ABSTRACT
The main specialists needed by health service managers in their communications work are usually public relations practitioners and graphic designers and printers. A public relations practitioner in the health service or an external consultant will help the organization to diagnose the problems - confusion about change, lack of dialogue, inadequate information systems, poor training, inter-departmental stresses - and to decide what should be done. The chapter examines the options and describes how to set about appointing public relations consultants. A consultancy without those insights may find it difficult to handle reactive or crisis public relations work and to make early headway, but it may bring in fresh ideas. If possible, it should include someone - perhaps a non-executive member of the board -who has first-hand experience and understanding of public relations services. Public relations consultancies range from sole practitioners to large international agencies.
