Keyword : Public Relations, Patient Management, Healthcare Communication, FMC Makurdi, BSUTH Makurdi.
Author(s) : Inja, Ndernen? & Nyitse, Gabriel T., PhD
Abstract :
This study assesses the application of public relations (PR) strategies in the management of patients at the Federal Medical Centre (FMC) Makurdi and the Benue State University Teaching Hospital (BSUTH) Makurdi. The study was guided by three objectives: to assess the extent of PR practice in the two hospitals, to identify the specific PR strategies employed, and to investigate the challenges affecting their implementation. A survey research design was adopted, with a total sample of 336 respondents comprising staff and patients drawn through stratified, random, and purposive sampling techniques across both hospitals. Data were collected through structured questionnaires, largely presented in closed-ended formats, and analyzed using frequency tables, percentages, and narrative interpretation. The results show that public relations strategies are moderately applied in both hospitals. Out of the 336 respondents, 196 (58.3%) indicated that PR units and strategies are functional to a reasonable extent, while 102 (30.4%) rated them as poorly implemented, and only 38 (11.3%) reported that they were highly effective. The strategies most commonly identified include information dissemination through posters, radio jingles, and hospital notice boards (72.9% of respondents), patient feedback mechanisms such as suggestion boxes and complaints desks (65.8%), public health campaigns (60.1%), and crisis communication measures during emergencies (54.7%). These strategies were generally perceived as useful in promoting mutual understanding between hospital staff and patients, fostering trust, and enhancing service delivery. Despite these efforts, the findings also reveal critical challenges limiting the full effectiveness of PR strategies in patient management. A significant majority of respondents (68.5%) identified inadequate funding as a key problem, while 61.9% pointed to poor communication infrastructure, such as weak internal information flow. In addition, 58.9% highlighted insufficient staff training in modern PR approaches, and 52.4% noted resistance to change among healthcare workers and management as major constraints. The study concludes that although PR strategies play a vital role in improving hospital-patient relationships, their impact in Makurdi is undermined by systemic and structural challenges. Therefore, the study recommends increased investment in communication infrastructure, continuous capacity-building for Public Relations personnel, and the adoption of patient-centered approaches that prioritize feedback, dialogue, and transparency. Strengthening Public Relations practice in healthcare institutions will not only improve patient satisfaction but also enhance hospital's reputation and overall service delivery in Benue State.
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