The role of press relations in the trust and reputation of healthcare institutions
DOI:
https://doi.org/10.34630/tth.v1i5.6265Keywords:
Press offices, Health Communication, Healthcare institutions, Crisis management, Media, Public relationsAbstract
Press offices in healthcare institutions play a fundamental role in managing relations between institutions, the media and society. Strategic information management by press officers allows the dissemination of accurate, transparent and accessible information. This can strengthen the institution’s credibility and promote health literacy. The study explores the main functions of the press office in the health sector, the challenges it faces, such as crisis management and adaptation to new communication dynamics, and the opportunities for more effective communication. The importance of a well-structured communication strategy is also highlighted to ensure that key messages reach the target audience in a clear and reliable manner, thus strengthening the reputation of healthcare institutions in society.
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