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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 / DALAL ALDAKHIL

Swansea University Author: DALAL ALDAKHIL

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DOI (Published version): 10.23889/SUthesis.63326

Abstract

This 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 Innovation...

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Published: Swansea 2023
Institution: Swansea University
Degree level: Doctoral
Degree name: Ph.D
Supervisor: Rydzewska , Joanna., Rees, Sian.
URI: https://cronfa.swan.ac.uk/Record/cronfa63326
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first_indexed 2023-05-03T07:30:23Z
last_indexed 2023-05-03T07:30:23Z
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spelling v2 63326 2023-05-02 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 dc48a3878875cd5c2cb5a7f591fd224d DALAL ALDAKHIL DALAL ALDAKHIL true false 2023-05-02 This 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. E-Thesis Swansea Public communications, Breast Cancer PR Campaign, Health Communication 3 5 2023 2023-05-03 10.23889/SUthesis.63326 COLLEGE NANME COLLEGE CODE Swansea University Rydzewska , Joanna., Rees, Sian. Doctoral Ph.D The Saudi Arabian Cultural Bureau (SACB) 2023-05-03T09:09:23.9438894 2023-05-02T13:10:49.8511850 Faculty of Humanities and Social Sciences School of Culture and Communication - Media, Communications, Journalism and PR DALAL ALDAKHIL 1 63326__27293__4ea964a777914bd7b63e5ef21082d2e9.pdf Dalal Aldakhil.PhDthesis.2023.pdf 2023-05-02T13:37:33.7388780 Output 6678898 application/pdf E-Thesis – open access true Copyright: The Author, Dalal Aldakhil. Distributed with a Creative Commons Attribution-Non-Commercial 4.0 Licence (CC-BY-NC). true eng https://creativecommons.org/licenses/by-nc/4.0/
title 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
spellingShingle 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
DALAL ALDAKHIL
title_short 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
title_full 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
title_fullStr 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
title_full_unstemmed 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
title_sort 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
author_id_str_mv dc48a3878875cd5c2cb5a7f591fd224d
author_id_fullname_str_mv dc48a3878875cd5c2cb5a7f591fd224d_***_DALAL ALDAKHIL
author DALAL ALDAKHIL
author2 DALAL ALDAKHIL
format E-Thesis
publishDate 2023
institution Swansea University
doi_str_mv 10.23889/SUthesis.63326
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Culture and Communication - Media, Communications, Journalism and PR{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Culture and Communication - Media, Communications, Journalism and PR
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description This 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.
published_date 2023-05-03T09:09:23Z
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score 11.035765

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