Missouri School of Journalism, University of Missouri, 236 Walter Williams Hall, Columbia, MO 65211-1200, USA.
J Health Commun. 2010 Jan;15(1):39-54. doi: 10.1080/10810730903460534.
This study explored health organizations' public relations efforts to frame health issues through their press releases. Content analysis of 316 press releases from three health organizations-the American Heart Association, the American Cancer Society, and the American Diabetes Association-revealed that they used the medical research frame most frequently and emphasized societal responsibility for health issues. There were differences, however, among the organizations regarding the main frames and health issues: the American Diabetes Association was more likely to focus on the issues related to social support and education, while the American Heart Association and the American Cancer Society were more likely to address medical research and scientific news. To demonstrate their initiatives for public health, all the organizations employed the social support/educational frame most frequently. Researchers and medical doctors frequently were quoted as trusted sources in the releases.
本研究探讨了卫生组织通过新闻稿来构建健康问题的公关工作。对来自三个卫生组织（美国心脏协会、美国癌症协会和美国糖尿病协会）的 316 份新闻稿进行内容分析后发现，它们最常使用医学研究框架，并强调社会对健康问题的责任。然而，在主要框架和健康问题方面，三个组织存在差异：美国糖尿病协会更有可能关注与社会支持和教育相关的问题，而美国心脏协会和美国癌症协会则更有可能涉及医学研究和科学新闻。为了展示其公共卫生倡议，所有组织都最常使用社会支持/教育框架。在发布的内容中，研究人员和医生经常被引为可信来源。
