Embry Riddle Aeronautical University Promotion and Advertising Discussion
ANSWER
- Preparation and Planning:
- Before the interview, the administrator should have thoroughly prepared for the questions that might be asked. This would include anticipating difficult questions about the impact on patient care and having well-thought-out, positive responses ready.
- Control the Message:
- The administrator should have taken the lead in framing the narrative. Instead of reacting to the reporter’s questions, they could have proactively addressed key points they wanted to emphasize. For instance, discussing the reasons behind the downsizing, such as budget constraints or changes in patient demographics, while emphasizing the steps taken to maintain the quality of care.
- Longer Interview Duration:
- A 20-minute interview can be edited down to a very short segment, leaving little room for context. The administrator could have requested a longer interview to provide a more detailed and balanced perspective on the downsizing.
- Control the Editing Process:
- While the hospital administrator may not have direct control over the editing process, they could have requested the right to review the final edited segment before it was aired. This would allow them to flag any statements taken out of context or any editing that distorts the intended message.
- Use Visual Aids:
- Visual aids, such as charts, graphs, or images, can be powerful tools to convey complex information. The administrator could have used these to illustrate the impact of the downsizing on patient care in a clear and factual manner.
- Speak in Sound Bites:
- To make it easier for the editing team to find positive and concise sound bites, the administrator should have delivered key messages in short, memorable phrases or sentences. This would increase the chances of these messages being included in the final segment.
- Control the Setting:
- Choosing the interview setting can also help convey a particular message. Conducting the interview in a hospital room with nurses and patients in the background, for example, could visually emphasize the commitment to patient care despite downsizing.
- Follow-Up and Clarification:
- After the initial interview, the administrator could have requested a follow-up or clarification interview to address any potential misunderstandings or misconceptions that might have arisen from the initial segment.
- Use Other Media Channels:
- In addition to the television interview, the administrator could have used other media channels such as social media, the hospital’s website, or a press release to provide more detailed information about the downsizing and its impact on patient care.
By taking these measures, the administrator could have exercised more control over the messaging surrounding the downsizing, ensuring that a more accurate and balanced message was conveyed to the public, patients, and staff.
QUESTION
Description
At a local hospital, a decision was made recently to downsize the nursing staff. The local television station sent a reporter and camera crew to interview the administrator regarding the impact of this action on patient care. After 20 minutes of filming the interview, the reporter left. That evening, a 15-second segment of the interview was shown that left an unfavorable impression regarding the impact on quality. The administrator wondered what went wrong. Explain how more control could have been used to send out the message about the downsizing
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