public relation:nursing management

1. Public relations

2. PUBLIC RELATION IN CONTEXT OF NURSING
 During recent years a plethora of organizational information have come into
existence and their number is constantly increasing.
 Good public relations have come to be regarded as an important attribute of the
present day leadership, and significance can hardly be overstressed.
 The term public relation stands for relation with the public.
 The term public is not easy to define, though frequently in use. The general
public is really not one but a collection of publics.
 The ordinary citizen who is the unit of public comes in contact with the hospital
administration needs information on many aspects. Here comes the
importance of hospital public relations

3. Definitions:
Public relations are the skilled communication of ideas to the various public
with the objective of producing a desired result.
 Public relations is finding out what people like about you and doing more
of it: finding out what they don't like about you and doing less of
it. Bernays
 Public relation is defined as a planned effort to establish and improve the
degree of mutual understanding between an organization and public with
the primary object of asserting that organization or individual to deserve,
acquire and refrain a good reputation.

4. Need For Public Relation
 1. Lessens patients anxiety
 2. Promotes early recovery
 3. Establishes confidence in hospital
 4. Support chronic patients

5. Purposes of School Public Relations
 1. To supply information about the work of the schools
 2. To establish confidence in schools
 3. To rally support for proper maintenance of educational program
 4. To develop awareness of the importance of education in a democracy

6.  5. To improve the partnership concept by uniting parents and teachers in
meeting the educational needs of students
 6.To evaluate the offerings of the school in meeting the need of the students in
the educational community .
 7. To encourage an understanding co-operation between the citizens and the
public servant
 8. To increase prestige and good will and to prefect life of the organization by
safe guarding
 9. To correct misunderstanding as to the aims and objectives of the schools

7. Principles of Public Relations
1. In developing a public relations program such item as the following
should be checked
2. Is there a system for dispersing information to local radio and press out
sets
3 . After all the information has been gathered a program should be
developed which meets the needs as shown by the research that has been
done.

8. 4. The formation of a public relations will be determined by the need of the
organization effectively for a well rounded program
5. The person directly in charge of the public relations program must have
complete knowledge of the profession and organization represented
6. Individual assigned public relations work should modestly stay in the background
instead of seeking the lime light, keep abreast of the things that affect the program,
develop and make contact that are helpful.

9. Factors That Contribute To The Importance of Public Relations
1) Vast Increase In Organization Functions:
 The modern welfare state, with its philosophy of looking after the citizen from
the cradle to grave is rendering innumerable services to the public. The very
size and complexity of these services render communication with public
imperative. The public has to be made aware of the various facilities offered
by the organization this mere aspect of public relation is assuming vast
proportions.

10. 2) Urgent Attention Paid To The Public And private Uniquity:
 The organization is under constant pressure to defend them against
public criticism.
So the organization needs to function efficiently and convince the public
that it is functioning well.
3) The Organizations Occupies A Changed Role:
It is not enough for hospitals to implement policies, it has to be explained
to the people and build up a popular support for them

11. Functions of public relations person
 1. Personnel communication Within the institution and clientele group
 2. Printed communication Direct main , books , pamphlets , preservation
dealing with journalists
 3. Visual communicator Photographs , films and visual aids , T.V
 4. Audio communication Radio , tape records
 5. Specialized communication
Promotions and sponsored events community events community relations,
customer relations, seller relations, share holder relations, raising fund
international public relations, politics and government employee
communication, conference.

12. Primary functions of public relations
According to Millet public relations of management have four primary
functions.
1) Learning about public desires and aspirations.
2) Advising the public about what they should desire.
3) Ensuring satisfactory contact between public and hospital organizations.
4) Informing the public about what facilities they are providing.
5) Evaluating reactions of the public

13. Public Relation Operates In Two Areas
A. Within an organization
 1. The first area within an organization is between leadership and the people
 2. Second to area is between difficult professional and specialists. Every
organization is subject to professional jealousies. Conflicts or interest and
personalities
 3. A third area is between different departments. There is frequent
competition for funds, honors, and favor within an organization
 4. Public relations also operates between individual on all levels of authority
and responsibility

14. B. Between an organization and in environment
 1. This may be between the organization and the community
 2. It may also be inter groups in an organization and regulation with other
similar organizations
 3. There is interaction between an organization and its competitions and
other unrelated agencies

15. Skills Regarded For Effective Public Relations
1. One should have a through knowledge of the organization.
2. One requires the ability to co-ordinate skill as co ordinator of meeting,
interview.
3. One requires skill in communications.
4. He should be able to communicate with the manager be it written, spoken,
printed and photographed.
5.One also requires the ability to understand people.
6. A good public relations person must understand human nature and
behaviors as well as human needs and aspirations.

16. 7.Skill of diplomacy or feet fullness.
8. Public relations have to deal with many different people. Causal diplomacy
enables one to deal with the attitudes and prejudices and reach common ground.
9. One should pass integrity test so that one is trusted inside and outside the
organization and especially by the media.
10. One must have the skill to guide others to reasonable thought and orderly
considerations and understanding
11. One should be alert to public moods and trends.

17. Administrator relation with co-workers
A co-worker is a colleague or a fellow worker in nursing. A colleague is anyone
who is an active member of the nursing profession
i . Nurses have relationship to each other in many ways.
i i. Understanding is a basic factor to all good personal relationships.
iii. Loyalty is also part of good relationship with other nurses working together
and relating with feeling of support and helpfulness and faithfulness

18. Importance of public relations in nursing management
 With the increasing number of health care delivery institutions and the
increasing sophisticated medical technologies, the sphere of activities has
widened to an extent. This calls for analysis of consumer health needs and
their demands, with = requirements and expectations in items of health care
activities.

19.  A public relations action-based communication plan is developed for the
following:
 1. Keeping the public informed about the availability of the range and
types of health care services.
 2. Giving the clientele information on the procedural aspects of health
care.
 3. Informing the clientele about a hospital's medical and nursing service
profile.
 4. Informing the nursing staff members about a hospital's role in their
welfare.
 5. To lessen patients' anxiety.
 6. To promote early recovery
 7. To establish confidence in a hospital.
 8. To support chronic patients.

20. Elements of public relations
 1. Human relations: Getting along with people. One should be aware of another person and
interested in his or her progress.
 2. Empathy: Feeling with others.
 3. Persuasion: Causing somebody to do something by reasoning with him; compelling is
against the principles of social contact.
 4. Dialogue: Conversation with a purpose. It is used for influencing behaviour, selling goods
or inspiring ideas. Conciliation and compromise are involved in dialogue (Fig. 32.2),
Empathy Human relations
Elements of public relations
Dialogue Persuasion,

21.  Goals of public relations The main aims of public relations are to form and
maintain the organization's dignity and its enhancement and present a good
social image. Studies have shown that consumers' demands are based on a
company's social image; thus, public relations can directly have an effect on
sales and revenue. Public relations can play a vital role in a company's overall
marketing strategy. To enhance the profit of the company, public relations and
marketing team should work together in order to achieve the organizational
goals.

22. Steps in a public relations campaign
 Effective public relations needs a knowledge based on understanding and analyze sis of all the factors that
affect people's attitude towards the organization. While a specific public relations project or campaign may
be undertaken reactively or proactively (to manage some sort of image crisis), the first basic step in either
case research and analysis to find all the appropriate factors of the situation.
 In this first step, the organization gains an understanding of its different constituencies and the important
factors that are influencing their perceptions of the organization (Fig. 32.3).
 In the second step, the organization forms a whole policy with respect to the campaign. This consists of
defining objectives and desired results, as well as the limitations under which the campaign will operate. It is
essential to form such policy guidelines in order to evaluate proposed tactics and strategies as well as the
overall success of the campaign.
 In step 3, the organization outlines its tactics and strategies. Using its knowledge of the target audience and
its own established policies, the organization develops specific programs to attain the desired goals.
 Step 4 involves actual communication with the target audience. The organization then uses particular public
relations techniques, such as press conferences or special events, to reach the intended audience.

23.  In step 5, the organization gets feedback from its audience. The feedback is about reaction of audience
to the public relations campaign and some unexpected or unwanted developments. In the final step,
the organization assesses the program and makes any necessary adjustments.
PUBLIC RELATIONS OFFICER
QUALITIES OF PUBLIC RELATIONS OFFICER
 1. Abundant common sense
 2. First - class organizing ability
 3. Good judgment and objectivity 4. Imagination and the ability to appreciate the other person's point of
view
 5. A lively inquiring mind
 6. Infinite capacity to persist
 7. Willingness to work long and inconvenient hours when necessary 8. Ability to write good English and
correct other people's writing 9. Pleasant voice and ability to speak in public
 Job description Public relations (PR) is all about maintaining good rapport. The goal of this career field
is to gain understanding and support for clients as well as to influence opinion and behaviour.

24.  PR personnel use all variety of media and communication to build, manage and
maintain the status of organizations ranging from businesses and voluntary
organizations to services or public bodies. They communicate important
messages, often using third-party endorsements, to defined target audiences in
order to establish and maintain understanding and goodwill between an
organization and its public. They monitor publicity and conduct research to find
out the expectations and concerns of an organization's stakeholders. After this,
they report and explain the findings to the management.

25.  Typical work activities A public relations (PR) personnel often works within an organization and
can be found in both the public and private sectors: from the utility and media sectors to
voluntary and nonprofit organizations. Some PR personnel also work in consultancies. The
role is varied and will depend on the organization and sector. The tasks typi cally involve the
following: 1. Planning, developing and implementing PR strategies 2. Liaising with colleagues
and key spokespersons 3. Liaising with and answering inquiries from media, other
organizations and individuals, often via email and telephone 4. Researching, writing and
distributing press releases to targeted media 5. Collating and analyzing media coverage 6.
Writing and editing in-house magazines, articles, speeches, case studies and annual reports 7.
Preparing and supervising the production of publicity brochures, direct mail leaflets, handouts,
photographs , promotional videos , films and multimedia programs 8. Organizing events
including exhibitions , press conferences , press tours and open days ping 20 9. Devising and
coordinating photo opportunities m 10. Updating and maintaining information on the
organization's website 11. Sourcing and managing speaking and sponsorship opportunities 12.
Commissioning market research 13. Managing the PR aspect of a potential crisis situation 14.
Fostering community relations through events such as open days and through involvement in
community initiatives (Table 32.1

26. U Public relations in a hospital management The field of public relations,
commonly referred to as PR, is a modern phenomenon that goes a long way in
building the image of nursing as a profession. Consequently, public relations is an
important adjunct of the nursing administration as good public