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The organization and implementation of relationship management
1Public Relations Department, School of Communications, Quinnipiac University, Hamden, CT 06518, USA. Kurt.wise@quinnipiac.edu
Health Marketing Quarterly
|December 2, 2008
Summary
The relationship management approach offers health public relations practitioners a strategic method for managing organization-public relationships. This approach aids health organizations in achieving goals and fosters collaboration with marketing teams.
Area of Science:
- Public Relations
- Health Communication
- Organizational Management
Background:
- Public relations operates in a complex environment.
- Health organizations face unique communication challenges.
- Marketing increasingly utilizes relationship management strategies.
Purpose of the Study:
- To highlight the benefits of the relationship management approach for health public relations.
- To provide a framework for managing organization-public relationships in healthcare.
- To encourage collaboration between public relations and marketing in health organizations.
Main Methods:
- Conceptual analysis of relationship management theory.
- Application of relational principles to health public relations practice.
- Discussion of integration with marketing relationship strategies.
Main Results:
- The relationship management approach offers a structured method for health PR.
- It enhances the ability of health organizations to achieve strategic goals.
- It facilitates closer integration with marketing functions.
Conclusions:
- Adopting a relationship management approach is beneficial for health public relations.
- This approach improves coordination and goal achievement for health organizations.
- It aligns health PR with contemporary marketing practices.
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