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Association: Name: NCA 94th Annual Convention URL: http://www.natcom.org
Citation: URL: http://www.allacademic.com/meta/p257628_index.html Direct Link: HTML Code:

Schloss, Renata. "Health Care Public Relations and Strategic Communication: How Public Relations Practitioners Make Meaning of Communication Management in a Medical Center" Paper presented at the annual meeting of the NCA 94th Annual Convention, TBA, San Diego, CA, Nov 20, 2008 <Not Available>. 2009-10-27 <http://www.allacademic.com/meta/p257628_index.html>

Schloss, R. F. , 2008-11-20 "Health Care Public Relations and Strategic Communication: How Public Relations Practitioners Make Meaning of Communication Management in a Medical Center" Paper presented at the annual meeting of the NCA 94th Annual Convention, TBA, San Diego, CA Online <PDF>. 2009-10-27 from http://www.allacademic.com/meta/p257628_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: This paper examines how public relations practitioners and managers in a medical center make meaning of health care communication as a field, think about strategic communication in health care, consider research in the process of planning communication programs, and distinguish between their roles in public relations, marketing, and advertising. A case study method utilized four in-depth, semi-structured interviews of public relations practitioners and communication managers, examined corporate publications and websites, and analyzed news articles written about the organization. Results suggest that public relations and communication management professionals do not think of practicing in health care to be different than practicing in any other field, are practicing one way communication that is not strategic, do not engage in formal research to plan strategic communication and rely on informal data gathering, and see distinctions as well as overlap between communication done by public relations, marketing, and advertising professionals. These findings suggest that theory on strategic communication developed by scholars is not being applied by practitioners within health care organizations in order to meet the organization’s business goals.

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