Examining the Intersection of Public Relations and Vaccine Communication: An Analysis of Audience-Centered Strategies for Evolving Health Information
Date of Award
MA Strategic Communication
Communication and the Arts
McKenna Schray, Ph.D.
Renee Robinson, Ph.D.
Ruth Tsuria, Ph.D.
Gregory Stevens, M.A.T.
public relations, public health, vaccine, priority populations, United States, case study
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.
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.