Press relations: a 14-point plan for enhancing the public image of health care institutions

Hospital executives often complain about a lack of positive press coverage. As the news media pay increasing attention to health-related issues, health-care institutions and their personnel will be increasingly thrust into positions of interaction with the news media. These interactions can either boost public confidence or cause widespread public distrust. A 14-point plan of practical suggestions can improve press relations and enhance the effectiveness and prestige of the health-care executives.