@article{ref1,
title="Merging public relations with health communication in the context of university alcohol prevention",
journal="Health marketing quarterly",
year="2015",
author="Brummette, John",
volume="32",
number="1",
pages="65-80",
abstract="The scope of this study is to determine whether social norms marketing should be further evaluated according to its ability to serve as a public relations tactic for universities. Based on a framework of social norms theory and strategic issues management, this study uses a web-based survey with university parents (N = 173) to identify relationships among exaggerated parental misperceptions of student binge drinking, parental awareness of alcohol prevention programs, and parental perceptions of organizational legitimacy. <br><br>FINDINGS from this study are used to make the argument that health communication and public relations should be viewed as interrelated concepts in the context of university alcohol prevention.<p /> <p>Language: en</p>",
language="en",
issn="0735-9683",
doi="10.1080/07359683.2015.1000738",
url="http://dx.doi.org/10.1080/07359683.2015.1000738"
}