Date of Award
Spring 5-25-2022
Degree Type
Thesis
Degree Name
MA Strategic Communication
Department
Communication and the Arts
Advisor
McKenna Schray, Ph.D.
Committee Member
Renee Robinson, Ph.D.
Committee Member
Ruth Tsuria, Ph.D.
Committee Member
Gregory Stevens, M.A.T.
Keywords
public relations, public health, vaccine, priority populations, United States, case study
Abstract
In an uncertain environment, public relations (PR) practitioners provide signposts to fulfill different audience information needs. However, little research exists on the role of the PR practitioner in communicating evolving health information, especially during urgent health events like a pandemic. Through a comparative case study of PR tactics by three American public health organizations, this project aimed to understand what strategies health care professionals can use to improve communication about the COVID-19 vaccine to priority populations. The findings then informed an original artifact with six best practices for audience-centered vaccine communication.
Recommended Citation
Mills, Julia A., "Examining the Intersection of Public Relations and Vaccine Communication: An Analysis of Audience-Centered Strategies for Evolving Health Information" (2022). Seton Hall University Dissertations and Theses (ETDs). 3009.
https://scholarship.shu.edu/dissertations/3009
