Hospitals and health centres. Negative Media Exposure on Management Practices - Dissertation Example

Table of Contents Table of Contents 1.0Introduction 3 1 Background 3 2 ment of the Problem 7 3 Objectives 7 3 Main Objective: 7 1.3.2 Specific Objectives 7 1.4 Hypothesis 8 1.5 Research Questions 8 1.6 Significance of the Study 8 1.7 Scope and Limitations of the Study 9 1.8 Assumptions 9 2.0 Literature Review 9 2.1 Influence on patients 14 3.0 Methodology 15 3.1 Introduction 15 3.2 Research design 15 3.3 Target Population 15 3.4 Sample and Sampling Procedures 16 3.5 Data Collection Instruments 17 3.6 Data Collection Procedures 17 3.7 Ethical Considerations 18 3.8 Data Analysis 18 3.9 Work Plan 19 3.10 Proposed Budget 19 References 20 Abstract The media has become so powerful over the years that when it exposes an organization or individual in negative light, their reputation, credibility, or profitability are greatly Affected. This study aims at establishing the impacts of negative media exposure on the patients, public, and management practices of health care institutions. The study will involve a literature review and collection of primary data through a survey. A sample of 30 respondents drawn from five hospitals in London will be used in the study. The data collected from the field will be organised and coded on SPSS. Statistical analysis will be done to establish descriptive statistics relating to how patients and hospital management react to negative coverage. The study will analyse how patients who are also members of the public are affected by negative media exposure of the hospitals or health centres that they visit. Based on the statistics, the study will make come up with recommendations that health institutions facing negative media exposure can apply to handle negative publicity. Negative Media Exposure on Management Practices 1.0 Introduction 1.1 Background The world has experienced immense growth of mass media over the past few decades (Herrick 2012, p.3). At the same time, many countries all over the world have experienced significant democratization allowing for media freedom. This is very critical since the mass media plays a crucial role in informing citizens of what is happening in the country and beyond. However, its impact in the corporate world has been prodigious. In this regard, mass media has been helpful in revealing the status of an organization in terms of management practices whether good or bad. Nevertheless, Stareva (2013) indicates that most organizations often want news regarding the organization to be publicized through mass media when the organization appears to be doing well. This is because the good news about the company helps in selling the company to potential investors. For example, organizations tend to rash to publicize their financial accounts through the media when the organization happens to have made massive profits. This also applies when an organization receives an award for good performance. However, this is the contrary when the fortunes of an organization fade, particularly due to poor performance attributed to poor management practices. Bednar, Boivie, and Prince (2013) note that companies under crisis due to poor management practices tend to hide from media spotlight in order to prevent negative publicity. Only recently Jeremy Morris, the Ex head of McGill Supper Hospital was alleged to have been involved in a corruption scandal of $1.3 billion by the Media (CBC News 2013). As a result of this portrayal, the hospital suffered immense losses in terms of its reputation and profitability. However, going by past statistics, the media has always acted like a watchdog to citizens by doing everything to ensure that every happening in an organization is exposed to the public. Despite the fact that many organizations tend to avoid negative exposure by the media, Bednar (2012) shows that the impacts of negative exposure can be both negative and positive to the management and its stakeholders. For instance, the negative exposure of a health care institution may hugely impact on the management practices of the organization. On the other hand, the negative portrayal of the organization by the mass media affects how patients will view the health care institution after the negative exposure by the media. Negative media exposure in this sense includes any factual or otherwise non-factual presentation of an organization or entity by the media in bad light. A study conducted in the U.S. titled Burr under the Saddle: How Media Coverage Influences Strategic Change revealed that, despite the annoyance caused by the negative media exposure of C-Suite, it also influenced the strategic decisions of the management thereby contributing to improved performance by a company (Bednar 2012, par.3). Bednar (2012) claims in the article that the media is neither an adversary nor a friend to an organization’s management. Rather it is part of the stakeholders of a company that can significantly change the direction of a company for the good of everyone in society. According to the study conducted by the University of Illinois on the 250 firms in the U.S., it was found that negative media coverage made the CEOs of the companies realize where companies have been underperforming. This proved important for the companies since areas negatively exposed by the press formed the basis for strategic decision-making (Bednar 2012). In this regard, it became apparent from the study that even though companies shy away and welcome not negative media exposure, it is also beneficial since it creates awareness on management practices that need to be changed for organizational success (Holtz 2013). This is also applicable for health care providers. In this regard, the negative media exposure of a health care institution may induce changes in the management practices for quality service delivery to patients (Koletar 2003, p.33). For instance, the media may expose a health care institution negatively as not having adequate medical facilities to cope with the number of patients visiting the hospital. It is true that this is a negative portrayal regardless of how truthful it is to the hospital. At the same time, its may lower the trust that patients in the hospital have as regards the ability of the health care institution to treat them (Holtz 2013). However, the positive impact of such a negative exposure by the media is that it shows the management needs to equip the hospital. Equipping the hospital adequately with facilities and personnel results in quality delivery of services to patients in the hospital. Negative media coverage may also force a health care institution to improve the working conditions of staff (Holtz 2013). For example, the press may expose that a certain health care institution is underpaying its staff. The negative impact of such an exposure comes from the fact that it scares away experts from seeking employment in the institution. At the same time, it reveals that the staff of the hospital are not motivated enough to offer quality services to patients. This, in turn, may make patients lose trust on the hospital. However, such a negative exposure may also make the management of the hospital particularly the human resources department to change its salaries and benefits policies. This may see the organization increase salaries of its staff in line with the expected minimum wages. Increasing salaries and wages is one of the factors that motivate employees to increase their efforts (Bednar, Boivie, and Prince 2013). Therefore, such negative media coverage may have a positive impact on the institution in the long rung due to the change in management practices triggered by the negative press exposure. As earlier stated, negative media, exposure of a health institution may have a profound effect on patients. According to Holtz (2013), negative media exposure on a health care institution can make patients lose trust in the hospital. This based on the fact that it exposes negative things about the hospital that might be of importance for patients in choosing the hospital. However, when patients lose trust in the hospital, this might result in complete desertion of the hospital depending on areas of management negatively exposed by the press. Several experts have noted that one of the most important components of the physician-patient relationship is trust (Azari, Bell, Kravitza, Krupat and Thom 2002). May studies have also shown suggested that when the physician-patient relationship is faced with mistrust, often the patient’s satisfaction with the services that they receive in hospital gets low (Azari, Bell, Kravitza, Krupat and Thom 2002). What this means is that when the media exposes a healthcare centre negatively, it effectively presents the hospital staff including managers, physicians, nurses and other caregivers in bad light. This may impact the trust that patients have on the service providers thereby disrupting the patient-physician relationship and lowering the chances or achieving desirable outcomes. The following section of the study involves a literature review. A literature review is chosen as the preferred method for this study given that it helps the researcher avoid reinventing the wheel. The literature review will also enable the study focus on the subject matter as the study will rely on information gathered from reliable and reputable sources. 1.2 Statement of the Problem A number of studies have been conducted in relation to the effects of negative media coverage on various organizations especially in the United States of America. While this is the case, very little study has been conducted in the same respect with a focus on health institutions in the United Kingdom. This study hence seeks to fill the knowledge gap by examining the impacts of negative media exposure on the management practices of health care institutions. It will also explore the extent to which the negative media exposure affects the trust of patients in a health care institution. 1.3 Objectives 1.3.1 Main Objective: To establish the impacts of negative media exposure on the patients, public, and management practices of health care institutions. 1.3.2 Specific Objectives 1. To establish the extent to which negative media coverage of health institutions occur in the United Kingdom 2. To establish the impacts of negative media coverage of health institutions on patients 3. To establish the impacts of negative media coverage of health institutions on management practices 4. To establish how health institutions should best react to negative media coverage 1.4 Hypothesis Negative media coverage of health institutions in the United Kingdom impacts the institutions both positively and negatively. 1.5 Research Questions 1. To what extent to does negative media coverage of health institutions occur in the United Kingdom? 2. What are the impacts of negative media coverage of health institutions on patients? 3. What are the impacts of negative media coverage of health institutions on management practices 4. How should health institutions should best react to negative media coverage 1.6 Significance of the Study With negative media coverage being a common and unwelcome phenomenon in the United Kingdom much as it is in other parts of the world, health institutions in the United Kingdom should be able to deal with the negative publicity in a manner that will strengthen and not weaken then further. The results of the study will particularly be important to health institutions management as they play a greater role in streamlining the activities that their organizations engage in. 1.7 Scope and Limitations of the Study Given that the United Kingdom covers an extremely wide geographical area and hosts thousands of health institutions, this study will be geographically limited to London. In the same respect, healthcare institutions in London will be the only ones featured in the study. While there are many patients who receive treatment in their places of residence, this study will only include a sample of patients who are within the hospital compound at the time of the study. 1.8 Assumptions For the purposes of this study, it will be assumed that health institutions include hospitals, dispensaries, and health centres. 2.0 Literature Review Jue Marr and Kassotakis (2009, p.41) note that mass media has witnessed tremendous growth over the past few decades. Report indicates that technological advancement has revolutionized mass media in a big way. This is attributable to the fact that initially radio was the only means people and firms used to transfer and receive information. Television later emerged and recently the Internet. The Internet, in particular, has resulted in the emergence of social media, which is currently impacting on every aspect of human life (Carroll 2010, p.51). The most striking feature is that the recent growth in mass media has been witnessed in almost all countries worldwide. This makes information transfer easy regardless of geographical location. Mass media has particularly been beneficial to firms all over the world (Albarran, Chan-Olmsted, and Wirth 2006, p.13). This is because media provide firms with a means of transferring information pertaining to the firm to its stakeholders. Firms also use the media for advertisement purposes. Creating brand awareness is not easy with the word of mouth because it may not reach a large audience (Bell and Smith 2010, p.41). As a result, companies have developed the culture of creating their brand awareness through various media forms such as television, radio, billboards, and recently the Internet, particularly the social media. Firms also tend to move to the media to reveal the companies yearly performance particularly when the company has performed well beyond expectations. For example, firms that make enormous profits tend to rash to the media to expose how well the company has performed. What this implies is that firms like being covered with media positively. Nevertheless, going by past cases, today’s media like concentrating on the negative aspects of a company than the positive aspects. This is attributed to the fact that today’s media is exceedingly quick at exposing negative aspects of a company so as to draw a large audience and criticism. However, many firms tend to shy away from negative media coverage. This is mainly based on the fear that negative media coverage has the potential of turning the corporate image of an organization. As a result, organizations tend to do all it takes to hide the negative aspects of the company away from the media exposure (Biagi 2011, p.16). Negative media coverage indeed tarnishes an organization’s corporate image. BP, Toyota, and AIG are typical examples of large companies that have suffered the consequences of negative media coverage. BP, for instance, was heavily lambasted by the press following the massive oil spill at the gulf. Media reports showed that the spill occurred due to BP’s negligence (McDermid 2011). The press also exposed that the company was found in breach of rules pertaining to oil exploration, which resulted in the company being compelled to pay massive fines to be shouldered by the shareholders. Such a negative media exposure indeed affected the investor confidence in the company, which resulted in BP incurring massive losses thereafter (McDermid 2011). The same applies to AIG and Toyota whose corporate images were tarnished following negative media exposures. The same situation applies to health care services. Samuel (2009) pointed out a case in which the negative media exposure of a case dented the image of social work profession badly. In this regard, Samuel reveals that the negative media coverage of baby Peter case affected the morale of social workers, as well as worsening the public image of the profession. According to a survey conducted by a Local Government Association, 93% of leads councilors for children survey felt that the negative portrayal of the case impacted negatively on the way the public saw social workers. This is after the U.K. media revealed that social workers were hugely responsible for the death of baby Peter. In fact, a report released by LGA showed that about 60% of English councils were not finding it easy recruiting social workers of children since 2008 the month preceding the trial of those suspected to have been responsible for Peter’s death (Samuel 2009). The survey also found out that councils were finding it hard recruiting and retaining social workers of children than any other job role. These are some of the cases indicating why companies would not want to be exposed negatively by the media. However, findings show that hiding the reality behind the scenes is also not helpful (Athitakis 2013). This is because the negative exposures are happening with or without the involvement of the organization. Therefore, managers might as well begin embracing negative media criticism potentially change public perceptions, collect ideas how to improve services and products and make the negative coverage turn positive in the view of the public. A new U.S. academic study conducted by Bednar (2012) titled, Burr Under the Saddle: How Media Coverage Influences Strategic Change, revealed that, even though native media exposure is unpleasant and unwelcome by the C-suite, it can markedly influence strategic changes within an organization resulting in improvement of service delivery. In fact, Bednar (2012) argues that the press should be viewed as neither an ally to upper management nor an adversary. Rather, media should be viewed as a stakeholder of a company who plays a significant role in changing the direction of a firm for the good of society. To come up with such a conclusion, Bednar (2012) and his colleagues evaluated the operations of 250 companies drawn from the 2001 S&P 500 for a period of five years and collected data from over 40,000 leading articles on the negative impacts of press coverage on companies. From the analysis, the researchers discovered a direct correlation between negative media exposure and the likelihood of a company undergoing a strategic shift aimed at rectifying the negative aspects exposed in order to improve the performance of the companies. What this study demonstrated is that negative press exposure through not welcomed by firms, is a catalyst for positive organizational change. The study also stresses on the importance listening and paying attention to press coverage and PR’s advice (Nair 1980, p.14). This is because PR and agencies have the skills and knowledge of how to monitor and analyze the press to ensure that warning signs issued by the media are not taken for granted. In fact, research has shown that negative media exposure has helped many companies change their management practices from bad to good. Health care institutions have been part of the beneficiaries of negative press exposure. The press has reported several cases in the past involving unethical behaviours, in many health care services. This ranges from corruption to negligence resulting in unwarranted deaths. With regards to corruption, the press recently exposed the corruption scandal in which Jeremy Morris, the Ex head of McGill Supper Hospital was alleged to have been involved in a corruption scandal of $1.3 billion (CBC News 2013). The loss of the amount affected the operation of the hospital adversely. According to media reports, the scandal took place since the hospital had no strong internal controls to assist in fraud detection and control (Dang 2009). Despite the negative exposure, it awakened the hospital and has since begun establishing a strong internal control system to prevent such a fraudulent act from taking place in the hospital. Such a change in the management practice could not have been possible without the exposure of the scandal by the press. Some health care institutions have also been negatively exposed by the media for lack of enough equipment, some for labor disputes while others have been exposed for negligence resulting in unwarranted deaths. However, what is evident from all such cases is that, despite the fact that the initial impact of negative exposure being unpleasant and unwelcome, its long term effects are very positive (Biagi 2004, p.78). This is because the negative exposure is only used as a wakeup call on the management practices that need to be improved for better service delivery to patients. For example, when a health care institution is exposed by the media for lack of enough effective equipment to handle patients, this will be unpleasant since it affects the tarnishes the corporate image of an organization. This is because patients and the public may stop attending the hospital for health services believing that the institution has no capacity to offer quality services (Duhé 2007, p.51). Nevertheless, such an exposure will compel the company to change its management practices by purchasing enough medical equipments and improving staffing requirements for quality service delivery. As earlier indicated, the press report of Peter’s death case did affect the reputation of social work profession in England. This is because the media reported the case in a manner that showed that negligence of social worker was to blame for the death of Haringey, according to Samuel (2009). However, the negative exposure also proved beneficial to the councilors since it created an awareness of the management practices that needed to be rectified in order to build the reputation of social work. Improving the management practices had the potential of making children’s social work look lucrative again thereby attractive people to the profession. In fact, according to Samuel (2009), the councils intended to use the findings as part of respect and protect campaign to build the image of the profession in order to augment children’s protection. In addition, the negative press exposure of the case prompted LGA to develop several posters at its annual conference in a bid to promote that image of social work profession that had been tainted by the negative exposure of Peter’s case by the press. 2.1 Influence on patients The negative media exposure affects the trust of patients in a negative way. This is because it makes patients view a health care institution in the manner exposed by the media. For instance, when the press reports that a certain death has occurred in a certain hospital in the country due to negligent acts of doctors, certainly patients will lose trust in the hospital. The trust in the hospital will be lost due to fear of lack of professionalism and quality care that patients look for when choosing the health care provider. Additionally, the consequences of loss of trust on a health care provider by a patient are immense. This is because such patients will most likely shift their allegiance to other health care providers that provide quality services in the country, notes Carroll (2013, p.99). 3.0 Methodology 3.1 Introduction This study focuses on the effects of negative media exposure on U.K. healthcare institutions. In the sections that follow, the research design, ethical issues, data collection methods, instruments, and sample and sampling procedures will be discussed. Furthermore, the section will discuss how data will be analyzed, the time schedule and the budget. 3.2 Research design A fixed approach will apply in this study. The study will be mainly descriptive in nature as it will focus on establishing the impacts of negative media coverage on health institutions. The study will involve qualitative and quantitative data. For the purposes of data collection, a survey will be conducted. This method is chosen owing to the fact that in the case of this study it is cost effective and most convenient to the researcher. Furthermore, the method is known to foster respondent candidness compared to other methods more so if the respondents’ confidentiality is protected. 3.3 Target Population Patients normally visit health institutions so as to receive health-related services. This study will focus on all patients that visit hospitals as the population under study. Furthermore, the managers who direct the hospitals that patients visit will also form part of the population under study. 3.4 Sample and Sampling Procedures The number of patients in the United Kingdom generally and in London specifically at any one time may not be possible to establish given that many patients enter and leave the healthcare institutions randomly. Furthermore, the population of patients in London alone probably runs into several thousands. Considering the numbers involved, it may not be realistic and convenient to perform a census for this study. It is more convenient to use a sample that will be reflective of the situation on the ground. Using a sample as opposed to conducting a census is also favoured for this study considering resource and time limitations. Given that there are several hospitals in London that may be affected by negative publicity, a sample of five hospitals will be used. In order to establish the hospitals that will make up the sample, a list of all the major hospitals in London will be made. The hospitals will be listed in alphabetical order by name before being assigned serial numbers. The details of the hospitals together with their serial numbers will be fed to a computer and the computer programmed to draw five samples randomly. With five hospitals to use as a sample, the next step will be to draw human samples. From each of the five hospitals, three samples of patients will be randomly drawn to participate in the study. Also, three management staff will be randomly drawn from the population of managers in the hospital to participate in the study. During sampling, no two samples will be drawn from the same area or department of the hospital. When a potential participant decline to participate in the study, they will be duly thanked and a different person approached to participate in their place. 3.5 Data Collection Instruments The survey instruments to be used during the study are two sets of questionnaires. One set of questionnaires will be issued to the sampled management staff and another to the sampled patients. This way, the survey will capture the different views of the patients and management considering their different situations as service receivers and providers respectively. The questionnaires will comprise a set of closed ended questions mainly focusing on how negative media coverage impacts healthcare institutions in London. The questionnaire will comprise a set of 14 straight forward questions than an average respondent could fill in 10 minutes. The participants will be asked to maintain sincerity as they answered the questions as lack of it would lead to unreliable results. 3.6 Data Collection Procedures The main objective of the study was to establish how negative coverage of the media on health institutions affected the institutions, patients and the public. So as to achieve the aims of the research, primary data was collected from the field. The researcher visited a hospital randomly drawn from a list of hospitals in London and approached potential respondents. From each hospital, a total of six respondents were featured; three patients and three management staff. The respondents will be randomly drawn from the population of those within the hospital compound. Once a potential respondent had been identified, the researcher introduced himself to them and requested them to participate in the study. The participant was briefed about the nature and objective of the study, assured of the confidentiality of the information that they would provide, and informed of their right to terminate their participation in the study at any time if they so wish. The participant was then issued with a questionnaire that they duly filled. The researcher thanked the participant for taking part in the study. 3.7 Ethical Considerations One of the issues that researchers have to deal with as they go about their activities is the confidentiality of respondents. In respect of this fact, the study will be conducted such that the personal details of the respondents are not collected. Furthermore, the information they provide will not be shared with third parties in its raw form. Yet another issue that must be considered during a study is informed consent. In this respect, the study will only feature adult respondents of sound mind so that the need for informed consent does not come into question. It is vital that due respect is accorded to institutions and private properties. In this respect, before venturing into an organization to collect data, the necessary approvals and permissions will be sought from the respective institutions. This will go a long way in avoiding disputes that may end in litigations. This study relies a lot on secondary data drawn from various sources. In order to overcome the risk of plagiarism, all sources of information relied on during the study will be appropriately credited and referenced. 3.8 Data Analysis Once data has been collected from the field, it will be appropriately coded on Statistical Package for the Social Sciences (SPSS) software. As previously noted descriptive statistics relating to the sample will be analyzed. The analysis will mainly relate to how the patients react to negative media coverage of the hospitals in which they procure services. Further, the analysis will establish descriptive statistics on how hospital management reacts to negative coverage of their institutions. The data analysis will also involve cross tabulations. Based on the statistics, recommendations will be made so that health institutions are better equipped to handle negative publicity. 3.9 Work Plan The importance of time as a resource that needs to be property utilized cannot be overstated. This study will rely on the schedule that follows to ensure that no time is wasted. As can be seen from the work schedule, the study is expected to take a period of 16 weeks. The 16 week period is adequate for the activities involved in the study and will accommodate minor delays that may come about due to unforeseen circumstances. Activity Time in Weeks 1-2 3-4 5-6 7-8 9-10 11-12 13&14 15&16 Gathering necessary resources Conducting literature review Collection data Analysing data Report writing and editing Presentation of report 3.10 Proposed Budget For this study the proposed budget that follows applies. The budget is expected to be adequate to enable the study to come to a successful conclusion. Table 1: Proposed Budget Activity Quantity Rate (Euros) Total (Euros) Stationery 50 Questionnaire production 2 25 50 Questionnaire photocopying 50 0.5 20 Typing and Printing 50 4 200 Transport costs 500 Contingencies (10%) 82 GRAND TOTAL 902 References Albarran, A. B., Chan-Olmsted, S. 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