Saudi Cultural Missions Theses & Dissertations
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Item Restricted Developing effective communication strategies for complex health messages(Saudi Digital Library, 2023-08-03) Alotaibi, Anas; Simmonds, LucyAbstract This rapid review appraises the effectiveness of various communication frameworks and strategies used for communication of intricate health messages to the masses. Rapid review was used to provide timely insights and guide public health measures since effective communication in the setting of complicated health concerns is urgently needed. In this review, the evidence was synthesized through a meticulous retrieval of data from peer-reviewed research articles in Business Source Complete database. In order to provide an up-to-date overview of current research in this subject, the search was restricted to publications published between 2010 and 2023. The results suggest that a range of communication frameworks and strategies play a crucial role in effectively conveying intricate health messages to the wider public. Various communication frameworks, including the Social Amplification of Risk Framework (SARF), Crisis and Emergency Risk Communication Model (CERC), IDEA Model (Internalization, Distribution, Explanation, and Action), Message-Level Strategies, Framework of Inoculation Theory, and Framework of Risk Information Seeking (FRIS), have been scrutinized for their influence on message reception, comprehension, and modification of behaviour. Furthermore, the review delves into the efficacy of various strategies including risk assessment and its ramifications in societal settings, as well as measures taken to safeguard oneself. The quick assessment holds significant implications for professionals in the field of public health, policymakers, and communication experts who are tasked with promptly devising evidence-backed approaches to communicate intricate health-related information. Through the synthesis of existing evidence, this review presents practical suggestions for crafting communication interventions that are both captivating and effective, while remaining accessible to a wide audience.10 0Item Restricted The Use of Strategic Public Relations Communication Techniques in Campaigns to Raise Awareness of Breast Cancer: A Case Study of Breast Cancer Campaigns in Saudi Arabian Charities(2023) Aldakhil, Dalal; Rydzewska, Joanna; Rees, SianThis study investigates the efforts of cancer charities in the Kingdom of Saudi Arabia to raise awareness of breast cancer through communication campaign techniques in order to reduce its incidence, which has been rising in the Saudi population for several years. Applying the Diffusion of Innovations Theory of Rogers (2003) as a theoretical framework, qualitative primary data was collected through semi-structured interviews with 12 individuals working in public relations (PR) and communications practice at six cancer charities to understand their experience of designing and planning health communication strategies to bring about health-related behavioural change among Saudi women. The study also involved qualitative content analysis of the Twitter pages of the six charities during Breast Cancer Awareness Month (October) in 2018 to determine communicative functions in accordance with the classification scheme of Lovejoy and Saxton (2012). The interview data revealed that not all of the charities employed dedicated PR practitioners in their communication departments, but all carried out some PR functions, with a significant emphasis on the technical rather than managerial roles of PR. The participants were found to use various communication strategies and methods to reach different target audiences. However, considerable difficulty was experienced in the design of specific campaign planning strategies, with the participants demonstrating little use of breast cancer campaign strategy to overcome the lack of knowledge and awareness among Saudi women. The study confirmed that the charities did not use Twitter strategically, employing the platform largely as a one-way channel of information communication. Additionally, the charities rarely used promotional and mobilising messages as an action function and did not follow the commonly accepted relationship-building strategies such as dialogic and two-way communication.7 0