Návrh budování image nemocnice pomocí Public Relations

Abstract

Not only in the business sector, but the competitive environment also in health care markets exists. But it is not price competition only, especially in hospitals. Their purpose and the intent are to provide health care and improving the condition of citizens in order to achieve benefit, not profit. Know-how of a successful nonprofit organization based mainly on its communication. Be heard, be known and have a good reputation means success. A suitable and frequently used means of communication with the public of non-profit organizations are Public Relations, that is one of the tools of marketing communication mix, which helps to shape public opinion and build your reputation and image. The central theme of this thesis is the TGM Hospital in Hodonín, contributory organization, and manner of communication to the public, the external and internal, of its. The objective of this study was to evaluate the current situation and means of Internal and External Public Relations; it is relationships and communication to the public of this hospital. Furthermore, propose to the hospital leading how is it possible to use the tools of public relations to influence public opinion and create / reinforce a positive public attitude to the hospital in order to improve mutual satisfaction and build a favorable image.