Edgard Eeckman's speech on crisis communication for the workshop of the "Belgische Vereniging van Ziekenhuizen" (Belgian Association of Hospitals) "Health, Hospitals and Media" on 13 June 2013 in Brussels.

1. The 5 key elements of efficient crisis
communication in our digital era
Edgard Eeckman

2. 2
Authenticity
Long term com
Com culture
Preparation
Crisis com management
The 5 key elements

3. 3
Authenticity
Long term com
Com culture
Preparation
Crisis com management
Authenticity

4. Globalism
l Interior – Abroad
l Internal – external
l Layman – Expert
l Private – Public
l Sick - Healthy
l Between roles
l Between target
groups
l Between messages
l Between markets
4

5. The digital communication space
One unfiltered & participatory
conversation
in a growing public sphere
between empowered individuals
without time-space distanciation
5

6. From
Reputation-based medicine
to
Accountable medicine
Demanding Medical Excellence, Michael Millenson, 1997
More surveillance

7. Transparancy
7

8. 8
Authenticity
Long term com
Com culture
Preparation
Crisis com management
Long term comunication

9. Long term communication 1
9

10. edgard.eeckman@uzbrussel.be 10
Objectives,
strategy, filosophy
Comm. objectives, strategy,
target groups, messages
Action plan
Timing, budget
Action
Long term communication 2

11. ➠ Building up a credibility buffer
11
Long term communication 3

12. 12
Authenticity
Long term com
Com culture
Preparation
Crisis com management
(Crisis) communication culture

13. (Crisis) communication culture
l Management engagement
l Risk analysis
l Mapping
l Prepare for the worst situation
l Crisis prevention: legal advisor +
ombudsman + monitoring
l A crisis as an opportunity
13

14. 14
Authenticity
Long term com
Com culture
Preparation
Crisis com management
Crisis communication preparation

15. Crisis communication preparation
l Link between crisismanagement and crisis
communication management
l Crisis communication manual
l Crisis communication team
l Q & A + Statements
l Crisis(communication) exercises
l Training
l Have (digital) communication tools ready
15

16. Have communication tools ready 1
16

17. Have communication tools ready 2
17

18. Have communication tools ready 3
18

19. Have communication tools ready 4
19

20. Have communication tools ready 5
20

21. Have communication tools ready 6
21

22. Have communication tools ready 7
22

23. Have communication tools ready 8
23

24. Have communication tools ready 9
24

25. Have communication tools ready 10
25

26. Have communication tools ready 11
26

27. 27
Authenticity
Long term com
Com culture
Preparation
Crisis com management
Efficient crisis management

28. Efficient crisis management
l Direct & Fast access to management
l Direct & Fast & Co-ordinated response
l Taking the lead
l Open attitude
l Receiver focused communication
28

29. 29
Authenticity
Long term com
Com culture
Preparation
Crisis com management
The 5 key elements

30. Edgard Eeckman
l edgard.eeckman@uzbrussel.be
l eeeckman@vub.ac.be
l www.uzbrussel.be
l Twitter: #eeckman
l See his profile on LinkedIn
l http://patientzijn.wordpress.com/author/doctoraat/
30