Public Relations and Branding in Health Communication Programs: A Case Study of a Successful Campaign

Abstract

The purpose of the current study is to better understand how public relations health campaign programs can successfully incorporate branding strategies to improve program effectiveness. In this case study of the Heart Truth campaign, the excellence theory of public relations and social marketing theory provided a framework for integrating concepts from the literature on branding, marketing, and public health campaigns into current knowledge of public relations perspectives. The research questions were examined through a content analysis of internal materials and interviews with the campaign managers. The findings of this study contribute to our current understanding of how public relations theory, social marketing theory, and branding principles impact the effectiveness of health campaigns. The practical implications of this study suggest that brands should be viewed as an asset and key tool in health campaigns; brands help achieve campaign goals when they are strategically planned and consistently implemented through a process that involves formative research in creating and managing brand identity, positioning, and awareness.