Managing Word Of Mouth For Leadership Success: Connecting Healthcare Strategy And Reputation (American College Of Healthcare Executives Management Series)

Consider this: whatever word of mouth is circulating inside your organization is leaking out to the general community. Are your current patients and potential customers hearing what you want them to hear?

Managing Word of Mouth for Leadership Success will help you understand and employ the power of word of mouth. It includes practical strategies for building and spreading positive buzz about the organization—as well as approaches for managing the negative influence of gossip and rumor.

Topics covered include the following:
Identifying the "talkers" who get listened to in your organization and in the community
Connecting with grapevine leaders to inspire them to brag for your organization
Using your personal influence to support your organization's reputation
Establishing a cross-functional team for the reputation-building process
Monitoring the grapevine for early warning signs of problems
Correcting inaccurate rumors and replacing them with factual information
Managing the unfolding story during crisis situations

Michael E. Cafferky, FACHE, is assistant professor of business and management at Southern Adventist University in Collegedale, Tennessee. Prior to joining the faculty of the School of Business in 2003, Professor Cafferky served for more than 20 years in healthcare in mid-level and senior management positions. He has served in both urban medical centers and rural hospitals in Ohio, California, and Washington.