Papers by Gurleen Malhotra
Introduction: Integrated communication media strategy has been used to extend outreach of prevent... more Introduction: Integrated communication media strategy has been used to extend outreach of preventive services for different diseases. Limited literature is available in addressing hypertension through such unified media strategy, especially using twitter as a social media tool. The present study aimed to document an integrated communication media strategy using twitter for extending reach of hypertension services on social media. Methods: The study used an exploratory quantitative research design using an integrated model of media communication, developed through an extensive literature review and iterative delphi technique. The context specific messages viz. text, photographs, videos or infographics at specific time intervals (3-4 posts/ day), targeting prevention of hypertension were developed and posted on twitter handle over a period of 9 months (December-August, 2020). For evaluation of the intervention, key indicators namely audience, applause, amplification, visibility were a...
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Papers by Gurleen Malhotra