This chapter interrogates how Komfo Anokye Teaching Hospital (KATH) and Korle Bu Teaching Hospital (KBTH) undertake public relations activities to promote and provide health or medical care to the public. Underpinned by Grunig and Hunt’s four models of public relations, this chapter identifies and analyzes the public relations strategies employed by the two teaching hospitals in Ghana via a qualitative research approach. Using a case study, the study collected data from qualitative interviews and document analysis to discuss how the sampled teaching hospitals use health public relations to promote their organizations and services to the public. The findings indicate that the two teaching hospitals recognize the role of public relations as an important communication function to sustain their operations and services. The strategies employed by teaching hospitals in their public relations activities have revolved around the use of publicity, such as press releases, press conferences, the provision of public health information, engaging with diverse stakeholders and addressing grievances from the public and audiences, among others, to promote their image and reputation. The practice of public relations by communication officials at Komfo Anokye Teaching Hospital (KATH) and Korle Bu Teaching Hospital (KBTH) and its related strategies reflect the public relations role models propounded by scholars that recommend a blend of different ways of engagements to establish and maintain beneficial relationships with the public. However, teaching hospitals must improve their public relations activities to promote their services and reputation through interactive engagements for mutually beneficial relationships with the public and audiences to promote their healthcare, image and reputation.

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Healthcare Public Relations in Ghana: The Case of Two Teaching Hospitals

  • Akwasi Bosompem Boateng

摘要

This chapter interrogates how Komfo Anokye Teaching Hospital (KATH) and Korle Bu Teaching Hospital (KBTH) undertake public relations activities to promote and provide health or medical care to the public. Underpinned by Grunig and Hunt’s four models of public relations, this chapter identifies and analyzes the public relations strategies employed by the two teaching hospitals in Ghana via a qualitative research approach. Using a case study, the study collected data from qualitative interviews and document analysis to discuss how the sampled teaching hospitals use health public relations to promote their organizations and services to the public. The findings indicate that the two teaching hospitals recognize the role of public relations as an important communication function to sustain their operations and services. The strategies employed by teaching hospitals in their public relations activities have revolved around the use of publicity, such as press releases, press conferences, the provision of public health information, engaging with diverse stakeholders and addressing grievances from the public and audiences, among others, to promote their image and reputation. The practice of public relations by communication officials at Komfo Anokye Teaching Hospital (KATH) and Korle Bu Teaching Hospital (KBTH) and its related strategies reflect the public relations role models propounded by scholars that recommend a blend of different ways of engagements to establish and maintain beneficial relationships with the public. However, teaching hospitals must improve their public relations activities to promote their services and reputation through interactive engagements for mutually beneficial relationships with the public and audiences to promote their healthcare, image and reputation.