Date of Award

Spring 5-25-2022

Degree Type


Degree Name

MA Strategic Communication


Communication and the Arts


McKenna Schray, Ph.D.

Committee Member

Renee Robinson, Ph.D.

Committee Member

Ruth Tsuria, Ph.D.

Committee Member

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.