When more than reputation is at risk: How two hospitals responded to Ebola

In 2014, two United States hospitals faced the challenges and uncertainties associated with treating Ebola patients. With varying levels of preparation, the outcomes for Emory University Hospital and Texas Health Presbyterian Hospital Dallas were vastly different. Emory successfully treated four patients, whereas Texas Health was caught off guard by an Ebola patient's arrival, resulting in the patient's misdiagnosis and death, as well as the infection of two nurses. Drawing from issues management and actional legitimacy, this study uses organizational and media reports to examine how these two organizations planned for and responded to the Ebola risk. Findings emphasize the need for healthcare organizations to maintain vigilant in monitoring their environments to promptly address any potential risks in an effort to prevent or alleviate crises. Should a crisis manifest, health communicators must provide quick, accurate, and consistent statements to maintain credibility, reassure publics, and reduce public anxiety about the health risk while simultaneously protecting the organization's reputation.