Public relations effectiveness in public health institutions.
This article explores public relations effectiveness in public health institutions. First, the two major elements that comprise public relations effectiveness are discussed: reputation management and stakeholder relations. The factors that define effective reputation management are examined, as are the roles of issues and crisis management in building and maintaining reputation. The article also examines the major facets of stakeholder relations, including an inventory of stakeholder linkages and key audiences, such as the media. Finally, methods of evaluating public relations effectiveness at both the program level and the institutional level are explored.
Springston
Jeffrey K
JK
Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, USA.
Weaver Lariscy
Ruth Ann
RA
D003142:Communication; D006801:Humans; D033181:Information Dissemination; D007373:Interinstitutional Relations; D007857:Leadership; D008330:Management Audit / Q000379:methods*; D008402:Mass Media; D017146:Models, Organizational; D009937:Organizational Objectives; D015397:Program Evaluation / Q000379:methods*; D011635:Public Health Administration / Q000941:ethics / Q000592:standards*; D011641:Public Relations; D035502:Trust