Abstract:
A communications discipline often regarded as a loss-leader or cost savings measure, public relations (PR) is often scrutinized by corporate executives increasingly challenging practitioners to prove and quantify the value
of PR activities. Using data collected by the researcher while she was director of planning, marketing and public
relations for a hospital, this case study recounts the strategic activities planned and implemented to promote
awareness and interest in a facility grand opening. The case study is intended to depict how hospital PR (qualitatively and quantitatively) can be of value to the
dominant coalition, and thus deemed strategic. This document offers a review of Excellence Theory and health care PR focused literature. The primary contribution of
this study is to provide PR practitioners with theoretical understanding and real-world applications for excellent PR
practices in health care. Findings can be used to help PR practitioners in any industry better demonstrate return on
PR investments.