Relações públicas e a humanização no atendimento hospitalar: uma proposta de intervenção na Santa Casa de Misericórdia de Maceió

Abstract

The present work resulted from the need to rethink hospital care and humanization at Santa Casa de Misericórdia in Maceió. We verified, through records made by patients and companions in the ombudsman sector, a large number of complaints regarding cordial service, waiting time and incorrect information. The general objective is to propose public relations actions, humanizing the hospital care of Santa Casa de Misericórdia in Maceió. We analyzed the concepts that guide the actions of the Public Relations professional, relating to the guidelines of the National Humanization Policy, focusing on internal communication to humanize hospital care and thus improve satisfaction with the external public. The specific objectives were: to reflect on the importance of communication in organizations; demonstrate the scope of public relations and its contribution to the realization of this project; to emphasize the importance of the internal public and the valorization of employees as a fundamental part of the new times; address the relationship between the areas of communication and health, to understand the need for both for humanization; know the guidelines of the National Humanization Policy and use them to direct humanization practices in the hospital. Thus, a bibliographic search was carried out with the material's records, using as sources the literature produced on the theme in books and articles, theses, dissertations and essays, available in the SciELO (Scientific Electronic Library Online) and google academic databases. The intervention proposal was based on the guidelines of the National Humanization Policy, which emphasizes the valorization of the individual in everyday experiences to reformulate his actions, being increasingly centered on participatory management based on dialogue. As part of this understanding, we propose that Santa Casa de Misericórdia de Maceió carry out an internal communication survey to gather the necessary data on the employees' understanding of their understanding of humanization, and thus outline public relations actions. We highlight the need to value the internal public to improve humanization, aligning discourse with practice. We emphasize that this work is an Intervention Proposal in the internal communication of Santa Casa de Misericórdia de Maceió, humanizing its activities, as a continuous process of interaction, consolidating healthy relationships among its audiences, since the humanization process is a process continuous integration.