As the PR specialist for a pediatric hospital you are charged with developing an information campaign targeted at teens. You are told to direct all resources to local media rather than digital, however, you believe this approach is too limited. What can you do to support your recommendation to expand the approach?

What will be an ideal response?

Use available research on teens’ mobile devices and internet sources, such as a survey conducted by the Pew Research Center that found nearly 100% of U.S. teens go online using a mobile device daily, and one-quarter are online “almost constantly.” Northwestern University research reports that not only do 84% of U.S. teens ages 13 to 18 say they get health information online. Nearly one-third say they changed their health behaviors based on Internet searches with medical websites most visited, followed by YouTube. Research draws this conclusion: Online media should be harnessed by communicators, even at the local level, as important health information sources for adolescents, and multimedia content is essential.