Особености на публичните комуникации в медицината
Public Relations in Health and Medicine

Summary/Abstract: The article analyzes the use and application of the principles of public communication in medicine. It outlines the profile of PR specialists in large state hospitals in Bulgaria and their work, the similarities and differences between public relations in private and state hospitals, the tools and techniques used, the necessary knowledge and skills that such a specialist must have. Mistakes and good practices in public communication and communication with the media are indicated. It has been established that medical communications can be an independent section in the public communications system, as they are regulated by specific legal and ethical requirements. Introduction of such trainings in the preparation of medical professionals and constant use of public relations in their work would lead to improved communication with the public and restoration of trust in health care.

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