The recent firing of Sutter Health employees after a TikTok video mocking patients went viral is a sharp reminder of today’s reality: organizations are only one careless post away from a public relations crisis.
The video, shared by staff at Sansum Clinic’s urgent care in Santa Barbara, showed employees posing with exam-room paper stained by bodily fluids, paired with captions like “Guess the substance.” Public outrage was swift. By the next day, employees were placed on leave. Within 72 hours, they were terminated.
Sutter Health acted quickly, but the reputational damage was already done. The story spread across TikTok, Reddit, and major news outlets. Community trust in the clinic was shaken—and rebuilding it will take time, consistency, and transparency.
Why Every Business Needs a Crisis Communications Plan
Too many small- and mid-sized businesses still assume, “That won’t happen here.” But in a digital-first world, every phone is a broadcast tower and every employee is a potential publisher.
A crisis communications plan isn’t optional; it’s a business essential. Without one, leaders are left scrambling when a PR crisis hits—costing valuable time and eroding trust.
A strong plan answers three urgent questions:
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Who speaks? (Designated spokesperson and internal approvals)
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What do we say? (Pre-approved holding statements that balance speed and accuracy)
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How fast can we say it? (Systems and access that allow a response in minutes, not days)
If your answers involve layers of approval and a two-day turnaround, you’re already too late. In crisis communications, speed protects accuracy because it lets you set the tone before speculation hardens into narrative.
How Social Media Policy and Training Protect Your Brand
We can no longer assume that employees—many of whom are now fluent in oversharing online—will automatically use good judgment at work. Personal posting habits don’t always translate to professional discretion.
That’s why businesses need both a social media policy for employees and training that makes expectations crystal clear.
Key elements of an effective social media policy:
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Boundaries: No posting from sensitive areas, with clients, or in ways that could reveal confidential information.
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Real-world examples: Show employees what “not okay” looks like.
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Reporting pathways: Give staff safe, anonymous ways to flag risky behavior.
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Ongoing training: Reinforce boundaries regularly, not just during onboarding.
When paired with strong culture and values—like dignity, respect, and confidentiality—policies move beyond paperwork. They become guardrails that protect both employees and employers from a reputation management crisis.
What Sutter’s Response Got Right—and Where Brands Can Do Better
Sutter Health moved decisively: suspending staff, terminating those involved, and framing the incident as a violation of patient trust. That level of clarity was critical.
But to truly strengthen brand reputation management, businesses must go further:
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Direct communication: Address affected patients or customers directly, not just the media.
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Policy audits: Review training, device policies, and social media guidelines.
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Scenario planning: Run crisis drills so employees know exactly how to act.
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Proactive messaging: Reassure employees and communities that lessons have been learned and standards reinforced.
The Bottom Line for Business Leaders
Most small- and mid-sized businesses still lack a crisis communications plan, and even fewer have a social media policy and training program. That gap leaves organizations dangerously exposed.
Your brand’s reputation is one of your most valuable assets. Protect it before you’re forced to defend it. Because in today’s world, the next viral moment could be yours—and it only takes one impulsive post to test the foundation of your enterprise.