On How To Use The Basic Functions Of Public Relations In The China' Hospital

In the 1990s, ideas on public relations were introduced into hospital in China as a result of the necessity of market economy, requirement of change of hospital management mode.The purpose of this paper is to make clear how to exert these two functions of public relations identity building and communication coordinating into practice.Hospital identity building is mainly to develop some distinct qualities, such as identity of culture, technique, service, environmental condition and hospital symbol. We build culture identity by raising the spirit of hospital and doctors' professionalism. We raise the technique ability of hospital in two aspects, scientific research and treatment efficiency, by emphasizing key departments and subject leaders, investing in equipment and instruments, and increasing curative effect and services. We build service identity by awakening personal' idea of service, and raising service techniques. The environmental condition involves in hospital architecture and gardening, which is vital to patient's emotions. We build symbol identity of kindness and convenience of the hospital.Hospital's public relations should coordinate internal and external public. Publics dependently regard a hospital with high expectation and faithful adherence for a long term. Thus hospital must make every effort to attractpotential publics, extend known publics and induce action publics. For internal relations, the principle of "personnel first" must be put at first place. For external relations, the hospital should deal with patient, government, society and medium.Public media, interpersonal and organization communication constitute communicate channels of identity building and communication coordinating.All of above, by connecting rational research with questionnaire, the author research the two functions of hospital's public relations deeply and systematically, and brings forward strategies and measures to build hospital identity and communication coordinating. It has more applied.