Public Group

The hospital has to deal with 4 major group of public. They are
1. The patients from different socioeconomic background, different cultures and
different gender and age.
2. The government
3. The donors
4. The doctors, nurses, paramedical and administrative staff etc who have to be
attracted to join the organization and continue to work with devotion.
All the above-mentioned categories of people must be satisfied in the hospital
Methods to improve public relation
There are two methods of promoting good public relations in a hospital. They are
operative method and the communicative method.
Operative Method
Operative method are essentially connected with almost every aspect of the
hospital's operations, including those that are carried out by such workmen as
telephone operators , inquiry office personnel and admission office clerks to
mention a few. All those coming in contact with patients, as well as those operating
behind the screen share the same burden.
The three fundamental ingredients of a hospital’s operations are : (i) cheerful and
courteous behavior, (ii) prompt and efficient treatment, and (iii) clean surroundings
and well-kept appearance of workers. Some of the important aspects are
enumerated below.
1. A high quality of patient care is sine quo none of good public relations.
2. Adequate physical facilities with a good functional layout. Adequate
waiting melts, toilets, drinking water and refreshment facility in the
outpatient department and such facilities which take care attic basic
creature comforts of the patients and others.
3. Good morale of workers not only increases efficiency, but workers with
high morale interact in a positive manner with one another and also with
patients and the community. Frustrated doctors, nurses, technicians and
paramedical personnel will bring the working of the hospital into dispute.
 The least expensive way to improve public relations is to render the,
service with a smile and cheerful greeting.
4. By placing more emphasis on technology in dealing with the diagnosis and
treatment, there must always be a continuous effort not.to create other
=defies and concerns, as Florence Nightingale exhorted that the first
concern of the hospital is to do patient no harm.
5. Operating efficiency with effective coordination among all clinical
departments and other supportive services stems from good administration.
Organizational structure, policies and authority and accountability should
be clearly understood by each worker.
6. Sensitive Areas
a. Efforts should be made to reduce high waiting time of the patients in
OPD.
b. The nature of the admission process plays a major part in determining
the humanity of the hospital.
c. Delay in receiving specimens at the laboratory counter and delay at
the dispensary should be curtailed.
d. Casualty department must be organized to deal with any type of
casualty.
e. importance of food served hot from the dietary department and of
clean and well-pressed linen from the hospital laundry.
7. Other Activities
Hospital visitors should be dealt with courteously-then visit to a
hospital inpatient is of great emotional value to the patient. A member of
nursing or medical staff should be available in the ward during visiting hours
to answer their queries.
Availability of medico-social workers in a hospital in very beneficial in
respect or patients having social problems more than medical problems.

Communicative Methods
These methods employ means of communication in all possible forms to
enable the hospital to convey its message to the public. The communicative
methods may be used in the following ways.
1. Making available appropriate information to the patients, their relative and
visitors at enquiry and registration.
2. An open-house approach to the visitors without interfering in the routine
medical care functions.
3. The queries of the relatives and visitors can be satisfied if a doctor or senior
nurse conversant with the ward is made available in the ward during the
visiting hours for this purpose.
4. Administrative rounds by hospital administrators at different levels.
5. A provision to listen to verbal complaints instead of insisting or written ones.
6. Written communication: prompt replies to questions.
7. Provision of a suggestion box at an appropriate place.
8. Visual communication-film shows, exhibitions, hospital brochure.
9. Hospital tours by groups such as school teachers and students, housewives
and members of women's organizations, people's representatives, religious
leaders.
10. Holding of an annual "Hospital Day" or open-house day where public can
be shown every aspect of the hospital's operations including some of the
highly technical functions.
11. Advisory committee-its role should be to suggest to hospital administration -
the methods to overcome their shortcomings, and interpret the functioning of
the hospital to the community.
12. Talks and interviews on radio and television.

Indicators for Measuring Public Relations

The following one the means through which the extent of public relations can
be gauged.
• Patient satisfaction surveys
• General opinion poll
• Number of complaints received
• Extent of voluntary effort by community Turnover of medical staff'
• Consistency in attending by patients
• Donations
• Letters to edition in local papers,
• Inpatients leaving against medical advice (LAMA)

Public Relations Officer

Few hospital authorities have regarded public relations as a special function

calling for the services of an expert. In notation hospitals, the chief hospitals
administrator or his deputy usually assumes this responsibility in dealing
with the external agencies, delegating certain functions to others at
 appropriate levels. However, large hospital will require a full-time public
relations officer.
A large hospital should have a public relations officer (PRO) who
should work directly under the hospital administrator. The PRO should be
able to snake studies and plan programmed of public relations and advise the
hospital authorities and implement the programmed in an effective manner
with cooperation of the entire staff on the hospital. Necessary staff may be
allocated to the PRO as per needs. A public relations committee may he
appointed to formulate policies.

The Common Problems in Government Hospitals

The public relations of government hospitals as it exists today are not

satisfactory. Comment on the reasons and problems responsible for the same
and put for solutions, suggestions and modifications to improve public
relations.
The common problems in Government Hospitals
1. Inadequate Staff: -
Every Government hospital in India is under staffed. Even ICU's are
adequate staffed. Because of this understanding the staffs are not able to
look a every patient individually and to provide comprehensive care.
Sometimes untrained personnel are doing some of the procedures. This Call
hams the life of patient They are not aware of how to behave towards the
people.
Because of work overload, the staff Ire frustrated and they are not able
communicate properly towards patients. This will result in conflicts and of
problems in hospitals.

Solution

The only solution for this problem is to staff the unit adequately. government
must take initiative to fill the existing vacancies. The hospital administrator
and nurse administrator should promptly report the vacancies government
and recommend for adequate staff recruitment. The administration should
also make necessary arrangements to staff the most sensitive areas of
hospital adequately for eg:- Casualty, ICUS, OPDS, Emergency dept.
Labour room, Opera units, reception etc.
 The administration should also utilize available resources like help of
voluntary agencies, hospital development committees NCC. NSS, Scouts,
NHRM etc. should be utilized.

2. Overcrowding of patients

Today the government hospitals are overcrowded, patients are not

getting, adequate facilities and care. Instead of cure and care centers
hospitals becoming breeding places of variety of diseases
Solutions
1. Minor illness should be treated at PHC. CHC and Taluk level
hospitals.
2. Medical colleges should be considered as What), level hospital and
admission should he restricted to only referred patient.
3. Hospital should be equipped with adequate staff and necessary
equipments.
4. The government should provided necessary equipments and
essential drugs to the peripheral level.
3. Lack of Aptitude and Attitude of Personnel
Nowadays most of the hospital staff are joining the hospital just for a
job sake, and not for eating patients. They are not service oriented, they don't
have adequate patience, sympathy or empathy towards suffers.

Solutions
In addition to the routine solution procedure, an aptitude test should
be conducted to identify the persons with good caring behaviors towards
patients. It is the responsibility of selection committee to identify the person
with good qualities. Periodic appraisal of the staff should be given with good
incentives.
3. Poor Communication Skill
Most of the employees one lacking adequate communication skills, so they
are not able to communicate with general public properly. In government
hospital no one is interested in giving adequate information to relatives
regarding patient’s condition. Due to lack of adequately inquiry most of
patients am confused.
Solutions
1. There should beast efficient public relation department with the public
relation officer and adequate staff.
 2. The communication with the health team member should be improved.
3. It should be emphasized to all the employees that they are public servants
not the masters of public.
5 Poor Job Description and Job Satisfaction
In our hospitals most workers function in a mechanical fashion and
are no conscious of role assigned to them and also leads to various
problems particularly in the function.
Solution- All staff should know their job description
7. Ineffective Utilization of Manpower
In the hospitals the staffs not posted based on their qualifications.
abilities and experience. This leads to lack of confidence, poor performance
which can affect their relationship with patients. Patients also devoid of
high-quality nursing care.
Solutions
1. Provide adequate staffing to meet patient care needs according to
philosophy of organization.
7. Lack of Responsibility
All the personnel should be aware of their responsibility a sound system
of delegation tend to develop an increased sense of responsibility and
enhanced potential work capacity of individual employees.
8. Private Practice of Government Doctors The doctor in the hospital has
probably got a unique position with regard to public relation. He comes
in contact with innumerable patients, and their family.
9. Problems related to Administration Persons with inadequate
administrative skills and knowledge in hospital administration arc posted
in administrative post. So persons in administrative level should be given
qualified and experience in field of administration.