Object
Title: Public Relations - a crucial factor in modern management of health care
Abstract:
The objective of this dissertation is an attempt to prove that modern management cannot be effectively applied if Public Relations techniques are not consciously used, as well as an attempt to answer the question referring to evaluation and assessment- from the perspective of PR - of the range of opportunities and possible threats to a clinic functioning in the competitive market (of medical services), a clinic, which nowadays can be called „a medical enterprise“. The thesis presents a number of determinants designating the area and methodology of public impression creating activities for a medical outlet. The determinants support the assumption that PR techniques are helpful in exposing advantages of the outlet and that they can forestall or minimize losses resulting from a crisis. The role of the Management Board in this process has been emphasised, as it is a key factor in a hospital`s PR. The reflexions on the awareness of Polish managers of modern management and of market requirements to establish a stable, lasting reputation are illustrated by observations of promotional activities of 2 hospitals, as well as by conclusions from interviews with directors of hospitals in the region of Malopolska (of different reference levels and diverse range of services), which inform that PR as a function of modern management is still unknown to majority of health care managers in our co ; untry.
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Last modified:
Jul 19, 2022
In our library since:
Nov 21, 2012
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http://dl.cm-uj.krakow.pl:8080/publication/1113
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| Edition name | Date |
|---|---|
| ZB-105398 | Jul 19, 2022 |
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