Public Relations in Health Care : A Guide for Professionals, 2nd Edition

This comprehensive guide to everything you need to know about PR provides a theoretical overview and practical advice for PR professionals new to health care and new ideas and insights for veterans. The authors explain how the PR function can contribute to the success of the contemporary health care organization.

List of Figures and Tables
About the Author
Preface
Acknowledgments

Chapter 1. : Introduction
Chapter 2. : The Role of Public Relations in Health Care
Chapter 3. : Integrating the Public Relations Function Within the Organization and the System
Chapter 4. : Senior Public Relations Officer-CEO Relationship
Chapter 5. : Organizing the Pubic Relations Function
Chapter 6. : Public Relations and Institutional Planning
Chapter 7. : The Role of Research in Health Care Public Relations
Chapter 8. : Developing Stakeholder Relationships: The Core of Health Care Public Relations
Chapter 9. : Identifying and Managing Issues
Chapter 10. : Community Relations
Chapter 11. : Media Relations
Chapter 12. : Crisis Communications
Chapter 13. : Publications
Chapter 14. : Marketing Communications
Chapter 15. : Other Public Relations Methods
Chapter 16. : Relationships with Special Audiences: Employees
Chapter 17. : Relationships with Special Audiences: Customers (Patients, Members, Subscribers, Families)
Chapter 18. : Relationships with Special Audiences: Physicians
Chapter 19. : Relationships with Special Audiences: Payers and Intermediaries (Employers, Insurers, and Managed Care Organizations)
Chapter 20. : Building Relationships with Special Audiences: Legislators and Policy Makers
Chapter 21. : Special Challenges: Ethical and Legal Issues
Chapter 22. : Evaluation
Chapter 23. : Looking Ahead

Appendix A : Community Assessment: A Model “How-To” Based on Two Communities’ Experience
Appendix B : General Guide for the Release of Patient Information by the Hospital
Appendix C : Riding the Wave: The Future of Health Care Marketing and Public Relations