The Use of Public Relations in Health Promotions Campaigns at the University of Oregon

Abstract

This thesis examines how a public relations model can be incorporated into health promotions practices. More specifically, this study analyzes the University of Oregon’s health promotions campaigns to understand how the current practices could benefit from the use of public relations. Five interviews with University of Oregon health promotions professionals helped inform my understanding of the current techniques employed for campus health promotions campaigns. The interviews revealed that the health promotions professionals follow some steps that are included in the traditional public relations model when conducting health promotions campaigns, but they do not actively reference the public relations model or fully incorporate all its elements. By implementing health promotions campaigns that incorporate strategic communication methods, these campaigns will be more successful in reaching students and creating positive health outcomes. Suggestions for future campaigns include creating measurable goals and objectives, narrowing the target audience, using technology that engages students, more student involvement in campaigns, and conducting more in-depth evaluative research.