Public Relations and Communication for Hospitals

Introduction:

This unit on health communication skills and PR is designed to teach proven methods for public relations planning and management, specifically focused on hospitals and healthcare providers. By mastering these methods, PR professionals will be able to measure outcomes that directly enhance an organization's image, contributing to its success through improved reputation and strengthened stakeholder relationships.

This course emphasizes the importance of PR fundamentals in managing reputations and relationships within organizations. Hospital PR professionals often face difficult, complex, and uncertain situations. By the end of this program, you will have learned how to develop practical PR plans that build confidence in top management and help achieve organizational goals.

Objectives:

• Introduce participants to key roles played by public relations in a dynamic environment.
• Develop a comprehensive public relations program while understanding the principal duties of PR officers.
• Apply communication techniques and critical skills required for effective PR functions.
• Utilize knowledge of internal and external stakeholder engagement in PR activities.
• Advocate for the role of a PR professional in enhancing the organization's image and reputation through mastery of verbal and written communication.
• Plan and conduct a successful press conference.

Training Methodology:

• Interactive lectures and presentations
• Case studies and real-world examples
• Group discussions and brainstorming sessions
• Role-playing and simulation exercises
• Peer-to-peer feedback and collaboration
• Quizzes and assessments for knowledge retention
• Development of PR plans and strategies
• Final project presentation and evaluation

Course Outline:

Unit 1: PR in a Changing Environment

• Origin, growth, and development of public relations
• Definitions of public relations
• Scope of public relations
• Objectives pursued by public relations
• Guiding principles for PR professionals' behavior
• Examples of public relations campaigns
• Newly introduced PR roles
• PR’s role in image building and support
• PR activities inside hospitals

Unit 2: The Functions of PR

• Responsibilities of a PR professional

Unit 3: PR and Communication

• Communication with internal and external publics
• Essential elements of communication
• Communication process and outcomes
• Effective communicators in PR
• Functions of communication
• Resolving communication issues
• Non-verbal communication techniques
• Communication skills essential for PR professionals

Unit 4: The Role of PR Professionals in Dealing With Internal and External Publics

• Understanding and dealing with difficult personalities

Unit 5: Oral Communication Skills

• Types of oral communication
• Preparation for presentations and speeches
• Practicing presentations or speeches
• Verbal and non-verbal presentation skills

Unit 6: Written Communication Skills

• Writing for both eye and ear
• Basics of effective writing, including language considerations
• Media writing techniques
• Press release examples
• Newsletter writing examples
• Principles of press handling during a crisis