The advent of social media has forever changed how organizations communicate with the public, and healthcare organizations are no exception. Beyond Persuasion provides healthcare managers with a guide to using strategic communication to meet both personal and professional objectives in the digital age.

Whether healthcare managers are conducting meetings with employees, answering massive amounts of email, or keeping up with Twitter feeds, their success ultimately depends on their strategic communication skills. The first book to offer a strategic approach to managerial communication in health care, Beyond Persuasion is full of valuable information on issues such as how to develop fundamental skills, communicate strategically with internal groups such as employees and medical staff, and develop relationships with the external community and both traditional and new media.

In this new edition, Patricia J. Parsons has added new references and resources and has updated the text with fresh material on how to weave social media tools, tactics, strategies, and policies into the fundamental discussion about communication as a personal, professional, and organizational priority.

Patricia J Parsons APR, FCPRS spent 26 years as a faculty member and former chairman in the Department of Communication Studies at Mount Saint Vincent University in Halifax, Canada retiring recently as a (full) Professor. Her research, writing and teaching focused on public relations ethics and strategy, and healthcare communication. She is the author of a dozen books and numerous papers for the professional and lay press. She is accredited in public relations and is a member of the Canadian Public Relations Society's College of Fellows. Prof Parsons lives in Toronto and can be reached via email at ethicsinpr@gmail.com or via Twitter @ethicsinpr

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