Abstract:

The value of the public relations unit for organizations is based on the quality of the relations that areined with the target masses. The feeling of satisfaction, confidence and commitment to health institutions has psychological and social realities. That’s why healthcare buyers may need new and different strategies to understand the preferences of healthcare institutions and to positive relationship results. In these strategies, it is necessary to explore the role of public relations and effective communication techniques. The aim of this study is to measure the impact of public relations studies in health institutions and to determine the impact of target audiences on their emotional and behavioral attitudes. The research was carried out on 249 healthcare recipients who regularly served at least 3 months from private and public health organizations and the results were aimed at comparing. The research finds that the relative results in public relations have a positive impact on the emotional and behavioral attitudes of healthcare recipients in both private and public health institutions. The most important dimensions in both public and private health institutions are measured as confidence and satisfaction. In both health institutions, there is a meaningful correlation between the relative results and the positive results are similar. As a result, it has been found that strengthening the perception of public relations by health organizations may also mean strengthening the positive social perception and the perception of corporate reputation for health organizations.