The past 18 months have proved a tumultuous time for the UK veterinary profession.
With a high-profile Competition and Markets Authority (CMA) investigation into rising costs and corporate ownership, the sector has rarely been far from the front pages.
Stories of pet owners facing bills in the tens of thousands, coupled with the emotional toll of unexpected outcomes, have fuelled a national conversation about trust, transparency and care within the embattled sector, affecting both the physical and mental wellbeing of those dedicated staff on the front line.
Alas, in such a climate it is not so much a case of if a crisis might hit a practice, but when.
Whether you’re an independent practice or part of a larger group, a single incident can quickly escalate, attracting the attention of local or even national press. Being prepared is no longer just advisable, it’s essential.
What does a veterinary PR crisis look like?
A PR crisis can take many forms but for veterinary practices, it often strikes at the heart of the emotional bond between owner and pet. From our experience, two of the most common causes include:
A poor clinical outcome:
A case where a beloved pet dies or suffers a serious complication, leading a grieving and angry owner to seek answers publicly, perhaps by contacting their local paper or launching a social media campaign
Allegations of overcharging or unnecessary treatment:
As highlighted by recent national stories, a bill that spirals from a seemingly routine procedure to thousands of pounds can quickly become a flashpoint, especially if an owner feels they weren’t given clear options or a full understanding of the costs involved
The (in)famous story of Geronimo the alpaca, while not a standard small animal practice, is an example of how quickly a situation involving animal welfare and regulatory decisions can become a national PR disaster for the organisations involved.
The key takeaway?
When emotions are high, the situation is complex and the media comes calling, you need a comprehensive plan.
Five tips for managing a veterinary crisis communications situation:
When the phone rings and it’s a journalist from a national newspaper, how you respond in the first few hours will define the story. Here is our advice for navigating those treacherous waters.
Don’t bury your head in the sand
In this cyclical age of social media and 24-hour news, ignoring a problem or hoping it will go away is the fastest route to losing control of the narrative. Silence can often be interpreted as indifference or a sign of trying to hide something. You must acknowledge the situation promptly, even if it is a simple short holding statement.
Have your prepared holding statement ready
Which brings me nicely on to your most important tool. A holding statement is a short, pre-approved response which acknowledges the situation without going into detail. It ensures you never get the dreaded “X declined to comment” line in a story. It buys you time – often crucial time.
Take it offline and investigate
Your holding statement should include a direction to take the conversation out of the public eye. Encourage the journalist or client to contact a designated person (your spokesperson) directly. This allows you to gather all the facts, review clinical notes and speak to your team without conducting the investigation in the full glare of the media.
Designate and train a spokesperson
Who will speak for your practice? It must be someone who is composed, credible and fully briefed on the agreed messaging. In a broadcast interview, a nervous or ill-prepared speaker can do more harm than good. Investing in media training, which we offer here at R&Co, is crucial to ensure your spokesperson can deliver your key messages clearly and calmly, even under pressure.
Review and learn
Once the immediate storm has passed, the work isn’t over. Conduct an internal review of how the crisis was handled. What worked well? What could have been done differently? This learning process is what strengthens your practice for the future, ‘fixing the hole in the roof while the sun shines’. Read our tips on what to do after a crisis to learn how to get your reputation back on track.
How R&Co can help your veterinary business navigate a PR crisis
At R&Co, our expert team understands the unique pressures facing the veterinary profession more than most, having worked in the industry for the past 20 years.
Our team is made up of former journalists and seasoned PR professionals who have managed reputational issues for clients over many years. We don’t just react; we help you prepare.
We can work with you to:
- Develop a bespoke crisis communications plan tailored to your practice, complete with pre-drafted statements and clear escalation protocols.
- Provide expert media training for your nominated spokespeople, giving them the confidence and skills to handle tough questions.
- Offer hands-on support during a crisis, acting as a strategic adviser to manage media enquiries and protect your reputation.
Don’t wait for the storm clouds to appear. Let’s get that hole in the roof fixed while the sun shines.
Learn more about crisis communications and our veterinary PR and marketing services.
