ПР компетенции и медийна грамотност на болничния мениджмънт в България
PR competencies and media literacy of hospital management in Bulgaria

Author(s): Valentina Marinova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: hospitals; communications; PR; crisis; healthcare
Summary/Abstract: The article examines the challenges facing hospitals in Bulgaria in the field of PR communications. The difficulties of hospitals in their attempts to communicate with the public without the help of PR specialists are discussed. Examples have been given of why hospital managers justify the lack of PR communications. The text analyzes the new opportunities for communication and quick feedback provided by new technologies and communication channels. What changes are leading to the crisis in the relations between the hospitals themselves and their branch organizations? Increasing the audibility and unanimity between medical institutions, government agencies, and the national health insurer. In conclusion, the benefits of the opportunities for communication between patients and hospitals, and their expanded opportunities through the use of social media are presented. The usefulness for the health of the citizens from the increase of their health education.

• Details
• Contents