Scientific Online Resource System

Varna Medical Forum

Highlights in formation of policy of public relations and development of corporate image of hospital

Mila Georgieva Dimitrova


Introduction: In different periods of the history to the public relations (PR) were assigned various tasks - mobilizing population in hostilities, discredit political opponents, imposing religious ideas, sell products, information dissemination. Using PR is already mandatory for any organization that wants to create a positive image in the community, to attract followers and to realize its objectives.

Objective: to present the essence, methodology and experience in the PR policies and the establishment of corporate image of modern Bulgarian hospital.

Material and Methods: We studied literature and borrowed the experience of the largest university hospital in northeastern Bulgaria - University Hospital „St. Marina` - Varna.

Results and discussion: highlighted are the basic concepts and methodology for PR. Tactics of PR and corporate image that modern hospital may apply for creating image in the public are presented and in particular:

1. Media Relations;

2. Own media;

3. Corporate Identity;

4. Special events;

5. Exhibitions and fairs;

6. Sponsorship;

7. Advertising;

8. Leaders of public opinion;

9. Corporate Citizenship (Public Affairs);

10. Investor Relations.

Conclusions: Knowledge and application of PR to form a corporate image of the hospital is important to create the desired image by the hospital managers. A positive image of the hospital is essential to achieve a leadership position and successful performance of the hospital, both on the national and the European healthcare market.


връзки с обществеността, болници, стейкхолдери, имидж, методология, тактики.

Full Text


Дейвис, А. Всичко, което трябва да знаете за Пъблик Рилейшънс. ROI Communication. 2007

Джефкинс, Фр. Въведение в маркетинга, рекламата и паблик рилейшънс. Варна. 1993

Доулинг, Г. Създаване на корпоративна репутация. С. 2005. с. 35

Кършакова, Р. Връзки с обществеността, Русе, 1999,

Райков, Здр. Корпоративен имидж. С. 2001. с. 35

Стефанова, Р. "Да правиш добро" е добре за бизнеса - корпоративната социална отговорност. Септември, 2006

Black, S. Public Relations. Rev. Workbook. HTL Pub., L.,1992

Grunig, J. E., Hunt, T. Managing public relations. 1st ed. Holt, Rinehart & Winston. 1984

Harrison, Ch. Public Relations. An Introduction. L., 1995

Jefkins, Fr. Public Relations, Business Handbook, Pitman Pub., L., 1992

Lowengard, M. Community Relations. New Approaches To building cosensus. - In: Public Relations Journal. Oct. 1989. Pp. 24-30

Newsom, D., Turk, J. Van S., Kruckeberg, D. This is PR. The Realites of PR. Wadsworth Pub. Com., 6th ed., 1996

Shannon A. Bowen, Brad Rawlins and Thomas Martin. Mastering Public Relations. 1st Ed. 2012. eISBN: 978-1-4533-4359-3

Winner, P. Effective PR Management. 2nd Ed. Kogan Page.1993



Font Size