1	Sharing our Treasures Proactive Consumer Relations= Becoming A Hub in Our Communities FHCA Consumer Relations Committee 2006
2	Objectives
3	Emotions Gauge Service and Customer Satisfaction... Sad but true…false perceptions exist about Nursing Homes Today is about sharing ideas It is time to change perceptions
4	Changing Our Image The FHCA SQP Addresses Strategic priorities IMAGE and PERCEPTION are areas of primary concern and importance A strategic plan makes all of us part of the solution
5	A Strategic Plan + Buy-in = Treasured Opportunities Ask “what if” and “why not”? “LTC Providers Caring for Our State’s Treasures” has evolved to “Treasure Our Elders” Our Goal: Drive a campaign to “Treasure Our Elders” both state wide and nationally
6	FHCA Proclamation “Caring For Our State’s Treasures” Treasure Our Elders
7	Treasure Opportunities to Influence LTC Perception & Reputation What stereotypes that plague us? How do you influence this? Share some treasured practices …
8	What influences IMAGE? Stakeholders Consumers Start by recognizing: “What do people know, value, feel, need, and want in regards to LTC?”
9	Viva La Difference! What Does Quality Mean To You?
10	Worthy Comments: “We will always be in favor of intelligent, resident centered regulation that protects our consumers and ensures quality care – but we will always oppose more regulation for the sake of more regulation. We must always be aware of the important role that we play in Quality and that we are a profession and not an industry.” (John Overton, President of the FHCA Quality Credentialing Foundation)
11	Image Development Demands Risk Analysis Have a plan to manage clinical crises Prepare, plan and practice how to minimize risk and damage to reputation Stay Informed: QM/QI, Adverse Incidents, Grievances, and other important data Know about newsworthy events that could impact on your facility: Medicaid rebasing
12	Reputation Management Observers make judgments about the effectiveness of a facility or organization One person tells another and another… Is image and reputation management in your facility quality plan?
13	Reputation Indicators Census Referral sources Referring and attending physicians Staff retention Satisfaction survey results Press How do you manage reputation? Examples?
14	Never Take Your Facility Reputation For Granted Do You Have a Credible, Photogenic, Calm and Knowledgeable Media Rep ? Can your staff field media calls? Reconsider the “NO COMMENT” mentality Establish a calendar with : Planned exposures View LTC from the outside in
15	Be Prepared What is your brand identity? Examples: Hertz, Burger King, Toyota We are all on stage: Adopt the Disney concept! What is your service line? What are you proud of? What would stakeholders say about your facility?
16	Elements of Effective “Crisis” Communications Turn a media “crisis” into an opportunity Identify the who, what, when, where and how – of a situation Determine who says what, how, when and to whom: Who is the representative? Balance short term and legal concerns with long term and public perception concerns Follow up afterward
17	Media Opportunities Who do you need to know? What do you need to do to be a media resource? When are good times to share good news? Where are hidden opportunities? How do we handle difficult scenarios and interviews
18	Practical Aspects: Things to Do The daily nuts and bolts of effective media and media relations= Stay informed Know how to identify and contact news reporters “Nothing to Hide” as a philosophy Use people, events and items currently in the news to get coverage Interface with opinion leaders Know the value of quick response: Build your “minuteman” network Know when to pay for advertising
19	What To Say: LTC Themes That Work Embrace broad themes into which any daily event can be placed in context. Care giving is the most noble of efforts, but it is very demanding Our society has a sacred duty to the elderly (dignity, quality of life) Good care costs good money Precious taxpayer-supplied LTC funds should not be wasted
20	What To Say: LTC Themes That Work Our nursing home is an essential part of the elder care community Our state leads the nation in staffing standards and tough regulation Know the data Nursing homes could soon become unavailable to middle class families
21	Stay Current: Keep up with legislative priorities Visit the FHCA website @ www.fhca.org Check out the “Treasure Our Elders” link
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23	Be Prepared Build a Treasure Chest of Positive Information Residents have stories: Know them! How can we be more in the know? Staff have stories: Know Them! What are opportunities to know your staff? Treasure Staff Questionnaires Re-evaluate reward systems/Wal-Mart Media needs stories: Share Them!
24	Treasure Family Resources Families help to define and defend us Treasure opportunities to promote FHCA Family Forum Goals: Foster Communication, Respect, Resources and Involvement Share the pledge in resident and employee admission packets and orientation packets
25	Auditions Are Being Held! Who are your STARS? Pre-Interviews: Another link to Survey Readiness & Media Readiness Identify Alert and Oriented Residents Who is camera ready?
26	Resident Treasures What Is Your Media Story? Encourage our communities to become involved in the “Treasure Our Elders” Initiative Visit and/or volunteer in a nursing home… Write or Visit a Legislator!
27	Identify Hidden Treasures Champion a Cause: Do staff have family members in Iraq? Suggestion: Host a coming home party and have residents help welcome them home What is your news story?
28	Treasured Residents and Treasured Practices Share Treasures Stories in The PULSE “Pulse” Opportunities: Who lives in your house? Do you have a Treasured Practice? Make it happen… etowey@fhca.org
29	We need your help! Use “Treasure Our Elders” as an ongoing theme Use it for grass root opportunities Use it as a theme for Resident council meetings and education Identify opportunities: C.N.A. Week Visit a high school or elementary school Encourage school children to adopt a nursing home or resident Wear a button in Public; carry extras with you!
30	Be A Hub Visit the local AARP chapter and share the pledge and proclamation Share with your ombudsman Give your residents button to wear during survey Give out buttons as Bingo prizes Involve your Volunteers in a Treasures kickoff
31	Treasure the Gift of Time Good policy is good politics: Be ready Assure policies, procedures and systems work Doing good is a function of time Honor accomplishments Embrace what is “in reach” in your facility community Embrace outreach with your local community More Examples?
32	Treasure Communication Treasure Advocacy Treasure the strength of our affiliation with legislators and those that can influence state funding Grass roots efforts count! Communicate! Our Mission is “Caring for Our State’s Treasures”! Treasure Our Elders
33	Treasure Lessons Learned We have come to Treasure: An appreciation of networking Sharing of best practices Eagerness to learn Attitudes of Quality Acceptance of Difficult Tasks Increased Self Sufficiency Comfort with data
34	Treasure Who We Are We are significant and essential Special people work in LTC “Treasure” our call to LTC We hold important roles in our community
35	Bring Our Pledge to Life Treasure Our Elders I, ________, do hereby pledge: To honor and respect my elders To treat them with dignity in my interactions; To recognize their lifetime accomplishments To appreciate the path they walked in life I pledge to ease their burdens whenever possible; To be empathetic and compassionate; To listen to their stories; To preserve and share their histories
36	Treasure What We Do “The Great and Glorious Masterpiece of Man is to Know How to Live to Purpose”, Michel De Montaigne
37	Treasure Items and Information Can be obtained at the FHCA website @: www.fhca.org Click on online store for information on pledge cards, buttons, and the proclamation