Public broadcast of health communication: : Extending public relations through social capital in Taiwan

• Autores: Cheng-Neng Lai
• Localización: Public Relations Review, ISSN-e 0363-8111, Vol. 40, Nº. 3, 2014, págs. 506-508
• Idioma: inglés
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• Resumen

  • This paper shows how a public media can effectively utilize its social capital, and integrate with different resources from the related non-profit organizations and corporations in public relations perspective. A case study of a high-popularity Taiwanese public traffic radio: Police Broadcasting Service (PBS) is conducted. The finding shows that the public radio can cost-effectively deliver health communication with the principle of social marketing.