By Dr Than Lwin Tun

PUBLIC Relations (PR) plays a crucial role in the success of public hospitals by helping to establish and main­tain a positive relationship be­tween the hospital, patients, staff, and the community. The Minis­try of Health (MOH) conducted a workshop on Improving Public Relations in Public Hospitals at the Department of Medical Ser­vices, Nay Pyi Taw on 27 and 28 November 2024. The Union min­ister attended the workshop and addressed the opening speech.

In the opening speech, the Union minister mentioned that MOH is providing public health­care services and as hospitals have become more trusted by the public, the number of pa­tients has increased, making it necessary for staff to foster good relationships with patients and their families. In particular, there is a need to provide training for new doctors and nurses for public relations. Those attending this workshop should share their ex­periences and exchange ideas upon returning to their respective hospitals. It is important to un­derstand that hospitals are differ­ent from other places, as people come when they are unwell, and patients often have expectations and anxieties. Therefore, our staff should engage in respectful com­munication and professional con­duct, ensuring they are trained at all levels of the health service. The Ministry is also fulfilling its responsibility to provide neces­sary human resources, with plans to recruit approximately 1,800 nurses in December this year, and doctors and other skilled medical staff will continue to be appointed.

The deputy minister also provided guidance on the do’s and don’ts regarding warm and welcoming interactions with pa­tients at public hospitals. The Department of Medical Services has conducted the workshop to improve relations with the public, ensuring smooth and effective interactions. The following are several key ways in which public relations are important for public hospitals:

Building Trust and Credibil­ity: Public hospitals often face the challenge of earning and maintaining the trust of the communities they serve. PR helps in communicating the hospital’s values, mission, and commitment to patient care. Regularly sharing success stories, patient testimonials, and healthcare innovations builds credibility and helps improve public perception.

Effective Crisis Manage­ment: Hospitals, particularly public ones, can face crises, such as disease outbreaks, medical errors, or facility-re­lated issues. A strong PR strategy ensures that the hos­pital can effectively manage such situations by providing timely and transparent com­munication. Clear and empa­thetic messaging can mitigate negative media coverage and maintain public confidence.

Community Engagement and Education: Public hos­pitals serve a diverse range of populations, and effective PR can help educate the public about health services, pre­ventive care, and new treat­ments. Through community outreach, health seminars, social media, and other chan­nels, public relations profes­sionals help hospitals connect with the community, offering valuable health education that promotes overall well-being.

Attracting and Retaining Patients: In the competitive healthcare landscape, even public hospitals need to at­tract and retain patients. PR can help hospitals commu­nicate the quality of their services, highlight special programs, and promote pa­tient-centric care. A strong public relations campaign can improve patient acquisition by emphasizing the hospital’s ex­pertise, compassionate care, and modern facilities.

Internal Communication and Staff Morale: PR is also vital for internal communi­cation within a hospital. It ensures that hospital staff are informed about impor­tant updates, guidelines, and achievements. Additionally, public relations strategies can help boost staff morale by recognizing their hard work and celebrating their contri­butions to patient care. This can improve employee satis­faction and reduce turnover, which ultimately benefits pa­tients.

Building Relationships with Stakeholders: Good PR fos­ters collaboration, encourag­es investment, and ensures that stakeholders are aligned with the hospital’s missions.

Managing Reputation: A public hospital’s reputation can be fragile, and any nega­tive news can have far-reach­ing consequences. PR pro­fessionals work proactively to build a strong reputation through positive media cover­age, community involvement, and transparent communica­tion. By managing the hospi­tal’s image, they ensure that it remains a trusted institution in the eyes of the public.

Leveraging Digital Media: In today’s digital age, public hospitals must engage with their audiences online. Public relations efforts that include active social media presence, blogs, email newsletters, and online patient reviews help hospitals reach a wider audi­ence, increase visibility, and facilitate patient engagement. Digital PR is also useful in addressing patient concerns, sharing health tips, and pro­mot

Moreover, Public Relations are essential for the ongoing suc­cess of public hospitals. By man­aging communication, building relationships, enhancing trust, and addressing issues proactive­ly, PR professionals ensure that hospitals are well-positioned to serve their communities effec­tively. In a time of rapid tech­nological change and evolving healthcare needs, the strategic use of PR helps public hospitals maintain their role as trusted healthcare providers.