Engelse boeken: Public Relations for Hospitals A Practical Handboek H. Kurtz

Aangeboden: Public Relations for Hospitals A Practical Handboek H. Kurtz Prijs: T.e.a.b. PUBLIC RELATIONS FOR HOSPITALS A Practical Handboek Harold P. Kurtz M.S. Director of Public Relations Lutheran General Hospital Park Ridge, Illinois With a Foreword by James A. Hamilton Emeritus Director and Professor rogram in Hospital Administration University of Minnesota CHARLES C THOMAS • PUBLISHER Springfield • Illinois Gebonden boek met harde groene linnen kaft met gouden letteropdruk met witte stofomslag met zwarte letteropdruk in perfecte conditie; 150 pagina's met tientallen zwart/wit foto's, illustraties enz.; Stressing the application of sound communication principles to the hospital setting, this book is a practical guide for the student of public relations or hospital administration, the experienced public relations practitioner who is taking a job in the hospital, the administrator, the trus tee or volunteer. Practical, workable solutions, stressing not only the "how" of hospital public relations, but the "why" as well are offered. The author points out that public relations is not an end in itself, but a means to the end. He explains the need for good intra-hospital communications as well as extrahospital communications. Practical tips on writing and designing brochures, working with the photographer, cooperating with news media and a host of other day-today activities which the hospital public relations director will be doing in his daily work are covered. A short and readable guide for hospital pubhc relations-short enough to be read in one evening, but good enough to be on the hospital reference shelf for constant referral. CONTENTS Foreword - James A. Hamilton Acknowledgments I. THE SCOPE OF HOSPITAL PUBLIC RELATIONS II. WHAT THE JOB IS III. GETTING ALONG IN THE HOSPITAL FA MILY IV. TELLING THE HOSPITAL STORY V. WORKING WITH THE NEWS MEDIA VI. RELATING TO FUND RAISING VII. WORKING WITH VOLUNTEERS VIII. WORKING WITH THE PRINTER IX. WORKING WITH THE PHOTOGRAPHER X. SERVING THE COMMUNITY XI. EVALUATING PUBLIC RELATIONS XII. WHERE TO GET HELP Bibliography Appendix Index This handbook of practical hints for the conduct of a public relations program in a hospital is very timely. The voluntary hospitals of the country are under intensified public crutiny by those who are irritated by specific practices of individual institutions (i.e., raising prices, etc.), by those politicians who seek public favor, or by those who state that we have no system but merely unrelated, fragmented units. The latter are anxious to do away with the voluntary pattern and substitute a governmental system of organization for such vital health services. During the last two decades h ospital s ha ve developed into communications centers involving the dissemination of information. This ranges from scientific knowledge to specifics for career development of high school students. Most of the voluntary hospitals of the country are small in size. At one time each hospital needed only intimate personal contact with its small family of friends. Now this complex service institution must face the challenge of securing mutual understanding with about seventy organized "publics" on a local, state, and national level. These "publics" range from patients, employees, visitors and church groups, to professional organizations, government agencies, the national press and members of Congress. Many hospitals cannot afford a full-time public relations staff, in which case some part-time staff member is made responsible for the collection of the information, and its channeling to the various media, that is required. The person so designated will find in this book many suggestio ns of value. Most of us cannot remember a time when hospitals were not subjected sporadically to sharp and pointed criticism. This status appears inherent when involved in continuous and intimate contact with human lives and health. Therefore, it is imperative that purposeful effort be developed to sustain constant friendliness with the various "publics," if they in turn are to safeguard and retain the values that they now enjoy. It is also well to remember that the voluntary system of hospitals in our country, the largest and most successful in the world, is entirely built on public relations. As a whole, our hospitals have many public relations strengths. Yet legitimate criticism can be directed toward the poor public relations of a given individual institution which appears unduly slow to adopt change, or is insensitive to the characteristics of its immediate environment. It is emphasized that to generate good relations it is not sufficient jus t to do a goo d institutional job. Such a result needs to be accompanied by appreciation on the part of the "publics" involved. To secure such appreciation requires a constant earned and maintained program of intercourse with each "public," not sporadic outbursts of contact. Diligent effort must be exerted to anticipate the potential public relations results of contemplated operative action. Sufficient time must be allowed for the reviewing of areas of possible criticism and the devising of means for avoiding them - to make sure of doing the right thing at the right time in the right manner. Continuous in-service training and supervision should be afforded the personnel at various operations levels of the organization to make them aware of the image their actions create on each "public." To insure a coordinated public relations effort definite guide lines and support should be furnished at the pohcy making level. Public relations effort is more than pubhcity. It is a t wo-way str eet of communication to and from the various "publics" and it uses far more vehicles than the written word. Fundamentally, it is based upon a willingness to admit error when occasion dictates, and to mature friendliness wholesomely by gaining respect through intellectual honesty and understanding. The various techniques and suggestions developed in this book should be helpful to those concerned, whether they be full-time public relations staff members, or administrators or department heads. Efforts spent in the gaining of concepts suggested and in the development of useful skills described in this volume should enhance the opportunity for an individual institution to gain desired objectives within its own community of "publics." JAMES A. HAMILTON

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