Public Relations Communication Plan for the WA Primary Health Alliance - Assignment Example

Public Relations Communication Plan for WA Primary Health Alliance (WAPHA) Name Course Name and Code Date Executive summary The healthcare industry is important for the success of a region and country. The government plays a crucial role in formulating and implementing policies to support healthcare industry. Creation and funding of organisations such as the WA Primary Health Alliance is an example of the role of government in the healthcare industry. The current problem is the identification of the different stakeholders and engaging these stakeholders to understand their respective roles in championing health care. Effective communication is important, and the current strategy is to improve communication and resource sharing. The SWOT analysis indicates the organisation receives appropriate resources from the government and continuous engagement with different stakeholders improves the efficiency of the organisation. The weaknesses include a challenge in the identification of the stakeholders and also the organisation is still new. Hence, continuous engagement and coordination are crucial in the healthcare industry. The goals and objectives include improving mutual understanding through collaborating with different stakeholders. For example, improving the communication channels and encouraging the GP to follow structures of diagnosis and limiting referrals are important. The objectives of the campaign include improving acceptances, creating awareness, implementing actions, and reducing referrals within the next six months. Different stakeholders will be involved in the achievement of these objectives. Some of the stakeholders include the government, patients/community, general practitioners, health facilities and health supportive staff/services. The messages to these stakeholders differ based on the roles and responsibilities. For example, the message to the government is the continuous provision of resources and services to support the healthcare industry. The message to the patients is to visit the medical facility to receive services. The GP should reduce reliance on referrals and should utilise the Health Pathways in improvement in their respective decision making processes. Research and analysis Background to the problem or issue The role of the government is to provide healthcare and support the health care fabric. The government whether local or national creates different structures to support healthcare and also provides resources including funding. An example of such a structure or organisation is the WA Primary Health Alliance (WAPHA) which aims to change primary health provision. Its vision is to improve equity in Australia and create an enabling environment in improvement in accessing GPs care. In the implementation process, different problems have been highlighted especially the lack of awareness of the program and engagement of different stakeholders (Grunig, 2013). The healthcare industry brings together different stakeholders meaning effective engagement strategy is crucial. Hence, bringing together the different stakeholders and discussing about the challenges and strengths of the program is integral. Conversely, implementation is also important since the different stakeholders have to understand and acknowledge their respective roles in advancing primary health service. Therefore, bringing these different stakeholders together is important, and each of these stakeholders is supposed to play their respective roles conclusively. Defining the problem or issue The problem is effective communication between the different stakeholders and identification of their respective roles and responsibilities. Communication enables bringing together the different parties and defining accepted strategy. For example, the GPs are crucial in accomplishing the requirements of primary health care and informing these individuals on measures to improve the processes is important. Provision of resources such as the Health Pathway is important, but complementary resources should be provided. Situation analysis – SWOT The following table summarises the strengths, weaknesses, opportunities and threats of WAPHA Strengths The government provides appropriate funds Support from communities and organisations Appropriate frameworks and healthcare policies to support the implementation of the primary healthcare program Weaknesses Challenge in identification of stakeholders WAPHA is a new organisation Poor digital communication systems by GP because of use of traditional approaches of faxes Ineffective time management by GP Ineffectiveness of doctor through ineffective identification of pathways and fragmentation solutions Opportunities Improving communication between stakeholders Identification of community requirements and needs Threats Politics of funding in which hospitals are targeted rather than primary care Competition from other health providers, which may confuse the community and other stakeholders Additional Research The success of WAPHA depends on the strategies and approaches towards addressing the weaknesses while using the opportunities to improve operations (Austin & Pinkleton, 2015). Threats are inherent, but it is important to advance a strategic approach that uses the strengths in fulfilling the requirements of the organisation. Involvement of the different stakeholders usually solves numerous problems, and the goals and objectives are based on the approach in which the WAPHA implements the strategies. Defined goals also motivate the employees towards improving efficiency, which translates to better productivity. Hence, numerous processes and approaches are involved in ensuring the WAPHA accomplish its objectives. Strategy Development Goal/s Enhance mutual understanding between WAPHA and GPs Objectives The following are the objectives: To create awareness of general practitioners in the three regions of Perth North, Perth South, and country WA in understanding the advantages of Health Pathways: 70% of the GPs within the next six months To create an aspect of acceptance of WAPHA role and requirement of Health Pathways through encouraging positive attitudes and complementary support: 50% within the next six months To effect action of embracing Health Pathways and champion health fundamentals through engaging WAPHA and other stakeholders by increasing actions by 20% in the first six months and subsequent 20% yearly in the future To reduce the number of referrals (to specialists) by 30% within the six months based on the current statistics Stakeholders The following table summarises the important stakeholders and their respective roles and responsibilities Stakeholder Roles and responsibilities Local and state governments e.g. Perth North, Perth South and Country WA The government formulates and implements legislations that support the healthcare industry. The government also provides funds and other resources to support healthcare. In addition, the strategic framework is usually developed by the government through a contribution from different stakeholders. Hence, the government ensures the different entities support the health care dream. Doctors (GP) The doctors are the first contact with the patients. The doctors should provide the primary care and also support the patients when referrals are requested. The efficiency of any healthcare strategy is the role of the doctor and acknowledging this requirement is integral to the success of the processes. Health professionals Healthcare industry operates based on support received from different health individuals. It includes the different doctors, specialised doctors and supportive staff. Engaging these individuals and informing on their respective roles and responsibility is important in fulfilling the requirements of the program. Community and patients The hospitals and healthcare facilities including other resources cannot exist without the support of patients and community. The patients and community have to be engaged to understand the importance of the hospital and primary care services. Local health services e.g. hospitals The hospital and other resources in the hospital define the quality of service and the efficiency of the treatment regime. Key Messages The following are the key messages based on the stakeholders’ roles and responsibilities (expectations) Doctors (GP) – the aim is to engage the doctors and inform on benefits of appropriate diagnosis without referrals. In addition, the first contact with the patient is important, and the GP should review a patient and utilise the resources provided appropriately. Community and Patients – the community and patients should be informed of the benefits of seeking medical/health assistance and adhering to the directives of the health professionals. Awareness and actions are some of the information passed to the patients/community to understand the importance of health frameworks. Local health services e.g. hospitals – the hospitals should contain the important resources, and the hospital should have the enabling conduciveness in which it allows the patients to seek assistance. It includes the provision of medicine and other importance services (Harrison, 2011). Local and state governments – the role of the government is a clear and continuous argument with the government enables the government to source and provide resources (Smith, 2012). Funding should not only be the role of the government but to create a legal and political environment that encourages the flourishing of the healthcare industry. Hence, the messages target the overall approach of the government in supporting healthcare industry. Health professionals –the healthcare industry requires different professionals and informing the different professionals on their respective roles and requirements in supporting primary healthcare is important. It ensures each individual plays their respective roles appropriately. References Austin, E. W., & Pinkleton, B. E. (2015). Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns (Vol. 10). Routledge. Grunig, J. E. (2013). Excellence in public relations and communication management. Routledge. Harrison, K. (2011). Strategic public relations: A practical guide to success. Palgrave Macmillan Publishers Australia. Smith, R. D. (2012). Strategic planning for public relations. Routledge. Read More