Hospitals’ Corporate Communication Initiatives during the Covid-19 Outbreak: Experiences, Challenges and Future Opportunities

Authors

  • Pablo Medina Aguerrebere Canadian University Dubai
  • Toni Gonzalez Pacanowski University of Alicante
  • Daniel Catalan Matamoros University Carlos III of Madrid

DOI:

https://doi.org/10.15847/obsOBS18220242338

Abstract

The Covid-19 pandemic led hospitals to work differently with regards to legal procedures, eHealth services. etc., and brought a changing and fluctuating health care environment that affected communication relations among clinicians, patients, and families.  These organizations were also forced to make their corporate communication initiatives more efficient and interact with stakeholders differently, especially with patients and media companies. This paper aims to better understand what were the main corporate communication initiatives implemented by hospitals during the Covid-19 pandemic. We show that the most important communication initiatives implemented by hospitals during the Covid-19 outbreak were related to the following main areas: a) professional management of corporate communication, b) transparency, c) human values, d) hospital’s brand, and e) online corporate communication. During the pandemic, there was a lack of professional corporate communication in hospitals, as well as the need to execute more than merely conservative communication strategies. There is a strong need to professionalize corporate communication efforts in hospitals.

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Published

2024-06-26

How to Cite

Medina Aguerrebere, P., Gonzalez Pacanowski, T., & Catalan Matamoros, D. (2024). Hospitals’ Corporate Communication Initiatives during the Covid-19 Outbreak: Experiences, Challenges and Future Opportunities. Observatorio (OBS*), 18(2). https://doi.org/10.15847/obsOBS18220242338

Issue

Vol. 18 No. 2 (2024)

Section

Articles

License

Copyright (c) 2024 Pablo Medina Aguerrebere, Toni Gonzalez Pacanowski, Daniel Catalan Matamoros Observatorio (OBS*) has an academic journal profile. As such, it is dedicated to the open exchange of its contents, and freely available to individuals and institutions without charge or formal permission. Copies of this journal or articles in this journal may be distributed for research or educational purposes free of charge and without permission. Authors will not be charged for publication or submission to this journal. Authors who publish in Observatorio (OBS*) will release their contributions under the Creative Commons Attribution-NonCommercial-2.0 generic. This licence allows anyone to copy and distribute the article for non-commercial purposes provided that appropriate attribution is given - being the author the copyright holder. This journal utilizes the LOCKSS system to create a distributed archiving system among participating libraries and permits those libraries to create permanent archives of the journal for purposes of preservation and restoration. The publisher perpetually authorizes participants in the LOCKSS system to archive and restore our publication through the LOCKSS System for the benefit of all LOCKSS System participants. Specifically participating libraries may: • Collect and preserve currently accessible materials; • Use material consistent with original license terms; • Provide copies to other LOCKSS appliances for purposes of audit and repair. Fair use of a copyrighted work, for purposes such as criticism, comment, news reporting, teaching (including multiple copies for classroom use), scholarship, or research, is not an infringement of copyright. In determining whether the use made of a work in any particular case is a fair use the factors to be considered shall include: 1. the purpose and character of the use, including whether such use is of a commercial nature or is for nonprofit educational purposes; 2. the nature of the copyrighted work; 3. the amount and substantiality of the portion used in relation to the copyrighted work as a whole; & 4. the effect of the use upon the potential market for or value of the copyrighted work. The fact that a work is unpublished shall not itself bar a finding of fair use if such finding is made upon consideration of all the above factors. In accord with these provisions, the OBS journal believes in the vigorous assertion and defense of Fair Use by scholars engaged in academic research, teaching and non-commercial publishing. Thus, we view the inclusion of “quotations” from existing print, visual, audio and audio-visual texts to be appropriate examples of Fair Use, as are reproductions of visual images for the purpose of scholarly analysis. We encourage authors to obtain appropriate permissions to use materials originally produced by others, but do not require such permissions as long as the usage of such materials falls within the boundaries of Fair Use.