Public Relations as a Tool for Effective Healthcare Service Delivery: A Study of National Eye Centre, Kaduna
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Abstract
For an organization to establish and maintain its relevance in the society, there is the need for constant harmonisation of the organisation’s interests with the interest of its target publics. Moreso, in a hospital setting which offers intangible services. This study, “Public Relations as a Tool for Effective Healthcare Service Delivery. A Study of National Eye Centre, Kaduna”, examined the public relations activities in National Eye Centre, the level of enhancement of patients’/relations’ satisfaction and staff motivation by those activities as well as the challenges faced by the public relations unit in undertaking PR activities. The study adopted the two-way symmetrical model of public relations practice. Quantitative research approache using survey research method was employed with the use of questionnaire as instruments of data collection. The quantitative data gathered were analysed using descriptive data analysis in form of frequency tables and percentages while the qualitative data were set out in theme, analysed and interpreted. Findings from the study showed that National Eye Centre, Kaduna, employs public relations activities such as information management, media management, customer relations, community relations, hospital publications, management of the hospital events, research, amongst others, and these activities enhance patients ‘satisfaction to a very high level and positively affect staff motivation. The study concludes that public relations, though a non-medical factor, as a tool brings about effective healthcare service delivery since it affects staff motivation positively and enhances patients’/relations satisfaction. The study, therefore, recommends that hospitals should continue to employ public relations activities since it has been proven through this research that public relations activities, though non- medical services, are crucial in motivating the internal public such as staff and enhancing patients/relations satisfaction.
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