Komunikacja szpitala w mediach społecznościowych, zarządzanie kryzysem a kreowanie wizerunku placówki
Hospital communication on social media, crisis management and image creation of the institution

Author(s): Barbara Baranowska, Agnieszka Gibalska-Dembek
Subject(s): Media studies, Communication studies, Theory of Communication, ICT Information and Communications Technologies
Published by: Wydawnictwa Uniwersytetu Warszawskiego
Keywords: communication on social media; press spokesman; patient ombudsman; crisis management
Summary/Abstract: The aim of the study is to present the hospital’s communication from the perspective of the work of the press spokesperson and the patient ombudsman. The article describes a communication crisis in one of the hospitals resulting from posting a post containing moralizing, offensive and discriminatory content directed at pregnant women and future patients. The improper reaction of the management, apologizing only to those who felt offended, increased the negative reactions of the environment. The paper discusses the main causes of patients’ complaints related to inadequate communication and the way in which communication can proceed in order to solve a difficult situation and formulate an appropriate apology.

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