of key policy and strategy advisors are in ideal positions to help create organizational visions and also help to deal with any negative press that the organization faces (Wise, 2010). Public relations is a communication method that is an indirectly paid form of presentation of goods, ideas, or services. The public relations staff must spend significant time with the media when crafting messages to send out to appropriate organizations about what is currently occurring in the organization that might be noteworthy to help provide positive publicity for the organization. There are two critical roles for public relations for most health care organizations. The first role is to promote the good that is occurring within the facility positively. The second role is the critical function of crisis management that occasionally has to take place, especially in cases of negative advertising for an organization. The most significant advantage of publicity is its credibility. Many consumers, when they read a story in a newspaper or magazine or when they watch a television program, do not understand the hard work that goes into obtaining favorable coverage by the hospital. These communications are viewed as an unbiased presentation about the firm. Though the indirect payment aspect of publicity is also its greatest weakness because
You've reached the end of your free preview.
Want to read both pages?
- Fall '19
- Public Relations