Professional Documents
Culture Documents
PUBLIC RELATION
Mohamad Dildar
M.Sc.Nursing First Year
COMBINED (P.G.) INSTITUTE OF MEDICAL
SCIENCES & RESEARCH
DEHRADUN, UTTARAKHAND
SEMINAR
ON
PUBLIC RELATIONS
Submitted To Submitted By
Ms. Heena Negi Mohamad Dildar
Assistant Professor M.Sc. Nursing 1st Year
CIMS College of Nursing CIMS College of Nursing
Submitted On
/2022
GENERAL INFORMATION:
General objective
At the end of the class students will be able to acquire knowledge regarding Public Relations and
also will be able to apply the knowledge while providing education to the students.
Specific objectives
Introduction
Public relation is an essential and integrated component of public service. The professional
public relation activity will ensure the benefit to the citizens, for whom the policies or services
are meant for.
Public relations commonly referred as PR is a modern phenomenon, which goes a long way in
building the im- age of nursing as a profession. Consequently public rela-tion is an important
adjunct of nursing administration as good public relations will contribute towards a better
nursing administration and thereby improved quality of nursing care services.
Institute of public relations, USA, 'public relations is the deliberate, planned and sustained effort
to establish and maintain mutual understanding between an organization and its publics’.
Public relations is defined as 'the art and science of managing communication between an
organization and its key constituents to build, manage and sustain its positive image!
It is planned: Goals are set and priorities are determined in accordance with the problem or
situation analysis and within the constraints of time and budget.
It implies action: This means the execution of planned strategies and implementation of
alternative strategies in order to cope with the public's changing needs and demands. In this
sense, public relations, in its purest and most effective form, should be proactive and not
reactive.
Relating with organization and other health care industries and with
11 Industry relation trade associations.
12 Development/Fund- Demonstrating the need for development and encouraging the public to
Raising support nursing, primarily through financial contributions.
Stimulating an interest in a person {nurse, who have contributed to the
nursing profession}, or nursing service by means of a focused
13 Special events "happening”; also, activities designed to interact with public and listen
to them.
14 Marketing Combination of activities designed to sell nursing service, or idea,
communications including advertising, collateral materials, publicity, promotion, directs
mail, trade shows and special events.
1. Media relations
2. Media tours
3. Newsletter
4. Special events
5. Speaking engagements
6. Sponsorships
7. Employee relations
8. Community relations and philanthropy.
9. Press kits
10. Audio or video news releases
11. Matte release
12. Website press room
The Components and Tools of Public Relations
• Advertising: It is drawing attention by public announcement to a commodity or service with
the aim of selling it.
• Publicity: It is the technique of telling the store of any organization. It includes all the
technique employed to
get a story across to the public. It includes advertising too.
• Lobbying: It entails the exertion of influence, smooth and measured pressure on other, exercise
of persuasion cum-pressure. In essence, it means a group putting its points of view forward in an
attempt to win the other groups support.
• Public affairs: This may broadly be defined as a significant and substantial concern and
involvement by individuals, foundations, private institutions and governments with the social,
economic and political coerces.
• Public relations counseling: The PR professional firstdetermines the character of the company
seeking his
counseling then he weights the existing status or image.Finally, he will be able to suggest what
should be done to freshen up the organization's image?
Reduce high waiting time in OPD Reduce delay at the dispensary and laboratory counter
Casualty department should be organized to deal with pod any type of casualty
Diet served hot from the dietary department and cleans and well pressed linen from the
hospital laundry.
Other activities:
Functions
It interprets to the management the different main point and attitudes of the public and
recommends action to solve problems arising from attitudinal changes on the hospital
related policy
It studies the actions of the management and their impact on the public perception of the
hospital
It assists the institution to secure support and guidance from the public in the
development of the hospital and to that end, help in conducting market services
It determines communication materials, such as internal and external newsletters,
publications and audio-visual,etc
It establishes channels of communication between public and the management team
It helps in raising funds for the support of the hospitals
It develops and maintains good relations with the media and communication with the
press as authorized by the CEO.
He/she should have a thorough knowledge about the hospital-its philosophy, objective
commitments, obligations and policies
He/she should be a good and an able communicator with knowledge about PR techniques
He/she should be sensitive and alert to consumer needs in terms of health and to the
healthcare delivery trends
He/she should be alert towards the needs of the nursing staff members
He/she should be imaginative and innovative with thoroughness about details
Public relations is establishing the relationship among the two groups (organization and
public)
Art or science of developing reciprocal understanding and goodwill
It analyzes the public perception and attitude, identifies the organization policy with
public interest and then executes the programs for communication with the public.
BIBLIOGRAPHY
Jaspreet Kaur Sodhi. Comprehensive textbook of nursing education. Second edition. New
Delhi : Jaypee Brothers : Medical Publishers; 2022.Page No: 439-441
R.Sudha Nursing education principles and concepts ,jaypee publications 1st edition page
no ;357-362
Basavanthappa B.T. Nursing Education. 2ND edition. New Delhi: Jaypee Brothers Medical
Publishers (p) Ltd; 2009. PAGE NO:126-154
Pramilaa R. Nursing communication and educational technology. 1st edition. New Delhi: Jaypee
brothers medical publishers (p) Ltd; 2010. PAGE NO: 142-156
www.ncbi.nlm.nih.gov.pubmed