Public relations and public health: The importance of leadership and other lessons learned from "Understanding AIDS" in the 1980s

Brooke W McKeever

doi:10.1016/j.pubrev.2020.102007

Public relations and public health: The importance of leadership and other lessons learned from "Understanding AIDS" in the 1980s

Public Relat Rev. 2021 Mar;47(1):102007. doi: 10.1016/j.pubrev.2020.102007. Epub 2020 Dec 18.

Author

Brooke W McKeever¹

Affiliation

¹ School of Journalism and Mass Communications, University of South Carolina, 800 Sumter Street, Columbia, SC 29208, United States.

Abstract

Public Relations Quarterly recognized Surgeon General C. Everett Koop as "Communicator of the Year" in 1988 for his work to inform the public about HIV/AIDS and reframe a then politically charged issue to focus on public health and education. Using a historical perspective, this study examines Koop's communication about AIDS during the 1980s, including press conference remarks, reminiscence notes, and an unprecedented mailing sent to all U.S. households. This study also explores media coverage at the time and framing throughout these materials to determine what lessons can be learned for today's communication efforts. Two lessons relate to the importance of leadership in media advocacy and prioritizing public health over politics. Parallels are drawn between public relations and health and science communication practice and scholarship, and future research is suggested related to recent government communication surrounding the COVID-19 pandemic.

Keywords: Framing; Government; Health communication; Historical research; Media advocacy.