Você está na página 1de 14

S.I. NO.

CONTENT
1. INTRODUCTION

OBJECTIVES

TERMINOLOGIES

PUBLIC RELATION IN HOSPITAL ADMINISTRATION


 Meaning of public relation
 Definitions
 Need for public relations
 Purposes of school public relations
 principles of public relation
 Factors that contribute to the importance of public relations
 Functions of public relations person
 Primary functions of public relations
 Public relation operates in two areas
 Skills regarded for effective public relations
 Administrator relation with co-workers
 Administrator relation with community
 Tools and techniques of public relations
 Who should be in charge of public relations work
 Important hospital areas for maintaining good public relations
 Public relations ( P.R.) and nurses

PUBLIC RELATION IN ADMINISTRATION OF NURSING


EDUCTIONAL INSTITUTE.
 Aims and objectives of educational administrator public
relations
 Functions of the educational administrator
 Bulletin as a tool in public relations
 Techniques and attractive public relations

2 CONCLUSION

2. JOURNAL ABSTRACT/RESEARCH ABSTRACT

3. . INTERNET

4. . BIBLOGRAPHY
INTRODUCTION:
During recent years a plethora of organizational information have come into
existence and their number is constantly on the increase. Good public relations have
come to be regarded as an important attribute of the present day leadership, and
significance can hardly be overstressed.

OBJECTIVES:
GENERAL OBJECTIVE:
At the end of the class the student will gain in depth knowledge in public
relations in hospital and in nursing educational institutes.

SPECIFIC OBJECTIVE:
The student will be able to
PUBLIC RELATION IN HOSPITAL ADMINISTRATION
1. define the term public relation
2. indicate the need for public relation
3. list down the purposes of school public relations
4. explain the principles of public relations
5. understand the factors contribute to the importance of public relations
6. organize the functions of public relations person
7. list down the primary functions of public relations
8. state how the public relation operates
9. justify the skills regarded for effective public relations
10. indicate the administrator relation with co-worker and with community
11. understands who should be in charge of public relations work
12. analyze the important hospital areas for maintaining good public relations
13. discuss public relations ( P.R.) and nurses

PUBLIC RELATION IN ADMINISTRATION OF NURSING


EDUCTIONAL INSTITUTE
1. list down the aims and objectives of educational administrator public relations
2. determine the functions of the educational administrator
3. illustrate the bulletin as a tool in public relations
4. identify techniques and attractive public relations

Termininologies:

Administration: the organization and running of a business/ system

Health: it is a complete state of physical, mental, social and spiritual well being not
merely absence of disease or deformity.

Hospital: an institution providing medical treatment and nursing care for sick/ injured
people.

Need: want/ very important

Public: having to do with/available to the people as whole


Principles: truth/ general law that is used as a basis for theory system of belief.

Public relation: the business of creating a good public image for an organization or
famous person.

Relation: the way in which 2 or more people or things are related

Tool: device/ implement used to carry out a particular function.

Technique: a particular way of doing something, especially requiring special skill.

Unique: bring the only one of its kind

INTRODUCTION:
The term public relation stands for relation with the public. The term public is
not easy to define, though frequently in use. The general public is really not one but a
collection of publics. The ordinary citizen who is the unit of public comes in contact
with the hospital administration needs information on many aspects. Here comes the
importance of hospital public relations. Highly organized and systematized leadership
alone does had assure a happy organization leadership is getting things done through
people and on organization is only successful. When its people are happy and
performing at their best relationship between leadership and people must be honours
with each other.

DEFINITIONS:
Public relations are the skilled communication of ideas to the various public
with objective of producing a desired result.

Public relations is finding out what people like about you and doing more of
it: finding out what they don’t like about you and doing less of it.
Bernays

Public relation is defined as planned effort to establish and improve the degree
of mutual understanding between an organization with the primary object of asserting
that organization or individual to deserve, acquire and refrain a good reputation.

Public relations is government is the composite to all the primary and


secondary contacts between the borealis and the citizen and all the interaction of
influences and attitudes established in these contacts

J.L. MC CONY
FACTORS THAT CONTRIBUTE TO THE IMPORTANCE OF PUBLIC
RELATIONS:

1) VAST INCREASE IN ORGANIZATION FUNCTIONS:


The modern welfare state, with its philosophy of looking after the citizen
from the cradle to grave is rendering innumerable services to the public. The
very size and complexity of these services render communication with public
is imperative. The public has to be made aware of the various facilities
offered by the organization .this mere aspect of public relation is assuming
vast proportions.

2) URGENT ATTENTION PAID TO THE PUBLIC ANDPRIVATE


UNIQUITY:
The organization is under constant pressure to defend them against
public criticism. So the organisation needs to function efficiently and
convince public that is being well done.

3) THE ORGANIZATIONS OCCUPIES A CHANGED ROLE:


It is not enough for hospitals to implement policies, it has to be explained
to the people and build up a popular support for them.

. PRIMARY FUNCTIONS OF PUBLIC RELATIONS:


According to Millet public relations of management have four primary
functions.
1) Learning about public desires and aspirations.
2) Advising the public about what they should desire.
3) Ensuring satisfactory contact between public and hospital organizations.
4) Informing the public about what facilities they are providing.
5) Evaluating reactions of the public

TOOLS ANDTECHNIQUES OF PUBLIC RELATIONS:

There can be possibly no exhaustive list of tools; instrumentalities and


techniques of maintain good public relations. Time, place and persons always make a
difference. Among the normal tools may be listed publicity, advertising, personal
contact, public speech and direct mail.

PUBLICITY:
It is the most important aspect of public relations, and has become a must for
every large organization, including the government. Both democratic and totalitarian
regimens make full use of this powerful weapon of influencing and moulding public
opinion. Publicity means to make public or to disseminate knowledge of facts. It has
been defined as the art of dealing with the people in the mass.

The principal media of modern publicity are of three type’s visual, auditory and
telecasts.

The various activities of the ministry and the important services rendered by it
can be briefly described under the following heads:
1) ALL INDIA RADIO,
2) Doordarshan,
3) Press Information Bureau,
4) Publications,
5) Directorate of Advertising and Visual Publicity,
6) Films division,
7) Research and reference division
8) Directorate of field publicity

WHO SHOULD BE IN CHARGE OF PUBLIC RELATIONSWORK


Public relations are fast approaching the status of a profession. There are
universities in the United States which almost award degrees and diplomas in
public relations. Almost every big organization, governmental or business or
otherwise, now maintains a separate public relations department staffed
largely by the experts or professionals in the field.

PUBLIC RELATIONS (P.R.) AND NURSES

The term has been defined by the encyclopaedia American. “The act of
analysing, influencing, and interpreting a person, idea, group orbussiness so that he or
it will be recognised as servicing the public interest and will benefit from so doing. It
operates in many different and will benefit from so doing. It operates in many
different and constantly changing ways, to meet the need of the client, the problem
and the object.”

Its aim is to earn public understanding. Hospitals have their problems and
patients their expectations. It is here, where PR can play a vital and meaningful role to
bring about harmonious adjustment of hospital to its community. The common aim of
PR is not only to communicate and interpret information from hospital to its public
but also to get information and evaluate attitudes of public towards hospital. The
essence of public relations is continuing interactions of guiding and in turn be guided
by public opinion. PR is the management functions which evaluates public attitudes,
identifies the policies and procedures of an individual or an organization with the
public interest and executes a program of action to earn public understanding and
acceptance.

The importance of hospital PR is well recognised. The most productive means


the hospital has for creating and maintaining good community relations are to render
high quality of professional service and to establish kindly, sympathetic and
understanding relationship with its patients, their relatives and their friends. Attaining
both of these depend upon the aptitudes the competence and the spirit of every
employee. Individually and collectively and the spirit of every employee. Individually
collectively they mould the image and opinion of the hospital in the community. No
group in the hospital is in more favourable position to create good PR than is the
personnel of nursing department.

The out patient department is the PR branch of a hospital. Nurse acts as a


receptionist. Patients come to OPD from various strata of society and with different
complaints. They have to received, sorted and finally assigned a place in one of the
specialised departments. To maintain good PR at the central admission room the
following be maintained:

A comfortable waiting place is provided for the patient and the attendant who
accompanies the patients, to help him in admission. If the OPD can produce a
favourable impression on the patient, i.e. is likely to prove more co operative. The
OPD nurse is the central figure and must act as a team leader for various categorises
of staff working in the OPD. The smooth functioning of this department has a lot to
do with ironing out the rough edges and rounding off the corners among different
categories of staff in the OPD. Similarly, nurses roll in building up good PR while
looking after in door patients cannot be over emphasized. The nurse is a central figure
in the ward and she comes in close contact with patients. Her attitudes, skills,
quickness and positive behaviour in rendering optimum patient care go a long way in
creating a congenial atmosphere and building up good PR with patients, their relatives
and friends.

PR applied to the people of a community nurse utilises the methods and


channels of communication which people understand. Good PR in a hospital includes
1) Determination of what the community want to be
2) Expressing the factors in form that is comprehended
3) Reaching the desired ear or audience
4) Evaluating reactions
5) Revamping the program to meet public interest and approval

PUBLIC RELATION IN EDUCATIONAL INSTITUTE

DEFINITION:

Educational public relations are a planned and systematic two way process of
communication between an educational organization and its internal and external
publics. Its program serves to stimulate a better understanding of the role objective
and need of the organization.

Educational public relations is planned and systematic interprets public


attitudes identifies the policies and procedure of an individual organization with a
public interest the policies and execute a program of action to encourage public
involvement.

National School Public Relations Association 1969

AIMS AND OBJECTIVES OF EDUCATIONAL ADMINISTARATOR PUBLIC


RELATIONS:
1. To provide efficient social life to the students and to prepare them in the
art of living together
2. To bring school or college and community closes to each other
3. To prepare the students for some vocation or profession which according
to their interest and ability
4. To help the students in unfolding and blossoming of their personality
5. To enable the students to have the right type of philosophy of life
6. To help in educational exports according to their saluted vocation or
profession
7. To bring harmony between the plans and task
8. To provide healthy atmosphere for experimentation and research
9. To train his faculties to widen his outlook
10. To cultivate his mind to form and strength his character
11. To build up his mind and body and give him health and strength

FUNCTIONS OF THE EDUCATIONAL ADMINISTRATOR


Principal of school or college of nursing or director of nursing
educational institution, principal exercises control over a wide range of
functions can be divided to educational, professional, personnel and
administrator as follows

EDUCATIONAL:
1. Planning and implementing and evaluating own teaching
2. Guide a own specific group of students
3. Implementing assessment procedure
4. Participating in curriculum development and innovation
5. Acting on a consultant for maintaining on effective clinical environment
6. Teaching in both class room and clinical setting
7. Participating in education programmer in nursing staff

PROFESSIONAL:
1. Maintaining clinical expertise
2. Enhancing own professional and personal developments
3. Assuring senior management responsibilities during senior management
absence

PERSONNEL:
1. Participating in recruitment and selection procedure for students
2. Helping and counselling students
3. Monitoring of students progress incline settings
4. Guiding and evaluating student teacher during teaching placement in the
school or college
5. Participating actively in the appraisal and performance review system

ADMINISTRATION:
1. Maintenance of records of student progress
2. Provision of reference for students
3. Participating in time table planning as regard
4. Attending and contributing to all educational meeting
5. Attending educational social functions as required
6. Conducting different committee meetings

CLINICAL:
1. Organization and management of patient care
2. Teaching students in clinical areas. Eg. demonstration
3. To monitoring clinical procedures applying sensitive
4. Principle while doing procedure
5. To monitoring clinical progress of student within the unit or ward
6. Helping and counselling students and train them
7. Safe guarding the health status of all students
8. Performing and performance review of students
9. Providing to both education and service with regard to education in the
clinical experience for students
10. Observe nursing care and sufficient suppuration for student

NEED FOR PUBLIC RELATION


1. Lessens patients anxiety
2. Promotes early recovery
3. Establishes confidence in hospital
4. Support chronic patients

PURPOSES OF SCHOOL PUBLIC RELATIONS


1. To supply information about the work of the schools
2. To establish confidence in schools
3. To rally support for proper maintenance of educational program
4. To develop awareness of the importance of education in a democracy
5. To improve the partnership concept by uniting parents and teachers in meeting
the educational needs of students
6. To evaluate the offerings of the school in meeting the need of the students in
the educational community
7. To encourage an understanding an co-operation between the citizens and the
public servant
8. To increase prestige and good will and to prefect life of the organization by
safe guarding
9. To correct misunderstanding as to the aims and objectives of the schools

PRINCIPLES OF PUBLIC RELATIONS


1. In developing a public relations program such item as the following should be
checked
2. Is there a system for dispersing information to local radio and press out sets
3. After all the information has been gathered a program should be developed
which meets the needs as shown by the research that has been done.
4. The formation of a public relations will be determined by the need of the
organization effectively for a well rounded program
5. The person directly in charge of the public relations program must have
complete knowledge of the professional and organization represented
6. Individual assigned public relations work should modestly stay in the
background instead as seeking the time light keep abreast of the things that
affect the program develop make contact that will be helpful.

FUNCTIONS OF PUBLUC RELATIONS PERSON:


1. Personnel communication:
Within the institution and clientele group
2. Printed communication:
Direct main, books, pamphlets, preservation dealing with
journalists
3. Visual communicator:
Photographs, films and visual aids, T.V
4. Audio communication:
Radio, tape records
5. Specialized communication
Promotions and sponsored events community events
community relations, customer, relations, sealer relations, share
holder relations, raising fund international public relations,
politics and government employee communication, conference.

PUBLIC RELATION OPERATES IN TWO AREAS

Within an organization:
1. The first area within an organization is between leadership and the people
2. Second to area is between difficult professional and specialists. Every organization
is subject to professional jealousies. Conflicts or interest and personalities
3. A third area is between different departments. There is frequently competition for
funds, honours, and fever with an organization
4. Public relations also operates between individual on all levels of authority and
responsibility

Between an organization and in environment


1. This may be between the organization and the community
2. It also inter groups or organization and regulates with other similar
organizations
3. There is interaction between an organization and its competitions and other
unrelated agencies

SKILLS REGARDED FOR EFFECTIVE PUBLIC RELATIONS:


1. One should have a through knowledge of the organization
2. One requires the ability to co-ordinate skill as co-ordain of meeting,
interview.
3. One requires skill in communications
4. He should be able to communicate the manage be it written, spoken,
printed and photographed
5. One also requires the ability to understand people
6. A good public relations person must understand human nature and
behaviours as well as human needs and aspirations
7. Skill of diplomacy or feet fullness
8. Public relations have to deal with many different people. Causal
diplomacy enables on to fell through the attitudes and prejudices and reach
common ground
9. One should pass integrity so that one is trussed inside and outside the
organization and especially by the media.
10. One must have the skill to guide others to reasonable thought and orderly
considerations and understanding
11. One should be alert to public moods and trends

ADMINISTRATOR RELATION WITH CO-WORKERS:


A co-worker is a colleague or a fellow worker in nursing a colleague is
anyone who is an active member of nursing profession
i. Nurses been relationship to each other in many way
ii. Understanding is a basic factor to all good personal relationship
iii. Loyalty is also part of good relationship with other nurses
working together and relating with feeling of support and
helpfulness and faithfulness

ADMINISTRATOR RELATION WITH COMMUNITY:


1. Administrator should established good working relationship in order to
meet the health needs and improve
2. Be friendly way and create awareness of the health needs and stimulate
their co-operation
3. Administrator should be ever willing to work with members offer
community
4. To bring about improvement which she is a part and use her influence and
prestige
5. To improve their social and health standards

IMPORTANT HOSPITAL AREAS FOR MAINTAINING GOOD PUBLIC


RELATIONS ARE:
1. administrative office procedures
2. O.P.D. & emergency – waiting time
3. Therapeutic and diagnostic area- x ray lab
4. Supportive services – oxygen supply, linen, diet
5. Inpatient areas wards

STEPS TO BE TAKEN BY PUBLIC RELATIONS PERSON


ADMINISTRATION
In charge can do this
a. To practice public relations means to be diplomat introduce yourself to
the people your trying to establish relations
b. Get to know the people personally and individually a chain is made up
of single individual links
c. World wide network exist because of individual who bind them
together
d. People must be recognized as individual for communication takes place
only on individual basis.
e. Introduce your organization top the people a public relationship person
is a diplomat as representative and an ambassador
f. He draws people to himself in order to show them that which he
represents
g. Introduce the people them to your organization this is done by selecting
specific or special people and draining them the purpose is two sold
they will have an opportunity to meet those of your organization

BULLETIN AS A TOOL IN PUBLIC RELATIONS:


Institutions of nursing also require public relation in relating with the
students, the parents of students the hospital it is attached to, and the
community at large. The public relations person users various aids to promote
relations they are newspaper, radio, T.V, bulletins, bulletin boards.

1. Below the title side a brief description about the specified subject of the
display material
2. The height of the bulletin board should be 1 meter above the ground
3. The area where the bulletin board are fixed or placed should be well
lighted

TECHNIQUES AND ATTRACTIVE PUBLIC RELATIONS:


1. First level relationship school to community to convey information
2. Second level relationship school initiates but community is more active
school invites community to visit the school and observe to give a feed
back
3. Third level relationship is enables the member of community
representations two way communications
4. Fourth level relationship the community is given greater opportunity to
participate in planning and decision making process on some areas of
school operations

CONCLUSION:
A major obstacle to day to education is in the area of public relations unless
the public understand the work being performed by the school education it is various
professional association that are now organized and exists on nation and similar
purpose much could be accomplished public relations do the work to bridge the
disparity within profession and whose image as nursing in the community.

JOURNAL ABSTRACT:

Designing an Employee-Centred Intranet and Measuring Its Impact on


Employee Voice and Satisfaction

Abstract: The purpose of this research was twofold: (1) to describe how a
hospital garnered input from its employees to design an intranet that enables
its employees to do their jobs more effectively and to communicate with
management and with each other, and (2) to test whether employees’ level of
satisfaction and perceived input into the decisions of the hospital increased
after using the new intranet. Research included a baseline survey (n= 718), a
follow-up survey (n= 393), and interviews with a purposive sample. Hospital
communication effectiveness, perceived employee voice, and employee
satisfaction increased after employees had used the new intranet.

RESEARCH ABSTRACT:

Symbolic Power and Public Relations Practice: Locating Individual


Practitioners in Their Social Context

Abstract
This article applies Pierre Bourdieu's understandings of capital and symbolic
power to the public relations environment, to establish a link between the practice of
public relations and the social effects of the profession. A three-month case study in
the corporate affairs team of a UK passenger transport operator revealed the manner
in which the pursuit and maintenance of power is potentially present in all public
relations activities. Bourdieu's framework connects individual practice with the social
effects of public relations and gives practitioners and academics a new starting point
for understanding the nature of power in public relations practice.

BIBLOGRAPHY:
1. Goel S.L. Kumar Hospital administration and management volume 2,
New Delhi Deep and Deep publications page 138-139

2. Jogelkar, S. Kamal Hospital Ward Management Professional Adjustment


and Trends in Nursing VORA medical Publications Bombay Page 93-98.

3. Maheswoni avasti Public Administration 27th education Agra Lakshmi


Narain corercoal publishers 2004. Page No. 314-326.

4. Dr. Shiram Maheswari, Dr. Amreshwar Avasthi, ‘Public administration’


27th edition (2004) Lakshmi Narain AGarwal educational publishers, pg 314-
326

5.Sr. Mary Lucita, Nursing Practice and Public Administration, 1st edition
(2005) pg 138-139

.6. B.T.Basvanthappa, Nursing Administration, 1st edition (2002) Jaypee


publications, New Delhi

7. Journal of Public Relation, Volume 3, No. 2 spring 2009.

8. Journal of Public Relation Research Volume 21, Issue 3 July 2009 , pages
251 - 272

,
PADMASHREE INSTITUTE OF NURSING

‘ ADMINISTRATION AND NURSING


ADMINISTRATION ’

SEMINAR ON

PUBLIC RELATIONS

SUBMITTED TO,
Mrs. BHIMA UMA
VICE PRINICIPAL
PADMASHREE INSITUTE OF NURSING

SUBMITTED BY,
MS.LAKSHMI. KN
2ND YEAR M.Sc [N]

SUBMITTED ON: 14-08-09

Você também pode gostar