Raising Community Awareness: The Role of Public Relations in Health Communication

Abstract

This chapter describes the design and implementation of community campaigns, public relations approaches and use of media to engage consumers and raise awareness of quality use of medicines and medical tests. Specifically, it will draw on NPS MedicineWise experience from antibiotic resistance campaigns, Be Medicinewise Week (BMW), Choosing Wisely Australia^TM and support for other therapeutic programs in general practice. Patient expectations and community values form the backdrop for many clinical decisions by health professionals. Linking health professional programs with broader public relations can be a powerful means of influencing this landscape and individual health professionals who reside within it. Public relations campaigns are also a useful way to build health literacy among populations in the longer term.