Public broadcast of health communication: Extending public relations through social capital in Taiwan |
| |
Authors: | Cheng-Neng Lai |
| |
Institution: | Department of Public Relations and Advertising, Shih Hsin University, #1, Lane 17, Sec. 1, Mu-Cha Rd., Taipei, Taiwan |
| |
Abstract: | 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. |
| |
Keywords: | Social capital Social marketing Health communication Structural hole |
本文献已被 ScienceDirect 等数据库收录! |
|