Biomaterial Database

Using public relations to promote health: a framing analysis of public relations strategies among health associations. 2010

Hyojung Park, and Bryan H Reber

Missouri School of Journalism, University of Missouri, 236 Walter Williams Hall, Columbia, MO 65211-1200, USA. hjpark6@gmail.com

This study explored health organizations' public relations efforts to frame health issues through their press releases. Content analysis of 316 press releases from three health organizations-the American Heart Association, the American Cancer Society, and the American Diabetes Association-revealed that they used the medical research frame most frequently and emphasized societal responsibility for health issues. There were differences, however, among the organizations regarding the main frames and health issues: the American Diabetes Association was more likely to focus on the issues related to social support and education, while the American Heart Association and the American Cancer Society were more likely to address medical research and scientific news. To demonstrate their initiatives for public health, all the organizations employed the social support/educational frame most frequently. Researchers and medical doctors frequently were quoted as trusted sources in the releases.

UI	MeSH Term	Description	Entries
D008402	Mass Media	Instruments or technological means of communication that reach large numbers of people with a common message: press, radio, television, etc.	Broadcast Media,Folk Media,Printed Media,Media, Broadcast,Media, Folk,Media, Mass,Media, Printed
D011641	Public Relations	Relations of an individual, association, organization, hospital, or corporation with the publics which it must take into consideration in carrying out its functions. Publics may include consumers, patients, pressure groups, departments, etc.	Client-Staff Relations,Relations, Client-Staff,Relations, Public,Client Staff Relations,Client-Staff Relation,Relation, Client-Staff,Relations, Client Staff
D006266	Health Education	Education that increases the awareness and favorably influences the attitudes and knowledge relating to the improvement of health on a personal or community basis.	Community Health Education,Education, Health,Education, Community Health,Health Education, Community
D006293	Health Promotion	Encouraging consumer behaviors most likely to optimize health potentials (physical and psychosocial) through health information, preventive programs, and access to medical care.	Health Campaigns,Promotion of Health,Wellness Programs,Promotional Items,Campaign, Health,Campaigns, Health,Health Campaign,Health Promotions,Item, Promotional,Items, Promotional,Program, Wellness,Programs, Wellness,Promotion, Health,Promotional Item,Promotions, Health,Wellness Program
D006801	Humans	Members of the species Homo sapiens.	Homo sapiens,Man (Taxonomy),Human,Man, Modern,Modern Man
D000570	American Cancer Society	A voluntary organization concerned with the prevention and treatment of cancer through education and research.	American Cancer Societies,Cancer Societies, American,Cancer Society, American,Societies, American Cancer,Society, American Cancer
D000572	American Heart Association	A voluntary organization concerned with the prevention and treatment of heart and vascular diseases.	American Heart Associations,Association, American Heart,Associations, American Heart,Heart Association, American,Heart Associations, American
D012941	Social Responsibility	The obligations and accountability assumed in carrying out actions or ideas on behalf of others.	Obligation, Social,Responsibility, Social,Accountability,Communitarianism,Future Generations,Obligations to Society,Social Accountability,Accountability, Social,Future Generation,Generation, Future,Generations, Future,Obligations, Social,Responsibilities, Social,Social Obligation,Social Obligations,Social Responsibilities,Society, Obligations to
D012944	Social Support	Support systems that provide assistance and encouragement to individuals with physical or emotional disabilities in order that they may better cope. Informal social support is usually provided by friends, relatives, or peers, while formal assistance such as COMMUNITY SUPPORT is provided by churches, groups, etc.	Perceived Social Support,Social Care,Online Social Support,Care, Social,Online Social Supports,Perceived Social Supports,Social Support, Online,Social Support, Perceived,Social Supports, Online,Social Supports, Perceived,Support, Online Social,Support, Perceived Social,Support, Social,Supports, Perceived Social
D014481	United States	A country in NORTH AMERICA between CANADA and MEXICO.