Sage Journals: Discover world-class research

Abstract

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.

Keywords

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

Get full access to this article

View all access options for this article.

References

Agency for Toxic Substances and Disease Registry. (2004). A guide for physicians: Thyroid evaluation of patients who are concerned about Hanford iodine-131 releases. Available at http://www.hanfordhealth.info

Atman, C.J. , Bostrom, A. , & Fischhoff, B. (1994). Designing risk communication: Completing and correcting mental models of hazardous processes, part I. Risk Analysis , 14(5), 779-788.

Centers for Disease Control and Prevention. ( 2002). Hanford thyroid disease study. Final report. Available at http://www.cdc.gov/nceh/radiation/hanford/htdsweb/1

Connelly, N.A. , & Knuth, B.A. (1998). Evaluating risk communication: Examining target audience perceptions about four presentation formats for fish consumption health advisory information. Risk Analysis, 18, 649-659.

Covello, V. , & Sandman, P.M. (2001). Risk communication: Evolution and revolution. In A. Wolbarst (Ed.), Solutions to an environment in peril (pp. 164-178). Baltimore: Johns Hopkins University Press.

Freimuth, V. , Linnan, H.W. , & Potter, P. (2000). Communicating the threat of emerging infections to the public. Emerging Infectious Diseases, 6(4), 337-347.

Freimuth, V.S. , & Taylor, M. (1994, November). Are mass mediated health campaigns effective? A review of the evidence. Presentation made at the Speech Communication Association Conference, New Orleans, LA.

Griffin, R.J. , Dunwoody, S. , & Zabala, F. (1998). Public reliance on risk communication channels in the wake of a cryptosporidium outbreak. Risk Analysis, 18(4), 367-375.

Institute of Medicine & National Research Council. (1999). Exposure of the American people to iodine-131 from Nevada nuclear-bomb tests. Washington, DC: National Academy Press.

10.

Jardine, C.G. , & Hrudey, S.E. (1997). Mixed messages in risk communication. Risk Analysis, 17(4), 489-498.

11.

National Heart, Lung, and Blood Institute. ( 2005). National High Blood Pressure Education Program: Program description. Retrieved October 5, 2005, from http://www.nhlbi.nih.gov/about/nhbpep/nhbp_pd.htm

12.

National Institute of Child Health and Development. (2005). From cells to selves: Targeting sudden infant death syndrome (SIDS): A strategic plan. Retrieved October 5, 2005, from http://www.nichd.nih.gov/strategicplan/cells/SIDS_Syndrome.pdf

13.

Peters, R.G. , Covello, V.T. , & McCallum, D.B. (1997). The determinants of trust and credibility in environmental risk communication: an empirical study. Risk Analysis, 17(1), 43-54.

14.

Poortinga, W. , & Pidgeon, N.F. (2003). Exploring the dimensionality of trust in risk regulation. Risk Analysis, 23(5), 961-972. Porter Novelli. (2004). HealthStyles [Survey database]. Washington, DC.

15.

Ratzan, S.C. (1999). Editorial: Strategic health communication and social marketing on risk issues. Journal of Health Communication , 4, 1-6.

16.

Rogers, E.M. (2003). Diffusion of innovations (5th ed.). New York: Free Press.

17.

Stanbury, M. , Solice-Sample, G. , & Pescatore, J. (1993). Asbestos disease risk communication conducted by the New Jersey Department of Health. American Journal of Industrial Medicine, 23(1), 97-104.

18.

Trettin, L. (2000). Is trust a realistic goal of environmental risk communication? Environment and Behavior, 32(3), 410-426.

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

Abstract

Keywords

Get full access to this article

References