Table 1 Summary of themes and sub-themes from the transcribed data

Organizational goals and potential threats

1. Perception of vaccine hesitancy

2. Drivers of vaccine hesitancy

Public relations strategies in use by organization

1. Informative PR strategy

2. Persuasive PR strategy

3. Facilitative PR strategy

4. Coercive PR strategy

Tools/media employed for the realization of public relations strategies

1. Traditional media

2. New/social media

3. Facilities

Anticipated impact of PR strategies

1. Positive impact

2. Scepticism

3. Contextual factors