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KMID : 0926620100150010070
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Korean Journal of Hospital Management
2010 Volume.15 No. 1 p.70 ~ p.92
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A comparison study on the online media relations reported in homepages of hospitals in Korea and hospitals in USA
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Lee Hyun-Seon
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Abstract
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Now more than ever, many journalists are using hospitals’ homepages for articles about hospitals, their mission, research, and events. Therefore hospitals’ homepages have to be planned and constructed for journalists. The purpose of this study is to investigate hospitals’ online media relations through analysing homepages. For investigating specifically, this study compares hompages of hospitals in Korea and hospitals in USA. This study uses four categories; basic media relations tools, useful information, interactive communication tools, and ease of use for journalists. The result of this study shows that hospitals’ homepages in Korea are needed to improve for building with journalists. The hospitals’ hompages have to be constructed by a variety of materials; press room, image and graphic archives, multimedia resources, and interactivity or responsiveness. This study suggests that the hospitals’ homepages have the potential to achieve the desired public relations objective but are not commonly being used to their full potential in media relations.
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KEYWORD
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media relations, online media relations, homepage
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