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Using Public Relations Strategies to Prompt Populations at Risk to Seek Health Information: The Hanford Community Health Project

Agency for Toxic Substances and Disease Registry in Seattle, Washington, and the United States Public Health Service, gthomas{at}cdc.gov

Stephen M. Smith, MA

Health Care Delivery and Health Outcomes Department at the National Opinion Research Center

Joseph A. Turcotte, BA

Group Health Community Foundation

The Hanford Community Health Project (HCHP) addressed health concerns among "downwinders" exposed to releases of radioactive iodine (I-131) from the Hanford Nuclear Reservation in the 1940s and 1950s. After developing educational materials and conducting initial outreach, HCHP had to decide whether to apply its limited resources to an advertising or public relations approach. The decision to apply public relations strategies was effective in driving awareness of the risk communication message at the community level, reinvigorating the affected community, and ultimately increasing the number of people who sought information about their risk of exposure and related health issues. HCHP used a series of communication tools to reach out to local and regional media, medical and health professionals, and community organizations. The campaign was successful in increasing the number of unique visitors to HCHP Web site and educating and activating the medical community around the releases of I-131 and patient care choices.

Key Words: Hanford • thyroid disease • radioactive iodine • health education • downwinder • community outreach • public relations strategies • Hanford Community Health Project • HCHP • risk communication • health communication • health information

This version was published on January 1, 2009

Health Promotion Practice, Vol. 10, No. 1, 92-101 (2009)
DOI: 10.1177/1524839907307676


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