1. Why PR is Important for Hospitals

Public Relations (PR) helps hospitals build trust, credibility, and a strong public image. It is especially useful for:

• Enhancing the hospital’s reputation

• Sharing success stories and milestones

• Managing public perception during crises or medical incidents

• Creating visibility for doctors and leadership in media

• Establishing the hospital as a thought leader in healthcare

Unlike ads, PR is earned media and carries more authenticity.

2. Common PR Services for Hospitals

• Press Releases: For new services, doctor additions, or medical achievements

• Media Coverage: Getting featured in newspapers, magazines, TV, or radio

• Interviews and Articles: Positioning doctors or management as experts

• Crisis Communication: Managing media during patient incidents or controversies

• Health Awareness Campaigns: Aligning with World Health Days or CSR

• Hospital Events Promotion: Coverage of camps, launches, conferences

• Reputation Monitoring: Keeping track of hospital mentions and sentiments online

3. How to Select the Right PR Agency

• Look for agencies with healthcare or hospital experience

• Ask for samples of press coverage they’ve achieved for other clients

• Confirm their media network (health reporters, regional/national media)

• See if they can handle both regional and English press

• Check if they offer full services: strategy, writing, pitching, and follow-ups

• Ensure their team understands medical terminology and patient privacy standards

4. What to Include in the PR Agreement

• Number of press releases or media stories per month/quarter

• Target media list (local, regional, national, healthcare-specific)

• Turnaround time for releases and media responses

• Crisis communication protocol and 24x7 availability

• Approval process for content and quotes

• Monthly reporting with media coverage proofs and outcomes

• Total retainer fees and any additional costs (media buying, travel)

5. Budget Planning for Hospital PR

• Monthly PR Retainer: ₹25,000 to ₹1,00,000+ depending on scope and city

• One-time Press Release Distribution: ₹7,000 to ₹25,000

• Media Events/Coverage Support: ₹10,000 to ₹50,000 per event

• Crisis PR Services: Often quoted separately on urgency basis

Costs vary based on agency reputation, media network strength, and city tier.

6. Best Practices for Effective Hospital PR

• Build long-term media relationships, not one-time coverage

• Keep patient confidentiality at the center of all content

• Share real stories, awards, and milestones with context and impact

• Align press releases with health awareness calendars (e.g., World Diabetes Day)

• Include high-quality photos and quotes from doctors

• Monitor and respond to online reviews and news mentions regularly