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admin | Category: What Cause Ed | 30.04.2014
Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The various challenges public relations professionals face often stem from foundational principles and strategies of communication.
Do your research: It is not uncommon for PR pros to forget that not every person speaks the same industry language—especially when it comes to pitching new clients and media. Be clear and concise: When your client has a message, there are effective and ineffective ways to communicate that message clearly and concisely. BLOG: Frankly SpeakingThe Frankly Communications Blog, Frankly Speaking, is a go-to source for updates on all things related to digital public relations, social media, mobile marketing, technology trends and new communication strategies. Frankly Communications did a phenomenal job putting together custom social media training for the GSA. Issues around gender differences in communication styles, values, and expectations are common in all workplacesituations. Here you can find assignment for many different subjects of Business Management in my documents. Thank you for registering to DocsityYou will shortly receive an email to confirm your registrationIf you don't receive any email, please check your Junk Mail box. Frankly Communications believes it is imperative to not only talk about how to communicate effectively in this industry but to actually do it. One way to help clarify your client’s message to those unfamiliar with a particular industry is to learn their language.
It is becoming more difficult to make a client’s message stand out above the clutter of free-flowing information and be heard.
Our plan is to consistently monitor market climates, conduct thorough research and perform systematic, critical analysis of industry trends to produce thought-provoking, helpful snippets of information to inspire your organization to Engage + Communicate = Evolve with your audiences. In each training session, Frankie did an excellent job assessing the situation in advance and developing a practical and relevant training session.
Many of these unwanted effects can be traced back to poorcommunication and collaboration, and ineffective teamwork. I also confirm that I read and I agree with the Privacy policy concerning, among others, how data are used by the website. In order to have a better experience please switch to Google Chrome, Firefox, Internet Explorer 9+ or Safari! What are the one or two things you want the reader or viewer to understand about the story? Which is why in order to communicate professionally and be heard clearly and concisely, you should consider expanding your knowledge of social media developments.
Like our customized business approach, our goal is to ultimately add value to your current communication practices. At the end of the training, I had key action items and a plan that I was able to implement immediately. 19–22Unfortunately, many health care workers are used to poor communication and teamwork, as a result of a culture oflow expectations that has developed in many health care settings. A credible resource to get you started is Tim Porter’s “Redefining the language of journalism” which outlines terms and definitions of the journalistic craft—so next time you’re trying to convey a client’s message to media or via versa, you know how to target messages and other forms of communication to a specific audience.


Not only will your efforts to be heard on a social media platform inform your clients about the latest trends and allow you to customize strategies appropriate to their needs, but you have communication options and avenues that will enhance the chances of targeting specific audiences and being heard.
During the course of a 4-dayhospital stay, a patient may interact with 50 different employees, including physicians, nurses, technicians, andothers. This culture, in which health care workers havecome to expect faulty and incomplete exchange of information, leads to errors because even conscientiousprofessionals tend to ignore potential red flags and clinical discrepancies. Hierarchy differences can come into play and diminish thecollaborative interactions necessary to ensure that the proper treatments are delivered appropriately. Effective clinical practice thus involves many instances where critical information must be accuratelycommunicated. When hierarchydifferences exist, people on the lower end of the hierarchy tend to be uncomfortable speaking up about problems orconcerns. Perhaps Pinterest’s new “secret boards” or Instragram’s personal profile initiative are just the tickets to your client’s online exposure success. At its best, good communication encourages collaboration, fosters teamwork, and helps preventerrors.Barriers to Effective CommunicationHealth professionals tend to work autonomously, even though they may speak of being part of a team.
Intimidating behavior by individuals at the top of a hierarchy can hinder communication and give theimpression that the individual is unapproachable.1, 38Staff who witness poor performance in their peers may be hesitant to speak up because of fear of retaliation or theimpression that speaking up will not do any good.
When health care professionals are not communicating effectively,patient safety is at risk for several reasons: lack of critical information, misinterpretation of information, unclearorders over the telephone, and overlooked changes in status.
29 Efforts toimprove health care safety and quality are often jeopardized by the communication and collaboration barriers thatexist between clinical staff. Relationships between the individuals providing patient care canhave a powerful influence on how and even if important information is communicated. Go to:Establishing Culture To Support Communication and Team CollaborationThe literature reviewed shows that effective teams are characterized by common purpose and intent, trust, respect,and collaboration. Research has shown thatdelays in patient care and recurring problems from unresolved disputes are often the by-product of physician-nursedisagreement.39 Our research has identified a common trend in which nurses are either reluctant or refuse to callphysicians, even in the face of a deteriorating status in patient care. Team members value familiarity over formality and watch out for each other to make suremistakes are not made.
Even though doctors and nurses interact numerous times a day, they often havedifferent perceptions of their roles and responsibilities as to patient needs, and thus different goals for patient care.One barrier compounding this issue is that because the United States is one of the most ethnically and culturallydiverse countries in the world, many clinicians come from a variety of cultural backgrounds.
Reasons for this include intimidation, fear ofgetting into a confrontational or antagonistic discussion, lack of confidentiality, fear of retaliation, and the fact thatnothing ever seems to change.
Health care teams that do not trust, respect, and collaborate with one another are more likelyto make a mistake that could negatively impact the safety of patients.One of the first crucial steps is organizational commitment and willingness to address the situation. PR writer Kelle Campbell offers 10 tips to ensure clarity and conciseness in writing including providing context, eliminating unnecessary words, and using evidence to support your claims. Medical errors, especially those caused by a failure to communicate, are apervasive problem in today’s health care organizations.
In all interactions,cultural differences can exacerbate communication problems.1 For example, in some cultures, individuals refrainfrom being assertive or challenging opinions openly. Many of these issues have to deal more with personality and communicationstyle.40 The major concern about disruptive behaviors is how frequently they occur and the potential negative impactthey can have on patient care.
Commitmentneeds to come from the top down and bottom up, making a statement about the way the organization does business.The rallying point should be around behavioral standards and their relationship to patient safety.


These kinds of strategies will apply across the communication spectrum from email, writing client proposals, working with media, etc.
According to the Joint Commission (formerly the JointCommission on Accreditation of Healthcare Organizations, JCHAO), if medical errors appeared on the NationalCenter for Health Statistic’s list of the top 10 causes of death in the United States, they would rank number 5—ahead of accidents, diabetes, and Alzheimer’s disease, as well as AIDS, breast cancer, and gunshot wounds. As a result, it is very difficult for nurses from such cultures tospeak up if they see something wrong.
Our research has shown that 17 percent of respondents to our survey research in2004–2006 knew of a specific adverse event that occurred as a result of disruptive behavior. It’s ironic that eversince the publication of the original IOM report,To Err Is Human, organizations have spent the bulk of their timeand efforts in improving patient systems rather than addressing the human factor issues highlighted in the originalreport.2 Several recent reports have suggested that while we have made progress in the patient safety movement, wehave a long way to go in meeting the IOM recommendations. 62 Addressing defects in communication that affectcollaboration, information exchange, appreciation of roles and responsibilities, and direct accountability for patientcare are key components of any patient safety program. The fact that most health professionals have at least one characteristic incommon, a personal desire to learn, and that they have at least one shared value, to meet the needs of their patientsor clients, is a good place to start.
Clinical and administrative leaders must set the tone byestablishing and adhering to behavioral standards that support agreed-upon code of conduct practices backed by anonpunitive culture and zero-tolerance policy.The next step in the process is recognition and self-awareness. 2 Even more disturbing,communication failures are the leading root cause of the sentinel events reported to the Joint Commission from 1995to 2004. For example, some cultures ascribespecific meaning to eye contact, certain facial expressions, touch, tone of voice, and nods of the head. Organizations must be able to assess the prevalence,context, and impact of behaviors to identify potential opportunities for improvement. More specifically, the Joint Commission cites communication failures as the leading root cause formedication errors, delays in treatment, and wrong-site surgeries, as well as the second most frequently cited rootcause for operative and postoperative events and fatal falls.1Traditional medical education emphasizes the importance of error-free practice, utilizing intense peer pressure toachieve perfection during both diagnosis and treatment.
This literature concurs thatwhen a team needs to communicate complex information in a short period of time, it is helpful to use structuredcommunication techniques to ensure accuracy.
Doing an internal assessmentwill help pinpoint the seriousness of the situation and provide clues to areas that need to be addressed. Structured communication techniques can serve the same purposethat clinical practice guidelines do in assisting practitioners to make decisions and take action. Assessmentinformation can be gained from formal methods such as incident reports, survey tools, focus groups, departmentmeetings, task forces or committees, direct observation, suggestion boxes, and hot lines. This atmosphere creates an environment that precludes the fair, open discussion of mistakes required iforganizational learning is to take place.
Informal methods such ascasual meetings and gossip can also provide valuable surface information and should be evaluated more deeply as tothe source, relevance, and significance of the events to determine next steps. In the early 1990s, Donald Berwick wrote about patients needing an opencommunication system instead of experiencing adverse events stemming from communication failures.
3 More than adecade later, this concept still has profound implications on our method of health care delivery.
As such, this chapterwill review the literature on the important role of communication and team collaboration in helping to reducemedical errors and increase patient safety.



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