Public relations.pptx
- 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