The authors analyze how public relations can help health care institutions in communicating with the target population. Authors among the first define public relations in health care. For them, public relations in the health care is communication process of health institutions (hospitals, primary health care centers, etc.) with its internal and external public, in order to achieve mutual respect, understanding and achieving mutual interests. In this paper, the authors also provide practical advice of seven points which health institutions should do to build successful public relations and communication with internal and external public, and improve its image in the public.
Key words: public relations, healthcare, public communications, media, relations with the media
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