PUBLIC RELATIONS IN HEALTH PROMOTION PRACTICE: AN APPLICATION OF THE SITUATIONAL THEORY OF PUBLICS FOR LEUKEMIA AND LYMPHOMA SOCIETY’S TEAM IN TRAINING PROGRAM

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dc.contributor.advisorXiao, Zhiwen
dc.contributor.committeeMemberNi, Lan
dc.contributor.committeeMemberShoemaker, Stowe
dc.creatorHernandez, Vanessa
dc.date.accessioned2012-04-19T13:20:37Z
dc.date.accessioned2012-04-19T13:20:38Z
dc.date.accessioned2014-06-06T21:53:47Z
dc.date.available2012-04-19T13:20:37Z
dc.date.available2012-04-19T13:20:38Z
dc.date.available2014-06-06T21:53:47Z
dc.date.created2011-12
dc.date.issued2012-04-19
dc.date.submittedDecember 2011
dc.date.updated2012-04-19T13:20:38Z
dc.description.abstractThe purpose of this study was to explore a relationship between the public relations practice and the health promotion practice based on the assumption that one compliments the other. Grunig’s situational theory of publics was be applied as segmenting strategy to identify publics in order to determine a target audience for the Leukemia and Lymphoma Society’s Team in Training program, a non-profit organization dedicated to blood cancer research. Surveys were distributed among a sample of 134 University of Houston’s undergrad students. After data analysis, the sample surveyed was divided into four different publics (active, aware, latent, and nonpublic) according to the theory’s assumptions. Demographic characteristics (age, gender, ethnicity/race, and education level) and media preferences were identified for each of the four public types. Additionally, no significant differences of age, gender, and ethnicity were found on types of public. Results from this study are expected to be beneficial for the Leukemia and Lymphoma Society’s Team in Training program by providing useful information about potential publics with the purpose of increasing participants and ultimately improving fundraising efforts.
dc.format.mimetypeapplication/pdf
dc.identifier.urihttp://hdl.handle.net/10657/224
dc.language.isoeng
dc.subjecthealth promotion
dc.subjectpublic relations
dc.subjectsituational theory of publics
dc.subjectnonprofit organization
dc.titlePUBLIC RELATIONS IN HEALTH PROMOTION PRACTICE: AN APPLICATION OF THE SITUATIONAL THEORY OF PUBLICS FOR LEUKEMIA AND LYMPHOMA SOCIETY’S TEAM IN TRAINING PROGRAM
dc.type.genrethesis*
dc.type.materialtext*
thesis.degree.departmentSchool of Communication
thesis.degree.disciplinePublic Relations
thesis.degree.grantorUniversity of Houston
thesis.degree.levelMasters
thesis.degree.namePublic Relations

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