Abstract:

Hospitals have been, especially for recent years, suffering from lack of resources due to various reasons and therefore having difficulties to keep up with environmental changes. One of the techniques to help the hospitals overcome this problem is PR practices. Any enterprise can not easily collapse if they receive the necessary support and approval from the community they serve. Enterprises have been heavily using PR techniques to improve their relations with both internal and external environments, their clients, to create a good image acceptable by the community, in following changes in their environment and in getting necessary community support. In this study, opinions of hospital managers, working for different hospitals belong to different institutions (Ministry of Health, Universities, SSK and Private), on PR practices of their hospitals are compared and differences are analyzed. The data is collected from 149 hospital managers by using a questionnaire form. The majority of hospital managers (%65) stated that there is no effort to understand the environment and the needs of the society, and (%71) of the managers also noted that the hospitals are not trying to promote their services to the public.