Recently, hospital services and the medical profession in general have become the focus of public dissatisfaction. This speech advocates the implementation of an aggressive public relations program, in order to restore credibility to the health services. Specifically, independent audits of hospital public relations networks and products are recommended; such audits should provide objective appraisal of opinions and attitudes toward the program and service, of the effectiveness of public relations activities, of future plans of action, and of budget (as related to program objectives). In addition, other types of management research are described, and advice is given for continuous monitoring of public relations programs and their effects. (KS)