PUBLIC RELATION

NEEDS & IMPORTANCE

 WHAT IS PUBLIC ?

A group of similar individuals; an assortment of persons

having the same intersect, problems, goals; it is from such
person that opinion emanates.
Public is a varied creature; public has multitudes of wants
and desires; it has its likes & dislikes, some times, strong
likes &strong dislike.

• WHAT IS RELATION ?
Human wants to create the need to establish relation with
one another.
Relationships are of all possible types. Relationship by
sentiment – benevolent , friendly, suspicious, jealous,
hostile.
DEFINITION OF PUBLIC RELATIONS

Public Relation is the deliberate, planned and sustained effort to establish and
maintain mutual understanding between an organization and its publics.

- INSTITUTE OF PUBLIC RELATION,USA

Public Relation is a combination of philosophy, sociology, economics,

language, psychology, journalism, communication, and other knowledge into a
system of human understanding.

- HERBERT M. BAUS.
PUBLIC RELATIONS IN HOSPITAL

• A hospital, as we know, is a multifaceted or multidiscipline

institution and so it is but natural that every aspect of its
functioning has an impact on its public image.

• The quality of nursing care, the food services, the efficiency of

the housekeeping service, the general attitude of the doctors,
the general attitude of the employees, all play a role in image
formation.

• It is an important public relation function to represent the

hospital to its public in a correct perspective . The facilities
available & their timing must be known and adhered to .Its no
use saying that you have ambulance service when your
ambulance service is only available on restricted time schedule
& is not available to bring patentees to the hospital & so on .
THE STAFF & PUBLIC RELATION

• Every member of the hospital staff is a member of the public

relations department of the hospital .

• The great emphasis on good relations for the maintenance of the

image & prestige of hospital.

• Public relation in hospitals is very important function & needs a

person who understand human relation .

• It is function of public relation to develop & promote

understanding & appreciation of the hospital by the people its
serves .
SENSITIVE AREAS OF THE HOSPITAL

• Hospital staff play important role to maintain the good image of

hospital are :
• The Telephone Operator
• The admitting office clerk
• The cashier
• The Emergency department staff

These people who are in close contact with patients or their

relatives must be very tactful in there dealing with patients &
also in the impression they create on them
 NEED FOR PUBLIC RELATION
• Public relations will help the organization to achieve the objective effectively &
smoothly .

• is not creating good image for a bad team .since false image can’t be sustained
for a long time .Though the organization product or services are good it need an
effective public relation campaign for attracting motivating the public to the
product or service or towards the purpose of the programmed

• The development of the public relation activities should explore all those
communication opportunities that exist to inform the target publics . It can include
printed material , such as newsletters & brochures, an internet site , Media
training , Public speaking , event planning and management. It is interesting to
reflect that in a planning sense, advertising is part of public relations

• PR can be used to build rapport with employees , customers , investors

the or the general public.
• Public relation is to establish the relationship among the two groups
organization and public.

• It analyses the public perception & attitude , identifies the organization policy
with public interest and then executes the programmers for communication
with the public.

• Public relation coordinated relationship with various publics in order to gain

public acceptance and approval of the hospitals activities, including sales
activities.

• At the time of adverse publicity when the organization is under crisis an

effective public relation can remove the misunderstanding can create mutual
understanding between the organization & the public.
 IMPORTANCE OF PULIC RELATION
• CREATING A GOOD IMAGE OF THE HOSPITAL IN THE COMMUNITY.

• IN MEETING THE PERSONAL NEEDS OF PATIENTS

• PATIENTS TO ACCEEPT HOSPITALIZAION

• IN REHABILITATION OF PATIENTS

• TO RENEW OR RETAIN CONTACT WITH THEIR COMMUNITY

• HELP TO RAISE THE STATUS O THE HOSPITAL

• BREAKDOWN THE SENSE OF ISOLATION A PATIENTS FEELS FROM
NORMAL LIVING

• BRING THE HOSPITAL CLOSER TO COMMUNITY

• BRING FIRST HAND INFORMATION TO THE COMMUNITY

• HELP TO CHANGE COMMUNITY ATTITUDES TOWARDS PHYSICALLY

OR MENTALLY HANDICAPPED PATIENTS
QUALITIES TO IMPROVE PUBLIC
RELATION

• PUBLIC RELATION IS SIMPLY PUTTING YOUR BEST FOOT

FORWARD

By your ATTITUDE towards yourself and others

By your KNOWLEDGE of subject to help others

By your SKILL in communicating to others

REMEMBER
PR always starts with you
ATTIUDE
TOWARDS YOURSELF
HAVE YOU DESIRE TO LEARN AND
HELP OTHERS ?
ARE YOU WILLING TO CHANGE ?
WANT TRY TO NEW IDEA
DO YOU WANT TO GROW ?
TOWARDS OTHERS
ARE YOU REALLY INTERESTED IN
PATIENT AND THEIR PURPOSES
PROBLEMS ?
DO YOU TRY UNDERSTAND
OTHERS PATIENT POINT OF
VIEW?
How and why they feel, think, look
and act as they do?
 WAYS OF IMPROVE PR

1.CALLING BACK ONTHE TELEPHONE, ANSWERING LETTE,

ANSWERING MAIL

2.BE CONSIDERATE OF THE TIME OF OTHERS

3.BE CLEAR SO PEOPLE CAN UNDERSTAND YOUR MESSAGE

4.BE KIND AND FRIENDLY WITH PATIENT AND THEIR RELATIVES

CONCLUSION
AN HOSPITAL is like wise made up of a lot
of individuals and public each individual
member of the HOSPITAL
So if you are member of an HOSPITA you
are its AMBASSADOR in change of
PUBLIC RELATIONS
ITS UP TO YOU