Marcel Okhaku

This study investigated the impact of public relations (PR) strategies employed by Holy Cross Private Hospital Ibusa on the institution's image and reputation within the local community. The study's key objectives were to assess the hospital's current PR strategies, examine their influence on local perceptions, and evaluate the overall impact on the organization's image building and reputation. More so, the study had two hypotheses which were tested using Chi-square. Anchored on the Image Repair Theory and the Stakeholder Theory, the research adopted a survey research design and utilized a structured questionnaire to gather data from a representative sample of Ibusa residents. The findings reveal that Holy Cross Private Hospital Ibusa's public relations efforts have been largely successful in enhancing the institution's standing, trustworthiness, and performance within the Ibusa healthcare market. Specifically, the hospital's strategic communication, community engagement initiatives, and proactive media relations activities were found to have positively shaped the local community's views and impressions. Based on these insights, the study recommends that the hospital management conduct a thorough audit of its existing PR approaches, evaluating the effectiveness of current communication channels, media engagement practices, community outreach programs, and the overall coherence and impact of the institution's public relations initiatives. By optimizing its PR strategies, Holy Cross Private Hospital Ibusa can further strengthen its position, bolster its reputation, and better serve the evolving healthcare needs of the Ibusa community.