Role of Public Relations in Health Organizations :a Case Study of Aic Kijabe Hospital

Abstract

The purpose of this study was to examine the role public relations plays in the management of health organization. Public relations has been muddled in confusion with many organizations unaware of its importance in the success of the organization as it seeks to be understood by various publics. Public relations has not been recognized as a critical management function by organizations. It has not been placed properly and therefore has been approached in a haphazard and disorganized manner. These factors created a concern and stimulated interest to venture into this research. The study was guided by two research questions that were generated at the conceptual stage of the study. It was descriptive and employed questionnaires as data collection instrument. This instrument was supplemented by documentary evidence and materials posted at AlC Kijabe Hospital. Data was analyzed using descriptive statistics (frequencies and percentages). The major finding of the study was that the role of public relations as a management tool was not well defined. It was disorganized and haphazardly done. More specifically, the study found out that: There were no professional PR personnel at Ale Kijabe Hospital. This meant that the task of handling PR activities was in the hands other managers who lacked capacity in PR management. AIC Kijabe Hospital lacked a PR plan and policy. PR activities lacked specific objectives hence their management was in an adhoc basis. The organization lacked a communication strategy to reach out to its various publics.

Based on the findings, the study concluded that in order for AIC Kijabe Hospital to remain relevant and be understood by its various publics, there was need for the organization to set up a comprehensive and well integrated PR strategy. The study recommended that: AIC Kijabe Hospital requires to establish a Public Relations and Communication Department in its management hierarchy. That the department thus established be headed by a Public Relations and Communications Director. The director will sit in management meetings and report directly to the Executive Director. The department will come up with a PR policy document to guide all PR activities at the organization. The department will also be the link between the organization and its publics.