Hospital public relations practitioners: A qualitative study on PR practitioners' roles in facilitating better communication between physicians and journalists

Using the framework of the co-orientation model, which diagnoses gaps in communication as well as examines perceptions between two parties, this study will explore the relationship between hospital PR practitioners, physicians, and journalists and how they communicate with one another as well as their perceptions of each other. The researcher has found that physicians and journalists have very different goals when it comes to promoting/reporting health issues. Therefore, the role of the hospital PR practitioner in facilitating better communication between physicians and the media will be explored. What was gained from this study was descriptive information about PR practitioners', physicians', and journalists' observations and assessment of their perceptions of one another. The study was conducted as a basic interpretive qualitative study. Subjects participated in a face-to-face, audio-taped interview. The participants profiled in this chapter were selected using the technique of snowball sampling.; Throughout the study, physicians, journalists and practitioners have all said that their working relationships with one another and communication would improve if only the other person understood their job. It has been found that the main cause of frustration and misunderstandings between these professionals is a lack of knowledge and understanding of the other person's needs in order for them to get their job done.