‘How my career journey empowered me to drive change through communication’

Yvonne Okoro is a media and communication professional with over six years of vast experience across different industries. She displays prowess in this field as she continues her journey in the United States. In this interview with NURUDEEN ALIMI, she shares her professional journey and her current research interests:

Can you walk us through your journey from your undergraduate studies to your current doctoral pursuit in Media and Communication?

I obtained my Bachelor’s in English & Literature from the University of Benin, Nigeria. After completing national youth service, I started my career in the field of communication, working in a public relations agency. After several years of working and gaining practical experience, I decided it was time to broaden my knowledge and expand my academic standards. I was motivated to study in the United States for many reasons, including the academic excellence and excellent support system for international students. In 2021, I moved to the US to pursue a Master’s in mass communication. During the course of my programme, I worked as a teaching assistant in the College of Media and Communication at Texas Tech University. After graduation, I was admitted to the doctoral programme and also worked as an instructor in the department. It has been a great ride so far. The decision to pursue this degree is driven by my passion for storytelling and a desire to impact society through communication.

 

Can you Briefly tell us more about your professional experience and some of the digital communication campaigns you have worked on?

Throughout my professional journey, I have had the privilege of working on various digital communication campaigns across different industries. Starting my career in a public relations agency provided me with opportunities to work with different global and local clients across different industries. I worked with clients majorly in the healthcare and technology industries. I worked for clients like Tecno, Stanbic IBTC, Renmoney, Avon HMO among others. These were clients of the agencies I worked with.

I have been involved in campaigns such as the “Protein Challenge” organised by the U.S. Soybean Export Council. This initiative aimed to raise awareness about the importance of incorporating protein-rich foods into daily diets. During my time at Moniepoint Inc. (formerly TeamApt Inc.), I was privileged to work with the team on the launch of the “Women in Tech” campaign aimed at recruiting and empowering young women interested in STEM fields. I have also worked on financial literacy campaigns among others.

These experiences have honed my skills and allowed me to leverage digital communication channels effectively to drive engagement, raise awareness, and promote positive behavioural change.

 

What inspired you to build on your professional experiences in public relations and digital communication to academia?

Through my experiences in the industry, I recognised the value of research-driven insights, and sought to pursue academia as a platform to explore complex communication phenomena and further understand how society is influenced and shaped by various forms of media and interaction. I am interested in bridging the gap between theory and practice and contributing meaningfully to the advancement of knowledge in the field while also addressing pressing societal challenges, especially in improving health outcomes.

 

What can you say about the role of the media and communication and why this field is important to society?

Imagine a society where communication channels do not exist. In such a scenario, crucial information about current events, news, and developments would remain inaccessible to individuals. There would be no platform for public discourse or exchange of ideas, hindering social cohesion and collective decision-making. The field of media and communication plays a vital role in bridging these gaps in the society. It serves as an essential conduit for information dissemination, public awareness, public discourse, and social change. Through various channels like newspapers, television, radio, and digital platforms, media provide individuals with access to news, entertainment, and educational content.

Additionally, media and communication can be utilised to raise awareness about social issues, shape public opinion, influence attitudes, and drive social change, making this field instrumental in promoting democracy, human rights, and societal progress.

 

What specific areas of communication are you currently focused on in your research?

In my current research, I am primarily focused on two specific areas within the field of communication: health and strategic communication. I am exploring how communication strategies can influence health behaviors, attitudes, and perceptions. This includes investigating topics such as health misinformation, mental health, digital health literacy, crisis communication, and digital advocacy in the context of public health. On the other hand, I am examining the strategic use of communication in various organizational contexts, with a focus on developing effective messaging strategies, managing stakeholder relationships, and enhancing organizational reputation through communication efforts.

 

You’ve been involved in various research projects, including ones focusing on health misinformation, mental health, and crisis communication. Could you share some insights into your approach to these topics and the significance of your findings?

I adopt a multidisciplinary approach that combines elements of communication theory, public health, and psychology in my research. In my research on health misinformation, I investigate the spread and impact of misinformation on digital platforms, examining factors influencing its dissemination and strategies for countering its effects. By understanding the mechanisms underlying the spread of misinformation, my research aims to inform the development of more effective communication interventions to combat health-related misinformation.

Also, my research area in mental health communication explores aspects of communication in shaping perceptions, reducing stigma, and promoting help-seeking behaviors. I examine how communication strategies influence public attitudes toward mental health issues and seek to inform the design of interventions that foster a more supportive and understanding environment for individuals living with mental illness.

Overall, my research contributes to the development of evidence-based strategies that enhance public health, promote mental well-being, and strengthen organizational resilience in the face of crises.

 

As a researcher and instructor, you’re actively engaged in teaching, research, and community service. How do you balance these different roles, and how do they complement each other in your professional development?

Balancing teaching, research, and community service as a doctoral student requires careful time management and prioritization. I allocate dedicated time blocks for each activity, ensuring that I fulfill my responsibilities effectively.

Teaching provides me with valuable opportunities to apply theoretical knowledge in a practical setting, refine my communication skills, and mentor aspiring communication professionals. Engaging with students also fosters critical thinking and keeps me abreast of emerging trends in the field. Research allows me to delve into topics of personal interest, contribute to the academic discourse, and develop expertise in specialized areas of communication. Through research, I enhance my analytical skills, expand my professional network, and contribute to knowledge generation in the field. Community service enables me to give back to society, apply communication principles to address real-world challenges, and make a tangible impact on people’s lives.

These different roles effectively enhance my professional development and prepare me for a successful career in academia and beyond.

 

Could you tell us more about your upcoming research projects, particularly your exploration of health-related misinformation on online platforms? What do you hope to uncover through this study?

Of course! I am currently working on some exciting research projects on misinformation, mental health and media technologies. I have a research paper currently under review in a journal. I am in the data gathering phase for two other projects on misinformation and one on mental health. I am also collaborating on some of these projects with other academic scholars. I will definitely be excited to share the outcomes of these studies.

 

Your skill set encompasses a diverse range, including technical skills. How do you leverage these skills in your academic pursuits and professional endeavors?

My diverse skill set enables me to approach academic pursuits and professional endeavors with a holistic perspective, combining technical expertise with creativity, critical thinking, and effective communication to drive impact in the field of communication. For example, my expertise in digital communication tools and techniques allows me to effectively communicate research findings, engage with diverse audiences, and disseminate information effectively through digital platforms. Also, these skills have been instrumental in my teaching experience.

 

What advice would you offer to aspiring communication professionals, especially those interested in addressing societal challenges?

My main advice would be to hone your skills by developing essential communication skills such as writing, public speaking and digital communication tools. Also, specialise and explore. Identify areas of interest within the broad field of communication, such as public relations, marketing, journalism, or digital media, and explore opportunities to specialise in those areas. Gain Practical Experience. You can seek internships, volunteer opportunities, or entry-level positions in communication-related fields to gain hands-on experience and build your resume. Lastly, build a strong professional network by connecting with peers, mentors, and industry professionals. Collaborate on projects, share ideas, and seek advice to enhance your career prospects.

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