ЕФЕКТИВНИЯТ МЕНИДЖМЪНТ В ЗДРАВНИЯ PR В БЪЛГАРИЯ ИЛИ КАК ДА СТАНЕМ УСПЕШНИ И ТЪРСЕНИ PR СПЕЦИАЛИСТИ В ЗДРАВНАТА СФЕРА
EFFECTIVE MANAGEMENT IN HEALTH PR IN BULGARIA OR HOW TO BECOME SUCCESSFUL AND SOUGHT AFTER SPECIALISTS IN THE HEALTHCARE INDUSTRY

Author(s): Gergana Doncheva Yankov
Subject(s): Social Sciences, Communication studies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Public relations; healthcare; communications; PR; management; success
Summary/Abstract: What makes a health PR a sought after and successful professional? What does a public health professional need in order to become an effective manager? The purpose of the scientific report is to present answers to these questions. Тhe methods used for the purpose of this report are analysis and synthesis of data from bibliographic sources, as well as analysis of the results of empirical research through surveys and interviews with experienced specialists in health public relations in Bulgaria. Results: The ability to persuade, the ability to speak in public, the ability to communicate bad news, maintaining a rich and active network of professional contacts, creative thinking, financial literacy, social media activity, marketing knowledge, skills and experience in organizing and conducting special events are the key to effective health PR management.

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