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In recent years, researchers have found that genital human papillomavirus (HPV) is one of the leading causes of cervical cancer in women.  It was also found that over 80% of the US population will contract HPV in their lifetime.  This is a huge number and scientists quickly went to work to find a cure.  A vaccination called Gardisil was the answer.  Gardisil could be administered to girls aged 12-24 years old and would prevent them from contracting the virus that could potentially turn into cervical cancer.  

This vaccination raised many questions and concerns.  Mothers feared that by allowing their daughter to get the vaccination that it would encourage them to become sexually active.  Also, the long term effects were uncertain.  Gardasil’s PR team immediately launched a campaign.   Its purpose was to establish an understanding between Gardasil and health care providers by showing them the benefits of the vaccination.  Why would you refuse a vaccination that could possibly save your life?  The PR team provided statistics and facts about the disease and showed how the vaccine could greatly decrease the number of deaths caused by cervical cancer.  Gradually, the vaccine was more and more accepted by people, and some states even made it a law for all girls aged 12  to receive the vaccine.

This is considered public relations because the public relations specialists’ job was to maintain the relationship between the organization and its publics.  This is an example of great PR!

http://www.instituteforpr.org/files/uploads/AnalysisOfMessages_Merck.pdf

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