How to manage a hospital PR crisis. Interviewed by Gini Dietrich.

Action steps hospitals and health systems should take to prepare for a public relations (PR) crisis include the following: Develop a plan for dealing with PR crises that establishes a central incident command center and sets forth clear lines of authority and responsibility. Provide the name, phone number, email address, and other contact information for a knowledgeable person who can respond to media inquiries. Act fast--within a couple of hours--to explain the facts.