In ancient times, states played their traditional role of maintaining internal security and protecting citizens' properties, in addition to defending the state’s borders from external threats. In modern times, however, the role of the state has evolved and expanded to include various aspects of economic, social, educational, and healthcare systems. The state continues to provide essential services that are difficult for the private sector to undertake, such as national defense, civil security, judiciary services, and social programs.

As the state's role has developed in this manner, the challenges it faces have grown, along with the number of ministries and employees. This has necessitated a focus on building good relationships with the public and establishing specialized public relations units to manage these relationships and build bridges of trust between governmental agencies and their audiences.

Public relations have grown as a management concept and a vital function within many governmental organizations in developed countries over the past thirty years. This shift emerged due to the increasing size of organizations and the complexity and interconnections between various organizational divisions.

Who Should Attend?

• Managers and supervisors specialized in coordinating between public and private hospitals.
• Public relations managers and employees in public hospitals and health centers.

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

• Understand how to improve communication mechanisms between public and private hospitals.
• Gain public support and build trust and communication bridges between the public and the government.
• Learn to explain the objectives of the economic and social systems of hospitals.
• Understand the types of conferences held to improve relationships among hospital staff and enable career development.
• Organize, evaluate, and motivate various committees involved in conference management and work with other parties.
• Explain the various functions of conference management and business visits.
• Develop a sense of responsibility among employees through communication tools and participation in conferences.
• Improve relationships with both internal and external audiences.
• Strengthen relationships with known media channels such as newspapers, magazines, and television.

• Introduction to Public Relations

  • Definition and primary goals of public relations.
  • The importance of public relations in improving the image of healthcare institutions.
  • The difference between public relations and marketing and their importance in the healthcare sector.

• The Role of Public Relations in Hospitals

  • The impact of public relations on patient and community trust.
  • How to build a positive reputation for the hospital.
  • Effective elements in public relations strategies for hospitals.

• Public Relations Strategies

  • Developing the hospital's brand.
  • Strategies for effectively using social media.
  • Enhancing patient engagement through digital campaigns.

• Effective Communication

  • Techniques for improving communication skills with the public.
  • How to manage media crises effectively.
  • The importance of transparency in communication with patients and the media.

• Analysis and Research

  • Conducting a SWOT analysis to identify strengths and weaknesses.
  • The importance of market research in shaping public relations strategies.
  • Studying the target audience's behavior and how to target them effectively.

• Using Technology in Public Relations

  • Familiarity with modern digital communication tools.
  • Using public relations management platforms to improve efficiency.
  • Leveraging big data for decision-making.

• Media Relations

  • Building strong relationships with journalists and media professionals.
  • Writing compelling and effective press releases.
  • Strategies for dealing with the media in critical times.

• Community Management

  • Developing community engagement programs to enhance relationships.
  • Organizing local events to strengthen ties with the public.
  • The importance of community feedback in improving services.

• Strategic Planning

  • Setting specific and measurable goals.
  • Strategies for precisely targeting the intended audience.
  • Developing a detailed action plan covering all aspects of public relations.

• Implementing the Plan

  • Distributing roles and tasks among team members.
  • Steps for the actual implementation of the plan.
  • How to handle obstacles during implementation.

• Measuring Success

  • Identifying key performance indicators (KPIs) to measure the effectiveness of campaigns.
  • Using analytical tools to evaluate results.
  • The importance of gathering feedback from the audience.

• Continuous Improvement

  • How to analyze results and adjust strategies based on data.
  • The importance of innovation and renewal in public relations strategies.
  • Learning from past experiences to avoid mistakes.

• Crisis Management in Healthcare Institutions

  • Understanding the importance of pre-crisis planning.
  • Steps to identify potential crises and assess risks.
  • How to prepare an effective crisis response plan.

• Communication During Crises

  • Clear and transparent communication strategies with the public.
  • The importance of timing when releasing information during a crisis.
  • How to use social media for effective communication.

• Crisis Evaluation and Learning

  • How to measure the impact of crises on the institution's reputation.
  • Analyzing crisis responses and identifying lessons learned.
  • Developing procedures to improve future responses.