[The role of public relations in medical practice. With special reference to medical research]

Because medical practice and especially medical research depend on the goodwill of others, increased emphasis should be placed on the role of public relations, especially in the complex area of communication between medical scientists and the man in the street. The nature of these communication problems is described, and suggestions are made as to how public relations, if properly managed, can give substance to an otherwise ill-defined concept. Opportunities and problems in the marketing of medical research are briefly described.