随着管理科学的发展,公共关系作为一种管理职能,在企业管理中得到了广泛的重视和运用;医院作为实行经济核算的经济实体,由于医疗经费补偿体制的制约,迫使医院在讲求社会效益的前提下,必须讲求经济效益,按照经济规律来搞好管理。医院这种企业属性,决定了企业管理中的公共关系学在医院管理中运用的必要性与可能性。公共关系作为一种独特的管理职能,不是泛指的人与人之间的人际关系.它是使用有效的传播手段和畅通的信息交流渠道,给领导部门提供有价值的、有助于改进管理方法的信息资料,通过改进和完善自身,取得组织与公众之间的交流、理解与合作,树立起良好的公众形象,达到提高效益的目的。用之于医院管理中,就是通过建立起双向交流的信息渠道,取得医院内部诸方面及医院与社会、院与病人的合作.提高医院的“两个效益”。即一方面通过调查分 With the development of management science, public relations, as a management function, has received extensive attention and application in enterprise management. As an economic entity implementing economic accounting, hospitals are forcing social benefits due to the constraints of the medical expense compensation system. Under the premise of this, we must pay attention to economic benefits and do a good job of management in accordance with economic laws. This kind of enterprise property of hospitals determines the necessity and possibility of the use of public relations in enterprise management in hospital management. As a unique management function, public relations is not an interpersonal relationship between people. It is the use of effective communication means and unimpeded channels of information exchange to provide valuable services to the leadership and help improve management. The method’s information materials, through the improvement and perfection of its own, obtain communication, understanding and cooperation between the organization and the public, establish a good public image, and achieve the purpose of improving efficiency. Used in hospital management, it is through the establishment of a two-way communication of information channels, access to all aspects of the hospital and the hospital and society, hospitals and patients to improve the hospital’s “two benefits.” On the one hand, through the survey