Patricia Parsons
Most Recent Book Title
Beyond Persuasion: Communication Strategies for Healthcare Managers in the Digital Age
Book Description
The landscape of public communication has changed dramatically and forever. Anyone who works in any public communication area (media, corporate communication, advertising, social marketing, health promotion, to name a few) recognizes that the advent of social media and its uptake by the populace has changed forever how organizations, including healthcare organizations, communicate and develop relationships with their important publics. The concept of “‘controlling the message”’ to achieve specific objectives seems as antiquated as a dial telephone. The participatory nature of the new social media means that even in situations like crises, the message is out before anyone in the affected organization has time to contemplate the “‘message.’”

Educational programs to prepare health administrators are sadly lacking in content on strategic communication at both the undergraduate and the graduate levels. The purpose of this book is to provide the readers (both students & working professionals) with the knowledge, attitudes, and skills to use communication strategies and tactics to manage their organizations’ and their own relationships with important constituencies. Many healthcare administrators even at mid-career are still unaware that they lack these important skills, the lack of which is magnified by the communication changes of the digital age.
Additional Book Titles
Ethics in Public Relations; A Guide to Best Practice
A Manager's Guide to P.R. Projects
Patient Power: The Smart Patient's Guide to Health Care (With A.H. Parsons M.D.)
When Older is Wiser: A Guide to Healthcare Decisions for Older Adults & their Families (with A. H. Parsons M.D.)
Hippocrates Now! Is your Doctor Ethical? (with A.H. Parsons M.D.)
Location (city/state/country)
Author bio
Patricia Parsons is currently full Professor of and a past chairman of the Department of Communication Studies at Mount Saint Vincent University, Halifax, where she has taught for 24 years following a career in health communication.

Prof. Parsons’ professional and academic research and writing have been primarily in the areas of communication ethics and strategy, and healthcare communication. She is the author of ten books including Beyond Persuasion: Communication Strategies for Healthcare Managers in the Digital Age (University of Toronto Press, 2013) as well as numerous articles for both the professional and lay press. Her most popular book, Ethics in Public Relations: A Guide to Best Practice (2nd edition) was released in 2009 by Kogan Page in London, in association with the Institute for Public Relations in the UK. The first edition has been translated into Italian and Indonesian. She is also an associate editor of the Journal of Professional Communication at McMaster University.

Prof. Parsons’ primary teaching responsibilities at MSVU are in communication ethics and strategic planning in the four-year BPR, as well as the MA (Communication) and the MPR programs. She also teaches social media and creativity. She was the founding Coordinator of the Bachelor of Science (Science Communication).
Prof. Parsons pioneered on-line teaching in her department at MSVU, and has presented pedagogical papers on leveraging social media for student engagement at the Dalhousie Conference on Teaching & Learning and the Association of Education in Journalism and Mass Communication.

She is an accredited member of the Canadian Public Relations Society and was admitted to the CPRS College of Fellows in 2005.
Professional Speaker Topics
Ethics in Public Communication

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