Communicating with external publics: Managing public opinion and behavior
Document Type
Article
Publication Title
Health Marketing Quarterly
Publication Date
12-1-2008
Abstract
In health care organizational settings public relations plays an important role in managing relationships with a variety of external publics as well as with society in general. Managing these relationships involves both reactive and proactive communication activities. Reactively, public relations responds to public issues, crises and concerns, as well as inquires from the media and other social institutions. Proactively, public relations engages in deliberately planned campaigns and programs to inform, influence or change behaviors of targeted publics for a wide range of strategic purposes. These purposes include managing the organization's image and identity; influencing public policies; supporting health promotion and education; promoting fund raising and volunteerism; and managing organizational change and crises. © 2007 by The Haworth Press, Inc. All rights reserved.
Volume
24
Issue
3-4
First Page
55
Last Page
80
DOI
10.1080/07359680802119025
Recommended Citation
Ristino, R. (2008). Communicating with external publics: Managing public opinion and behavior. Health Marketing Quarterly, 24 (3-4), 55-80. https://doi.org/10.1080/07359680802119025
ISSN
07359683
E-ISSN
15450864