The evolution of public relations and the use of the internet: the implications for health care organizations.

Over the past several years the discipline and practice of public relations has evolved. Historically, this field within health care organizations was a one-way management of communications and often was reactive in nature dealing with a crisis situation with an organization. Recent theoretical development within the discipline suggests that public relations involves more relationship building with key constituencies and on-going-dialogue. Concomitant with this evolution is the technological development of the internet. Most particularly is the use of podcasting and blogging as key tools which have been underutilized by health car providers but have significant potential in both communication and relationship opportunities as discussed in this article.