Arizona: One public relations mistake after another
Accident victims switched
Arizona again most popular story on 'net
St. Joseph Hospital in Phoenix, owned or managed by Catholic Healthcare (no such word) West (CHW), has a gender bias in its public relations program. No male has worked in the department for two decades. The way this case has been handled shows what happens to a company or business that ignores diversity.
Instead of apologizing, the head of the hospital, Suzanne Pfister, blamed the mix-up on the family. What sort of voodoo public relations is this? Did this CEO not consult with her public relations or marketing staff? Did she disregard them and their importance to the organization? Did she view the PR staff so incompetent she did not reach out for advice? Was the staff's advice to blame it on the next-of-kin? I doubt it.
Here's how PR should have been handled. Apologize. All medical costs for all involved absorbed by CHW. Shake up in the hospital. A new, competent CEO, much like BP just did. A pledge to diversify the company's marketing department. Giving the two families a million dollars each. As Donald Trump says, it's not personal, it's business.
Addendum: Even worse: PHOENIX (AP) ― A hospital spokeswoman says officials were working off the information provided by families in the case of two young woman misidentified in a fatal Arizona car accident. A spokeswoman for St. Joseph’s Hospital and Medical Center in Phoenix said Monday that the surviving patient was …