The year was 2020, and the COVID-19 pandemic was at its peak. With the virus disproportionately presenting worse symptoms among the elderly, the pressure to communicate clear and empowering information was great for Julie Toma of CatholicCare.
The role that communication played in the COVID-19 response became more apparent with the fact that 75% of all COVID-related deaths in Australia at this point were caused by outbreaks in residential homes.
As then Head of Marketing Communications for one of the biggest aged care providers in Sydney, Julie demonstrated the importance of using effective communication strategies to guide stakeholders through times of change, transformation, and crisis.
For Julie, it’s all about relationships, and successful relationships are built on trust and building trust and credibility with your audience. In this presentation, Julie discussed two case studies that highlighted how robust communication plans played a major role in any crisis situation.
In one of the case studies, Julie discussed how a potential crisis came in the form of a staff testing positive for the virus. However, they were able to prevent outbreaks in their residential aged care facility, largely due to good two-way communication between patients and staff, and participation in a coordinated public health response.
“Management prioritised early and open two-way communication with staff, residents and their families through different media. Of note, on the day of case notification, the facility explained the situation and the planned control measures to every resident and, by phone, to their nominated family contact,” Julie said.
Julie also shares critical tips for building PR-driven partnerships, which focuses on purposeful and mutual benefits, instead of fixating on paid media.
“Consider ‘thoughtful leadership’ opportunities, be expansive in considering your assets and opportunities. As for PR leaders, be ready to ‘let go’ when the time is right to other teams who will need a seat at the table,” Julie said.
Get access to Julie Toma’s full session here.
