Guided by Wise (2001), this paper broadens conversations about public relations (PR) research in public health especially in the global South. In particular, it explores framing of public health among PR professionals in the Philippines. Drawing insights from issue framing (Hallahan, 1999) and empirical evidence from in-depth and biographical interviews with PR professionals, it found that professionals characterized PR in public health as that of involving stakeholders, trust, and process. On the one hand, decline in vaccination intake and emerging pandemics as key public health issues were framed as public relations for they involve building and maintaining trust and managing dis-and/ misinformation. On the other hand, tobacco control, advances in science and research, and health consciousness as key public health opportunities were framed as public relations for they involve managing dis-and/ misinformation and raising awareness and educating the public. Overall, this paper encourages sustained conversations among PR professionals, healthcare providers, and policy makers to improve public health post COVID-19.

在Wise（2001）的指导下，本文扩大了有关公共卫生（特别是在全球南方）的公共关系（PR）研究的讨论范围。特别是，它探索了菲律宾公关专业人员中公共卫生的框架。从问题框架中得出的见解（Hallahan，1999）以及对公关专业人员进行深入的传记式采访的经验证据，发现公关人员在公共卫生中将公关的特征归结为涉及利益相关者，信任和过程。一方面，将疫苗接种量的下降和新出现的流行病作为主要的公共卫生问题，被归类为公共关系，因为它们涉及建立和维护信任以及管理虚假和/或错误信息。另一方面，控烟，科学和研究的进步，作为主要公共卫生机会的健康意识和健康意识被归类为公共关系，因为它们涉及管理信息和/或错误信息，提高意识和教育公众。总体而言，本文鼓励公关专业人员，医疗保健提供者和决策者之间进行持续对话，以改善COVID-19之后的公共卫生状况。