Public Relations in a hospital
PUBLIC RELATIONSHIP IN HOSPITALS
Introduction
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PR system in a
hospital is very well known for the
o
Patient Satisfaction
o
Patient Monitoring
o
Marketing Programs
o
Communication
o
Advertising
·
An organization can afford to lose money but
cannot afford to lose reputation
Public
Relation Officer’s
Public Relation
Officer (PRO), who get paid the most are those who shows
their abilities to perform in a crisis
·
PRO of a hospital is responsible for
o
Managing reputation of a hospital
o
A person of understanding and support for
Patients
o
Influence the opinion and behavior
o
Use all form of communication to build,
maintain and manage the reputation of their clients
·
In simple words we can say that the PRO have one foot inside and one
outside of the organization
·
Before joining the post of a PRO, you all
must have a answers of these questions
o
What our organization wants to achieve?
o
What is the nature of environment in which we
operate?
o
Who are the key audiences?
o
How will we get where we want to be?
·
The value of a PRO generate in an
organization when he/she must remain
o
Independent
o
Credible
o
Objective
Channels,
Roles & Principles of PROs
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Channels
o
Communication
o
Messages
o
Security Protocol
o
Decision making
o
Referrals
o
Continuity of care
·
Roles
o
Consultation
o
Access & Courtesy
o
Information, Openness & Transparency
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Redress & Value for money
o
Customer Impact
o
Leadership
o
Strategic direction
·
Principles
o
Answer the patient queries as soon as
possible
o
Greet the patients in a friendly way and
always mentioned your name and your department name in the greetings
o
Take note of your language usage throughout
o
Always try to address the patient by his/her
name
o
Give all your attention during conversation
o
Do not speak to other people at the same time
Dealing
with Different Customers
·
Guidelines
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Have an updated policy
o
Develop communication skills
o
Train staff & refer to policies
o
Be polite & professional
o
Always use positive language
·
Argumentative Customer
o
Speak softly
o
Ask for their opinion
o
Take a break
·
Abusive Customer
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Remain calm
o
Let the customer to know the
§ Consequences
§ Calmly
§ Objectively
·
In Difficult Situations
o
Listen & Empathize
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Respond professionally
o
Ask questions
o
Give feedback
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Summarize
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