دور إدارة العلاقات العامة في تحسين الصورة الذهنية للمؤسسات الصحية الحكومية المصرية

الملخص EN

The current study aims to recognize the role of public relations in improving the mental image of Egyptian government health institutions By highlighting the mental image of the general public of Egyptian government health institutions by strengthening, consolidating and improving the intellectual image of the general public and the role of public relations in improving it.

A similar sample was selected for the general public and a sample of public relations practitioners in Egyptian government health institutions during the time period from 20 February 2022 to 20 June 2022.

Five consecutive months, where quantitative data were collected through the content analysis form, Another form to explain the opinion of public relations practitioners in Egyptian government health institutions has been interpreted qualitatively .

This study is part of field studies.

In this context, the researcher used the survey curriculum.

A similar sample was approved for the general public aimed at verifying the quality of services provided to patients, public relations management programs in Egyptian government health institutions, developing the characteristics of the mental image and improving the reputation of Egyptian government health institutions.

The research found several findings, including : 1 – The study indicated that the public relations department is concerned in Egyptian government health institutions to improve the level of services.

One of the features that the general public wants to have in the public relations department is to provide care for a service that corresponds to the needs of the public, and to provide the patient with effective or appropriate treatment.

2 The study explained that the negative mental image of Egyptian government health institutions in the general public is based on their receipt of the services provided.

The study therefore indicates that the public relations department of the state health institution should pay attention to the services provided to meet the needs of the public frequent on the state health institution.

3 study found that the possibilities and means of communication used by public relations practitioners to change the intellectual image of Egyptian State health institutions suffer from the weak potential of senior management.

4 study showed that the problems and obstacles facing the public in the State health institution were overcrowding and administrative failure, which shows that the number of health institutions is more frequent than expected to receive services.

5 The study showed that the services provided by public relations practitioners in Egyptian government health institutions are less than the size of the problems faced by the patient during his visit to the hospital, so it requires the provision of the means that provide services easily to the general public.

6 study's findings found that the publications used by the Public Relations Department in Egyptian State health institutions are insufficient to disseminate health awareness and require increased means of developing health, cultural and intellectual awareness of the general public.