Public Relations Strategy of Ahmad Dahlan University Hospital in Building a Positive Image

Mohammad Mohammad, Ardiyanto Wardhana

Abstract


Ahmad Dahlan University Hospital (UAD Hospital) faces challenges in building a positive image as a quality health service provider. This study aims to analyze the public relations strategy of UAD Hospital in building a positive image in the eyes of the public. The study used a descriptive qualitative method with data collection techniques in the form of observation, in-depth interviews, and documentation. The results of the study indicate that UAD Hospital's public relations strategy involves media relations, event management, and content creation that focuses on effective two-way communication. The conclusion of this study reveals that the right public relations strategy can increase public trust and strengthen UAD Hospital's reputation as a trusted health service institution.


Keywords


Public relations; Positive image; Strategy; UAD Hospital; Reputation

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References


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DOI: https://doi.org/10.12928/sylection.v4i1.18833

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