm, Hennes Paynter, to help it develop a messaging strategy. The county-owned system has come under scrutiny during a widespread investigation of corruption in Cuyahoga County.
Cuyahoga County Executive Ed FitzGerald and County Councilman Dave Greenspan question whether hiring Hennes Paynter is a wise use of taxpayer money.
“If all you’re doing is responding to [public-records requests] and supporting decisions that you’ve made, why do you need to hire a firm to help you craft your message and explain your actions?” said Greenspan in the article.
FitzGerald comments that the health system should embrace the added scrutiny it is receiving and see it as a chance to prove how transparent it can be. Are you serious?
The story further describes the expenditures MetroHealth has made with Dix & Eaton, a well-respected public relations firm, adding that MetroHealth has recently put together its own marketing communications department with an annual payroll of $1.3 million.
The article’s implication is that MetroHealth’s use of a crisis communication firm signals wrong doing or, worse, a cover-up. Nothing could be further from the truth. I’m surprised the Plain Dealer thought this story was worthy of front-page treatment. It’s equivalent to saying the defendant must be guilty because he showed up in court with an attorney. Huh?
Marketing communications, public relations and crisis communications are all related, yet each has its own set of skills. Any corporate crisis tends to escalate in intensity and disrupt the organization’s ability to function. Firms like Hennes Paynter are experts at quickly getting to the heart of the crisis and then developing messaging with truthfulness and clarity.
MetroHealth is a valuable community asset. The medical center is affiliated with Case Western Reserve University School of Medicine and handles nearly 800,000 patient visits a year. Its substantial brand equity should be vigorously protected. After all, restoring a tarnished image is much more costly than defending it. If you don’t believe me, ask Toyota.
MetroHealth has acted responsibly in addressing its communication needs, using professionals to help them get their message out. FitzGerald and Greenspan ought to better understand the importance of effective communication. For them to question MetroHealth’s motive in attempting to get its messaging right is entirely wrong-headed.
