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:

1.Name of the Supervisor : Ms. Heena Negi

2.Name of the Student : Mohamad Dildar
3.Subject : Nursing Education
4.Topic : Public Relations
5.Venue : M.Sc. 1st year Classroom
6.Group : M.Sc. 1st year students
7.Time /Duration : 1 hour.
8.Date :
9.Methods of Teaching : Lecture cum Discussion
10.A.V Aids : PPT, chart paper, black board

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

At the end of the class students will be able to:

• Define Public Relations.
• Describe needs of Public Relations.
• Describe Characteristics of Public Relations
• Explain about components and tools of Public Relations
• Discuss models Public Relations
• Describe Public Relations in hospitals
• Discuss Public Relation Department: Local and organization
• Explain functions of Public Relations in context of nursing
 PUBLIC RELATION

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.

Public relations is the management through communication, of perception and strategic

relationships between an organization and its internal and external stakeholders. Let's break
the two words used to imply public relations:

First, the word 'public' which means

 The community or the people as a whole

 A group of people sharing a common interest.

Now second word 'relations' which means

 A logical or natural association between two or more things

 Relevance of one to another
 Connection.
Definitions of Public Relations

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’.

Herbert M Baus, 'public relations is a combination of philosophy, sociology, economics,

language, psychology, journalism, communication and other knowledge into a system of
human understanding

Fortune (Magazine), good performance, publicity appreciated because adequately

communicated

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!

Need for Public Relations

1) Investing in public relations will help the organization to achieve its objective
effectively and smoothly.
2) Keeping the health consumers informed about the availability of the range and types
of healthcare Services.
3) Giving the clientele information on the proceduralaspects of health care.
4) Informing the clientele about the hospital medical and nursing service profile.
5) Public relations are not only creating good image, but also needed for attracting,
motivating the public to service or towards the purpose of the program.
6) An effective public relations can create and buildup the image of an individual or an
organization or a nation.
Characteristics of Public Relations
It is dynamic: The public relations process is one of continuous and constant change and
adjustment in order to maintain old relationships and build new ones.

It is analytical: It is a process of determining and analyzing a situation and the factors

influencing it, as well as one of evaluating the progress of any remedial or other action.

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.

It requires evaluation: Performance is evaluated in terms of achievement of goals.

It demands adjustment: Public relations should be executed in a flexible manner in order to

adjust to the goal. For example, under achievement or the changing needs of the publics.
BASIC COMPONENTS
S. Components Activities
N
Providing advice to management concerning policies relationships and
1 Counselling communications.
Determining attitudes and behaviors of the public in order to plan
2 Research public strategies
3 Media relations Working with mass media in seeking publicity.

Disseminating planned messages through selected media to promote

4 Publicity the image of nursing.
5 Employee/Member Responding to concerns, informing and motivating other employees or
relations members.
6 Community Planned activity with a community to maintain an environment that
relations benefits both.
Developing effective involvement in public policy and meeting the
public expectations. The term is also used by government agencies to
7 Public affairs describe their public relations activities and many corporations as an
umbrella term to describe multiple public relations activities.

Relating directly with legislatures and regulatory agencies on behalf of

8 Government affairs the nurses and nursing profession. Lobbying can be a part of the
government affairs program.
9 Issue management Identifying and addressing issues of public concern that affect nursing.
Creating and maintaining investor confidence and building good
10 Financial relations relationships with the financial community

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.
The key tools available for PR include:

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.

• Propaganda: Propaganda is the manipulation of symbols to transmit accepted attitudes and

skills. It describes the political application of publicity and advertising, also on a large scale,
to the end of selling an idea cause or candidate.

• Diplomacy: It is the management of international relations by negotiation. Diplomacy is the

application of intelligence and action to conduct maintains official relations.

• Promotions: Promotions describes commercialization of publicity, usually on a grand and

coordinated scale at the end of selling product.

• Campaigns: These consist of single-purpose publicity program, usually on a more or less

elaborate scale, em-
ploying coordinated publicity through a variety of media, aimed, at a number of targets, but
focussed on specific objectives.

• 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?

• Public relations budgeting: A person or establishment desiring to run a PR campaign

should have a budget. The budget will depend upon the need of the individual or
establishment. It should be related to the sales turnover of the organization or its profiles.

Models of Public Relations

Grunig’s four models of public relations.

Model Name Type of Model characteristics

communication
One way Uses persuasion and manipulation to
Press agentry/ publicity communication influence audience to behave as the
model organization desires

One way Uses press release and other one-way

communication communication technique to distribute
organizational information. Public relation
Public information model practitioners often referred to as the journalist
in residence.

One way Uses persuasion and manipulation to

communication influence audience to behave as the
One-way asymmetrical organization desires. Does not use research
model find out how it public feel about the
organization.

Two-way Uses communication to negotiate with

communication publics, resolve conflict, and promote mutual
Two-way symmetrical understanding and respect between the
model organization and its publics.

Qualities of Public Relation Officer (PRO)

• Abundant common sense

• First class organizing ability
• Good judgment and objectivity
• Imagination and the ability to appreciate the other persons' point of view
• A lively inquest mind
• Infinite capacity of taking pains
• Willingness to work long and inconveniencing hours when necessary
• Pleasant voice and ability to speak in public.

Public Relations in Hospitals

Operative methods: Operative methods are essentially connected with almost every aspect of
hospital's opera-
tions, including those are carried out by such workmen as telephone operators, admission
clerks, etc. The three
fundamental ingredients of a hospital's operations are: in
1. Cheerful and courteous behavior
2. Prompt and efficient treatment
3. Clean surrounding and well appearance of workers.

Roles of Administrator in Maintaining Public Relations

1. She has to be whether PRO is appointed
2. Needed arrangements should be given
3. Evaluate the effectiveness
4. Clarify any misunderstanding, either by decision of it
5. She herself can go round the hospital, check the complaints and collect information
consecutive criticism can be accepted.
6. Now for bringing up requistant of the hospital her role in:
 A high quality of patient facilities with a good functional layout
 To make others happy, one must be happy himself. Good morale of workers is
important.
 By placing more emphasis on technology, I dealing with diagnoses and treatment,
concern for patient should not be neglected.
 Good administration and effective coordination among the all-clinical departments
and other supportive services.
Sensitive areas are:

 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:

 The hospital premises should be kept clean at all times

 Hospital visitors should be dealt with courteous
 One nursing or medical staff should be available in a ward during visiting hours to
answer their queries.

Communicative methods:These methods employ means of communication in all possible

forms to enable the hospital to convey its message to public.

The communicative methods may be used in the following ways:

 Give appropriate information to the patient's relatives and visitors at enquiry and
registration and at the time of discharge
 Open-house approach to visit without interfering with the routine medical care
function
 Administrative rounds by hospital administrators at different levels
 Provision to listen to verbal complaints instead of insisting on written ones
 Provision of suggestion box at an appropriate place
 Hospital tours by various groups should be encouraged.
 Holding annual 'Hospital Day, where the public can be showing various aspects of the
hospital's operations
 Advisory committee to suggest to hospital administration. The methods to overcome
their shortcomings,and interpret the hospital community
 Talks and interviews on radio and television. The misconceptions help of the
community towards the hospital should be dispelled.
Public relation department: Local and Organization
The office of the PRO should be located proximity to the office of the CEO (Chief Executive
officer-the chief of the hospital). The public relations department is supervised by a public
relation officer (PRO). He reports directly to the CEO.

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.

Functions of public relations in context of nursing

 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.

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