Health Public Relations

This chapter reviews theories that relate to health public relations. Given the complexities and deep societal implications of health, health care and disease, drawing from a range of not only public relations but social theories offer the wide scope needed to analyze the ways that health public relations shapes the world around us. Such an interdisciplinary
approach helps scholars examine and question the role of public relations as a rapidly changing social force.

The following theories are reviewed with examples of studies and practices to illustrate each: risk communication theory, cultural theory of risk communication, relationship theory of risk, uncertainty management theory, uncertainty reduction theory, problem integration theory, narrative theory, organization-public relationship theory and situational theory of publics. The chapter ends with discussion questions and suggested further reading.