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Rublic Relations Effectiveness in Public Health Institutions

Author: JEFFREY K. SPRINGSTON and RUTH ANN WEAVER LARISCY
Published in JHHSA, Vol. 28 No. 2

This article explores public relations effectiveness in public
health institutions. First, the two major elements that comprise public
relations effectiveness are discussed: reputation management and
stakeholder relations. The factors that define effective reputation
management are examined, as are the roles of issues and crisis
management in building and maintaining reputation. The article also
examines the major facets of stakeholder relations, including an
inventory of stakeholder linkages and key audiences, such as the media.
Finally, methods of evaluating public relations effectiveness at both the
program level and the institutional level are explored.

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