The advent of social media has forever changed how organizations communicate with the public, and healthcare organizations are no exception. Beyond Persuasion provides healthcare managers with a guide to using strategic communication to meet both personal and professional objectives in the digital age.Whether healthcare managers are conducting meetings with employees, answering massive amounts of email, or keeping up with Twitter feeds, their success ultimately depends on their strategic communication skills. The first book to offer a strategic approach to managerial communication in health care, Beyond Persuasion is full of valuable information on issues such as how to develop fundamental skills, communicate strategically with internal groups such as employees and medical staff, and develop relationships with the external community and both traditional and new media.In this new edition, Patricia J. Parsons has added new references and resources and has updated the text with fresh material on how to weave social media tools, tactics, strategies, and policies into the fundamental discussion about communication as a personal, professional, and organizational priority.
Patricia J. Parsons is Professor of Communication Studies at Mount Saint Vincent University in Halifax.
PrefaceLevel I Personal and Professional FoundationsChapter 1 Communication: A Management ToolChapter 2 The Strategic Communication ProcessChapter 3 Interpersonal SkillsChapter 4 Put it in WritingChapter 5 Presentations that DeliverChapter 6 Fundamentals of Social MediaLevel II It All Begins at HomeChapter 7 Communicating In-HouseChapter 8 Communicating Strategically With Your BoardChapter 9 Working with P.R. & Corporate CommunicationsLevel III The World OutsideChapter 10 Creating Community RelationshipsChapter 11 Media Relations Process & PracticesLevel IV Crises & IssuesChapter 12 Communication in a CrisisChapter 13 A View to the FutureBibliographyAbout the Author
