An Evaluation of Public Relations Strategies in Relationships Management of Selected Government Hospitals in Jalingo Metropolis

Abstract

This study investigated public relations strategies adopted in managing relationships by Federal Medical Centre and Specialist Hospital, Jalingo. The study was anchored on the systems theory. Survey design was adopted and data were collected through questionnaire. Questionnaire was administered on 400 respondents. Data were analysed both quantitatively and qualitatively.
Findings revealed that both Hospitals, recognise and practise public relations in managing relationships with their publics. The public relations activities undertaken by the two hospitals were; information sharing with both internal and external publics, sensitization campaigns and free medical outreach. The study, therefore, concluded that despite the recognition and application of public relations strategies by the two hospitals, efforts have not been made to recognise it as a management function exacerbated by poor staff training and retraining. In light of the finding, the study recommended amongst others, the recognition of public relations as a management function, and the recruitment/appointment of more qualified personnel in the Public Relations unit of the hospitals. It also recommended appropriate public relations skills for hospital staff to enable them effectively perform well.