Communication Components Research Articles

Prediction of hearing impairment by indirect hyperbilirubinemia in neonates

Background: Hearing is a special sense and one of the most important components of communication. The ability to communicate and acquiring skills largely depends on the ability of hearing. Hearing impairment can have a substantial influence on a child's speaking ability, language development and social skills. Early detection and timely initiation of treatment for childhood hearing loss is very crucial as inadequate auditory input during first few years of life irreversibly delays the language skills for communication and reading. This study aimed to predict the frequency of hearing impairment in neonates with indirect hyperbilirubinemia. Methods: This was a cross-sectional study conducted at the Neonatal intensive care unit (NICU) and Special care neonatal unit (SCANU) of Bangladesh Shishu Hospital and Institute, Dhaka, Bangladesh during the period from January 2020 to December 2021. In this study, we included 85 hospitalized neonates with hyperbilirubinemia based on the selection criteria. Results: The mean age of the patients was 5.6 (±1.6) days. Pre-term babies were 63.5% and 36.5% were termed babies. Among all patients, 49.4% and 43.5% of patients had indirect bilirubin levels from 15 to<20 mg/dl & 20 to<25 mg/dl respectively. Among 11 hearing-impaired neonates, 3 (27.2%) had mild to moderate impairment, 6 (54.5%) had moderate to severe impairment and 2 (18.1%) had severe to profound hearing impairment. Sepsis, ototoxic drugs and indirect hyperbilirubinemia were independent predictors of hearing impairment. Conclusions: This study concluded that indirect hyperbilirubinemia of≥15 mg/dl in preterm and≥20 mg/dl in term neonates is an important predictor of hearing impairment in neonates.

Identification of pennaceous barbule cell factor (PBCF), a novel gene with spatiotemporal expression in barbule cells during feather development.

Bird contour feathers exhibit a complex hierarchical structure composed of a rachis, barbs, and barbules, with barbules playing a crucial role in maintaining feather structure and function. Understanding the molecular mechanisms underlying barbule formation is essential for advancing our knowledge of avian biology and evolution. In this study, we identified a novel gene, pennaceous barbule cell factor (PBCF), using microarray analysis, RT-PCR, and in situ hybridization. PBCF is expressed in barbule cells adjacent to the ramus during pennaceous barbule formation, where these cells fuse with the ramus to establish the feather's branching structure. PBCF expression occurs transiently after melanin pigmentation of the barbule plates but before the expression of barbule-specific keratin 1 (BlSK1). Orthologues of PBCF, predicted to be secreted proteins, are conserved across avian species, with potential homologues detected in reptiles, suggesting an evolutionary lineage-specific adaptation. Additionally, PBCF is expressed in non-vacuolated notochord cells and the extra-embryonic ectoderm of the yolk sac, hinting at its broader developmental significance. The PBCF gene produces two mRNA isoforms via alternative splicing, encoding a secreted protein and a glycophosphatidylinositol (GPI)-anchored membrane-bound protein, indicating functional versatility. These findings suggest that PBCF may be involved as an avian-specific extracellular matrix component in cell adhesion and/or communication, potentially contributing to both feather development and embryogenesis. Further investigation of PBCF's role in feather evolution and its potential functions in other vertebrates could provide new insights into the interplay between development and evolution.

Non-Verbal Means ofCommunication: Semantics ofExtralinguistic And Paralinguistic Components ofText

This study examines the semantics of extralinguistic and paralinguistic components in non-verbal communication, particularly focusing on their role in legal linguistics and digital discourse. The research aims to analyze how non-verbal elements, specifically emoticons and emojis, function as meaningful signs in legal contexts and digital communication. The study addresses several tasks: investigating the manipulation potential of non-verbal signs in media discourse, analyzing the legal implications of emoji use in digital communication, and examining the challenges of emoji interpretation in forensic linguistics. The methodology employs a comprehensive analysis combining traditional linguistic analysis with modern forensic linguistics techniques. The study utilizes a socio-semiotic approach to analyze court documents, legal proceedings, and forensic linguistic reports where emoji interpretation plays a crucial role. The research also includes cross-platform analysis of emoji verbalization and interpretation across different cultural and linguistic contexts. The results reveal several classes of variations in emoji interpretation, including platform-dependent variations, temporal changes, and cultural differences. The study identifies significant challenges in standardizing emoji interpretation for legal purposes, particularly in cases involving contract formation, evidence verification, and criminal intent. The research also demonstrates how platform-specific differences in emoji display can affect legal interpretation and evidence validity. The study concludes that non-verbal elements in digital communication require specialized approaches in legal linguistics, highlighting the emergence of “emoji forensics” as a distinct field. These findings contribute to the development of more robust methodologies for analyzing non-verbal components in digital communication within legal contexts.

The relationship component of a speech therapist with a child with developmental disabilities as a necessary component in pedagogical activity

This article analyzes the role and importance of the communication component of a speech therapist with children with developmental disabilities in pedagogical activity. In the field of speech therapy, establishing effective communication with children with developmental disabilities is of great importance in supporting their speech and language development. The components of a speech therapist's communication - verbal and non-verbal methods, emotional support and individual approaches - are the main tools in the development of children's speech and social skills. In pedagogical activity, especially the correct and effective organization of communication leads to noticeable positive results in the development of the child. This work provides detailed information about the role of a speech therapist in communication, his role in speech development and approaches to children.

Interpretation of messages in a digital environment by students with normal health and hearing disabilities

Introduction. Digital literacy, which is part of the cognitive competence of students with hearing disabilities, includes a communicative component that involves knowledge of the rules of communication in the digital space. In this regard, it is important to assess the skills of using digital etiquette in this category of students. The study was aimed at identifying the differences between the perception and interpretation of digital messages by students with normal health and students with hearing disabilities. Materials and methods. The study was conducted at the Izhevsk State Technical University named after M.T. Kalashnikov (Russian Federation) and involved 27 students with normal health and 17 students with hearing impairments. The methods used were as follows: questionnaire, grounded theory method, methods of mathematical data processing: descriptive statistics (arithmetic mean, standard error, standard deviation), Mann–Whitney U-test. Results. Some peculiarities were revealed in the interpretation of messages by students with hearing disabilities. The majority of students (82.4%) were confident in the existence of official rules of digital etiquette when interacting with teachers, but they could not identify violations of speech etiquette formulas in digital messages. Students with hearing disabilities emphasized the need to treat the teacher with respect as an adult having a high status, but allowed the use of “you” when communicating with him/her in the digital environment, unlike students with normal health. Students with normal health rated addressing the teacher using the pronoun “you” instead of “Sir/Madam” as a rude (57.43%) and very rude (25%) message. However, only 44% of students with hearing disabilities agreed that this was a rude message. Almost half of students with hearing disabilities considered such address to be neutral (32.35%) and polite (19%). The use of punctuation marks, capital letters, and polite words in digital messages did not show statistically significant differences between students with normal health and those with hearing disabilities. Students with hearing disabilities might experience more difficulties in understanding the meaning of texts in digital communication with teachers than students with normal health (the difference is statistically significant: p ≤ 0.05; U cont = 128; U емp = 45). Conclusion. The results of the study indicated the need to organize a special course on developing digital etiquette skills in the program for improving the digital literacy of students with hearing disabilities so that they became equal participants in communication in the digital space.

Analysis of Speech Acts in Conversations Between Characters in the Film “Good Will Hunting (1997)”

Language is a crucial component of communication and serves as the foundation for interactions. In linguistics, there is a branch called pragmatics that studies speech acts. Pragmatics provides a framework for analyzing the relationship between language and context. Related to pragmatics, this research explores the classifications of speech acts in the film "Good Will Hunting (1997)”. This research aims to analyze the type of speech acts, as proposed by Searle (1976), that can be found in conversations between the characters Will Hunting and Sean Maguire. The film offers a narrative canvas to investigate representatives, directives, commissives, expressives, and declaratives. A descriptive qualitative method was employed in this research. The data was collected by employing attentive listening and note-taking methods and analyzed using descriptive and interpretative techniques. The findings of this research reveal a total of 61 speech acts, with representatives being the most dominant type with a total of 43 speeches, followed by directives totaling 8 speeches, 6 expressives, and both commissives and declaratives totaling 2 speeches each. The implications of these findings extend to a nuanced understanding of interpersonal communication in cinematic contexts. Keywords : pragmatics, speech acts, illocutionary acts

Education students’ readiness for academic mobility: A study of characteristics features

Introduction. The main research problem of the article is to obtain up-to-date knowledge about the trends in the development of readiness of Russian pedagogical universities students for academic mobility within the country. The purpose of the article is to identify the features of Education students’ readiness for academic mobility. Materials and Methods. The research methodology is based on the ideas of axiological, competence-based and system-activity approaches. Theoretical and empirical methods employed in this research include: theoretical analysis, synthesis, classification; online testing aimed at identifying various aspects of pedagogical university students’ readiness for academic mobility within the country; mathematical methods of data processing. Results. The research findings include the following: – the characteristics of pedagogical university students’ readiness for academic mobility are considered with the focus on the degree programme and as an important academic and professional quality of a future teacher, which has its own structure consisting of value-motivational, cognitive, activity, reflexive, and communicative components, and determines the development of the student’s personality; – specific features of the structure of students' readiness for academic mobility are identified and it is proven that the communicative component is presented most clearly, whereas the cognitive component is expressed to the least extent. It was found that students who took part in academic mobility programmes are characterized by a significantly higher level of all components within academic mobility readiness; – the study identifies the role of readiness for academic mobility in the general structure of the student’s personality and reveals no significant differences between male and female students in terms of readiness for academic mobility. Conclusions. The authors conclude that it is necessary to take into account the content and structure of students’ readiness for academic mobility as their educationally important personal quality when organizing the educational process in a pedagogical university, as well as emphasize the importance of attracting students - future teachers to domestic academic mobility in order to develop their civic identity.

INTERCULTURAL COMMUNICATION ON THE EXAMPLE OF “ARZAMAS”

This article focuses on the communication tools that the Arzamas cultural and educational project uses in positioning content aimed at solving cultural and educational problems. The portal is one of the largest platforms in the Russian segment of the Internet space. Published materials are an important link in intercultural communication, the study of the history and mentality of other peoples. Based on the scientific work of researchers, the author of the article applies the concept of intercultural communication and dialogue of cultures to the analysis of this content. As part of the study, two episodes of the “Words of Cultures” podcast of the Arzamas project were examined. The role of vocabulary as an important component of communication in the field of education is determined. The author comes to the conclusion that unique communication tools include: 1) lexical analysis, 2) selection of presenters with experience living in the environment of the culture being studied, 3) practical application of knowledge.

Networking initiatives as a means of promoting the development of teachers’ civic competence

The aim of the article is to evaluate the influence of networking initiatives on the improvement of the level of teachers’ civic competence. The results of the analysis revealed that the average scores in all components exceed 50%, which indicates a generally high level of digital competence among Ukrainian teachers. The highest average score is observed in the Communication and Cooperation component (71.5%), and the lowest – in the Creativity and Problem Solving component (59.3%). The obtained results confirm the importance of improving teachers’ civic and digital competencies. In particular, a direct relationship between the level of civic competence and participation in networking initiatives, as well as between civic competence and participation in networking initiatives was found. According to the obtained results, networking initiatives have a positive effect on improving the teachers’ civic competence. The use of distance educational technologies provides continuous civic education.

MODEL OF MULTIMODAL LANGUAGE PERSONALITY OF THE INTERPRETER: NON-VERBAL ASPECT

The present article is devoted to the problem of multimodality research in the complex study of interpreter’s linguistic personality. Topicality of the article is conditioned by modern requirements to the level of interpreter competences, including multimodal interaction (remote interpreting, online interpreting of interviews, presentations, conferences, relay interpreting, etc.). The purpose of this paper is to create a model of multimodal linguistic personality and to describe the modality channels from the perspective of the interpreter’s nonverbal behaviour. The novelty of the research is considering the interpreter as a multimodal linguistic personality and identifying non-obvious channels of modality. The author considers the views of Russian and foreign researchers on understanding the nature of multimodality and the problem of its study. During the evaluative-critical analysis the author studies and describes the functional side of perceptual channels (modalities). The first stage of the study includes linguo-cognitive analysis and observation of non-verbal behaviour (kinesics, oculesics, prosodics) of the interpreters. Based on the results of the evaluation of the non-verbal behaviorur of the interpreter’s linguistic personality, the author analyses the following perceptual channels: extra-linguistic components of communication, the environment, the non-verbal behaviour, the means of input and output of information. As a result of the second stage, the classification of perceptual channels in the situation of simultaneous interpreting is presented. Taking into account the integration of the data, the researcher proposes a model of multimodal linguistic personality of the interpreter. The results of the study enrich the understanding of the problem of multimodality and contribute to the in-depth study of professional linguistic personality. The author outlines the prospects for further research on multimodality from the perspective of cognitive linguistics and non-verbal semiotics.

Communication as a key component of deprescribing: Conceptual framework and review of the literature.

Deprescribing, the process of identifying and discontinuing potentially harmful or unnecessary medications, is a key component of caring for older persons. Communication is central to deprescribing. This study's objectives were to create a conceptual framework for deprescribing communication and to apply the framework to evaluate current and potential uses of communication in deprescribing. The consensus development working group comprises an international set of 14 experts in geriatrics, clinical pharmacology, communication, community outreach, and care partner stakeholders. Critical literature reviews describe (a) components of communication used in deprescribing randomized clinical trials (RCTs) and (b) the content of studies examining deprescribing communication, knowledge, attitudes, and values. The framework demonstrates that communication extends beyond interactions between clinicians and patients. Communication can occur at the health system level, involving methods such as patient-specific feedback materials and academic detailing. Communication can also occur at the community level, involving entities such as pharmaceutical companies, the internet, community groups, and guidelines. Evaluation of the summary of RCTs against the framework demonstrates that intervention studies overwhelmingly focus on communication in individual clinical and health system-based encounters. Evaluation of the summary of observational studies demonstrates that there has been little study of the communication methods and styles themselves. Potentially untapped opportunities exist to expand the use of different approaches for communication in deprescribing interventions, particularly in the community setting. More studies are required to elucidate and personalize the best content and style of deprescribing communication.

Ultra‐Large Bandwidth and Ultra‐High Sensitivity Germanium/Silicon Avalanche Photodiode

AbstractGermanium/silicon (Ge/Si) avalanche photodiode (APD) has emerged as a highly desirable component for optical communication, sensing, and computing, attributed to its inherent gain. Conventional schemes typically suffer from limited bandwidth and significant excess noise due to the high gain, restricting the high‐sensitivity detection in burgeoning high‐speed applications. Here, a Ge/Si APD is developed with an ultra‐large bandwidth at an optimal gain. This breakthrough is achieved by implementing an extremely narrow multiplication layer to enhance the space charge effect, overcoming the intrinsic bandwidth limitation in conventional APDs while elaborately harnessing the gain to a moderate value to ensure the optimal sensitivity. The device possesses a bandwidth of 67 GHz at an optimal gain of 6.6 and enables data reception of 240 Gb s−1 four‐level pulse amplitude modulation signal—the largest bandwidth and highest single‐channel bitrate among all reported APDs. The presented APD suggests promising applications for high‐speed and high‐sensitivity data communication owing to its competitive performance, cost‐effectiveness, and high‐yield production.

1-Bit Reconfigurable Transmitarray Antenna with Out-of-Band RCS Reduction

Stealth reconfigurable transmitarray antennas (RTAs) are essential components in wireless communication and radar detection systems. Therefore, in this study, we propose a 1-bit RTA with out-of-band radar cross-section (RCS) reduction. The antenna consists of an absorptive frequency selective transmission (AFST) layer and RTA layer separated by air. Specifically, the AFST layer achieves out-of-band RCS reduction and in-band transmission utilizing the first three resonant modes of a bent metallic strip with a centrally loaded resistor. Meanwhile, the RTA layer adopts a receiver–transmitter structure with an active receiving dipole and a passive orthogonal transmitting dipole. 1-bit phase shift is achieved by alternating two pin diodes integrated on the active dipole to reverse its current direction. To evaluate the proposed design, a 16 × 16-element prototype was designed, fabricated, and measured. For scattering, the bandwidth of 10 dB RCS reduction was about 52.5% and 43.8%, respectively. For radiation, the measured gain was 20.1 dBi at 7.5 GHz, corresponding to an aperture efficiency of 12.7%. The gain loss of beam scans to ±60° was about 5 dB in both two principal planes.

Rapidly developing NLP applications for content curation

AbstractTime and again we are faced, in a number of collaborative research projects, with the challenge of interconnecting various language processing tools to implement certain industry-driven use cases focusing, for the most part, upon digital content curation processes. In this paper we first describe several of the relevant projects and their technology platforms, followed by a description of the corresponding use cases and their requirements. The content curation platform we focus upon in this article and which has been implemented as a prototype makes use of a large number of NLP services, which we also build upon for other use cases and prototypes. In addition to the implemented NLP services, the article presents a workflow manager for the flexible creation and customisation of processing workflows that make use of the above mentioned NLP services. Based on the four key principles of generality, flexibility, scalability and efficiency, we present the first version of the workflow manager by providing details on its custom definition language, explaining the communication components and the general system architecture and setup. The paper also addresses challenges in interoperability across different NLP tasks and hardware-based resource use.

Conflict Resolution in Intercultural Business Contexts: An Interdisciplinary and Reflective Framework

This paper adopts an interdisciplinary and reflective framework and aims to analyze the parameters and factors involved in conflicts arising in intercultural business settings, such as those of firms employing a diverse workforce, involving people of different cultural backgrounds. First, it presents the main concerns that need to be examined in a negotiation or mediation process (outcome vs. relationship) and proposes approaches and strategies for the resolution of major or minor disputes, to minimize costs and “side effects”. Secondly, based on conflict case scenarios involving intercultural interaction, the paper aims to illustrate the link between the negotiation approaches adopted, the participants’ emotional state, and their verbal and non-verbal communication skills. Finally, it aims to bring to the surface the importance of maintaining a communication climate promoting collaboration and establishing “rapport” to pursue an interests-based, integrative negotiation (win-win). Thus, it becomes evident that in the context of today’s globalized enterprises, it is essential, on the one hand, to take into account the increased need for effective intercultural communication (and, sometimes, mediation) and, on the other, to adopt appropriate approaches and strategies to ensure positive and mutually acceptable outcomes by adhering to a reflective model of thinking. Based on the findings and suggestions of the paper, it is proposed that training in conflict resolution strategies aiming for “integrative” outcomes (by applying the proposed CIIS framework as a pilot) should become a component of corporate policies and business communication, given also that migration flows are constantly changing workforce composition.

Readiness of the graduates’ of Library and Information Activities Departments for open science facilitation

The structure of scientific process adapting to the open science concept has been intensively changing. The libraries and librarians are to be the key actors in this process. Within the scope and differentiation of librarian and bibliographer competences for open science support, the competences may be divided into several key vectors: methodological support, analysis, and popularization of open science. While the issues of methodological support and analytics for open science have been well developed in the professional literature, the author aims at formulating the competences and assessing the readiness of new librarians for open science popularization. Based on the existing practice, the author defines the relevant skills and formulates four competences (and related knowledge and skills indicators): 1) orientation in open science trends; 2) organization of civil science activities, social partnerships and observance of legal standards in copyright, related rights, and privacy laws; 3) readiness for organizing educational events on science and civil science projects, for creating and disseminating the content to clarify the open science principle for various community groups; and 4) understanding and reproducing modern forms and methods of open science popularization. Based on the Federal State Educational Standard 51.03.06 “Library Information Activities” and academic curricula, the essential competences are formulated. The author also discusses the findings of the survey “The competences of librarians for open science development” conducted by Research Department of SB RAS State Public Scientific and Technological Library among 4th year students of Specialty 51.03.06 “Library Information Activity” in 2024. The obtained results evidence that the students apprehend the communicative component and, to some degree, social orientation of open science. They are also ready for holding educational events and disseminating content revealing the open science principles. However, they have difficulties with civil science efforts, social partnership and valid legal standards in copyright and related rights, as well as with the delivery of communicative components and social orientation of open science. To eliminate the above mentioned problems, based on the survey results, the free short training course has been developed and development of the enhanced program has begun.

Magnetoelectric BAW and SAW Devices: A Review.

Magnetoelectric (ME) devices combining piezoelectric and magnetostrictive materials have emerged as powerful tools to miniaturize and enhance sensing and communication technologies. This paper examines recent developments in bulk acoustic wave (BAW) and surface acoustic wave (SAW) ME devices, which demonstrate unique capabilities in ultra-sensitive magnetic sensing, compact antennas, and quantum applications. Leveraging the mechanical resonance of BAW and SAW modes, ME sensors achieve the femto- to pico-Tesla sensitivity ideal for biomedical applications, while ME antennas, operating at acoustic resonance, allow significant size reduction, with high radiation gain and efficiency, which is suited for bandwidth-restricted applications. In addition, ME non-reciprocal magnetoacoustic devices using hybrid magnetoacoustic waves present novel solutions for RF isolation, which have also shown potential for the efficient control of quantum defects, such as negatively charged nitrogen-vacancy (NV-) centers. Continued advancements in materials and device structures are expected to further enhance ME device performance, positioning them as key components in future bio-sensing, wireless communication, and quantum information technologies.

Quantifying and Visualizing Severe Thunderstorm Motion Uncertainty for Improved Decision Support

Abstract Forecasts and observations of thunderstorm motion are key components of severe thunderstorm communication and decision support for preparedness and protective behaviors, as all National Weather Service (NWS) Storm Prediction Center (SPC) convective watches and NWS warnings contain information about storm translational speed and direction of motion. The goal of this research was to quantify uncertainty in thunderstorm motion using the information contained in NWS watch and warning products. Analyzing severe thunderstorm and tornado watches and warnings from 2008 to 2020, we matched and compared forecasted storm motions given in NWS warnings with those given in SPC watches. Translational speed deviations between watches and warnings exhibited symmetry, with about one-third of warning speeds falling within ±2.5 m s−1 of forecasts. Directional deviations were also symmetrical, with one-third of warning directions within ±9° of forecasts. However, when stratified to account for translational speed, the comparisons revealed greater directional uncertainty for slower-moving storms. Temporal analysis revealed faster and rightward translations in warnings during the latter half of watch durations. Using the distributions of speed and directional deviations, we developed new visualizations to represent both mean storm motion vectors and associated uncertainty sectors, aiding the interpretation of motion uncertainties. Quantifiable storm motion uncertainty also can inform estimated ranges of storm arrival times, potentially enhancing NWS communication and decision support with key partners and a range of publics for safer outcomes during severe weather events. Significance Statement Severe thunderstorms are a frequent phenomenon in the United States, threatening lives and property. The goal of this research was to expand on deterministic forecasts of thunderstorm motion by quantifying uncertainty for translational speed and direction of movement. Using the results of the uncertainty analyses, we visualized a forecast motion vector together with a motion sector that showed how much variability in motion is likely based on past forecasts in NWS watch and warning products. The results demonstrated how the motion uncertainty sectors varied according to the forecasted speed, with greater directional uncertainty at slower speeds and reduced directional uncertainty at faster speeds. Findings from this study can improve forecast communication and decision support for stakeholders who use NWS convective watch and warning products.

ФОРМУВАННЯ ІНШОМОВНОЇ ПІДГОТОВКИ ЗДОБУВАЧІВ ВИЩОЇ ОСВІТИ У СТРУКТУРІ ПРОФЕСІЙНОЇ ПІДГОТОВКИ В УМОВАХ УНІВЕРСИТЕТУ: РЕАЛІЇ СЬОГОДЕННЯ

The paper deals with the descriptions of modern educational paradigms as genesis indicators of innovative changes in higher education, which are determined by integration processes aimed at introducing innovative ideas, models and technologies into the foreign language training of higher education students. Foreign language and foreign language training of higher education students is considered in the context of the competence paradigm. The conceptual foundations of foreign language training and the structure of foreign language competence are highlighted. The purpose of foreign language training of higher education students is defined, which is to form skills of tolerant interaction, communication and life-creation in the youth environment on the basis of foreign language competence. It is proved that theories of communication, multiculturalism and dialogue are used in building the content of foreign language training. The essence of dialogical interaction, which has communicative, interactive and perceptual components, is characterized. Professional dialogue interaction in the multicultural/multicultural environment of the university presupposes a certain level of accumulated professional knowledge, facilitates the implementation of multi-vector tasks facing the future specialist. It is proved that social reflection plays an important role in the foreign language training of higher education students in the structure of professional training in the university environment. It has been found that the implementation of foreign language training for higher education students at a university requires the design of an appropriate creative educational environment, built taking into account the objective laws of the processes of learning a foreign language for the purpose of professional application in the future.

The Synergy of Search Engine Optimization and Public Relations in the Digital Age (An Analysis of Best Practices In Sri Lanka)

In the contemporary digital landscape, the integration of Search Engine Optimisation (SEO) and Public Relations (PR) has become essential for organisations seeking to enhance their online visibility. This research investigates best practices for optimising the collaborative efforts of SEO and PR within this context. Given the rapid advancements in technology and communication, it is crucial to develop a nuanced understanding of how these two domains intersect to achieve mutual goals. Recognising the existing gaps in the literature concerning practical applications of SEO-PR strategies, this study employs a qualitative research methodology. Insights were gathered through in-depth interviews with ten experienced PR professionals, illuminating their experiences, strategies, and challenges related to SEO-PR integration. The findings indicate that a multifaceted approach to SEO and PR collaboration is vital in the digital era. A primary theme that emerged is the importance of content quality, which must be informative, engaging, and relevant to align with the objectives of both disciplines. The study also highlights the role of authentic storytelling, which resonates with the values and interests of target audiences, as a critical component of effective communication. Ethical considerations are emphasised as integral to SEO-PR integration, particularly regarding transparency, accuracy, and trustworthiness in content creation and dissemination. This research thus provides valuable insights for PR professionals and SEO experts navigating the complexities of the digital landscape.