公共关系作为一种管理职能,在企业管理中得到了广泛重视和运用,并且已经取得了较好的经济效益和社会效益。由于医疗经费补偿体制的制约,使医院在讲求社会效益的前提下,必须讲求经济收益,按照经济规律搞好管理。医院这种经济属性,决定了公共关系学在医院管理中运用的必要性与可能性。 公共关系作为一种独特的管理职能,它是一个企业或组织,以公众利益为出发点,运用有效的传播手段,在公众中树立良好的形象和信誉,以赢得公众的理解、信任和支持,为自身事业的发展创造最佳社会环境。医院公共关系,就是通过建立起双向交流的信息渠道,取得医院内部 As a management function, public relations has been widely used and applied in business management, and has achieved good economic and social benefits. Because of the constraints of the compensation system for medical expenses, hospitals must pay attention to economic benefits and manage well in accordance with the economic laws under the premise of paying attention to social benefits. The economic attributes of hospitals determine the necessity and possibility of the use of public relations in hospital management. Public relations is a unique management function. It is a company or organization. It uses the public interest as a starting point and uses effective means of communication to establish a good image and reputation among the public in order to win public understanding, trust, and support. The development of its own business creates the best social environment. The public relations of hospitals is to obtain the information within the hospital through the establishment of a two-way communication channel.