Effect of oganizational culture in the role models of public relations practitioners and an application in the hospital business

In our days, the public relations is confronting to us as a management function providing the mutual contact between the internal and external environment at the businesses. In this regard, submitting the actions of public relations consciously and orderly looms large in the sense of the organs. The public relations have to be properly applied to be able to maximize the people satisfaction in the service sector and especially in the hospital businesses and provide the quality at the service. Therefore, being aware of the organizational culture that the businesses have are important to be able to maintain the actions of public relations sturdily. Every organizational culture represents the worth, beliefs, manners etc. of institution located. The organizational culture is effecting and developing the behaviours and manners of the persons working in the business largely. In this regard, the organizational culture is taking effect on shaping the managerial behaviours in the business.In this study, by investigating the effects of organizational culture on the role models of public relations practitioners in the hospital business, it has presented on which organizational culture the roles the public relations practitioners did or got chance to apply. Furthermore, it was investigated if there are any effects of hospitals on the ownership structure of hospitals and the roles that the public relations practitioners and organizational cultures. In order to investigate the aforesaid relations, the various hypothesizes have been developed and later, these hypothesizes have been tested on 789 total people for 159 doctors, 75 public relations practitioners, 157 nurses, 398 directorial and technical personnel who are working in the public, private and university hospital business showing activity in Istanbul.In the developed hypothesizes, it is guessing that the cultural properties will effect the roles of public relations practitioners in different ways. The obtained results are such as to support out guesses. According to the results of research, the public relations practitioners mostly represent the role of manager in the bureaucratic cultures. Furthermore, the public relations practitioners represent as both the manager and technician in the supportive organizational cultures. Moreover, the public relations practitioners mostly represent the role as manager in the private hospital business and as technician in the state hospitals. Moreover, the bureaucratic, supportive and innovative cultural level in the private hospitals is reaching a condition as against the bureaucratic, supportive and innovative cultural level in the state hospitals.In sum, the obtained results are believed to make the present theory more comprehensive by making contact between the role models of public relations practitioners of mentioned results. Results of this study will be guiding to the practitioners in respect to show which organizational culture and which public relations practitioners play a part to shape with regard to the applications of public relations and strategies composing organizational culture.Keywords: Public Relations, Organizational Culture, Wallach?s Index of Organizational Culture, Broom & Smith?s Role Model of Public Relations, Hospital Businesses.