Resumen de Public broadcast of health communication: : Extending public relations through social capital in Taiwan

Cheng-Neng Lai

• 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.