| Description |
xiv, 270 pages ; 28 cm |
| Contents |
Machine derived contents note: List of Figures and Tables -- About the Author -- Preface -- Acknowledgments -- 1. Introduction -- 2. The Role of Public Relations in Health Care -- 3. Integrating the Public Relations Function within the Organization and the System -- 4. Senior Public Relations Officer-CEO Relationship -- 5. Organizing the Public Relations Function -- 6. Public Relations and Institutional Planning -- 7. The Role of Research in Health Care Public Relations -- 8. Developing Stakeholder Relationships: The Core of Health Care Public Relations -- 9. Identifying and Managing Issues -- 10. Community Relations -- 11. Media Relations -- 12. Crisis Communication -- 13. Publications -- 14. Marketing Communications -- 15. Other Public Relations Methods -- 16. Relationships with Special Audiences: Employees -- 17. Relationships with Special Audiences: Customer (Patients, Members, Subscribers, Families) -- 18. Relationships with Special Audiences: Physicians -- 19. Relationships with Special Audiences: Payers and Intermediaries (Employers, Insurers, and Managed Care Organizations) -- 20. Building Relationships with Special Audiences: Legislators and Policy Makers -- 21. Special Challenges: Ethical and Legal Issues -- 22. Evaluation -- 23. Looking Ahead -- AppAndix A. Community Assessment: A Model "How-To" Based on Two Communities' Experience -- AppAndix B. General Guide for the Release of Patient Information by the Hospital -- AppAndix C. Riding the Wave: The Future of health Care Marketing and Public Relations |
| Bibliography |
Includes bibliographical references |
| Subject |
Health facilities -- Public relations.
|
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Health services administration.
|
|
Public relations.
|
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Health Services Administration.
|
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Public Relations.
|
| Author |
American Hospital Association. American Society for Health Care Marketing and Public Relations.
|
| LC no. |
95000672 |
| ISBN |
1556481438 |
|
