b'COMMUNICATIONS STRATEGYoverdoing it. It is easy to scale backcelebrating a holiday or a birthday? from there.Attaching pictures and videos to yourPatrick Nelson is a Principal communications also helps to paintat Santis Health, a leading Staff are your partners in this crisis.a positive picture of your home andgovernment and communica-Many of the rules for communicatingyour staff. tions agency. Throughout the with families also apply to staff. Bepandemic, Nelson and his team transparent to a fault, ensure thereCommunicating in a crisis can behave provided strategic and are no surprises and that they area challenge and the last thing oncrisis communications services heard. A monthly townhall is worthyour mind, but it is critical to protectto dozens of long-term care considering. There are also apps andyour reputation in your community.homes in outbreak. He can other tools that can be used to ensurePlanning, getting external training and you are hearing your staff and not justsetting some ground rules in advancebe reached at patrick.nelson@speaking to them.always help prepare you for santishealth.ca.the worst.LTCTReporters are people When media are phoning relentlessly, asking outlandish questions and printing nasty quotes, it can be hard to believe that reporters are people too. They are doing their jobs like everyone else and trying to get the answers thatWere everyday people watching the news and reading print media want to hear. They have deadlines to meet, butthe apple most understand you are busy doing what matters most. Establish early on how, when and what you will bea day.communicating with the media. There is a reason Ontario Premier Doug Ford was doing daily news conferences at 1:00 p.m. throughout the pandemic. He was trying to frame the news of the day, but more importantly he wasAt Sherrard KuzzLLPwe establishing a social contract withcollaborate with our clients media that he would be available each day to share new information and to anticipate and avoid take questions.human resources problems.In most cases, an emailed statementWe know proactive stepsIf youre an employer,that addresses key information andtoday will prevent painful potential questions will suffice forheadaches tomorrow. were the only callthe media. Establishing a windowyou need to make.of time when they can expect newFrom human rights to health information sets expectations forand safety, and everythingreporters and makes their lives easier.in between 24 HOUR 416.420.0738Again, regardless of who you are communicating with, being transparent is critical. If a mistake has been made, share it and frame it with context. This is always going to be better than someone else framing it for you. Share more than just the story and stay positive. Try to celebrate wins, even small ones. It is important to emphasize those milestonesherrardkuzz.com | 416.603.0700 | 24 Hour 416.420.0738moments and focus on what you250 Yonge St #3300, Toronto, ON M5B 2L7 | @sherrardkuzzwill do today, not what you hope gets done tomorrow. Are you www.oltca.com LONG TERM CARE TODAY 27'