This paper examines the role public relations plays in the for-profit health care industry. Four major functions are identified, including (1) protecting corporate image and building brand equity, (2) creating a positive public opinion climate to win regulatory and legislative approval, (3) reducing costs and saving money, and (4) assisting the marketing function to boost sales of products and services. Many contemporary examples are used to illustrate enactment of each function, and specific issues are discussed such as changes in corporate structure, the proliferation of nutriceuticals and cosmeceuticals, establishing brand credibility, issues management, and handling crises. A variety of theories and models are discussed which hold promise in advancing the goals of each of the four major functions. These include the situational identification of publics theory, image restoration theory, public relations field dynamics, and SERVQUAL. Finally, the paper discusses future implications for public relations in the health care industry, including the potential of new media technology, the changing marketplace, and the need for creating alliances between for former competitors.
Learning Objectives: Session participants will (1) be able to identify the roles of health communication in health promotion and disease prevention efforts, (2) understand the diverse array of areas of theory and research comprising the field, and the relevance to health communication practice, and (3) become familiar with two major organizations for professionals interested in health communication.
Keywords: Health Communications, Research Agenda
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.