Organizational communication policies and corporate image building in Ugandan hospitals: a case of Lubaga hospital.

Abstract

The study was Organizational Communication Policies and corporate image building in Ugandan Hospitals; A Case of Lubaga Hospital. The study was guided by the following study objectives; to examine the organizational communication policy that influences corporate image building at Lubaga Hospital, to analyze the extent to which organizational communication policy implementation influences corporate image building of Lubaga Hospital, analyze how stakeholder involvement in communications policy formulation affect corporate image building at Lubaga Hospital. The study obtained data from 73 respondents using qualitative and quantitative research methods. Both primary and secondary sources of data were used to gather data and the main methods of data collection used were the questionnaire and interview guide. The study findings revealed that best images depend on basic and well-defined principles at the hospital. From the above results, it’s worth noting that building an organization’s corporate image means possessing a strategic vision, effective management, and good leadership. Result of findings revealed that Lubaga hospital has developed global brands in today's changing environment. The study relived that corporate communications can claim historical links with the field of public relations. Results also discovered that corporate identity is developed as a result of communicating culture in a manner that is memorable to customers. The study concludes that organizational communication policy influences corporate image building. The study makes a conclusion that corporate image is inherently a composite product of various factors which reflect and communicates the identity of the hospital. Therefore, it is important to define the main aspects of corporate identity and communicate them with the best communicators to the target groups. The study recommends that a good communication policy should therefore be looked at as an investment with long-term benefits rather than a short term economic activity in creating identity and image building. The hospital should give attention to strategic communication Policy and plan issues which need to be addressed the dynamic changes taking place within the hospital as well as to country.