ANALYSIS OF PUBLIC RELATIONS COMMUNICATION STRATEGY OF KENDARI CITY REGIONAL GENERAL HOSPITAL

Abstract

Hospital public relations have a strategic role as a facilitator who bridges hospital services with community expectations. Kendari City Hospital, as a Type B referral hospital with wide coverage in the Kendari City area, provides facilities and services that support the basic needs of the community and provide sincere and courteous services for the comfort of patients. This study aims to find out the communication strategy carried out by the Public Relations of Kendari City Hospital in achieving Zero Complaint through descriptive research with a qualitative approach. The results of the study show that the Public Relations of Kendari City Hospital implements three communication strategies, namely communication media, communication messages, and communication goals, which have been effective, but the role of communicators has not been optimally implemented. For this reason, training or seminars on service excellence for front office staff as the front line of patient service are needed, as well as improving human resources with a background in public relations education to improve the quality of information services at Kendari City Hospital in accordance with the motto "Serving Sincerely and Courteously.