%0 Journal Article
%T Celebrity and charity: A historical case study of Danny Thomas and St. Jude Children's Research Hospital, 1962-1991
%A Brooke Weberling
%J PRism Online PR Journal
%D 2010
%I Bond University, Massey University
%X Using historical methods, this paper presents a case study of celebrity Danny Thomas and his efforts to found successful non-profit health organisation, St. Jude Children's Research Hospital. Through historical documents, relevant media coverage, and interviews, this study reviews Thomas' relationship-building strategies and public response from numerous stakeholders from 1962 to 1991. The paper also examines St. Jude's various communication and fundraising tactics, which have helped cultivate these relationships to create long-lasting public support for the organisation.
%K public relations
%K St. Jude Children's Research Hospital
%K media coverage
%K stakeholders
%K communication
%K fundraising
%U http://www.prismjournal.org/fileadmin/Praxis/Files/Journal_Files/Weberling.pdf