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January 04, 2021

Communication Outlets: Challenges and Opportunities

This Briefing is brought to you by AHLA’s Business Law and Governance Practice Group.
  • January 04, 2021
  • David A. Weil , Guardian Bridge Group
  • M. Daria Niewenhous , Mintz Levin Cohn Ferris Glovsky and Popeo PC

On a daily basis, health care organizations manage communications across multiple channels to reach a variety of audiences, including patients, staff, and the community at large. When a crisis occurs, legal counsel should work with the organization’s media relations team to proactively issue communications or to quickly respond to media inquiries. Ideally, this team approach will help the organization mitigate legal and business risks—both financial and reputational. Timely and accurate communications remain critical to health care organizations addressing the COVID-19 pandemic, which has brought the need for a strong communications plan into sharp focus. Counsel and the communications team are frequently thrown together in “crisis mode” and attorneys often do not have the time to proactively discuss communications planning and response. Recently, we had the opportunity to sit down (virtually, of course) with two strategic communications and media experts who regularly work with health care organizations and their legal counsel, Rosemary W. Plorin and Nancy J. Sterling, to gain insight on best practices for proactive and reactive media communications.

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