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Evaluating Public Relations Effectiveness in a Health Care Setting: The Identification of Communication Assets and Liabilities via a Communication Audit

JHHSA, Vol. 28 No. 2, (2005)

The practice of public relations has experienced tremendous
growth and evolution over the past 25 years, especially in the area of
medical public relations. The constant changes in health care delivery
have often led to increased need for communication with important
publics. At the same time, practitioners in all fields of public relations
have explored methods of accurately measuring the effectiveness of
public relations programs. One such method of evaluation is the
communication audit. This paper includes a brief overview of the
communication audit concept followed by a case study based on an
audit conducted for a small, multicultural non-profit health-care
agency. Steps taken to conduct the audit and the methodology used are
discussed. An analysis of the data is used to address two research
questions regarding the efficacy of the Center’s mission and vision.
Suggestions for future audits are provided.

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