The word crisis can evoke scary thoughts of hurricanes, floods, and wildfires, all of which ravaged parts of the United States recently and forced many nursing homes into emergency mode. However, facility leaders also face other kinds of crises that might not seem as threatening—such as infection outbreaks, changes in ownership, and more—but still have a significant impact on both residents and staff.  

Whatever the crisis, facility leadership must be able to manage it, and effective communication plays a large part in that management. The quality and timeliness of communication can significantly affect the well-being of residents, the efficiency of staff, and the overall success of crisis management.

Four Reasons to Improve Communication Skills

1. When a crisis occurs, the ability to communicate effectively is vital. Nursing home staff care for a vulnerable population. Clear, kind, and consistent interactions are paramount to ensure that residents receive care in a timely manner. Many residents have cognitive impairments or other barriers that may hinder their ability to understand complex information or changes in their routine. Thus, leaders must convey information simply, to allay residents’ anxiety and confusion as much as possible.
2. Honest communication engenders trust and the cooperation of family members and responsible parties. Facility leadership must both reassure family members and keep them apprised of their loved one’s progress. Consistent transparent communication builds trust and helps families understand how the crisis is being managed, and it reassures them about the safety of their loved one.
3. Good communication also ensures the safety of staff members. When leadership offers clear instructions, updates, and support, staff can perform their duties more effectively. It also helps leaders address the concerns and needs of staff who are working under increased stress during a crisis.
4. By communicating effectively, facility leadership can successfully manage external relationships with regulatory agencies, the media, and surrounding communities. Updates may be required on the crisis-
management process, and local media may seek information to share with their readers or listeners. Accurate and timely communication from leadership can mitigate misinformation and prevent confusion.

How to Meet the Challenges in a Crisis

Skilled nursing facility leadership may face obstacles that hinder communication. For example, information may change rapidly, overwhelming everyone involved. Further, determining what to communicate first might prove difficult.

Crisis situations evoke strong emotions. What is occurring may frighten residents and families, making it harder for them to absorb and process any new information the facility is presenting. Staff and facility leaders may be under extreme duress, as well, leading to a delay in communication or an inability to relay any news concisely.

The crisis may affect the facility’s technology. Should a cyberattack occur, communication for leaders may be compromised through such channels as the facility’s website, electronic health records, and even cell phones.

The Five Cs of Communication

The facility leader can become more adept at managing an emergency by keeping the five Cs of communication in mind: clear, concise, credible, consistent, and compassionate.

• Be clear: Describe the issue and what’s needed from the other person(s). Communicate the issue directly and non-defensively. Take ownership of the situation and be transparent.
• Be concise: Keep requests simple and direct. Focus on getting the point across as succinctly as possible, keeping in mind the capabilities of the person receiving the information.
• Be credible: Ensure all information relayed is correct. Verify facts and be honest about what is known. If information is unavailable, explain that the situation is fluid, and an update will be provided as soon as possible.
• Be consistent: To avoid confusion, ensure that everyone communicating information about the event is relaying the same information.
• Be compassionate: Offer emotional support, soothe fears, and promote a sense of security among residents, families, and staff.

Strategies to Improve Communication Skills

No one can fully prepare for a crisis. However, there are ways to maximize communication skills so that when the time comes, everyone is ready. Harvard Division of Continuing Education, Professional and Executive Development, published the blog post “8 Ways You Can Improve Your Communication Skills.” The following suggestions are adapted from the article.

• Be clear and concise. Before engaging in communication, define what needs to be conveyed and who needs the information. Outline the necessary information to help eliminate irrelevant details. Avoid unnecessary and complex words that can distract from the message. Repeat the message as necessary, but remember that people will tune it out if there is too much repetition.
• Prepare ahead of time. One of the best ways to ensure effective communication during a crisis is to prepare in advance. Before a crisis occurs, establish communication protocols to improve efficiency and effectiveness, such as predesignated roles for communication, clear guidelines for information dissemination, and established channels for contact. Facilities should have a list of emergency contacts, such as the local health department, emergency services, and family members. Train staff to communicate effectively with residents, families, and external parties during emergencies. This proactive approach can help mitigate confusion and streamline communication when a crisis arises.
• Be mindful of nonverbal communication. Body language says more than words do. People are more apt to believe nonverbal signals over spoken words. Nonverbal cues should always support the spoken message.
• Watch the tone. It can add extra power to words. Conversely, tone can also undermine the message. Being mindful of tone allows for alteration when needed.
• Use active listening. Listen for feedback to learn about concerns and potential issues. This can also help tailor communication strategies and improve satisfaction.
• Build emotional intelligence. Being aware of our own feelings enables us to manage them.
• Develop a workplace communication strategy. This framework outlines how and what is communicated and ensures everyone receives the correct information at the right time.
• Create a positive organizational culture. Communication will be easier and more effective in a positive environment. Without trust and transparency, even the smallest communication can be misconstrued.

Good communication can reduce anxiety, strengthen trust, and foster a supportive environment during difficult times. By using these strategies, facility leaders can navigate crisis communication with greater confidence and ensure the well-being of all involved.

Denise Winzeler, BSN, RN, LNHA, DNS-MT, QCP-MT, is director of education and certification strategy for the American Association of Post-Acute Care Nursing (AAPACN).
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