Health Communication Theory in Public Relations

This chapter begins by surveying the prevailing health communication theories that have informed public relations over the last few decades and then critiques the approaches underlying these theories. The theories included for analysis are social learning theory/social cognitive theory (SLT/SCT), health belief model (HBM), and theory of planned behavior/reasoned action (TPB/TRA). These health communication theories have evolved over time, have shaped a variety of past and present health campaigns and communication interventions, and have provided some promising pathways for public relations. However, the prevailing approach to health communication in public relations is individualistic, positivist, and cognitive focused. This chapter goes on to propose an alternative theoretical perspective for the future of health communication in public relations—that of a socio-ecological model (SEM) that emphasizes culture and community, and that examines sustainable community outcomes such as resilience. Factors such as a changing health context, a digital world, and global challenges have necessitated this alternative direction for theory in health communication. The SEM can expand health communication research in public relations and help contribute to community health, health empowerment, and social change for health equity.