Imázsformálás a gyermekhospice-ban Az állandó válságkommunikáció szükségessége és okai
The Image of the Children’s Hospice. The Need for a Permanent Crisis Communication

Summary/Abstract: Theholistic hospice-palliative care of dying persons turned into a generally accepted approach in Hungary only after the 1989 regime change. Specifi cchildren’s hospices were established in 2011. These organizations had to face the fact that their everyday work is even more diffi cult, than thehospices for adults, because of the highly sensitive, often rejected and neglected fi eld they work in. From a marketing communication and publicrelations standpoint we can state that children’s hospices are in a permanent crisis situation and as a part of it, they need to follow a well-designedcrisis communication strategy on a daily basis. In this paper we discuss the main social reasons of this situation – illustrated by the example of theonly functioning children’s hospice institution in Hungary, the Tabitha House –, namely the taboo of death, the misconceptions around the termhospice, the general mistrust toward social organizations and the low level of social participation. Our aim is to briefl y analyse these phenomenaand to present some online communication methods by the example of the Tabitha House which can facilitate the process of the strategic planningand decision-making of the children’s hospices and the organizations working with a socially sensitive issue.

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