Communication attributes and public relation: An analysis in hospitals of Bhopal city Rathore Vijay Singh1, Dr. Mathur Neha2, Dr. Jain Kaustubh3 1Research Scholar (Management), Faculty of Management, Rabindranath Tagore University, Bhopal (M.P), India. vijaysinghrathore.rntu@gmail.com 2Professor, Faculty of Management, Rabindranath Tagore University, Bhopal (M.P), India 3Associate Professor, Faculty of Commerce, Rabindranath Tagore University, Bhopal (M.P), India Online published on 4 June, 2019. Abstract Effective communication is the whole and soul of any PR activities and without effective communication, any PR communication will be a big disaster for the company. It will become worst in case of health care industry as this industry is related to life, death and recovery of the people and health has become top priority for the people nowadays. This study examines the perception of customers towards attributes of effective communication and impact of these attributes on satisfaction and patronage of the customers. A sample of 300 respondents were selected through convenience sampling and interviews were conducted through structured questionnaire in 10 multi-specialty hospitals of Bhopal city. The study reveals that PR messages related to the behavior of staff of hospitals need to be conveyed properly and in concise way. These is a positive impact of attributes of communication on satisfaction of the customers and patronage retention. People with different educational background differs in some aspect of communication which need to be taken care by the PROs while drafting the message. PROs were suggested to draft the message as per the need of the patients for making the customers more satisfied. Satisfied customer (patient) will come back in future whenever they need medical services and thus building brand loyal customers. Top Keywords Effective Communication, Public relations, Healthcare, PR communications, Behaviour, Attitude. Top |