Najwa Albaqami
Graduate Student, Communication
Education
M.A., Communication and Information, University of Tennessee- Knoxville
Research Expertise
Crisis & Risk Communication
Public Relations
Strategic Communication
Najwa Albaqami is a doctoral student in the Department of Communication at the University of Maryland. She graduated with her B.A. in Mass Communication from King Abdulaziz University. She worked as a Teaching Assistant in the Communication department at King Khalid University for two years. Najwa recently graduated with her M.A. in Communication and Information with a focus on Public Relations from the University of Tennessee-Knoxville. Najwa's research interests are crisis communication, corporate social responsibility, and international public relations. She teaches COMM 107 – Oral Communication: Principles and Practices.
Publications
Corporate Social Advocacy (CSA) and Message Strategies: What to Communicate and How to Communicate
Co-Authored Book Chapter in "Strategic Communication for Corporate Social Advocacy"
Author/Lead: Sun Young Lee, Najwa AlbaqamiFocusing on the two basic aspects of message strategies—“what to communicate” and “how to communicate”—the chapter provides a comprehensive overview of CSA message strategies. For the “what” strategies, a company can communicate about the social issue it is addressing, its stance on the issue, and what advocacy efforts it is making, as well as highlighting its motives and its history of commitment. For the “how” strategies, we review strategies for tone, value-oriented vs. action-oriented strategies, strategies of emotional appeals, and visual strategies. We identify valuable insights attained so far but point to areas where more research is needed. The chapter ends with a mini-case study comparing the message strategies of Lyft and Levi’s CSA supporting abortion rights in response to the Supreme Court’s 2022 Dobbs decision overturning Roe v. Wade.