Prince George's Hospital Center
Crisis Communication

Situation
A nurse manager at Prince George's Hospital Center, an acute care, teaching hospital located in suburban Maryland, outside of Washington, D.C., was found murdered in her office. Her body was discovered by cleaning staff. Something almost unthinkable had occurred - a sexual assault and murder inside of a hospital.

Strategic Thinking & Responsibilities
Our jobs were to manage the media relations and communications to all audiences. Lisa Schiller had written an 80-page emergency public relations manual for the hospital, which was immediately implemented.

After gathering information from the police and hospital staff, we advised the hospital president and made recommendations for a crisis communication plan, which included internal communications, preparing the hospital president for media interviews, organizing media interviews and press conferences, writing talking points, establishing telephone information lines, creating and communicating immediately the establishment of a reward leading to an arrest, and anticipating questions regarding hospital security and developing messages for response.

Results Delivered
The hospital was complimented on its handling of such a horrific event. The crisis communication efforts were rewarded with 1st place in Crisis Communication for PRSA's Best of Maryland competition. In addition, the hospital received a favorable editorial in the local newspaper when the nursing union tried to use the murder to advance their dispute with the hospital.