Vast amounts of money, time and effort are expended yearly to warn consumers of the health risks and potential dangers in certain products, as well as educate them on the benefits of patronizing other items. In the US alone, the government allots $1 billion per year to the Office of National Drug Control Policy to underwrite information and prevention campaigns in mass media on the ill-effects of tobacco, alcohol and against unsafe behaviors like unprotected sex, driving without seatbelt and breaking the prescribed speed limits…
Download file to see previous pages...
This type of business communication comes under the heading Public Service Announcements (PSAs), which are carried out to foster healthful behavior among consumers. It is one thing to prepare and mount such a communication campaign; it is another matter as to whether such campaigns are invariably effective in changing the minds and habits of consumers, which are often deep-seated. Studies show that not all campaigns to communicate risks to consumers in fact yield the desired results (Rucker & Petty, 2006). The failed efforts include even those that were prepared with great to-do, contained all the proper information, and were implemented at huge expense. There is a rich literature on strategic business communication that examines in vivid detail why most PSAs fail to connect with consumers and why a few others do. One of the more successful health-oriented business communication campaigns is the PSA that links fiber intake with colon cancer prevention, resulting in an increased public awareness of the once ignored fiber supplements (Thrasher, et al., 2004). Another anti-smoking PSA that specifically targets adolescents has substantially achieved its objective of reducing the incidence of smoking among young adults in America (Hainkin, et al., 1998).
The purpose of this discursive essay then is to draw from the existing literature on business communication the strategic mix that holds greater promise of increasing the effectiveness of risk communication to consumers. Having zeroed in on the choices, the essay proceeds to support their increased use in PSAs, moving on to defend these particular strategies against any and all objections from academic reviewers that may impute some flaws in them.
Persuasion Through Advertising
A health communication campaign is believed influential if it employs the psychology of persuasion through advertising, which is more elaborate and expensive. This clashes with the more popular view that package warning labels incorporating all the necessary information and warning will serve the purpose, at less cost and effort. Remember that the bottom line in every risk communication program is to change consumers' attitudes and behavior, a complex task that calls for designing methods that would yield optimal results (Stewart & Martin, 1994). The warning label strategy was primarily used in the anti-smoking campaigns in public places in some American states and in a nationwide alert against alcohol consumption during pregnancy. Both communication programs failed to realize measurable results (Pechmann & Reibling, 2000; Hainkin, et al., 1998).
A cursory observation of consumer behavior shows that few if any read product labels for their risk content. For most consumers, product labels, as in the case of food products, are generally a source of information for their nutritional elements. It follows that a health warning squeezed into the product label is less likely to be noticed. On the other hand, a health warning disseminated through the regular modes of
...Download file to see next pagesRead More
Cite this document
(“Strategic Business Communication Essay Example | Topics and Well Written Essays - 3250 words”, n.d.)
Retrieved from https://studentshare.org/miscellaneous/1508189-strategic-business-communication-essay
(Strategic Business Communication Essay Example | Topics and Well Written Essays - 3250 Words)
“Strategic Business Communication Essay Example | Topics and Well Written Essays - 3250 Words”, n.d. https://studentshare.org/miscellaneous/1508189-strategic-business-communication-essay.
The new virus was firstly found in Mexico and the US, during March and April of 2009, and was air-borne as it spread though coughs, sneezes etc. The symptoms resemble that of a regular seasonal fever. When the government saw that the situation was getting out of control, they started to inform the public about it.
The author states that Truman managed to ensure their participation in the founding conference of United Nations Organization in San Francisco by sending a special emissary Harry Hopkins to Moscow. However, the San Francisco Conference ended in June 1945 after most of its participating nations, including the Soviet Union.
There are two basic types of physical workouts when it comes to running; treadmill running and road running. Treadmill running, as the name indicates, is the running that is done on a treadmill machine whereas road running is done on a road. This paper draws a comparison and contrast between the treadmill running and road running.
The evaluation of the competitive advantage that can be achieved by AstraZeneca in the time and age of today is also discussed in detail throughout the length of this case study.
AstraZeneca is a world renowned pharmaceutical company that has made it big due to its relentless efforts and endeavors, which it has been doing for the last 10 years.
Businesses today are a world-wide program and are not just restricted to a certain location. In today's global business environment, communication is the most important and a more complex subject. Good communication is the core to all business opportunity.
Barbara Elmore states, by combining challenging education skills with new active involvement among emerging ventures, entrepreneurs are able to acquire a "well-rounded" knowledge base, which prepares them for the diverse competitive marketplace (Elmore 2005).
Efficiency and better productivity of an organization will be maintained, when all the people (within and outside) of the organization must be able to convey their message properly (Penley, 1985). The exchange of ideas, opinions and understanding, within and outside the organization to achieve the business goals is known as business communication
Even though government organizations are gradually more astringent with nonprofits to bring a range of services they are authorizedto offer, donations from persons, companies, and foundations are still serious to the monetary fitness of nonprofits.
This essay provides ways to improving charity practices that are to be used as a tool to bring greater clarity, consistency and transparency to the funding relationship between the Government and the voluntary sector.
Based on the effect of communication response is generated. The communication process gets impacted by various noise or constraints.Strategic communications means using corporate or institutional communications to create, strengthen or preserve, among key
Majority of leaders and managers in organizations often assume that their employees understand the company’s vision and mission. It is obvious that unless an organization puts in place a strategic and measurable component of internal communication function. There is a need for any organization to have an internal communication strategy.
3 Pages(750 words)Essay
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Essay on topic Strategic Business Communication Essay for FREE!