Public Relations in Health Care: A Guide for Professionals

Paperback | September 29, 1995

byKathleen Larey Lewton, K. Lewton

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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.

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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.

From the Jacket

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.

KATHLEEN LAREY LEWTON, has 25 years of experience as a public relations executive and is currently senior vice-president of Porter/Novelli's Chicago office and codirector of the agency's national health care practice. In 1989 she was profiled in Working Woman as one of the two "key people making news in hospital marketing."Ms. Lewton b...
Format:PaperbackDimensions:288 pages, 11.06 × 8.58 × 0.61 inPublished:September 29, 1995Publisher:Wiley

The following ISBNs are associated with this title:

ISBN - 10:1556481438

ISBN - 13:9781556481437

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Extra Content

Table of Contents

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.

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.