Willis-Knighton Health System, 2600 Greenwood Road, Shreveport, LA, 71103, USA.
LSU Shreveport, 1 University Place, Shreveport, LA, 71115, USA.
BMC Health Serv Res. 2020 Sep 15;20(Suppl 1):821. doi: 10.1186/s12913-020-05602-x.
Public relations-a marketing communications method involving the use of publicity and other unpaid promotional methods to deliver messages-historically has served as the communicative workhorse of the health services industry, representing the predominant pathway over many decades by which health and medical facilities conveyed stories to the public. While other components of the marketing communications mix, perhaps most notably that of advertising, have now captured a significant portion of interest, attention, and use by healthcare establishments, public relations remains a valuable communicative avenue when deployed properly.
As an unpaid method of promotion, public relations is uniquely positioned among its counterparts in the marketing communications mix which require direct expenditures to reach audiences. Typically effected by preparing and submitting press releases to news media firms in hopes that they, in turn, will present given stories to their audiences, limitations are somewhat obvious as transmission control rests with external entities. But overcoming limitations is possible with prudent strategies. This article presents Willis-Knighton Health System's associated strategies, along with a range of public relations insights from decades of deployment experience.
Prudently deployed and led by guiding strategies, public relations offers health and medical organizations opportunities to engage audiences in an efficient and highly credible manner. Courtesy of its unique properties, public relations capably can complement other marketing communications, operating synergistically to help healthcare institutions achieve their conveyance goals, fostering exchange and bolstering market share. Careful operationalization of this marketing communications avenue can help healthcare establishments realize their full communicative potential.
公共关系——一种涉及使用公关和其他非付费促销手段来传递信息的营销传播方法——在历史上一直是卫生服务行业的传播骨干，代表了医疗保健设施向公众传达信息的主要途径，这一途径已经存在了几十年。虽然营销传播组合的其他组成部分，也许最值得注意的是广告，现在已经吸引了医疗保健机构的很大一部分兴趣、关注和使用，但公共关系仍然是一种有价值的传播途径，如果正确部署的话。
作为一种免费的促销手段，公共关系在营销传播组合中处于独特的地位，因为它的竞争对手需要直接支出才能接触到受众。通常通过准备和向新闻媒体公司提交新闻稿来实现，希望它们反过来将特定的故事呈现给受众，由于传输控制取决于外部实体，因此限制是显而易见的。但通过谨慎的策略，这些限制是可以克服的。本文介绍了威利斯-奈特恩健康系统（Willis-Knighton Health System）的相关策略，以及几十年来部署经验所带来的一系列公共关系见解。
谨慎地部署并由指导策略引领，公共关系为卫生和医疗组织提供了以高效和高度可信的方式与受众互动的机会。由于其独特的属性，公共关系能够有效地补充其他营销传播手段，协同运作，帮助医疗机构实现其传播目标，促进交流并增强市场份额。谨慎地实施这一营销传播途径可以帮助医疗机构实现其全部的传播潜力。
