| Summary: | 碩士 === 長庚大學 === 管理學研究所 === 88 === The main purpose of this research is to conduct a preliminary examination of how hospitals of different levels of evaluation deal with public relations, affairs, tools, media preference, the method and difficulties in managing public activities, and the distribution of personnel in public relations department.
This research uses medical centers, regional and local hospitals in the Taipei district (including both Taipei city and county) as samples (in accordance with the results of the 1999 evaluation report from the Department of Health). Of the 95 questionnaires 30 were completed and return, the ratio of valid samples is at 31.58%. The research is analyzed with descriptive statistic analysis with the incorporation of average, numeric distribution, and ratio. The Fisher''s Extract Test is also utilized to examine the connection of public relation activities between different levels of medical facilities.
Research Results:
1. The greater the size and higher the level of the medical facility the more likelihood of a more specialized public relations department.
2. With the decrease in size and level there is an increasing probability of the public relations department to submit under an executive joint staff unit.
3. Though the range of activities a public relations department handles increases with the level of the medical facility, there a significant decrease of corporate identification system activities.
4. The main public relation activities would grow in proportion with the level of the medical facilities with a significant increase of press releases and press conferences, however, the medical-illness relation and hospital identification system would decrease.
5. The aim for public relations department in hospital internal affairs is generally on the managing unhindered communications between each department, this aim appears to be more important as the level of the medical facility decreases. In external affairs, the public relations department would vary according to the level of medical facility, the higher the level the greater the scale of connection between the hospital and media systems.
6. With the increase of the level of the medical facility the participation in television, radio broadcasts, national, local newspapers, and magazines increases whether in specialized or unspecialized fields. But as to the renewal rate of the official homepages, there is a general tendency toward updating infrequently.
7. There is a tendency toward focusing on outward public relations and crisis management as the size and level of the medical facility increase.
8. The most apparent difference in the evaluation of public relation effectiveness for varying levels of medical facilities is in the rate of contact with the media, and the rate increases with the level of medical facility.
9. With increase in size and level, the public relations management operation mode includes a greater number of operating units and retains extra functions, in other word, the mode of management operation is much more complete.
Suggestions to the executive field:
1. In developing public relations for a medical facility, there is a necessity to establish specialized public relations department, employing specialized personnel from related fields of study.
2. The management control of the public relations department manager should be appropriate range.
3. Do not neglect the effects of internal public relations. The target should be aimed at full public relations for all personnel.
4. Establish the hospital identity system and strongly promote proper image of the medical facility.
5. Fully understand the difference in characteristic in each media and emphasize on the utilization of the Internet.
6. The evaluation of public relations would be conducted from multiple channels and avoid absolute subjective evaluation.
7. Develop a complete mode of public relations management operation.
8. Different levels of medical facilities should aim at their appropriate target market to isolate and catalogue each field of conduct to plan various public relation activities accordingly.
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