How do hospitals build positive relations with the local media? What policies exist for staff to follow when dealing with the media? How do hospitals benefit from having a media relations plan,...

How do hospitals build positive relations with the local media? What policies exist for staff to follow when dealing with the media?

How do hospitals benefit from having a media relations plan, since the media is considered a stakeholder?

Expert Answers
Ashley Kannan eNotes educator| Certified Educator

Hospitals can directly benefit from having a plan that effectively deals with media relations, similar to any other organization. Initially, I would submit that the functioning of a hospital in distributing health care makes for a great story.  It is the very essence of human interest, and hospitals must ensure that this is constantly in the forefront of the minds of the residents as well as the media.  In a modern setting where hospitals and the health care industry is being painted with the brush of self interest and self absorption, being able to counter this with the narrative of health care professionals who possess a selfless nature that is driven to help those in need is a powerful story to be told.  Additionally, I believe that there has to be some community outreach from the hospital to the larger setting in which it is immersed.  This could take the form of actively going into the community to provide immunizations, running wellness seminars that focus on proactive behaviors to offset health conditions, or even offering some type of school initiatives which teach young people about the benefits of good health and nutrition.  Using the media to both publicize and cover these events can help hospital perception tremendously.