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Article
Using evidence-basedresearch to redirectaconversation: Newspapers’ coverage of strategies to address college binge drinking
Public Relations Review (2009)
  • Michelle L. Campo, University of Iowa
  • Natoshia M. Askelson
  • Mary Slonske
  • Teresa Mastin
Abstract
This study examines selected newspapers’ coverage of college binge drinking while also serving as an example of evidence-based practices that can be of use to public relations practitioners and health care professionals working to draw attention to important factors that are not being addressed in either public or policy conversations related to this issue. We examine newspaper coverage in 32 newspapers from 1997 to 2006 to determine which strategies to address college binge drinking are being covered and which of those are evidence-based and implemented by colleges. The mix of individual versus environmental strategies was examined based on Social Cognitive Theory. In the 255 articles analyzed, the majority of strategies covered were environmental. The most frequently covered strategy, increasing student knowledge, is individual and not evidence-based. Strategies classified as effective were not frequently covered. Media advocacy is offered as an evidence-based practice that public relations and health care professionals can use to affect change.
Keywords
  • College drinking,
  • strategic public relations
Disciplines
Publication Date
November, 2009
Publisher Statement
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Citation Information
Michelle L. Campo, Natoshia M. Askelson, Mary Slonske and Teresa Mastin. "Using evidence-basedresearch to redirectaconversation: Newspapers’ coverage of strategies to address college binge drinking" Public Relations Review Vol. 35 Iss. 4 (2009)
Available at: http://works.bepress.com/michelle_campo/30/