Public Relations for Public Health and Social Good

Foregrounding the work professional communicators do to support public health and social missions, this book examines how the principles and practices of public relations can be applied by nonprofit, government, and corporate entities working to understand and improve public health and social conditions.

Many organizations attempt to influence prosocial behaviors, such as donating one?s time, money, or talents; participating in advocacy or activism; or otherwise working to protect public health or inspire social change. This book explores research and practice related to communication and other factors involved in motivating such efforts. Each chapter focuses on a different topic, providing definitions, summarizing research, and explaining how it has been or can be applied to practice and ends with discussion questions to consider and references for further reading.

Ideally placed for advanced undergraduate and graduate courses in public relations, health communication, or strategic communication as well as for communications professionals looking to apply research to their practice.

Part 1: Introduction and Foundations 1. A Public Relations Approach to Public Health and Social Change 2. Public Relations and Understanding Culture as a Social Determinant of Health 3. Ethical Relationships and Responsibilities Contribute to Social Good 4. “Racism is a U.S. public health crisis:” How public relations and intersectionality interact to form this reality of public health today Part 2: Concepts & Competencies 5. Exploring the Intersections of Stewardship in Public Relations and Public Health 6. Advocacy, Activism, and Gun Violence Communication 7. Crisis Communication for Social Good 8. Health Justice for the Past, Present, and Future: Exploring the Linkage Between Social Movements and Public Relations Part 3: Places & Spaces 9. Nonprofit Organizations: A Force for Good 10. High Stakes, Low Trust: Government Public Relations 11. Proving it With Action: Embracing a Responsibility to Advocate for Social Change Part 4: Examples from Abroad 12. Managing Digital Strategic Communication during the Covid-19 Pandemic: Insights from Italian Ministries and Governmental Institutions 13. A Decade of Communicating about Mental Health after Crises in Christchurch, New Zealand

Brooke W. McKeever is Professor and Chair of the Department of Advertising and Public Relations in the College of Communication & Information Sciences at the University of Alabama, USA.