Media Guidelines

As a standard policy for the release of information and to maintain a centralized channel of communication with the media, The Bonati Institute has established the following guidelines. The Bonati Institute recognizes the valuable role that the news media play in a free society. Our goal is to provide information that is accurate, official and consistent.

The Bonati Institute is committed to cooperating with representatives of the news media in legitimate, news-gathering activities, being mindful of legal concerns and patient confidentiality issues. Paramount in all of our activities with the media is the health and well-being of our patients and their families; this must take precedence over our obligations to the media. These Media Guidelines are designed to protect the confidentiality of patients in compliance with privacy standards for healthcare information as dictated by The Health Insurance Portability and Accountability Act of 1996 (HIPAA) as amended.

Under HIPAA guidelines, the Institute will gain prior written permission from patients who have given permission for information to be released regarding their presence at The Bonati Institute. On all matters pertaining to the personal health information of Bonati Institute patients, representatives of the news media are required to cite only qualified, designated contacts before proceeding to publication or broadcast. News media should also not use the name of the attending physician without his or her expressed consent.

According to Institute policy, the Marketing Department has the responsibility and authority to manage communication with the media. The full cooperation of all Institute departments and personnel is critical to achieving our communication goals.

Release of Information

All requests from the media for information regarding patients should be directed to the Marketing Department.

Media on Site

The goal of The Bonati Institute’s Media Guidelines is to provide information that is accurate, official and consistent.

In order to maintain privacy and proper conditions for patient care and to control access to patient care areas as well as sensitive departments, all interviews, photographs, television and news-gathering requests must be approved in advance through the Marketing Department. The Marketing Department will notify Administration and Security regarding media on site.

The taking of photos, video or filming within the Institute, or on Institute property, is strictly prohibited unless the Director of Marketing, or a designee, is present. Media representatives should be met in the lobby and accompanied to the approved area by the Director of Marketing, or a designee.

Requests from the Media

(Interviews, photographs, television and news-gathering requests)

Requests or inquiries regarding non-patient information – which may include questions regarding finances, policies, services, employees, etc. – should be referred to the Director of Marketing. When a media representative requests the privilege of interviewing, photographing or filming an employee in the course of their duty, such permission may be granted by the Institute, if, and only if, all of the following conditions are met:

• The employee grants permission that he or she is willing to be interviewed and/or recorded and/or photographed and/or filmed and signs an “Interview/Photo/Video Release Form.”
• The employee’s department head/supervisor agrees.
• The Director of Human Resources agrees.

All completed “Interview/Photo/Video Release” forms except patient release forms will be stored in the Marketing Department. Patient release forms will be placed in the patient’s chart.

Matters of Public Record

Matters of public record refer to situations that are reportable by law to public authorities, such as law enforcement agencies, the coroner or public health officers. While laws and/or regulations require healthcare facilities to report a variety of information to public authorities, it is not the responsibility of facilities to provide that information in response to calls or other inquiries from the media or other parties, including law enforcement officials. Instead, calls regarding matters of public record should be directed to the appropriate public authority.

Confidentiality Policy Regarding Medical Records

The medical record is the property of The Bonati Institute and shall be maintained to serve the patient, the healthcare providers and the institution in accordance with legal, accrediting and regulatory agency requirements. The information contained in the medical record pertains to the patient, and the patient legally is entitled to the protected right of information. All patient care information shall be regarded as confidential and available only to the authorized users.

Interviews with Physicians

The Bonati Institute physicians may choose to address the media. The Marketing Department will arrange to have a representative be present for the interview. If addressing the media without a member of the Marketing Department present, the physician assumes responsibility for complying with all media guidelines in this document and assuring that only information regarding the practice is discussed.

Statements Regarding Legal Actions

No statements shall be made regarding legal actions unless coordinated with and approved by Institute counsel. In the case of charges against a physician or the Institute, the reporters are expected to make every effort to verify the charges and offer the accused an opportunity to reply before publication or broadcast.

Courtesy

Members of the media will treated by all employees with the same courtesy and respect shown to our patients, their families and all others who come in contact with The Bonati Institute.

Approved and Adopted November 2, 2007