The organ donation practice can be termed as a public relation issue more than a health issue in that no matter how many people are ailing in need of well-functioning organs, the public will not donate organs if they do not have the right relationship with organ donation organisations as well as the right information. The relationship between the public and these organisations helps to develop interactions that expose how helpful the donation practice is beneficial to the society, hence exposing how the public can contribute towards the noble course of saving lives.
Likewise, there exist myths that scare the public from donation organs since there is insufficient flow of information among the stakeholders involved in the organ donation process. This calls for the public relations departments to reach out to every stakeholder showing them the critical role they play and can play in the saving lives initiative for the well-being of the society. The health issue may not play a significant role in influencing the organ donation process as public relations can do hence more weight should be put in public relations.
Health departments should work hand in hand with the public relations departments, convincing the public regarding organ donation from a health perspective may not be fruitful as approaching people by creating relationship through public relations. This is because public relations seek for understanding the parties involved in donation thus creating a bridge between the problem and the solution (Baskin, Aronoff and Lattimore 1997, p.54). Primary publics and secondary publics More so, it is good to identify the primary publics and the secondary publics to realize where to put more emphasis on for better productivity.
When a line is drawn amongst all stakeholders in the organ donation activity, approaching the issue in an informed and strategic manner is achievable. The primary publics in this activity are the media and the media, society, employees as well as the government. Firstly, the media plays a critical role when exposing the truth to the public banishing myths and rumours surrounding the issue of interest, in this case the organ donation process. The media has a significant role to play in expounding the objectives of the organ donation issue by citing its importance and how beneficial to the society it is, thus encouraging more donors by shedding off the fear that exists due to the wrong information spread.
Secondly, the employees both the public relations employees and the health practitioners are among primary stakeholders since they are directly involved in the process as Moloney (2006, p. 19) alleges. They create and maintain the relationship with the parties involved in the donation activity as well as handling the organ donors and the recipient for maximum benefits. Thirdly, the society also is among the primary stakeholders since it has a combination of the organ donors and recipients and they need to relate with public relations officers and the health practitioners on a first hand basis.
Finally, the government is a primary stakeholder given that it bears the mandate of the people. Furthermore, it should act as the only authority to conduct the organ donation process to lock out cartels that may turn it to a business venture complicating the whole organ donation and transplantation process. On the other hand, the secondary stakeholders are investors, activists, professional bodies and other organisations since their contributions to the donation process is minimal and are indirectly or hardly involved in the process.
Otherwise, they can have a say at one given time in the future concerning the whole undertaking, either applauding or condemning the process (Baskin et al. 1997, p.33; Newsom et al. 2007, p.25) Ethical issues Moreover, ethical issues in the current society surround the organ donation issues. Since the activity is based on decision made by individuals regarding their organs after they die, some people may have a belief that the health practitioners may take advantage of the situation for their own benefits by introduction of corruption.
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