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Introduction

Public relation is practising of managing the spread of information between company and individual. Public relation is very important for marketing activities of healthcare organization. The main aim of public relation is to inform the public and customer and other stakeholder to maintain the certain view of organization (Guth and Marsh,  2016). Further public relation help in maintaining the relationship between target audience and organization. The present study is conducted on analyse the importance of public relation in the marketing activities of health care organizations with some improved strategies. For getting success in the field of public relation it is necessary to have deep understanding of the interest and concern of each of clients. It helps in keeping continue communication between customer and company.

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Rationale of study

Public relation play important role for marketing of health care organization and strategies to improve marketing activities. The main aim of public relation officer to keep maintain relationship with customer. By making a good relationship with customer it help in retaining them for longer period of time (Cohen,  Gonzalez and Goldstein,  2016). Along with this it also help in improving marketing activities.  There are some advantage of public relation with other promotional options. If public reaction is well structured then it help in target market and gather more information with other promotion forms. The objective of making public relation can be achieved in low cost if it compared to other promotional efforts.

Research aim

The research aim is to formulate a complete analysis of importance of public relation for improving marketing activities.

Aim: To critically analyse the importance of public relation in the marketing activities of health care organizations with some improved strategies- A study on NHS.

Literature review

The significance of improved public relation strategies in the marketing activities of health care organizations of UK.

As per the view of Klijn, van Twist and Jeffares (2016) the public relation make easier to aim to target the market which healthcare organization is hoping to reach. The primary rationale for existence of healthcare organizations is to provide services which are of high quality. This industry is highly peculiar in the manner it operates and influences the decisions of customers. As observed by Morris, and Goldsworthy, (2016) there are various agencies which require messages which are individualized in nature. With the assistance of public relations an organization shall be enabled to target specific messages or information to certain portion of audience. This could be clarified from the instances that if an organization intends to promote a medical device then the promotional messages targeting the class of physicians shall be in respect to the convenience with which it can be used. Moreover, it shall highlight the ease of use and address such issues which are pertinent for all the physicians. However, it has been stated by Dwyer, Dragićević, and Knežević  (2016) that marketing in health care sector is a highly sensitive issue and requires the management to stay cautious with every statement made by them. In pursuance to the same maintaining healthy and effective public relations shall enable the organization to specifically understand the demands and cater to them on an individual basis. This shall ensure that all the content published is sensitive to different forces existing in the industry.

Research objectives

  • To ascertain the conceptual framework of public relations in the marketing activities of health care organizations of UK.
  • To discover the significance of improved public relation strategies in the marketing activities of health care organizations of UK.

Research Question

  • What are the way to ascertain the conceptual framework of public relations in the marketing activities of health care organizations of UK.
  • What are the significance of improved public relation strategies in the marketing activities of health care organizati


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