ABSTRACT
Public relations is a powerful force in society and an essential component of our economy. This is particularly evident in the $400,000 billion plus health care industry where most medical services-from physician care to hospital stays, to pharmaceutical sales and health insurance-function in a highly competitive environment. In the wide breadth of forprofit health organizations-HMOs, hospitals, nursing homes, pharmaceutical companies, medical clinics, and health-science research centers to name a few-strong need exists for the broadly based, issues-oriented public relations strategic function. While public relations is vital to both for-profit and not-for-profit health care organizations, this chapter focuses on the role of advocacy messages and campaigns in the for-profit sector of health communication.
