Yvonne Okoro has over six years experience in the media and communications industry. She is a professional who works across many industries. As she embarks on her new journey to the United States, Okoro shows off her prowess as a media and communication professional. NURUDEEN ALIMI shares with us her career journey, and current research interest.
What was your path from undergraduate to doctoral studies in Media and Communication and how did you get there?
The University of Benin in Nigeria awarded me a Bachelor of Arts degree in English and Literature. My career began in communication after completing the national youth service. I worked in a PR agency. After several years working and gaining experience in the field, I felt it was now time to expand my knowledge and improve my academic standard. The academic excellence in the United States and the excellent system of support for international students were among the many factors that motivated me to pursue a degree there. In 2021 I will be moving to the US for a Master’s degree in mass communications. While I was completing my program, I served as a Teaching Assistant in the College of Media and Communication of Texas Tech University. I worked in the department as a teacher and was also admitted into the doctoral program after graduation. So far, it has been an amazing ride. My passion for communication and storytelling led me to choose this program.
Tell us briefly about your experience in digital communications and the campaigns that you worked on.
In my career, I’ve had the opportunity to work on a variety of digital campaigns in different industries. My career as a Public Relations professional gave me the opportunity to work for different clients in different industries. My clients were mainly in the technology and healthcare industries. I have worked with clients such as Tecno Stanbic IBTC Renmoney Avon HMO and others. The agencies that I worked for had clients like these.
The U.S. Soybean Export Council. The goal of this initiative was to increase awareness on the benefits of including protein-rich food in daily meals. While I worked at Moniepoint Inc., (formerly TeamApt Inc.), it was an honor to be a part of the launch team for the Women in Tech campaign. The goal of this initiative is to empower and recruit young women who are interested in STEM. I’ve also been involved in financial literacy campaigns, among other things.
My skills have been sharpened by these experiences, which allowed me to use digital channels to effectively drive engagement, increase awareness and encourage positive behaviour change.
Why did you decide to pursue a career in academia after your experience as a professional public relation and digital communications practitioner?
After my experience in the media industry, I recognized the importance of research-driven insight. Therefore, I chose to study at the university to further explore communication phenomena, as well as to better understand the way that various media forms and interactions influence and shape society. I’m interested in closing the gap between theorem and practice, and in contributing to meaningfully advance knowledge within the field. This is especially important in order to address pressing social challenges.
How would you describe the importance of media and communications to the society and what role they play?
Imagine that there are no communication channels in a modern society. Individuals would be unable to access vital information on current events, the news and development. No platform would exist for discussion or ideas exchange, which could hinder social cohesion. Media and communication play a crucial role in closing these gaps within society. Media and communication are essential for the dissemination of information, raising public awareness, promoting public debate, and bringing about social change. Media, such as newspapers, TV, radio and digital platforms provide access to information, entertainment and educational content.
Media and communication are also used to promote democracy, human right and social progress. They can influence public opinion and attitudes and help drive social changes.
In your current research, what specific communication areas are you focusing on?
My current research is primarily focused in two areas of the communication field: strategic and health communication. In my research, I explore how communication strategies influence attitudes, behaviors and perceptions related to health. It includes topics like health misinformation and mental health. Also, it examines digital health literacy. In contrast, I examine the strategic application of communication within various organizational contexts. This includes developing messaging strategies that are effective, managing stakeholder relations, and improving organizational reputation by using communication.
You have been involved in a number of research projects. These include those focusing on mental health and crisis communications, as well as health misinformation. Would you like to share your thoughts on these topics, and what your research has revealed?
In my research, I use a multidisciplinary method that incorporates elements from communication theory, psychology, and public health. My research into health misinformation examines the impact and spread of misinformation across digital platforms. I also look at factors that influence its dissemination and countermeasures. My research seeks to develop more effective communication strategies to counter health misinformation by understanding the mechanisms that underlie the spread of this misinformation.
My research in the area of mental health communication also explores how communication can be used to shape perceptions, reduce stigma and promote help-seeking behavior. My research examines how public attitudes towards mental health are influenced by communication strategies. I also seek to influence the design of intervention that promotes a supportive and understanding atmosphere for people living with mental illnesses.
My research has contributed to developing evidence-based approaches that promote public health and mental wellbeing, as well as strengthening organizational resilience when faced with crises.
You are actively involved in research, teaching and community service as a researcher or instructor. What are your strategies for balancing these roles and how does each one complement the other?
As a doctoral candidate, you must manage your time and prioritize carefully to balance teaching, community service, and research. Each activity has its own time block, which helps me to fulfill my duties effectively.
I have the opportunity to refine my communication abilities, apply theory in a real-world setting and be able to mentor future communication professionals. I am also able to stay abreast of new trends and foster critical thinking by engaging with students. I can explore topics that are of interest to me, add to academic debates, and gain expertise in communication-specific areas through research. By conducting research, I improve my analytical abilities, increase my professional network and add to the knowledge in my field. I can give back to the community, use communication principles to solve real world challenges and have a positive impact on other people’s life through my involvement in community service.
The different roles I have played enhance my career development, and help me prepare for success in the academic world and beyond.
What are your research plans, and in particular your study of misinformation about health on the internet? What are you hoping to discover through this research?
Yes, of course! I’m currently involved in some interesting research projects about misinformation, media technology and mental health. A research paper is currently being reviewed by a journal. In the phase of data collection for two projects, one about mental health and another on misinformation. On some of these project I collaborate with academics. These studies will be exciting to me.
You have a wide range of skills, which includes technical ones. What are the ways you can use these skills to achieve your professional and academic goals?
I am able to combine my diverse skills to create a unique perspective on academic and professional pursuits. This allows me to bring a holistic approach to both. My expertise in digital tools and communication techniques, for example, allows me to communicate effectively research findings, engage diverse audiences and distribute information through digital platforms. These skills were also instrumental to my experience as a teacher.
What advice do you have for aspiring communicators, particularly those who are interested in solving societal problems?
I would advise you to develop your communication skills, such as public speaking, writing and using digital tools. Explore and specialize. Explore areas that interest you within the field of communication. For example, public relations, journalism, marketing or digital media. Get 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. Build a professional network with industry experts, peers and mentors. To improve your career, collaborate on projects, exchange ideas and ask for advice.
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