Beyond Persuasion: Communication Strategies for Healthcare Managers in the Digital Age

by Patricia J. Parsons

University of Toronto Press, Scholarly Publishing Division | November 11, 2013 | Hardcover

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The advent of social media has forever changed how organizations communicate with the public, and healthcare organizations are no exception. Beyond Persuasion provides healthcare managers with a guide to using strategic communication to meet both personal and professional objectives in the digital age.

Whether healthcare managers are conducting meetings with employees, answering massive amounts of email, or keeping up with Twitter feeds, their success ultimately depends on their strategic communication skills. The first book to offer a strategic approach to managerial communication in health care, Beyond Persuasion is full of valuable information on issues such as how to develop fundamental skills, communicate strategically with internal groups such as employees and medical staff, and develop relationships with the external community and both traditional and new media.

In this new edition, Patricia J. Parsons has added new references and resources and has updated the text with fresh material on how to weave social media tools, tactics, strategies, and policies into the fundamental discussion about communication as a personal, professional, and organizational priority.

Format: Hardcover

Dimensions: 216 pages, 9.26 × 6.21 × 0.74 in

Published: November 11, 2013

Publisher: University of Toronto Press, Scholarly Publishing Division

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1442647213

ISBN - 13: 9781442647213

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Beyond Persuasion: Communication Strategies for Healthcare Managers in the Digital Age

by Patricia J. Parsons

Format: Hardcover

Dimensions: 216 pages, 9.26 × 6.21 × 0.74 in

Published: November 11, 2013

Publisher: University of Toronto Press, Scholarly Publishing Division

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1442647213

ISBN - 13: 9781442647213

Table of Contents

Preface

Level I Personal and Professional Foundations

Chapter 1 Communication: A Management Tool

Chapter 2 The Strategic Communication Process

Chapter 3 Interpersonal Skills

Chapter 4 Put it in Writing

Chapter 5 Presentations that Deliver

Chapter 6 Fundamentals of Social Media

Level II It All Begins at Home

Chapter 7 Communicating In-House

Chapter 8 Communicating Strategically With Your Board

Chapter 9 Working with P.R. & Corporate Communications

Level III The World Outside

Chapter 10 Creating Community Relationships

Chapter 11 Media Relations Process & Practices

Level IV Crises & Issues

Chapter 12 Communication in a Crisis

Chapter 13 A View to the Future

Bibliography

About the Author

From the Publisher

The advent of social media has forever changed how organizations communicate with the public, and healthcare organizations are no exception. Beyond Persuasion provides healthcare managers with a guide to using strategic communication to meet both personal and professional objectives in the digital age.

Whether healthcare managers are conducting meetings with employees, answering massive amounts of email, or keeping up with Twitter feeds, their success ultimately depends on their strategic communication skills. The first book to offer a strategic approach to managerial communication in health care, Beyond Persuasion is full of valuable information on issues such as how to develop fundamental skills, communicate strategically with internal groups such as employees and medical staff, and develop relationships with the external community and both traditional and new media.

In this new edition, Patricia J. Parsons has added new references and resources and has updated the text with fresh material on how to weave social media tools, tactics, strategies, and policies into the fundamental discussion about communication as a personal, professional, and organizational priority.

About the Author

Patricia J. Parsons is Professor of Communication Studies at Mount Saint Vincent University in Halifax.
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