Communication Strategies Research Articles

Development and Implementation of Health Education Tools for Excluded Areas in the Czech Republic

Abstract Background Reducing health inequalities among population groups is imperative, however, health communication strategies tailored to ethnic minorities remain under-researched. To address this issue, various health communication strategies were developed and tested within the 3 year Saste Roma project, focused on improving health literacy and disease prevention in the excluded Czech Roma population. Methods A planning group comprising of doctors, sociologists, psychologists, NGOs and community health workers was established to create tailored health communication tools. The tools were developed with consideration of the sociocultural specifics of the Roma community, using focus groups, in-depth interviews, and the Delphi method. A PR agency was hired to implement the tools. Reach, engagement and Price Per Click = PPC were measured for online tools; feedback on offline tools was collected via surveys and interviews. Results From April 2021 to March 2024, 12 online and offline tools addressing 10 diseases were developed for various age groups and implemented. These tools, such as health literacy brochures and leaflets (78,500 pcs distributed), music videoclips (viewed 150,000 times), a mobile application (with over 500 users), social media profiles dedicated to health (with 140 followers), preventative events, school-based e-learning modules (implemented in 86 elementary schools in excluded areas), online campaigns (reaching 556,337 people; PPC of 0.85 EUR in case of in-house campaign Vs. PPC of 3.21 EUR by PR agency) or poster campaigns (engaging 3,046 individuals) focusing on excluded areas. Lessons This project represents the first extensive use of diverse communication tools targeting the Roma population. The involvement of community representatives (patients, artists, actors, and residents) in tool development is crucial. Training and support for health community workers are essential to achieve effective engagement with the community. Key messages • Tools must be delivered in a culturally sensitive and comprehensible manner by members of the communities. • Commercial PR agencies failed with this specific campaign. Cooperation with Roma artists and influencers is essential.

Public views on open data health research in Switzerland: Implications for research and policy

Abstract Background The increasing volume of publicly available data offers health researchers opportunities to explore public sentiment through open data research on issues such as vaccination hesitancy and fake news propagation. To ensure ethical conduct and maintain public trust, assessing public perceptions of open data research in healthcare is crucial. Methods We conducted 10 focus groups across the German, French, and Italian-speaking regions of Switzerland. We presented participants with real-world examples of open data research in healthcare and guided discussions using a semi-structured format. The topic areas were: (1) using Twitter data to assess public opinion on gene-editing technology, (2) assessment of health policy documents, (3) using Twitter data to predict individual health status and (4) using YouTube data to assess public sentiment on health policies. We assessed our findings using a thematic analysis approach. Results Gathering insights from 75 citizens, four major themes emerged: (1) Expectations towards actors and open data research, such as using research findings for societal benefit, and ensuring transparency in data use through informed consent; (2) Supportive measures including communication strategies to raise awareness and inform the public about the use of publicly available data for health research; (3) Concerns about data reuse for purposes beyond the study’s objectives, especially for financial gain, and about data validity and privacy, particularly for sensitive health data; and (4) Mitigative measures to minimize harm, such as through the involvement of external oversight committees. Conclusions Our findings indicate public support for open data research in healthcare, provided that specific expectations are met. Developing a guiding framework for legitimate open data research in healthcare is a valuable next step, with a focus on enhancing public awareness through communication campaigns and providing oversight measures to foster public trust. Key messages • Open data research in healthcare relies on public data use without explicit consent, which can disconnect the research community from society. • We found that public support for open data research in healthcare is generally present, however it is also conditional on communication and policy efforts addressing their concerns.

Sheikh Abdullah Al‐Salem's use of soft power and public relations: Transformation from emirate to state

AbstractThis paper describes the main factors that helped facilitate the transformation of Kuwait from an Emirate ‘Emarah’ (a non‐state) to an internationally recognised state during the rule of Sheikh Abdullah Al‐Salem from 1950 to 1965. It identifies the soft power actions and public relations communication strategies that facilitated the transformation of Kuwait from Sheikhdom to statehood. Sheikh Al‐Salem's strategies set the foundations for Kuwait to become recognised and respected in international affairs, not only in the Middle East but also globally. Data were collected and reviewed from the academic literature, from public records, legal documents, letters, press releases and newspaper and magazine articles as well as songs and TV interviews. The evidence shows that Sheikh Al‐Salem's use of soft power actions and public relations techniques were influential in facilitating the formation of the new state and made Kuwait an important player in the international arena while maintaining Arab nationalism and Islamic values.

EHealth Communication Intervention to Promote Human Papillomavirus Vaccination Among Middle-School Girls: Development and Usability Study.

As the age of initiating sexual intercourse has gradually decreased among South Korean adolescents, earlier vaccination of adolescents for human papillomavirus (HPV) is necessary before their exposure to HPV. Health communication includes "cues to action" that lead to preventive health behaviors, and recently, social networking services, which operate with fewer time and space constraints, have been used in various studies as a form of eHealth communication. This study aims to investigate the feasibility and usability of an eHealth communication intervention for HPV vaccination in middle-school girls aimed at the girls and their mothers. The eHealth communication intervention for HPV vaccination was developed using a 6-step intervention mapping process: needs assessments, setting program outcomes, selection of a theory-based method and practical strategies, development of the intervention, implementation plan, and testing the validity of the intervention. A review of 10 studies identified effective health communication messages, delivery methods, and theories for HPV vaccination among adolescents. Barriers including low knowledge, perceived threat, and the inconvenience of taking 2 doses of the vaccine were identified through focus groups, suggesting a need for youth-friendly and easy-to-understand information for adolescents delivered via mobile phones. The expected outcomes and the performance objectives are specifically tailored to reflect the vaccination intention. Behavior change techniques were applied using trusted sources and a health belief model. Health messages delivered through a KakaoTalk chatbot improved awareness and self-efficacy. Quality control was ensured with the use of a log system. The experts' chatbot usability average score was 80.13 (SD 8.15) and the average score of girls was 84.06 (SD 7.61). Future studies need to verify the effectiveness of health communication strategies in promoting HPV vaccination and the effectiveness of scientific intervention using a chatbot as a delivery method for the intervention.

Organizational barrier to herpes zoster vaccination uptake in Europe: a systematic review

Abstract Background The Herpes Zoster virus represents a significant public health threat for unvaccinated frail individuals and older adults, aged 50 or older. Globally, 95% of elderly and frail individuals are susceptible to develop Herpes Zoster as already being exposed to Varicella Zoster Virus. Organizational and logistical barriers, such as cost management, vaccine storage requirements, supply limitation, logistic difficulties, absence of a streamlined collection system, and healthcare system deficiencies might reduce vaccination uptake. Methods A systematic review was conducted to identify studies published in the last 10 years, and focused on logistic and organizational barriers for Herpes Zoster vaccination uptake among frail and participants aged 50+ in Europe. Prisma guidelines were followed, and AXIS tool was used to evaluate the risk of bias. Results After a thorough analysis, 4 studies were selected from a total of 863 for detailed review. The analysis revealed several barriers to vaccination uptake, including challenges involving healthcare professionals, participant-related obstacles concerning perceptions and knowledge, accessibility issues, structural deficiencies, and social dynamics. A significant barrier identified is the perception among participants that general practitioners either do not support the vaccination or that participants themselves underestimate the risk of developing Herpes Zoster. Additionally, current communication strategies have proven inadequate, indicating a need for more effective and updated approaches to increase public awareness. These factors contribute to hesitancy regarding vaccination. Conclusions This study provides a comprehensive examination of the organizational and logistical barriers to the Herpes Zoster vaccination uptake. Tailored interventions are essential to overcome these barriers. Successfully addressing these challenges might enhance vaccination rate and reduce the public health burden associated with Herpes Zoster. Key messages • Several logistic and organizational barriers reduce the Herpes Zoster vaccination uptake. • Further literature is required to understand how to overcome those barriers, and increase vaccination uptake.

The Scourge of measles

Abstract Once considered a disease of the past, the resurgence of measles in England has garnered significant attention in recent weeks and months. The uptake of routine childhood vaccines including the measles, mumps and rubella (MMR) vaccine is the lowest it has been in a decade and is well below the 95% uptake needed to protect the population and prevent outbreaks. This is giving this serious disease a chance to get a foothold in our communities. From having never seen a case of measles in their life time doctors in England are now notifying cases of measles based on clinical suspicion. Since October, we have seen a rapid increase in both measles cases and outbreaks of measles across England (the total number of cases confirmed since October 2023 to date is 1109) and it has been declared a national incident. The abstract highlights the consequences of vaccine hesitancy, illustrated by case studies of outbreaks of measles among susceptible populations such as schools and prisons and the steps being taken to control the spread. Social media misinformation, distrust in healthcare authorities, and concerns over vaccine safety are some of the factors shaping parental attitudes towards MMR vaccination. In response to these challenges, the abstract underscores the importance of targeted interventions aimed at addressing vaccine hesitancy, such as community engagement initiatives, tailored communication strategies, and healthcare provider training. By emphasizing the critical role of MMR vaccination in preventing measles resurgence, this abstract advocates for a collaborative approach involving healthcare stakeholders, policymakers, and the public to combat to combat this preventable yet persistent threat to public health.

The role of sociodemographic factors on herpes zoster vaccine uptake among hard-to-reach populations

Abstract Background The anti-Herpes Zoster (HZ) vaccination program was expanded with the adjuvated recombinant vaccine (HZR) in the Lazio Region, Italy, in 2022, restricting its use only to certain categories at risk due to pathological conditions, such as dialysis patients or immunocompromised individuals. This study focuses on the role of clinical and socio-demographic factors on HZR vaccine uptake within the fragile resident population of the Local Health Authority Rome 2 (ASL RM2). Methods This population-based, retrospective cohort study leveraged data from various registries and databases. The study population comprised 835,779 individuals aged ≥18 years who were both RM2 residents and registered with an RM2 general practitioner (GP). Among these, 143,242 individuals with at least one chronic condition were assessed for vaccination uptake using a multivariate logistic model, exploring associations with gender, age, nationality, marital status, household size, and level of deprivation. Results At the conclusion of the study period, a small fraction (1.5%) of the fragile subjects had received at least one dose of the HZR vaccine, and a majority (78%) completed the vaccination course of two doses. The analysis indicated that vaccine adherence was significantly higher in males (OR = 1.15) and individuals aged 65 + (OR = 1.13) while lower among residents in areas of medium (OR = 0.61) and high deprivation (OR = 0.44) and with specific living arrangements - widowed people living alone (OR = 0.66) and families ≥ 6 people (OR = 0.63). Conclusions The ASL RM2 vaccination strategy for hard-to-reach individuals includes an integrated approach, with the engagement of local healthcare facilities and hospitals. Despite these efforts, lower adherence in socioeconomically disadvantaged fragile patients suggests a pressing need for targeted communication strategies and interventions to ensure equitable access to the HZ vaccine, as these groups are more vulnerable to developing chronic diseases. Key messages • Socio-demographic factors significantly influence Herpes Zoster vaccine uptake in hard-to-reach populations, with lower adherence in socially deprived groups. • Tailored, equity-driven approaches are essential for enhancing vaccine coverage among hard-to-reach fragile individuals, mitigating the higher disease risks in these communities.

Evaluating the psychological antecedents of vaccination in applicants to primary health care centers

Abstract Background Vaccine acceptance can be enhanced by understanding the psychological antecedents of vaccination. The 5C model identifies relevant factors: confidence, complacency, constraints, calculation, and collective responsibility. This study aims to evaluate these factors among primary health care center applicants in Ankara. Methods A total of 1712 individuals aged 18 and over, who visited primary health care centers, participated in the study. The face-to-face survey included questions about sociodemographic characteristics, Vaccination Psychological Antecedents Scale, individuals’ attitudes and behaviors towards vaccination, and internet usage. Factors with a significance level of p < 0.20 from previous analyses were assessed using multivariate logistic regression analysis. The factors influencing the decision to get vaccinated without hesitation when necessary were investigated. Results The likelihood of getting vaccinated without hesitation in necessary situations is higher among those with higher income than expenditure(OR:1,517, 95%CI=1,094-2,104), those without chronic diseases in their family(OR:1,411, 95%CI=1,109-1,795), and those who do not actively use social media(OR:1,380, 95%CI=1,051-1,813). Additionally, an increase in the confidence score(OR:1,276, 95%CI=1,239-1,315) and the collective responsibility score(OR:1,096, 95%CI=1,058-1,134), was associated with an increased likelihood, while an increase in the calculation dimension(OR:0,928, 95%CI=0,895-0,962) was associated with a decreased likelihood. Conclusions Income status, presence of chronic illness in the family, active social media usage, confidence, collective responsibility, and calculation are factors influencing vaccine acceptance without hesitation. Communication strategies based on trust and collective responsibility should be developed to improve vaccine acceptance. The risk factors causing vaccine hesitancy among social media users should be investigated, and measures should be taken. Key messages • Develop trust-based, collective responsibility-focused communication to boost vaccine acceptance. • Investigate and address social media-driven vaccine hesitancy.

The evolution of vaccine mandates: from historical perspectives to contemporary applications

Abstract Luigi Sacco pioneered efforts in 19th-century Italian vaccination campaigns when mandatory vaccination practices began as a public health strategy. We bridge past and present through a systematic review of both historical and contemporary vaccine mandate policies. While Sacco’s early initiatives, characterised by compulsory vaccination and effective communication strategies, set foundational principles for vaccine mandates, the modern era, especially during the COVID-19 pandemic, has seen a significant shift in the nature and application of vaccine mandates. Recent legislative changes across various countries have introduced stricter mandates aimed at managing public health crises. For instance, Italy and France, deeply impacted by reduced vaccine uptake and subsequent measles outbreaks, responded by reinforcing vaccine mandates. These countries aimed to mitigate the dual challenges of achieving high vaccination coverage and combating growing vaccine hesitancy. Comparative analysis of recent legislative changes reveals a trend towards increasing coerciveness in vaccine mandates, reflecting a blend of functional and political pressures driving government decisions. This trend is evident in the legislative adjustments made in California, Australia, France, and Italy, where heightened penalties and reduced exemptions were introduced to counteract declining public compliance. The synthesis of these experiences highlights the critical role of robust, credible communication and the nuanced application of mandates that consider societal and cultural contexts. Contemporary strategies are characterised by targeted interventions aimed at specific populations, reflecting the complex interplay of social, political, and health dynamics in vaccine policy. The enduring relevance of vaccine mandates underscores the necessity of flexible, responsive public health strategies that effectively address both long-standing and emergent vaccine hesitancy and coverage challenges. Speakers/Panelists Carlo Signorelli HSR, Milan, Italy Maria Gańczak Department of Infectious Diseases, University of Zielona Góra, Zielona Góra, Poland

Healing Through Dialogue: Exploring Culturally Sensitive Physician-Patient Communication in Urban and Peri-urban Minna, Nigeria, for Addressing Postpartum Depression

The research was on physician-patient communication. Specifically, the study investigated the communication relationship between physicians and mothers experiencing postpartum depression (PPD) in urban and peri-urban areas of Minna, Nigeria. The study aimed to understand the nature of communication strategies used by physicians, their effectiveness in aiding recovery, and the challenges hindering effective communication. The study fills a research niche on how different forms of communication with patients influence the recovery of postpartum depressed mothers in Minna, Nigeria, and how healthcare professionals may need to promote culture-sensitive communication. The study was anchored on the patient-centered care model. In-depth interviews (IDI) and focus group discussions (FGD) were adopted as the primary research methods. The study had a total of 204 respondents, 196 nulliparous, primiparous, and multiparous women with PPD for FGD, and 8 medical experts for in-depth interviews. Findings showed that empathy and informal interactions were used as mothers responded positively to physicians who addressed them with a smile, concern, and active listening. Further findings revealed that effective communication led to better outcomes. Participants felt that open-ended questions, patient involvement in treatment plans, and emotional expressions encouraged by physicians led to improved well-being. The basis for the measurement of effective communication for improved health outcomes was measured through self-reported improvements from the mother. Also, cultural sensitivity, utilisation of interpreters, and readily available information resources in hospitals were identified as crucial for addressing communication and cultural barriers. The researcher concluded that physician communication style significantly impacts PPD recovery and, therefore, recommended that healthcare institutions should create supportive environments and train professionals in cultural sensitivity. Dedicated resources like information desks and support groups can empower mothers with PPD. The implications of the study highlight the importance of communication in PPD treatment and suggest actionable strategies for healthcare institutions to improve their interaction with mothers experiencing this critical mental health condition in Minna and similar settings.

Overcoming barriers in implementing healthy school nutrition policies: insights from Ukraine

Abstract The general mortality rate from NCDs in Ukraine exceeds that in European Union countries, (Yurochko et al., 2023) exacerbated by the ongoing war. Healthy nutrition plays a pivotal role in enhancing the overall quality of life and curbing the prevalence of non-communicable diseases (NCDs). Despite its significance, ensuring healthy eating habits, particularly during the early stages of life at the period of setting lifelong habits (Jackson et al., 2020; Riley et al., 2018), remains a challenge. Besides, school-based settings represent an ideal environment for effective intervention because they offer a shared common physical, academic, and social space (Tapia-Fonllem et al., 2020). Through a series of semi-structured interviews with key stakeholders, this study identifies barriers and facilitators to policy implementation, with a focus on educational institutions. Qualitative analysis reveals barriers such as inadequate human resources, funding constraints, resistance from the food industry, and ineffective communication strategies at the family level. Moreover, there exists a disjointed understanding of nutrition standards. However, collaborative efforts with civil society, empowerment of nursing roles, strategic utilization of grants and fundraising, engagement with the food industry, and the adoption of a family-oriented approach emerge as crucial enablers for successful policy implementation. These findings offer theoretical foundations for fostering healthier nutrition environments within schools. This research serves as a roadmap for policymakers and educators striving to create sustainable and effective strategies for promoting healthy eating among early school-age children in Ukraine and beyond. Study finds human resource shortages, funding constraints, and food industry resistance as major barriers to school nutrition policy. Recommendations include collaborative approaches, nurse involvement, and aligned standards for effective school nutrition policy. Key messages • Healthy nutrition plays a pivotal role in enhancing the overall quality of life and curbing the prevalence of non-communicable diseases. • Through a series of semi-structured interviews with key stakeholders, this study identifies barriers and facilitators to policy implementation, with a focus on educational institutions.

Faktor-Faktor yang Berpengaruh terhadap Brand Image ditinjau dari Komunikasi Pemasaran

This research aims to describe each influence of the marketing mix starting from public relations advertising, personal selling, public relations and direct marketing on a company's brand image. This research uses literature review techniques with a descriptive qualitative approach. Search for literature using the Google search engine and Google Scholar with the keywords "marketing communications", "brand image awareness", "factors influencing brand image awareness", "brand image and marketing communications". The literature sought is journals, books, conference proceedings, and so on to be analyzed critically and explain what is found in each piece of literature. The research results show that the factor that influences brand image is implementing marketing communication strategies. A marketing communications strategy can create marketing information that provides value according to a comprehensive company plan. The factors that influence a good marketing strategy are marketing communication, where marketing communication is not only about promotion, but there are important elements or communication mix, namely advertising, sales promotion, personal selling, public relations and direct marketing. These five elements can influence the brand image of a company so that the company can increase sales of a product.

Communicating State Repression to the International Community: A Case Study of How China Frames Its Policies in Xinjiang Online

Abstract Regimes and their proxies seek to legitimize overt state repression abroad to avoid economic and reputational costs. Yet, few scholars have studied the international dimension of repression image management. I examine how countries communicate their repressive actions to the international community depending on the audience. Framing repression as a legitimate response to a credible threat (threat strategy) is more likely when communicating with countries facing higher levels of domestic threat. But due to in-group favoritism, when addressing in-group audiences of the repressed, governments are more likely to frame repression as necessary to protect the repressed (benevolent rule strategy). To test these claims, I collect 82,011 tweets about activities in Xinjiang published by eighty-eight Chinese diplomatic accounts from 2014 to 2020. The results suggest that regimes change their repression image management strategies depending on the audience. Chinese government accounts in countries with higher levels of domestic conflict are more likely to use the threat strategy than those in countries with lower levels of conflict, while those in countries with a similar in-group to Xinjiang (Muslim countries) are more likely to use the benevolent rule strategy than those in out-group states. This expands our understanding of the communication strategies of human rights-abusing regimes.

Introducing vaccination services in prison settings: case study from Moldova

Abstract Introducing vaccination services within prison settings presents a multifaceted challenge and opportunity, particularly evident in the case of Moldova. This Eastern European nation grapples with various socio-economic and healthcare disparities, with its prison population often experiencing heightened health vulnerabilities. Amidst such complexities, the implementation of vaccination services emerges as a crucial strategy not only to safeguard the health of incarcerated individuals but also to contribute to broader public health goals. Moldova’s journey in this regard reflects a commitment to advancing preventive healthcare within its correctional facilities. The introduction of vaccination services in prisons necessitated a comprehensive approach, encompassing policy development, infrastructure enhancement, staff training, and community engagement. Infrastructure enhancement was imperative to ensure the provision of vaccination services in a safe, efficient, and dignified manner within prison settings. This involved the establishment of designated vaccination areas equipped with the necessary medical supplies and equipment. Staff training emerged as a cornerstone of the initiative, empowering healthcare professionals working within prisons with the knowledge, skills, and confidence to deliver vaccination services effectively. Training programs encompassed various aspects, including vaccine administration, adverse event management, and communication strategies tailored to the specific needs of incarcerated individuals. Collaboration with people living in prison facilitated the dissemination of accurate information, addressed concerns, and encouraged participation in vaccination programs. During the period 2021-2023 7454 doses of antiCOVID-19, 1298 doses of anti-Flu vaccine, 3083 doses of anti-HBV vaccines were administered.

Deafness and Inclusion: Perceived Communicative Barriers in the Area of Rehabilitation in Italy

Abstract Introduction Deafness can create a communication deficit/barrier between the Deaf or Hard of Hearing patient and the Healthcare Workers (HWs), with negative outcomes for diagnostic and therapeutic success. As underlined by the COVID-19 pandemic, there is a need to train HWs in effective communication strategies in order to avoid marginalising or excluding the Deaf Community by denying them access to healthcare services. This study highlights the urgent need and desire of Healthcare staff for training in effective communication strategies, such as sign language, to help the Deaf community gain equal access to Healthcare. Materials and methods A cross-sectional survey was carried out between May and July 2022 using the Google Forms platform. An anonymous questionnaire was given to Rehabilitation HWs (RHWs) at a national level to collect information from the HWs of the various areas of rehabilitation, identifying their knowledge, training, and experience with regard to deafness. Data analysis was then carried out using the Google Forms program, SPSS program Windows7 Excel Spreadsheet. Results 252 RHWs belonging to 8 different profiles answered this survey. 89% were women. 46% were younger than 30. 57% of these 252 had deaf patients, but 54.6% of these had no prior training. 33% of the RHWs had followed courses or seminars on deafness at least once. When asked, 94% were interested in courses or training in communication with deaf people. Conclusions HWs recognize the gap in communication and are willing to learn more in the matter for effective communication with their patients to gain a better therapeutic success. They also consider a program that imparts such knowledge and training to be highly important. Key messages • Therapeutic success is increased if there are effective communication strategies, such as sign language, between the Deaf and Healthcare provider. • This study shows the importance of training all health workers in effective communication strategies with deaf people to allow an all-inclusive healthcare.

Developed Internet of Vehicles Architecture: Communication, Big Data and Route Determination Perspectives

Internet of vehicles (IoV) has become an important research topic due to its direct effect on intelligent transportation systems (ITS) development. There are many challenges in the IoV environment, such as communication, big data and best route assigning. In this paper, an effective IoV architecture is proposed. This architecture has four main objectives. The first objective is to utilize a powerful communication scheme in which three tiers of coverage tools — Internet, satellite, high-altitude platform (HAP) — are utilized. Therefore, the vehicles maintain a continuous connection to the IoV environment everywhere. The second objective is to apply filtering and prioritization mechanisms to reduce the detrimental effects of IoV big data. The third objective is to assign the best route for a vehicle after determining its real-time priority. The fourth objective is to analyze the IoV data. The proposed architecture performance is measured using a simulation environment that is created by the NS-3 package. The simulation results proved that the proposed IoV architecture has a positive impact on the IoV environment according to the performance metrics: energy, success rate of route assignment, filtering effect, data loss, delay, usage of coverage tools and throughput.

Communication Strategies & Radio Talk Shows

The majority of the consumers of radio stations’ programming are the youth, most of whom are students in high schools, colleges, and universities. The findings revealed that majority of the respondents agreed that radio talk show presenters have effectively analysed their respective audiences so as to communicate effectively. In view of this, the research article seeks to determine the communication strategies that are employed in presenting radio talk shows, as observed, through listening, by university students in the city of Eldoret. Uses and Gratifications theory guided this study. The study utilized a mixed method research approach that made use of both quantitative and qualitative methods of data collection and analysis. The target population of the study were students from university campuses within Eldoret, and the sample size was 300. The researcher adopted a stratified sampling and simple random sampling technique to arrive at the sample that would best fit or present the intended purpose of the research. Data was collected using a questionnaire and Focus Group Discussion. The collected data was analysed using descriptive statistical techniques that included frequencies, percentages. The study established that effective communication strategies by presenters are crucial in engaging university students. Radio talk show presenters should analyse their audience effectively and employ communication strategies that foster engagement, such as active listening and utilizing multiple modes of communication.

How did slovak students perceive the COVID-19 pandemic: Insights from one of the least vaccinated EU countries.

The COVID-19 pandemic brought different challenges to different populations. A less explored group was university students who generally suffered low mortality rates compared to other populations. Yet, they were affected by the psychological impact of lockdowns and limited access to education and socialization. This paper focuses on Slovakia, one of the least vaccinated EU countries. In November 2021 we conducted eight focus groups with 51 university students (45 women; 6 men; M = 23.67; SD = 3.43) and analyzed the data using reflexive thematic analysis. Our results identified the development of prevailing themes associated with COVID-19. Initially, COVID-19 was perceived as unreal but brought certain secondary benefits. We also identified themes of exaggerated disease, conspiracy, resignation, frustration, or adaptation to the disease. We divided the students into three groups based on their COVID-19 vaccine stance: accepting, hesitant, and rejecting. Insights from these groups could guide better communication strategies in the future.

Marketing Communications Strategy In The Process Of Commercialization Of Innovative Products Start-Up Company "Mobilmantan.id”

The start-up company mobilmantan.id’s marketing communications strategy for bringing innovative products to market is the subject of this study. The company wants to effectively engage investors, and customers, and conduct market research by utilizing channels like crowdsourcing, pitching, networking, and social media. The research employs a literature review method with a qualitative approach to explore the complexities of innovation commercialization, which involves transforming innovations into marketable products through substantial financial investment and risk. Drawing from a comprehensive analysis of 194 articles across 62 journals, a framework outlining the innovation commercialization process has been developed, highlighting three main phases: discovery, development, and implementation. Analyzing the company's approach to marketing communications and its effect on the commercialization process were the initial methods. According to the findings, using digital channels and third-party collaborations significantly increased sales and customer engagement. Throughout the process, difficulties like establishing credibility, acquiring patents, and running out of funds were identified and addressed. The study concludes that during the commercialization process, effective marketing communications are crucial in increasing product awareness and sales. While impediments in example size and generalizability exist, the exploration offers important bits of knowledge for new businesses exploring the intricacies of development commercialization.

Promoting Upcycled Food: An analysis of social media communication strategies of Upcycled Food Association

Global food loss and waste are significant challenges in the food system, critical to addressing food insecurity and national security in the U.S. Upcycled food, which reduces waste at the source, is a promising solution. Social media offers both opportunities and challenges for communicating food benefits. This study examines publicly available data from Instagram, Facebook, and Twitter of a non-profit organization Upcycled Food Association (UFA) using content analysis and machine learning techniques. The analysis revealed that social media posts focused on promoting food waste awareness and benefits related to sustainability, health, and the economy, with environmental information being prioritized. UFA employs diverse impact information frames and uses positive emotion framing to increase food waste awareness and empower consumers by highlighting the impact of their purchasing power. Communication strategies are tailored to the unique characteristics of each social media platform and its users. We recommend social media initiatives continue emphasizing food waste awareness and upcycling, alongside increasing health information to encourage upcycled food consumption. Diverse strategies with diverse benefits and tailored to each platform's characteristics and sociodemographic groups are recommended. Future research can explore efficient topic modeling methods in larger datasets in social media analysis.