On Sunday morning I watched the TODAY Show share a story that went national and outraged many. A story that disturbed the public and one that made me wonder, even as a publicist who studies and practices crisis communications techniques, is there a right way to discuss a company’s policy once it is facing the public? Can the brand survive the public’s feelings?
Here’s the story.
Lorraine Bayless, an 87-year-old resident of Glenwood Gardens, an independent living facility in Bakersfield, California that is owned by Brookdale Living, died after a nurse refused to conduct CPR on the patient. Now we will never know if CPR would have saved Ms. Bayless, however, the outright refusal of a nurse during a 911 call does not settle well with the public. In spite the operator begging the nurse to help the 87-year-old woman by administering CPR, the nurse would not do so nor, allow anyone else in the facility to attempt the life saving technique. Here it is, someone who is thought to help maintain and preserve life, not doing what their job typically entails.
According to the nurse during the call, it is against Brookdale Living’s policy to perform CPR. In fact they released a statement providing condolences to the family, but said its “practice is to immediately call emergency medical personnel for assistance and to wait with the individual needing attention until such personnel arrives.”
This isn’t something you would expect a facility to say since they employ health professionals, however, after some reading online on other homes, this isn’t an anomaly and perhaps if you have family members in a home, you should learn their policy prior to them taking residence there.
Nonetheless, the twist of the story is that Bayless’ daughter is a nurse and is satisfied with her mother’s treatment. However, the public is not and has taken to the internet to voice their thoughts on the topic.
The public court is loud and fickle. Mistakes in personal or business judgment seem to roll off much easier than policies going against the preservation of life or happiness. Think about PG&E and Chromium VI (the case that made Erin Brockovich famous) and their practices that led to people getting sick. Or what about something as simple Yahoo’s announcement of no more employees working from home. The public has a way of wanting to help others decide how to run a business.
So what does a business owner do when they’re faced with a potential loss of business over their own internal processes? In most cases you’ll find the business, like this one did, say they will carefully review what happened to find out if things were conducted properly. That’s in the basic pr toolbox. With the use of the internet, that excuse only holds for a short period of time. Businesses must be prepared to show why their policies benefit their customers or be prepared to change their services or practices.
It will be interesting to see how Brookdale Living recovers from this death and news story. With facilities across the U.S. they will need to do some extensive crisis communication steps to recover with minimal loss to revenue.
What do you think? How should Brookdale move forward?
Please comment below with your thoughts. They may be used for future articles.
Above Promotions is a full service publicity, marketing and promotions company, founded with the purpose to serve an array of clients that are looking to expand their presence in the marketplace. From a local to international market, Above Promotions Company can provide the exposure that goes above your expectations. Visit http://www.abovepromotions.com today.
Ebony T. Grimsley is the Creative Director and Owner of Above Promotions Company. She is also the recent author of “Because You’re Small: Effective Marketing Strategies for Immediate Implementation.” To find out more information on the book, please visit http://www.abovepromotions.com or purchase online at Amazon, Booktango and other online bookstores.
- Senior facility defends nurse who wouldn’t perform CPR on resident (latimesblogs.latimes.com)
- California Woman Dies After Nursing Home Staff Refuses to Administer CPR (whnt.com)
- Nurse At California Senior Facility Refuses CPR To Dying Woman (sanfrancisco.cbslocal.com)