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Self-Study Guides
Managing and Evaluating a Public Relations Program

Introduction

Health care development professionals must work effectively with the organization's public relations staff to accomplish mutual goals. It is important, therefore, for development professionals to understand how the public relations program operates in order to integrate public relations activities into the resource development process. That is why this topic is one of the fundamental educational programs offered by the Association for Healthcare Philanthropy Foundation and the Association for Healthcare Philanthropy (AHP).

This course discusses the management of a health care organization's public relations program. It provides background on why strong public relations programs are needed today and explains how public relations relates to other organizational functions. It describes models for structuring the public relations program, identifies elements of the public relations budget, and offers tools for evaluating public relations activities.

The guide recapitulates material covered in the ARP course "Managing and Evaluating a Public Relations Program" and points you to additional resources to help you gain yet more detailed knowledge of this subject.

Learning objectives

When you have finished studying this guide, you should be better prepared to:

• explain the relationship between public relations and health care development;
• understand how the public relations function relates to other health care organization functions; and
• evaluate the effectiveness of public relations activities.

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