I n t e r n a t i o n a l J o u r n a l o f M a n a g e m e n t C a s es

A LITERATURE REVIEW OF PUBLIC

RELATIONS IN PUBLIC HEALTHCARE

ANA VALJAK
LEEDS METROPOLITAN UNIVERSITY, UK

NIKOLA DRASKOVIC
HUM NA SUTLI, CROATIA

Abstract and external public. Compared with e.g. advertising,

PR is considered as a relatively young and fast
Public relations or PR is a multifaceted discipline growing discipline. PR, as a part of the marketing
with no standardized definition. It is the discipline communications or promotional mix, is widely used
which looks after organization’s reputation, with in the commercial sector. However, its applications
the aim of earning understanding and support could also be found in the non-commercial area.
and influencing opinion and behaviour. PR is One, from the public point of view, very important
planned and sustained effort to establish and non-commercial area is the public healthcare
maintain goodwill and mutual understanding system. Due to its nature, the public healthcare
between organization and its publics. Traditionally, system is often being criticized by wider public,
PR belongs to marketing and is considered as a professionals and academics. Consequently, the
branch of promotional activities. However, some public healthcare system could be considered as
authors consider PR as a managerial function a non-commercial area with the continuous need
since it deals with the organization’s relations with for effective public relations activities.
both internal and external public. The ambiguity
of PR will probably bring even more theoretical This paper provides an overview of the public
discussion among marketing and management relations literature, with the special focus on the
experts. The roots of PR reach far into the history, aspects of the use of PR within the public healthcare
but the fundaments of the modern concept of PR system. First, a role of public relations within the
could be found in the pioneering propaganda efforts commercial marketing context is explained, together
against the British Monarchy during the American with the brief historical overview of the discipline.
Revolution. Besides its use for commercial and Second, PR is analyzed from the perspective of
political purposes, PR also plays an important role social marketing, with specific focus on the public
in the context of public healthcare communication healthcare system. Based on the literature review,
activities. Like never before, PR in public healthcare the authors’ main goal is to detect possible gaps in
is faced with so many challenges and expectations. the body of knowledge and establish a theoretical
Today’s PR has to deal with a broad perspective of framework which will be used as a starting point
health related issues and needs of target markets, for the future empirical research.
together with taking into account financial aspects
of healthcare services. It is the goal of this paper
to provide better understanding of the application Public relations and marketing
of PR in the public healthcare system and to detect
possible gaps in the available literature.
Defining public relations
Keywords: public relations, PR, public healthcare
Finding the right definition for public relations is
not an easy task. There is no central definition
Introduction widely accepted among both practitioners and
theoreticians. In 1979, Harlow tried to come up
Public Relations or PR for short is a concept of with the general definition of public relations, yet
relations and/or communication with the target he found almost 500 different definitions (Euler,
audience which consists of organization’s internal

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2009). With no doubt, this number only grew be seen then to have a direct correlation to sales
during the last forty years. As Hazleton and Bolton and hence to profit” (Davis, 2007, p. 130-131).
(1989, p. 13) suggested, “PR is an emerging social
science discipline” which is highly influenced Many definitions imply that PR belongs to the
by practice and different academic disciplines. field of management, since its goal within the
Consequently, PR is considered as a multifaceted organization is to plan, analyse and implement
field which increases its complexity and makes various communications with the public. It is
Public Relations even more difficult to define considered as a “relationship management”
(Davis, 2007; Fawkes, 2008). (Ledingham and Bruning, 1998) or, as Grunig and
Hunt (1984) suggested, it a process of managing
PR also evokes many controversies. Scholars from communication between the organization and
different areas cannot agree whether PR belongs its public. According to the recent trends, PR
to marketing or is a separate management area. is positioned at the very top of the corporation
From the traditional marketing point of view, PR is hierarchy. Following this idea, the Chambered
considered as a part of the promotional mix, together Institute for Public Relations (CIPR, 2010) sees
with advertising, sales promotion, personal selling PR as:
and direct marketing In this context, PR could be
defined as “…a body that serves the department of “…the discipline which looks after reputation, with
marketing.” (Kotler and Keller, 2008, p. 594) PR the aim of earning understanding and support and
could also be defined as a marketing program that influencing opinion and behaviour. It is planned and
encourages purchase and consumers satisfaction sustained effort to establish and maintain goodwill
through credible communication of impressions and mutual understanding between organization
and information (Harris, 1991). As Seitel (2006, p. and its publics.”
39) suggested, PR “is marketing of an organization
[…] to relay information about that organizations Broom (2009, p. 25) argues that “Public relations
products”. is the management function that establishes and
maintains mutually beneficial relationship between
Goldman (1984) defined public relations within the an organization and the public on whom its success
marketing context as an activity being concerned or failure depends”. The Public Relations Society
with marketing strategy for development of of America (PRSA) offered explanations of what
means and ends related to buying and selling. PR really does:
Public relations academics however argue that
when public relations is considered strictly as a “Public Relations helps an organization and its
marketing tool, public relations becomes technical, publics to adapt mutually to each other […] PR
non-strategic, short term task (Grunig, 1992). But is an organizations effort to win the co-operation
the times when public relations were known as of groups of people […] helps organizations
having the purpose of supporting sales through effectively interact and communicate with their key
media coverage is long gone: publics” (Davis, 2007, p. 6).

“Overall, one may say that Public Relations is However, marketing and public relations, although
concerned with creating a favorable image, or, to being separate management functions, overleap
use a less emotive word, a favorable reputation in order to achieve companies goals. As Davis
[…] The emergence of reputation as a factor in (2007) suggested, PR contributes to marketing’s
the marketing mix leads onto the extension of the goals by maintain and providing a hospitable social
classical 4Ps into five. The fourth P of promotion and political environment. Kotler (1991) argued
(which more properly should be perception) now that public relations can contribute to marketing in
has to be considered as those activities which are four objectives: Awareness, credibility, stimulation
involved with the product (brand image) and those and holding down promotion costs. However
concerned with the company (corporate image). public relations and marketing are separate fields
It can be said that whether or not a product is like finances, accounting, human resources,
purchased is dependent on five factors: the product, law etc. Just because public relations correlates
its price, its availability, the brand image and the more with marketing than with other branches
corporate image […] In so far as PR is the function of an organization don’t mean that it is a part of
which builds reputation or corporate image it can marketing strictly. Marketing was being known as
a “big brother” to public relations but clearly it just

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uses parts of public relations for bettering itself, to control. There is no control in when the
therefore it would be better to say that they are information is used, how it is used and if it is
equal “brothers” of an organization. used. Therefore, it even borders with gossip.
Publicity, as a tool of public relations, is used
The rivalry between marketing and public relations for all aspects of our lives, from political use,
will continue on but never the less it is undisputable marketing use, image clarification, etc.
that marketing will continue on concentrating on
consumer’s needs and wants, while public relations • Lobbying – is a narrow specialized branch of
will continue enhancing relationships internally and public with the goal to create and maintain
externally. However, there are also suggestions relations with government and governmental
to join PR and marketing. For example, Kotler bodies to influence legislation and regulations.
suggested that public relations and marketing Because of popular believes that lobbying
could be joined into marketing public relations is related to bribery and threats, it is highly
(MPR): criticized and frowned upon. Despite that
general mark, lobbying is a legal way to
“…a healthy offspring of two parents, marketing and influence government decision making.
public relations. MPR represents an opportunity Most countries in the world have a certain
for companies to regain a share voice to win share organization where lobbyists are registered
of mind and heart; it also delivers a better, more and where they report their work.
effective voice in many cases” (Kotler, 1991, p 29)
• Advertising – could be considered as a media
As an ambiguous term, PR is rather difficult to for placing PR messages. In this context, PR
define. Due to its multifaceted nature, public uses advertising as a tool to approach wider
relations could be considered as a part of both public through mass media by controlling
marketing and management. It is a set of activities the content, placing and timing. Although
which is used to manage organization’s image advertising typically falls under the category
and relationships with both internal and external of commercial goods or services marketing,
public. it is not solely reserved for it. Public relations
can use advertisements as part of the
communication effort with external public in
Functions of public relations order to improve corporate image, tackle some
Due to its multifaceted nature, the role of public environmental issue, motivate volunteers, etc.
relations could be further clarified through the • Public Affairs – refers to the specialised part
description of its main functions. As Broom (2007) of PR that “builds and maintains relationship
proposed, the main functions of PR are: with government agencies and community
• Internal relations – refer to the communication stakeholder groups in order to influence public
processes aimed at organization’s internal policy” (Broom, 2009, p. 35). Public affairs
public. Internal relations manage the can be explained as “…PR tactics applied to
communication inside the organization, government relations strategies to produce
managing the information that employee’s excellent public policy” (Long, 2002, p. 17).
receive. Public relations department organizes • Press Agentry – is a field in PR that attracts
communication programs to keep employers public attention more than it builds public
motivated. It can be said that internal relations understanding, following the pattern “more the
takes care of everyone inside the organization. news coverage, the better”. It creates stories
• Publicity – is sometimes considered as a to attract the media and gain public notice
separate element of the promotional mix, but (Brooks, 2009).
traditionally it is considered as a function within • Investor Relations – is also known as financial
the PR. Publicity refers to the communication relations. It is part of public relations that work
activities provided by an outside source in in publicly held corporations (i.e. joint stock
cases when the communicated information is companies). Investor relations communication
valuable as news to the wider public. Being activities are focused on a specific target
mostly a free of charge communication, group, the investors and the financial
publicity is the hardest form of communication

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community (e.g. investment banks). The goal Propaganda Fide- Congregation for propagating
of investor relations is to raise the value of the faith (Broom, 2007).
company’s stocks (Peterson and Martin, 1996).
The modern roots of public relations begin in
• Development – (or advancement) is a part of United States. Public relations first appeared
public relations that is most commonly used during the American Revolution as propaganda
in non profit organizations. Because non profit against the British Monarchy (Bradley, 1999).
organizations depend on donations, fees However, various promotional activities in the US
and volunteers, they become dependent on can be traced all the way to seventeen century
campaigns and special events to gain public and the first settlements on the East Coast (Lefler,
support and contributions (Broom, 2009).As 1967). In 1641, Harvard College started the first
Broom explained development is a specialized known systematic effort to raise funds using
part of public relations that only focuses on public relations (Cutlip, 1997). The activity was
raising money for non profit organizations conducted by preachers who were sent to England
through maintaining relationships with donors, where they realised the need for a brochure which
organizing charity events, auctions etc. would assist them in their activities (ibid). And so in
1643 the “New England’s First Fruits” was written
• Issues Management – is a function of public becoming the first public relations pamphlets
relations that anticipates, prepares and reacts (Morison, 1935).
in crisis or whenever there is a need to respond
to public policy issues. Issues Management It is common knowledge that public relations tools
preserves the relationship of an organization are often used in political purposes. During those
and its public (Lauzen, 1997; Heath, 1997). revolutionary periods in the United States the
ground for developing public relations flourished
(Jensen, 1967). Campaigns to shape public opinion
Brief historical overview of public and move masses go back to Revolutionary War
relations and Samuel Adams. Adams and his revolutionaries
understood that the strength lies in the people
Public relations, although articulated in many words and their support and knew how to channel that
and forms was used at the beginnings of primary strength and manipulate it. They worked on
civilization (Cutlip, 1994). One way communication arousing and organize public opinion using pen,
that influenced viewpoints is traced from the platform, staged events, symbols, news tips etc.
earliest civilizations. Archaeological dig in Iraq Their main assumption was that “man kinds are
discovered a farming bulletin from 1800 B.C. that more led by their senses then by their reason”
told farmers how to harvest and sow their crops (Broom, 2007, p.106). Adams would use existing
(Broom, 2009). Fundamental elements of Public events or create new ones to serve his purpose
Relations also appear in the scripts of king spies (Davidson, 1941).
in ancient India. It showed that besides espionage
the spies were expected to inform the king about Political movements in the 1820s developed
the public opinion and spreading positive image of public relations to a new extent (Cutlip, 1995). The
the king and the government (Basham, 2004). first presidential campaigns during the President
Andrew Jackson created the press secretary
Ancient Greeks considered the public will, while function (Schlesinger, 1945). As literacy was
the Romans coined the expression vox populi, vox growing and people gained their political power
Dei – the voice of the people is the voice of the the need for campaigning became necessary.
God (Cutlip,1994). Many centuries ago, England President Jackson formed his “Kitchen Cabinet”
also used public relations, where Kings maintained unofficial collection of advisers formed mostly by
Lord Chancellor as “Keepers of the Kings former newspaperman to help him get his ideas
Conscience” or as a third party needed to operate across (Harding, 1947).
communication between kings and the people
(Hilsdale, 1995). At the Early Modern Era, a form Fast development of industry and railroads
of Public Relations way named propaganda. The growth of population and development of cities
word propaganda was invented in the seventeen and wire communications in the post Civil War
century by Catholic Church as Congregatio de America evoked the beginnings of public relations
for the twentieth century (Wolff, 1965). During

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that monopolistic era of power and wealth, PR was rapidly evolving until the stock market crash
contemporary public relations came to life (Cutlip, in 1929. After that, it shifted to public awareness
1995). With the changing environment, the need (Broom, 2007). More and more institutions that
for managing relationships with public raised: were helping people after the crash needed means
to communicate. Business owners used public
“Corporations gradually began to realize the relations as a counterfeit to Roosevelt’s criticism
importance of combining hostility and courting and legislative reforms (Rollins, 1962). That era
public favor. The expert in public relations was also formed a new major figure in public relations
an inevitable phenomenon in a view of the need the political-campaign specialist. The first political
for the services he could provide” (Curti, 1964, p. campaign agency was opened by Clem Whitaker
134). and Leone Baxer in 1933. The Time magazine
referred to them as “the acknowledged originals in
The first corporate public relations department was the field of political public relations” (Cutlip, 1994,
established in 1889 by George Westinghouse in his p. 598).
electric corporation (McDonald, 1962). To goal of
his PR department was to manage public opinion Next important era for public relations started
during the dispute Thomas A. Edison (ibid). in the sixties and the birth of “racism”, “sexism”,
“consumerism” etc.(Broom,2007). New social
By many, the “father of public relations” in the changes, public awareness and in general turbulent
twentieth century was Ivy Ledbetter Lee. As a change in living brought to public demonstrations
former New York newspaper reporter, he started (Carson, 2002). Businesses and institutions had to
to work on a political campaign of Seth Low as a become more aware of the public. In the sixties
candidate for the New York’s mayor (Moon, 1964). up to the middle of the eighties communication
In 1906, while working as a representative for a became the two way channel that could no longer
coal mine operators, he issued a “Declaration focus only on domestic relations. Dr Martin Luther
of Principles” which evolved press agentry and King and the whole “hippie” generation wanted to
publicity into public relations. His declaration be heard, wanted to communicate. Technology
made clear that public should not be ignored or and international relations forced public relations
fooled. He started the handouts to reporters which to evolve (Pearson, 1990).
are today called press releases which brought
favourable press coverage to the coal miners and The so called new era, the computer era,
therefore himself for doing a great job. He started revolutionized public relations. The internet
using the term “public relations” sometime around changed everything. The two way communications,
1919 (Broom, 2007). Not only was he a pioneer of the information accessibility lost control. New paths
public relations, his point of clarifying the topic of for public relations opened making the practice
public relations is still being used. more challenging. IT development provides new
opportunities for PR:
Next important era for public relations was the
beginning of World War I. Until the WWI public “Access made ‘self publishing’ a reality, leading
relations were mostly used (accept in political to less control over the public information system
campaigns) as a defence “mechanism”. But with by traditional media, to greater diversity in points
the beginning of war and the need of mobilizing of view, to increased interest in organizational
people, it became provoking (Mock and Larson, transparency, and to precisely targeted
1939). President Woodrow Wilson, familiar with communication with stakeholders” (Broom, 2009,
the power of public, established the Committee on p. 132).
Public Information (CPI) with the goal to influence
public opinion in favour of the war effort (Creel,
1947). Under the leadership of George Creel,
CPI became a powerful organization of scholars,
journalists, artists, press agents etc. and created
a masterful propaganda for influencing public’s
opinion (Mock and Larson, 1939). As Lasswell
(1927, p. 220) mentioned, “…the fact remains
that propaganda is one of the most powerful
instrumentalities in the modern world”.

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Public relations in the context of public sanitation, maternal and child health services,
healthcare health education, occupational and industrial
hygiene, nutrition, and, in most developed
countries, the provision of medical care (Wallace,
A brief historical overview of the public 1998). Today it can be said that public health
services function all around the World preventing
healthcare development diseases and influencing behavioural factors.
Public healthcare, according to its definition,
consists of organized health efforts directed to
communities rather than to individuals, relying on
Social marketing and public healthcare
a combination of science and social approaches The concept of public relations within the healthcare
(Novick and Morrow, 2008). The history of public is grounded on the fundaments of social marketing.
healthcare can be traced to ancient times and As it is known from the previous sections, public
shamans that cured and prevented disease (Porter, relations can function as a part of marketing mix.
1998). During fifth and fourth centuries B.C. a When it comes to public healthcare, public relations
Greek doctor Hippocrates explained disease and lead a crucial part in social marketing.
therefore rejected supernatural causes (Adams
and Arbor, 1976). Kotler and Zaltman first introduce the concept
of social marketing in the early seventies (Kotler
A step towards creating beginnings of the public and Zaltman, 1971). The authors defined social
healthcare started in the sixth century in Europe marketing as “the design, implementation, and
during the outbreak of leprosy. Physicians control of programs calculated to influence
separated patients which brought to opening of the acceptability of social ideas and involving
“leprosaria”, leper houses and the beginning of considerations of product planning, pricing,
quarantine. It is estimated that by the end of twelve communication, distribution, and market research
century there were more than 19,000 “medical” [...] it is the explicit use of marketing skills to help
houses open in Europe (Frontinus, 1950). By translate social action efforts into more effectively
the middle of fifteen century, major cities in Italy designed and communicated programs that elicit
established boards of health who were in charge desired audience response. (ibid, p6). More
of investigating existence of plague, establishing recently, the definition of social marketing has
quarantine, issuing health passes, arranging been re-shaped as “the use of marketing principles
burials and managing leprosaria (Cipolla, 1976). and techniques to influence a target audience
In Germany , between 1779 and 1816, a major to voluntarily accept, reject, modify, or abandon
contribution to public health was made by Johann behaviour for the benefit of individuals, groups,
Peter Frank, a hospital administrator, published or society as a whole.” (Kotler, Roberto and Lee,
a six volume proposal “System of Complete 2002, p. 5).
Medical Policy” where he showed a scheme of
governmental programs to promote health and Nevertheless, social marketing has encountered
protect population from disease. (Ackerknecht, some controversy when it comes to public health
1982). Next and one of the most important steps in care. As Willcocks (2008) noted, the application
defining public health was publishing of “Report of a of marketing to health care has been the subject
General Plan for Promotion of Public and Personal of some scepticism from various sources, not
Health” in 1850, authored by Lemuel Shattuck, first least healthcare employees, due to the following
president of the American Statistical Association. reasons:
This report brought fifty recommendations and a
model of state public health law (Rosen, 1993). • marketing is more about commercial as
opposed to healthcare objectives;
In the twentieth century complexity of public health
problems led to the establishment of academic • the competition upon which marketing is based
programs to expand research. University of London will bring about the pursuit of profit and not
and Harvard University were the pioneers of those quality of care;
research programs. By the mid twentieth century,
public health activities had evolved into fields of: • health care is different from other services/
communicable diseases control, environmental products, and is less amenable to the
techniques and approaches of marketing;

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• healthcare is, to a large extent, an intangible • Monitor health status and solve community
service, while marketing primarily deals with health problems. Communication role:
tangible products; Deliver relevant health status information to
communities, particularly changes in rates that
• healthcare is a unique service because of the suggest the need for intervention; provide an
individual freedom of clinicians; opportunity for communities to voice concerns
about perceived health problems.
• healthcare operates with unpredictable
demand; and it is ambiguous in terms of being • Diagnose and investigate health problems
unable to offer a precise definition of the and health hazards in the community.
“customer”. Communication role: Notify individuals and
communities of potential health hazards (e.g.
In spite of the criticism, social marketing could issue traveller’s advisories in areas with known
create benefits to healthcare and the public: vector-borne disease transmission).
“The discipline of marketing offers public health • Inform, educate, and empower people about
organizations a variety of concepts and strategies health issues. Communication role: Use
for understanding and motivating behaviour multiple levels of communication, including
change in specific populations of interest. Public social marketing and community education, to
health organizations use these techniques not only bring about healthy lifestyles.
to influence individual health behaviour, but also to
build public support for core public health policies • Mobilize community partnerships and action
and institutions. Using a marketing approach can to identify and solve health problems.
therefore enable organizations to improve the Communication role: Assist in the development
effectiveness of specific health interventions and of coalitions and partnerships that will lead to
to strengthen the institutional capacity of the public collaborative action.
health system as a whole. [...] The appropriate use
of marketing can help public health practitioners • Develop policies and plans that support
be more effective in today’s environment.” individual and community health efforts.
(Lothenberg and Siegel, 2008, p. 621-623). Communication role: Inform the public
about new laws that affect health, such as
Communications, as in every interactive field, plays laws protecting the confidentiality of human
an important role in the context of social marketing immunodeficiency virus/acquired immune
and healthcare. As Evans (2006, p. 1208) stated, deficiency syndrome information; share
“social marketing messages can aim to prevent draft planning documents with stakeholders
risky behaviour through education or the promotion as a means to receive input and generate
of behavioural alternatives”. But social marketing investment and outcomes.
shouldn’t be used just for communicating; its sole
porpoise shouldn’t be just public relations. Social • Enforce laws and regulations that protect and
marketing evolved from commercial marketing ensure safety. Communication role: Share
and its framework, so it includes market research, information with the regulated community to
public segmentation, competition, marketing mix, facilitate the adherence to proper licensing and
consumer orientation and monitoring (Grier and safety standards; ensure easy access (e.g.
Bryant, 2005). web site availability) to the required forms and
rules relating to licensing and regulation.

Specific communication role of public • Link people to needed personals health

relations within public healthcare services and ensure the provision of
health care when otherwise unavailable.
Communication plays an important role in Communication role: Inform medically
the context of public healthcare. The role of underserved population about opportunities
communication in performing the public healthcare for health care and the need for preventive
services could be summarised as follows (Harrell, services.
Baker and The Essential Services Work Group,
1994; Morrow, Hirano, and Christensen, 2008): • Ensure a competent public health and personal
health care workforce. Communication role:

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Inform public health practitioners and health receive poor customer service, are denied choice
care providers about training opportunities, and experience basic lapses in care” (Department
such as satellite video-conferences. of Health, 2007, p. 23).
• Evaluate effectiveness accessibility and quality However, there are also some mixed emotions
of personal and population-based health towards the use of PR among public healthcare
services. Communication role: Inform policy professionals. While there is a presence of
makers about the efficacy of population-based enthusiasm towards PR when it produces highly
health services. desirable outcomes (e.g. a news coverage for a
flood evacuation plan, fund-raising for some social
• Research for new insights and innovative cause, etc.) (Springston and Weaver Lariscy,
solutions to health problems. Communication 2005), the PR activities are highly scrutinised for
role: Publish results of applied research in their return on investment (Hutchins, 2001).
peer-reviewed journals so that other agencies
can translate findings into more effective public
health practice. Conclusion
Like never before, public healthcare is faced with PR is considered as a multifaceted field which
so many challenges and expectations. Thanks to belongs to both marketing and management.
the development of internet, health related news Scholars from different marketing and management
travel around the globe almost instantaneously. areas have been trying to address the problem
However, their sources are usually journalists whether public relations is a separate management
with no formal medical education. While some field or is it limited to the field of marketing. As the
60 years ago PR practitioners in healthcare had literature review shows, their opinions are relatively
an easy job to create awareness and preference opposed and there are also certain tendencies
for healthcare since the healthcare organizations for the merger of different marketing functions in
of that time enjoyed public support and sympathy order to address the multifaceted nature of PR.
(Tomic, Lasic and Tomic, 2010), today’s PR has Nevertheless, the ambiguity of PR will probably
to deal with much broader perspective of health bring even more theoretical discussion among
related issues and needs of target markets, marketing and management experts.
together with taking into account financial aspects
of healthcare services (Traynowicz-Hetherington, Assessing the topic from the public healthcare
Ekachai, and Parkinson, 2001; Cutlip, Center and perspective, it could be concluded that public
Broom, 2003). relations, as a social marketing communication tool,
plays very important role in today’s very challenging
Public health is of critical importance to everyone. environment. Social marketing and public relations
In today’s world of bioterrorism and threatening are recognized by the public healthcare system as
epidemics, public healthcare institutions create the concept focused on users and their needs.
a border to global threats towards health and However, there is a certain research potential for
security (Institute of Medicine, 2003). Through further investigation of the practical application of
public relations public heath care creates “effective PR within the public healthcare system, especially
delivery of health care at the front line” (Millward in less-developed countries. Furthermore, the
and Bryan, 2005, p. 13). Malpractice, scandals, practical aspect of PR in the public healthcare
mistakes and misunderstandings occur in medical could also be comparatively approached from both
and health care like in any other organization. marketing and management perspective.
Because of the nature of public healthcare, it is
the task of PR to help in bringing public health
care institutions and public together by providing References
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