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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 38HEALTH CARE: Harmonizing the Healthcare Message

Richard T. Cole, Ph.D.Professor, Department of Advertising, Public Relations and RetailingMichigan State University, East Lansing

Public relations practitioners today experience a multifaceted profession, which comprises communication and relationship building with internal as well as external publics, and they face new challenges driven by development in communication technology and continuously changing organizations.

—Catrin Johansson

Despite its growing complexity, and the orientation of modern public relations as relationship management, the CEO of an American healthcare enterprise would likely see issue management, specifically influencing government healthcare policy, as public ...

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