How can Mass Communication Strategies Align Ideas and Actions
to Facilitate Breakthroughs That Influence,
Persuade, and Guide Stakeholders Towards Desired Outcomes?
Michel Suarez
Saint Thomas University
Author Note
Table of Contents
Contents
TOC \o "1-3" \h \z \u Table of Contents PAGEREF _Toc16518077 \h 2
List of Tables PAGEREF _Toc16518078 \h 3
List of Figures PAGEREF _Toc16518079 \h 4
CHAPTER 1. INTRODUCTION PAGEREF _Toc16518080 \h 5
Discussion PAGEREF _Toc16518081 \h 6
Statement problem PAGEREF _Toc16518082 \h 6
Conceptual framework PAGEREF _Toc16518083 \h 6
Purpose of the Study PAGEREF _Toc16518084 \h 7
Research Question PAGEREF _Toc16518085 \h 7
Discussion PAGEREF _Toc16518086 \h 7
1. Elaboration Likelihood Model PAGEREF _Toc16518087 \h 8
2. Systems theory PAGEREF _Toc16518088 \h 10
3. Social Exchange Theory PAGEREF _Toc16518089 \h 11
4. Agenda-Setting Theory PAGEREF _Toc16518090 \h 13
Research Design PAGEREF _Toc16518091 \h 14
Research Methods PAGEREF _Toc16518092 \h 14
Research Design PAGEREF _Toc16518093 \h 15
Sample PAGEREF _Toc16518094 \h 15
Population PAGEREF _Toc16518095 \h 15
Sampling method PAGEREF _Toc16518096 \h 15
Research Method PAGEREF _Toc16518097 \h 16
The significance of the Study PAGEREF _Toc16518098 \h 16
Limitations of the study PAGEREF _Toc16518099 \h 17
Conclusion PAGEREF _Toc16518100 \h 17
CHAPTER 2. REVIEW OF LITERATURE PAGEREF _Toc16518101 \h 19
The Best Approach for Effective Strategic Communication PAGEREF _Toc16518102 \h 31
Factors Leading to Communication Breakdown PAGEREF _Toc16518103 \h 36
Perceptual and Language Differences PAGEREF _Toc16518104 \h 36
Excessive Information PAGEREF _Toc16518105 \h 38
Complexity in Organizational Structure PAGEREF _Toc16518106 \h 40
Google’s Strategic Communication Strategies PAGEREF _Toc16518107 \h 42
The integration of corporate communications PAGEREF _Toc16518108 \h 44
Summary PAGEREF _Toc16518109 \h 45
CHAPTER 3. METHODOLOGY PAGEREF _Toc16518110 \h 46
Participants PAGEREF _Toc16518111 \h 47
Target Population and Sampling Method PAGEREF _Toc16518112 \h 48
Qualitative Interpretation PAGEREF _Toc16518113 \h 49
Instrumentation PAGEREF _Toc16518114 \h 50
Limitations and Validity PAGEREF _Toc16518115 \h 55
Ethical Issues PAGEREF _Toc16518116 \h 56
Summary PAGEREF _Toc16518117 \h 57
CHAPTER 4. DATA ANALYSIS AND RESULTS PAGEREF _Toc16518118 \h 58
Mode of Google’s YouTube communication with the audience PAGEREF _Toc16518119 \h 59
Internal and external communication tools PAGEREF _Toc16518120 \h 60
Summary of results obtained PAGEREF _Toc16518121 \h 62
Hypothesis Analysis PAGEREF _Toc16518122 \h 63
Conclusion PAGEREF _Toc16518123 \h 64
Section 2 PAGEREF _Toc16518124 \h 65
Demographics PAGEREF _Toc16518125 \h 65
Qualitative Interpretation PAGEREF _Toc16518126 \h 65
Interpretation of Responses PAGEREF _Toc16518127 \h 65
What cues are most effective in getting viewers to engage with the ads played before YouTube videos? PAGEREF _Toc16518128 \h 65
What cues are most effective in making a YouTube advertisement memorable? PAGEREF _Toc16518129 \h 66
What cues are most effective in communicating the advertisement’s message? PAGEREF _Toc16518130 \h 66
Are emotions more important than messages in advertisements? PAGEREF _Toc16518131 \h 67
How does psychology work in making an advertisement effective? PAGEREF _Toc16518132 \h 67
Does symbolic advertisement get more attention? PAGEREF _Toc16518133 \h 68
Does YouTube advertisement’s feedback create a positive impact on the product? PAGEREF _Toc16518134 \h 68
What is the best source for getting customers’ feedback? PAGEREF _Toc16518135 \h 68
Summary of Results PAGEREF _Toc16518136 \h 68
Conclusion PAGEREF _Toc16518137 \h 69
CHAPTER 5. CONCLUSION AND DISCUSSION PAGEREF _Toc16518138 \h 71
Summary of the findings PAGEREF _Toc16518139 \h 72
Discussion of the findings PAGEREF _Toc16518140 \h 73
Communication strategy PAGEREF _Toc16518141 \h 73
User engagement PAGEREF _Toc16518142 \h 75
Internal and external communication tools PAGEREF _Toc16518143 \h 76
Consideration of Videos as Tool of Communication PAGEREF _Toc16518144 \h 77
Limitations and implications PAGEREF _Toc16518145 \h 78
Limitations PAGEREF _Toc16518146 \h 78
The implications of the results PAGEREF _Toc16518147 \h 79
Recommendations for future research and conclusion PAGEREF _Toc16518148 \h 79
Discussion PAGEREF _Toc16518152 \h 81
Conclusion PAGEREF _Toc16518153 \h 83
APPENDIX A PAGEREF _Toc16518154 \h 84
APPENDIX B PAGEREF _Toc16518155 \h 88
ANNOTATED BIBLIOGRAPHY PAGEREF _Toc16518157 \h 97
REFERENCES PAGEREF _Toc16518158 \h 101
List of Tables
TOC \h \z \c "Table" Table 3.1: Interview Guide PAGEREF _Toc16518159 \h 93
Table 3.2: Qualitative Interpretation Using the Consensual Qualitative Research (CQR) Method PAGEREF _Toc16518160 \h 94
List of Figures
TOC \h \z \c "Figure" Figure 1.1: Elaboration Likelihood Model PAGEREF _Toc16518162 \h 88
Figure 1.2: System Theory PAGEREF _Toc16518163 \h 89
Figure 1.3: Social Exchange Theory PAGEREF _Toc16518164 \h 89
Figure 1.4: Persuasion Theory PAGEREF _Toc16518165 \h 90
CHAPTER 1. INTRODUCTION
In the children’s game “Chinese whisper,” a message that reaches the last person may not even be intelligible, let alone resemble the original message. Communication undergirds all aspects of daily life, from RT America’s Able Archer strategy designed to reach American audiences to Rupert Murdoch’s conservative Fox news channel to Fusion’s TV strategy of news, pop culture and satire to attract millennial audiences; or narrowcasting to target specific audiences. Organizations where messages from upper management are delivered accurately; at its core the concept is the same it seeks to influence, persuade and achieve the outcomes the organization set out to accomplish.
Mass communication, in its broadest sense, refers to the imparting and exchanging of information on a large scale to a wide range of audiences. It is via newspaper, magazine, and book publishing, as well as radio, television and film, and internet, i.e. YouTube as these mediums are used for disseminating information, including news and advertising.
Using a qualitative analysis of relevant literature, this study will examine how Mass communication strategies within organizations has evolved from its origins in the early 20th century, and how organizations qualify communication as "effective" based on models of either transmission or ritual. Transmission model states that the communication takes place via technology and sends and receives messages, with the composition of the messages or communicative relations and the analysis of the effects of the acts related to the communication. While ritual view states that communication is a central ritual which takes place on daily basis and helps information and sustaining the communities.
Organizations must strive to communicate effectively by adopting methods that are concise and clear, despite the problems inherent in transmitting information across broad channels and to various stakeholders, while taking into consideration the context in which this information might be interpreted by the receiver.
Strategic communication is worthy of further inquiry, particularly as technology advances and new mediums of communication arise. Some theories to Consider include but are not limited to transmission and ritual, the co-creational model (posited by Carl Botan), and the social communication model. Several major theories and their implications will be evaluated and discussed in this study.
Discussion
Statement problem
In the 21st century, Strategic communication confronts a new set of challenges: the integration of efforts across digital communication platforms. While organizations have kept pace with technological advancements in communication, gaps exist in the conveyance of information between stakeholders, management, employees, and members of the organization as a whole. This study will explore the methods by which the communications process can be strengthened throughout the value chain (Botan, 2017). Business organizations that communicate ineffectively face loss, low productivity, and subpar performance. The key to a successful business is effective communication.
Conceptual framework
This study will examine various strategic communication theoretical frameworks, including central route persuasion, peripheral route persuasion, systems theory, situational theory, social exchange theory, framing theory, and agenda-setting theory. Each of these frameworks and theories explains methods to make communication effective and eradicate issues that may hinder effective communication. In order to achieve effective and innovative communication the theories and models of communication can be applied.
Purpose of the Study
Research Question
How can mass communication strategies align ideas and actions to facilitate breakthroughs that influence, persuade, and guide stakeholders (internal and external both stakeholders include groups of employees, users, advertisers, communities, governments, and investors) towards desired outcomes?
* H0: Mass Communication strategies align ideas and actions to facilitate breakthroughs that influence, persuade, and guide stakeholders towards desired outcomes.
* H1: Mass Communication strategies do not align ideas and actions to facilitate breakthroughs that influence, persuade, and guide stakeholders towards desired outcomes.
Discussion
Groups or teams often consist of individuals with different values, needs, visions, and even agendas. It is the responsibility of the leader/manager to align these above-mentioned factors and find overlap in order to achieve the organization’s objectives. Leaders should project and articulate a compelling vision of the future, one that inspires confidence as the most prudent and logical path toward the desired outcome.
Mass Communication strategies can facilitate the guiding of outcomes if leaders are able to align constituents under a certain set of conditions that will allow management to influence and persuade stakeholders. A "guiding outcome" refers to the way leadership envisions the final result of efforts towards a goal. The concept of a guiding outcome can be applied to communication as it relates to leading a team through a series of predetermined steps towards a specific outcome. Successful mass communication strategies require leaders to identify the overlap between the needs and interests of different groups of constituents. When these needs and goals meet is where the leaders need to concentrate the crafting and executing messaging based on common ground in order to have leverage on audiences.
It is generally observed in leadership that what you say is less important than how you say it. Influence is the cornerstone of strategic communication, allowing us to convince others, whether bosses, peers, superiors, partners, etc. For the purpose of this paper, influence is defined as the ability of a person to affect or shape the opinions and behaviors of other people, regardless of having formal authority over them. Influence is considered “soft power” and it is independent of one’s positional power (Botan, 2017). Working in tandem with influence, persuasion involves convincing others to agree to a commitment (Kearns, 2006). Before getting to this point, pre-work must be done. This is to say that there has a to a high level of certainty that the strategy being presented to stakeholders can be agreed upon as the best course of action after considering all possible angles.
Elaboration Likelihood Model
One of the most famous models of effective strategic communication is the elaboration likelihood model of persuasion. It is a dual process theory that describes the change in attitudes. The aim of the model is to explain the various ways of stimuli processing (the objects or events that elicit behavioral or sensory responses in the individual), the reason for their usage, and outcomes on the change in attitudes (See Appendix A, Figure 1.1). There are two major routes of central persuasion: In central route persuasion, the persuasion is more likely the result of an individual’s thoughtful and careful consideration of the actual merits of the information that is present to support an advocacy. This route engages a high level of message elaboration and a huge amount of cognition regarding the arguments are generated by the person who is the receiver of the message. Due to this, the result of a change in attitude will be resistant, predictive of the behavior and enduring.
For example, Jack Ma is a captain of a basketball team in school, he was watching television and just switching channels, while doing this he came across commercial advertising shoes the company claims that the shoes provide an extra heel support and assist in increasing the height of the jump. The commercial also provides some research base findings that support the claim of the company. Jack Ma believes that the shoes will play a significant role in the betterment of his performance so; he decides to buy the pair of shoes and orders it on Alibaba. The central route of persuasion takes place when an individual is persuaded and acts on the basis of the arguments presented or the content of the message. In the light of this example, it is quite obvious that the stakeholders should be influenced with good presentation and accurate facts and figures.
In peripheral route persuasion, the persuasion results from the association of the individual with negative or positive cues that are part of the stimulus or simply making some simple inferences regarding the merits of the position that is advocated. The individual receives these cues under the peripheral route which are generally not related to the stimulus logical quality. The cues will be dependent on the involvement of factors such as the attractiveness or credibility of the sources that are used in the message or quality of production of the message. The likelihood of the elaboration will be identified by the motivation and ability for evaluation of the presented argument by the individual. There are several determinants of the central route of persuasion which include; motivation and ability which refers to the availability of the cognitive resources (Kearns, 2006). So, if this method is applied then communication will be as innovative and effective as well.
2. Systems theory
Systems theory is another strategy for effective and innovative communication. The systems thinking started in the physical and social sciences during the 19th century (Welch, 2007). It was initiated by George Hegel and was developed fully during the 20th century by the famous biologist Ludwig von Bertalanffy. It was argued by Ludwig von Bertalanffy that everything is connected to each other and therefore for better understanding, we need to study this interconnectedness. This concept separates this theory from another empirical approach that studies the phenomena by merely observing the individual components. For example, the conversations that take place about global warming are one of the most recognizable ideas of the systems theory. It is the best example because the theorists who warned us about the global warming also explained that the reason behind global warming is the actions of human activities that are interlinked and impact the environment.
When this systems theory is applied to communication then it seeks the understanding on the interconnectedness of the communication of the humans’ despite looking at just a single part. The basic idea on which the systems theory is founded is that the whole is greater than the sum of its parts (See Appendix A, Figure 1.2). It can be explained by a good example of cake baking. If all the ingredients of the cake are put together in one place it will not be able to provide a cake until and unless all the ingredients are mixed together in a particular way only then a cake can be produced. Particularly, this theory is used extensively in the field of corporate communication. The scholars and researchers of this specialization are usually interested in the ways people interact with each other for the creation of the organization. Let’s take an example of Wal-Mart it is different than Target and the reason is not the prices or products, in fact, the personality difference of both these mega-retail stores. The way they function is different from others and each other as well. The individuals who view communication from a perspective of systems theory truly believe that it is the interaction among the participants that actually makes organizations what they have become. Viewing the communication from a perspective of systems theory identifies that every act of communication has a strong impact on the system as a whole. If a change occurs in any one part it changes the whole system to an extent.
There are several strengths and weaknesses of the system theory paradigm. The strength is that the theory seeks an understanding that depicts a clearer picture through examination of multiple layers of the communication as interconnected despite viewing it as isolated people or acts of communication. The purpose of the above-mentioned key strength is not a prediction of human behavior. In fact, the ways which identify the interconnectedness of the people and their acts of communication (Botan, 2017). The ways in which we communicate are usually identified by the culture and the context. This does not generalize the human communication but explains the totality of the interactions that take place among humans. The weakness of this theory on the basis of criticism is that it might be too broad in its scope and focus. The most common concern of the critics is that if all things are interconnected then how can the study be done? Specifically, when studying communications what should be the focus? Due to dynamic changes in the systems, it will be hard to identify the reasons for actions. So, the studies conducted on the basis of systems theory are not cost or time efficient.
3. Social Exchange Theory
Social exchange theory was developed in the area of social psychology, this theory was specifically developed for explaining the interaction and communication and factors as well that govern the human interaction. Social exchange theory refers to a sociological and social psychological perspective that explains the social change and stability as a specific process of negotiated exchanges that take place between the parties (See Appendix A, Figure 1.3). The roots of this theory are found in sociology, economics, and psychology. For example, if a person comes to know that the negative impact or the negative result of romantic relations becomes more than its benefits then he/she will end up that relationship. If we apply it in the context of mass communication to persuade and influence the external and internal stakeholders, then it is obvious that if the stakeholders are not satisfied with the policies or changes that are to be made then they will not be interested at all. So, it is highly significant that the stakeholders are well aware that business relationship will definitely bring positive impact or positive results then they will continue the business relationship otherwise they will put the business relationship to an end which is neither favorable nor desirable by any business.
This theory has a stronger and massive impact on several fields like sociology, psychology, communication etc. these areas also influenced the development of the theory with the passage of time. Through examination, the social exchange theory has discussed the outcomes of the individuals with different social interactions. The resources might be material goods services or any exchange that has social value. The theory is extremely dependent on the reciprocity for the costs that are incurred by the person. The outcomes can be easily calculated through subtraction of costs from the benefits. The analysis is subjective and varies from person to person because different persons give different values to resources. Even the resources are defined through a measurable system, like currency.
4. Agenda-Setting Theory
Agenda-setting theory rests on two major assumptions. First, the media shapes and filters reality, rather than simply reflecting it. Second, the amount of attention given by the media to the certain issue will influence the public perceptions as well (Welch, 2007). Specifically, when we see this in the context of the field communications; Here the persuasion theory (Persuasion Theory is a mass communication theory that deals with messages aimed at subtly changing the attitudes of receivers) complements the agenda-setting theory because influence and persuasion are the abilities of a person to affect or shape the opinions and behaviors of other people, regardless of having formal authority over them (Kearns, 2006). In most settings, groups or teams consist of individual people with different values, needs, visions, and often, agendas. As we convince others around us, whether bosses, peers, superiors, partners, etc., influence is the cornerstone of mass communication. Management and leadership need to project and articulate a compelling vision of the future and betterment of the business; Agenda setting in a persuasive and influential way entails convincing others to agree to a commitment (See Appendix A, Figure 1.4).
Strategic Communication in the 21st century involves an integration of efforts across communication platforms. While organizations have kept pace with technological advancements in communication, gaps exist in the conveyance of information between stakeholders, management, employees, and members of the organization as a whole so the elaboration likelihood model (ELM) of persuasion is the most suitable model for effective communication. It is a dual process theory that describes the change in attitudes. The aim of the model is to explain the various ways of stimuli processing, the reason for their usage and outcomes on the change in attitudes (Welch, 2007). There are two major routes of central persuasion the first is the central persuasion route and the second is the peripheral persuasion route. Central route persuasion, the persuasion is more likely resulted from an individual’s thoughtful and careful consideration of the actual merits of the information that is present to support an advocacy. This route engages a high level of message elaboration and a huge amount of cognition regarding the arguments are generated by the person who is the receiver of the message.
Due to this, the result of a change in attitude will be resistant, predictive of the behavior and enduring. On the contrary in peripheral route, the persuasion results from the association of the individual with negative or positive cues that are part of the stimulus or simply making some simple inferences regarding the merits of the position that is advocated. The individual receives these cues under the peripheral route which are generally not related to the stimulus logical quality. The cues will be dependent on the involvement of factors such as the attractiveness or credibility of the sources that are used in the message or quality of delivery
Presented in the argument; There are several determinants of the central route of persuasion which include; motivation and ability which refers to the availability of the cognitive resources. So, if this method is applied then mass communication strategies will be innovative and effective as well.
Research Design
Research Methods
For the current study, primary data will be collected using the questionnaires. Respondents will be selected using simple random sampling techniques. Once respondents will be selected then the questionnaires will be sent to them using Email. If any respondent does reply to the email another reminder email will be sent after one week. An appreciation email will be sent to the respondents if they will provide all required information accurately on time. All questions must be rechecked in order to check the missing information on the same day. SPSS will be used for the purpose of data analysis to generate results. The different suitable test will be applied to the data to check the validity of the data and generating results respectively. The results will be presented in the form of graphs and tables.
Research Design
Research design is the process of making the relationship between the dependent and independent variables and also estimates the statistical strength of relationship among variable. Descriptive statistics will be calculated to estimate the overall pattern of the data. It is the most valid and diverse method in the field of social sciences. After this different statistical test will be used including the frequency distribution and chi-square statistics to estimate the results. All the presented results must be statistically significant.
Sample
The intention of the study is to address the business organizations that deal with the online services in America. There are numerous business organizations but only Google’s, YouTube has been selected for the sample. The sample drawn for the study is 25 participants.
Population
The business organizations that deal with online services are approximately 20 in number which has a huge number of employees. For example, Amazon, Bing, Yahoo, Apple, Facebook, etc. Google’s YouTube has been selected and a group of 25 employees had been drawn from the population of the study and 25 will be the total sample.
Sampling method
The sampling was done randomly. The organization is handpicked by the researcher, however, the employees are selected randomly, all the employees that were willing to respond.
Research Method
The interviews were conducted in the year 2018. Prior to the interviews, the researcher studied the organizations to observe the organizational culture and communication methods. Later, the researcher conducted interviews and maintained a record of responses, along with his own notes with the names of the respondents.
After conducting the interview, the data was saved on that same day by the researcher as if it was done after a break it would have lost its accuracy, uniformity, and coherence.
The significance of the Study
This study demonstrates that ELM is a better theoretical model in the area of strategic communications; as a result, it will influence public opinion and impact policy. If applied it will change managers and CEO’s, change the marketers sale their products and services as a result have a positive impact on employees. The ELM model will create a unique connection for correction and adjustment of the messaging strategy. As a result being able to accomplish objectives; it also includes a contribution to the improvement of co-creation communication. It is the process of involving consumers in the external communication process. The first step is bringing the message to them. The second step is letting the consumers respond followed by the third step in which this input is used to design the final external communication practice.
Mass communication strategies in the 21st century involve an integration of efforts across communication platforms. The content of messaging itself is one of the most significant parts of the day to day operations. While organizations have kept pace with technological advancements in communication, gaps exist in the conveyance of information between stakeholders, management, employees, and members of the organization as a whole. These gaps can be shored up through the implementation of the proposed framework. It will increase the productivity and the performance of the organization as a whole.
The most famous effective and efficient model applied for effective communication is the elaboration likelihood model (ELM) of persuasion. It is a dual process theory that describes the change in attitudes. The aim of the model is to explain the various ways of stimuli processing, the reason for their usage and outcomes on the change in attitudes. There are two major routes of central persuasion the first is the central persuasion route and the second is the peripheral persuasion route. Central route persuasion, the persuasion is more likely resulted from an individual’s thoughtful and careful consideration of the actual merits of the information that is present to support an advocacy.
Limitations of the study
The study is limited to the major and large corporations like Google, Amazon, Facebook, news broadcasting agencies, print journalism like News corp. as well as government agencies because the intense and complex communication models and delivery platforms are needed and applied in the large corporations where corporate culture is applied and is in practice. On the other hand, the small-scale organizations do not need these complex communication models and these models are ineffective as well because these small-scale organizations do not follow the corporate culture.
Conclusion
In conclusion, mass communication strategies align ideas and actions to facilitate breakthroughs that influence, persuade, and guide stakeholders towards desired outcomes. Persuasion Theory is a mass communication theory that deals with messages aimed at subtly changing the attitudes of receivers. It is important that mass communication strategies align ideas and actions to facilitate breakthroughs that influence, persuade, and guide stakeholders towards desired outcomes. In the annual meetings or other meetings, the stakeholders are always invited and as the organization faces strong competition they need to satisfy the stakeholders. Through the ELM model, the communication will be effective, and it would be easy for the management to influence all the internal and external stakeholders. It can be concluded that ELM is a better theoretical model in the area of communications because it will influence public opinion and impact policy. It has the framework that will change managers and CEO’s, change the way people do their jobs and as a result have a positive impact on organization and stakeholders as a whole. The ELM model will create a unique connection for correction and adjustment of messaging strategy. It will be extremely beneficial for the organization and both internal and external stakeholders.
CHAPTER 2. REVIEW OF LITERATURE
Human relationships are about creating free space for sharing and developing thoughts, visions and feelings in which respectful and appreciative encounters and broadening of personal horizons can take place. Communication is an integral aspect of life for individuals, groups, and societies. It is well-known that people who are unable to communicate effectively and efficiently are less likely to succeed in life. If communication is so significant to the individual, it is also crucial for the business organizations (Botan, 2017). Business organizations need to communicate their strategies and activities to their stakeholders.
The key to delivering a clear message is the right communication plan or process. As determined by Dahiya & Gayatri CITATION Dah18 \n \t \l 1033 (2018), communication centers everything and in case of strategic communication, organizations are keen to involve different disciplines, for example, public relations, management communication, advertisement, and others. Woisetschläger, Hartleb, & Blut CITATION Woi08 \n \t \l 1033 (2008) noted that strategic communication involves every stakeholder of the organization to develop a collaborative vision between a firm's employees and consumers to achieve its desired outcomes. To achieve communication objections, firms are required to plan a strategic communication plan to integrate into a program that can be implemented. This assists firms in creating and adapting communication plans using relevant frameworks for a firm working in a competitive industry as determined by Memon, Arain, Memon, & Mangi CITATION Mem17 \n \t \l 1033 (2017). The chapter aims to work on a detailed literature review discussing strategic communication and factors leading to its breakdown in a workforce setting influencing its firm’s targets.
Mass communication
Mass communication, in its broadest sense, refers to the imparting and exchanging of information on a large scale to a wide range of audiences. It is via newspaper, magazine, and book publishing, as well as radio, television and film, and internet, i.e., YouTube as these mediums are used for disseminating information, including news and advertising.
Using a qualitative analysis of relevant literature, this study will examine how mass communication strategies have evolved from its origins in the early 20th century, and how organizations qualify communication as "effective" based on models of either transmission or ritual. In the transmission, model communication takes place via technology and sends and receives messages, with the composition of the messages or communicative relations and the analysis of the effects of the acts related to the communication. In the ritual model, communication is a central ritual which takes place on a daily basis and helps information and sustaining the communities.
Organizations must strive to communicate effectively by adopting methods that are concise and clear while transmitting information across broad channels and to various stakeholders and taking into consideration the context in which this information might be interpreted by the receiver. Strategic Communication is worthy of further inquiry, particularly as technology advances and new mediums of communication arise. Several major theories and their implications will be evaluated and discussed in this study: transmission and ritual, the co-creational model and the social communication model.
Meisenbach CITATION Mei08 \n \t \l 1033 (2008) defined strategic communication as an emerging area in communication and management; recently, it has become the attention of academic discipline. The focus on strategic communication is set to work on management strategies based on developing theories and frameworks to support firms in planning its organizational structure and plan its processes. According to Hollenbeck & Zinkhan CITATION Hol10 \n \t \l 1033 (2010), strategic communication helps a firm to facilitate planning and communication using different mediums in developing a network within a firm to work on coordinated actions in planning commercial and non-commercial goals. Fogel CITATION Fog17 \n \t \l 1033 (2017) stated that working with strategic communication strategies assist the firm to work on communication management processes in bringing a balance in a company’s operations. This is achieved using three factors (1) the message, (2) the media channels, and (3) the audience to build a communication flow within the professional work setting. As stated by Downs & Adrian CITATION Dow12 \n \t \l 1033 (2012), communication strategies in organizational setting involve mission, vision, and values to strategically position the firm in building competitive advantage in firm’s respective industries.
The nature of strategic communication is very broad and it helps a firm to fulfill its mission using defined framework by laying out the objectives of communication to the audience (which in case of the firm are employees and consumers) CITATION Fog17 \l 1033 (Fogel, 2017). Coombs CITATION Coo15 \n \t \l 1033 (2015) comprehended that using strategic communication assist a firm in implementing balanced strategies in achieving business goals clearly. Meanwhile, using technological frameworks, firms are able to involve diverse mediums to increase the efficiency of its communication goals, vision, mission, and others. Self CITATION Sel14 \n \t \l 1033 (2014) determined that adopting accelerating communication mediums (aligned with technology) assist the firms to connect and communicate its message with consumers and employees. This assists the firms to reach their communication goals aligned with traditional communication strategies suiting their demands and needs of industry with a balanced approach. Meisenbach CITATION Mei08 \n \t \l 1033 (2008) noted that the change in business industries across the world had created the urge for the companies to take challenging business goals to develop and achieve long-term employee-employer relationship using communication strategies adequately.
Literature Review
Communication and feedback
Mass Communication strategies can facilitate the guiding of outcomes by allowing leaders to align constituents under a certain set of conditions and thereby influence and persuade stakeholders. Citation a "guiding outcome" refers to the way leadership envisions the final course of action that will be implemented towards a goal. The concept of a guiding outcome can be applied to communication as it relates to leading a team through a series of predetermined steps towards a specific outcome.
Strategic Communication must be done properly and via proper communication channels to ensure the expected outcomes from all the stakeholders. Proper refers to clear information that is free of any kind of ambiguity. If any kind of persistent persuasion is achieved when arguments are based on the relevant information; a high level of elaboration produces a high level of attitude and behavior correlation. Similarly, for a lower level of elaboration there are chances or reduced or no correlation of attitude and behavioral change of stakeholders. Another important factor to consider in this regard is that there is a natural tendency to resist counter-persuasive views (Botan, 2017). If information or a way of communication proved to be impressively persuasive at a particular time, then it will not be that effective at a later point in time, as the state of mind of stakeholders might be different later and several other factors may intervene. Business trust among stakeholders can only be established via strategic communication. Being truthful to the stakeholders must be a part of the strategic plan of the company, even if it may not give instant results but in the long run, the results will be astonishing. Truthfulness is not only required while marketing a product to gain consumer trust, but it is also required while discussing issues that may arise with the stakeholders as well (Cavana, 2001). The consumers need information that is related to the product only, for example, if the product has any harmful side effects or not. While stakeholders, on the other hand, need all kind of information in which they are interested. It is a well-known fact that the companies most successful today was the most proactive in their communications rather than being reactive
Feedback is always helpful and serves as the most significant means for improvement in the communication. Feedback is an important tool in improving a message. So, it is important that the feedback is taken from the stakeholders it has several benefits. The stakeholders believe that they are important to the organization and their suggestions are valued, along with it the strategic communication process of the organization improves. There is always room for improvement in communication pattern. There will be no improvement if there is no welcoming environment for feedbacks either positive or negative. Effectively communicating the strategic plans of the business and conveying the message that how the work of employees and stakeholders is directly related to the goals of the organization will favor the organization in accomplishing its long-term goals.
Leadership and influence
Groups or teams often consist of individuals with different values, needs, visions, and even agendas. It is the responsibility of the leader/manager to align these factors and find overlap to achieve the organization’s objectives. Leaders should project and articulate a compelling vision of the future, one that inspires confidence as the most prudent and logical path toward the desired outcome (Mumford, Zaccaro, Harding, Jacobs, & Fleishman, 2000).
Influence is considered "soft power," and it is independent of one's positional power (Botan, 2017). Working in tandem with influence, persuasion involves convincing others to agree to a commitment (Kearns, 2006). There is a difference between influence and persuasion. Even though the differentiation among these is a bit tricky as several statements are hard to distinguish as an influence or persuasion. For instance, it is selecting phrases and words for communication of ideas that hit a responsive chord in the marked audience. Bringing all the issues to light by the socialization of ideas and earn buy-in. Persuasion presents a case to control the opinion of others, make the marked audience believe information or motivates a decision. (Chen, M. W., & Rybak, 2017). On the other hand, influence is having a vision about optimum results for any situation or the organization. This is done without any coercion and tries to motivate the people to work as a team in high spirits to make that vision turn into reality. Persuasion can be used to spur the people to act or to take a decision without earning their genuine buy-in. While influence dedicates time to earn mindshare. (Kearns, 2006).
A business case calculated by Hackworth, Cooksey, DePalma, & Kahn, combines’ leadership impact on profitability with true enterprise profitability and leadership performance. Based on this calculation, companies have an average 27 percent increase in their profitability via the leverage management improvement. The prerequisite for this: a significantly higher proportion of executives would have to provide better leadership performance. Such calculations are of course a bit rough. Leadership has no direct or mechanistic direct impact. Of course, there is sufficient evidence from theory and practice, as leadership behavior, decisions or communication to factors that in turn contribute to the company's success. Leadership has the strongest and most direct influence on culture and employee engagement. (Hackworth, Cooksey, DePalma, & Kahn, 2018).
Objective elaboration of arguments while communicating with business stakeholders is crucial. Project managers evaluate their arguments empirically because it is important to judge that up to which extent a variable is affecting the objectiveness of an argument. In resolving conditions of conflicts an argument strictly scrutinized for strong objective variables will make strong agreements. The approach helps in obtaining desired results from stakeholders and all the involved parties. A message or argument having weak variables will produce little or no agreement even if the scrutiny is very high for the choice of variables. Therefore, objective variables play an important role in making the conflict situation favorable or against the mutual interest of stakeholders (Botan, 2017). For example, financial information is given to the communities, and they raise concerns that the organization is earning a lot but not doing anything for corporate social responsibility, but the presenter uses the objective variables and provides solid information than the conflict will be settled. If a chosen variable tends to enhance argument processing of the target audience, the attitudes of the subject's will be more polarized as compared to the absence of the variable. If the variable is reducing the processing of argument, the attitudes of the subjects will be less polarized.
Active listening process and distractions
Distraction can be any kind of factor that diverts the attention of the listeners and is another key factor affecting the persuasive capabilities of an agreement. Persuasive capabilities are the traits of the argument that persuade the listeners. Distraction can enhance the subject's persuasion towards a weak argument, or it can reduce the level of persuasion of a strong argument. It must be kept in mind while addressing the post-conflict situations that the distraction variables might be personal or present at the time of the meeting are enhancing the persuasion power of weak arguments instead of decreasing it even for the strong arguments. Distraction variables can be personal distractions, loss of interest due to irrelevance or any other such factors. Distraction can disrupt the thoughts and affect the capacity of reaching an acceptable solution (Falkheimer, Heide, Nothhaft, von Platen, Simonsson & Andersson, 2017).
Distraction can be regarded as an umbrella concept including a variety of variables that can affect the motivation and persuasion of the subject. When there are strong variables that might be facts and figures to improve the quality of the argument used in processing the argument, the persuasion of the subject is increased along with an increase in scrutiny because the subject is more interesting and attentive regarding the information or arguments presented. However, if there are weak variables in the processing of the arguments, the persuasion of the subject will be reduced with a decrease in scrutiny.
Personal relevance can play the role of an effective variable in the processing of argument. Stakeholders will start attaching their emotions to the situations. The stakeholder's relevance must also be considered. Information not successfully tied to the interests and goals of the stakeholder will create a distraction, which reduces the motivation level of even a strong message. Information that is personally irrelevant is, therefore, distracting and must be avoided at all costs (Botan, 2017).
The flow of information from all the related sources must be controlled. In meetings with stakeholders where informative reports written for stakeholders are presented, their interest must be considered up to a good extent. It serves a key factor in achieving the motivation and persuasion to expect the desired outcome from a group of stakeholders for even a large-scale project. Biased information can cause severe harm to the stakeholders. The situation can be worse if the stakeholders are from different cultural or economic backgrounds. The diversity will lead to severe problems in creating a favorable attitude. For example, the use of body gestures; Thumbs up is considered a positive gesture in most of the countries, but in some countries, it’s a negative body gesture. If this sign is used in the meeting where such stakeholders are present might cause a huge problem. Biased information mostly initiates due to personal issues of someone. If a biased report or information in any matter get pass through all the scrutiny steps and reach the stakeholders, then it will be nearly impossible to change their initial perception built by the biased facts. (Falkheimer, Heide, Nothhaft, von Platen, Simonsson & Andersson, 2017).
Even though the biased information should not be used but if the situation gets out of hand and it can cause serious harm to the organizations then having strong control of the environment can turn the biased information into a useful tool towards achieving better motivation of stakeholders. If the stakeholders are actively coming up with strong and weak arguments for a situation, then a little biased created in a controlled fashion for the strong arguments will favor in enhancing the motivation because then they will tend to think differently and their attitudes towards the situation will also be altered. However, a biased situation created in favor of the weak arguments will render the strongly processed arguments ineffective as well. It will cause a greater loss in the form of attention loss and focus on a situation.
ELM and attitude
The ELM can have a different impact on different people. Consequences of elaboration on attitude changes of stakeholders can be diverse. It is hard to understand all the consequences that can arise from the elaboration of a certain situation. Attitude changes of the stakeholders are hard because they are based on thoughtful considerations of information shared with them. If the information related to an attitude is readily available to stakeholder, then there are chances that the same attitude will be observed over the time. Motivational factors may also be relevant to attitude changes. Increased elaborations of the information related to the issues will favor the opinion change and more persistent attitudes of stakeholders. Role-playing is also considered as the influence paradigm to increase persuasion in situations requiring more insight into the situation. Timeline of the information being provided is also a major factor towards the attitude change. Information sharing with stakeholders must be planned strategically. Outdated information will not only create more problems it will also affect the proper functioning of all of the related entities.
Communication theories
Elaboration Likelihood Model
One of the most famous models of effective strategic communication is the elaboration likelihood model of persuasion. The model aims to explain the various methods of stimuli processing (the objects or events that elicit behavioral or sensory responses in the individual), the reason for their usage, and outcomes on the change in attitudes (See Appendix A, Figure 1.1). It is a dual process theory that describes the change in the attitudes accruing to the two chief paths of persuasion, i.e., central and peripheral persuasion. This route engages a high level of message elaboration and cognition regarding the arguments on the part of the person receiving of the message (Cavana, 2001). Due to this whole process, the result of a change in attitude will be resistant, predictive of the behavior and enduring. There are several determinants of the central route of persuasion which include; motivation and ability which refers to the availability of the cognitive resources (Kearns, 2006). So, if this method is applied then strategic communication will be as innovative and effective as well. For example, Jack Ma is the captain of a basketball team in the school. He sees a shoe advertisement in which the company claims that their shoes extra soft and comfortable heel and increase the height of a jump. The commercial also provides some research findings to support their claim. Jack Ma believes that the shoes will help in her performance so; he orders a pair on Alibaba. Therefore, Jack Ma is convinced because the central route of persuasion takes place when an individual is persuaded by the arguments presented or the content of the message. In the light of this example, it is quite obvious that the stakeholders should be influenced with good presentation and accurate facts and figures. The presenter always communicates the facts and figures along with the presentation which is properly and accurately cited. For Example, the company has provided a scholarship to some employees for further studies, and the presenter plays their video messages then there would not be any suspicion.
In peripheral route persuasion, the individual receives cues under the peripheral route that are not related to logic but instead depends on the attractiveness or credibility of the sources or the production quality of the message (Falkheimer, Heide, Nothhaft, von Platen, Simonsson & Andersson, 2017). This route to persuasion takes place when the subject decides to agree or disagree with the message, and it is based on the cues along with the strength of the ideas of the arguments. For instance, the target audience may agree with the message as the source appears to be attractive or expert. Sometimes, the listeners are persuaded because they notice that there are several arguments but lack the motivation or abilities to think about them.
Systems theory
Systems theory is another strategy for effective and innovative communication strategy. It was initiated by George Hegel and was developed fully during the 20th century by the famous biologist Ludwig von Bertalanffy. It was argued by Ludwig von Bertalanffy that because everything is connected, we need to study the system as a whole rather than merely observing the individual components. The scientific study of global warming is an example of a systems theory approach, in that scientists must study the way all parts of a system interact instead of focusing on just one (See Appendix A, Figure 1.2).
Viewing the communication from a perspective of systems theory identifies that every act of communication has a strong impact on the system as a whole. If a change occurs in any one part, it changes the whole system to an extent. For example, the presenter is communicating a message regarding environment-friendly policies. A stakeholder shares a concern, and the presenter seems to get nervous when it is quite possible that the whole meeting turns ineffective. Therefore, the whole system of strategic communication will be affected.
There are several strengths and weaknesses of the systems theory paradigm. The theory seeks an understanding that depicts a clearer picture through examination of multiple layers of the communication as interconnected, despite viewing it as isolated people or acts of communication. In other words, it means that the whole
On the other hand, the systems theory might be too broad in its scope and focus. If all things are interconnected how the study can be done? Specifically, when studying the communication system, what should be the focus? Due to dynamic changes in the systems, it will be hard to identify the reasons for actions.
3. Social Exchange Theory
Social exchange theory was developed in the area of social psychology by George Homans to explain the interaction, communication, and factors that govern human interaction. Social exchange theory views communication as a specific process of negotiated exchanges that take place between multiple parties. A party receiving the short end of the stick may choose to end the exchange, as when a person breaks up with a romantic partner after realizing that the relationship’s negative effects outweigh the positive. In the context of strategic communication stakeholders who become dissatisfied with the organizational policies or changes may similarly end the change, it is therefore that stakeholders remain convinced that a business relationship will bring them positive results (See Appendix A, Figure 1.3).
This theory has a stronger and massive impact on several fields like sociology, psychology, communication, etc. these areas also influenced the development of the theory with time. This theory is dependent on reciprocity, especially when the outcomes can be easily calculated. The analysis is subjective and varies from person to person because different persons give different values to resources. Even the resources are defined through a measurable system, like currency.
4. Agenda-Setting Theory
Agenda-setting theory refers to the ability of the news media to highlight the importance of the topics that are related to public agenda. Agenda setting theory is a theory of social science, and it makes predictions or assumptions. Agenda-setting theory rests on two major assumptions: The media shapes and filters reality, rather than simply reflecting it; and that the amount of attention given by the media to the certain issue will influence the public perceptions as well (Welch, 2007). Specifically, when we see this in the context of business strategic communication. Agenda setting in a persuasive and influential way entails convincing others to agree to a commitment (See Appendix A, Figure 1.4).
The Best Approach for Effective Strategic Communication
In the light of the above discussion, it can be observed that the ELM model of persuasion is the most effective approach that can be used to persuade the stakeholder the reason behind choosing this as the most effective option is that the other theories have several fallbacks, but the ELM does not have much. The systems theory is too broad, and while dealing with the stakeholders, even a small risk cannot be taken. Social exchange theory is more helpful in dealing with the matters where resources are defined and through proper and accurate measurable systems. The agenda-setting theory mainly focuses the news media only even though it is right but still cannot cater to all the aspects of the strategic communication with the stakeholders. Stakeholders are the most significant part of the organization, as the stakeholder theory is the most effective and ethical approach to management it is essential for the greater benefit of the business (Falkheimer, Heide, Nothhaft, von Platen, Simonsson & Andersson, 2017). If the stakeholders are satisfied, then it will enhance the brand value and brand image. It is the dream of every business organization to have high brand value and extraordinary brand loyalty. In the current period the competition is at its peak and the competitors most of the time spread rumors. Even if the rumors are merely rumors and are not based on reality but still can harm the brand image and brand value. The number of customers might fall which as well will ultimately end up in low sales and low profits or might be a loss. Even in worse scenarios, it might pose a threat to the existence of the brand and the business organization (Cooper, 2006). So, if the stakeholders are satisfied and they are well communicating about the strategies and activities of the business organization, then these rumors will not affect the goodwill of the business organization.
The Elaboration Likelihood Model of persuasion
The Elaboration Likelihood Model of persuasion is particularly a theory that gives a proper detail about the thinking process and the factors that affect the thinking process as compared to other theories. In the general or annual meetings, the managers give a presentation to the stakeholders in which they provide all the necessary information that should be essentially known to them according to the business organization. Here comes the practical application of ELM for persuasion in effective strategic communication because the theory elaborates that the thought process that might transpire when the presenter attempts to change the attitude of the person through the means of communication, there are various effects that certain variables of persuasion that are involved throughout the communication and persuasion processes.
The ELM model assumes that the personalities can differentiate in up to which extent the object or behavior is advocating the message and the position of the presenter. It is the body gestures and the facts and figures that in combination persuade the viewer (Eden, 1998). It means that the level of elaboration or thinking an individual does regarding an issue or a message can be from low to high along an elaboration continuum.
ELM a comprehensive model of attitude change
As stated at the beginning, the ELM is a very comprehensive model of attitude change. It allows the integration of many different aspects of this research area. The individual components have often been empirically tested and confirmed. However, there are also some critics of this model. For example, Kruglanski, referring to the "uni model" of persuasion he conceived, replicated and reinterpreted some of Petty & Cacioppo’s experiments, highlighting weak points and inconsistent elements. He argues that there are not two different modes of processing, but that they are just the poles on a continuum. Thus, complexity can also be varied by, for example, the information about the expert status of a communicator is designed to be different or short (Falkheimer, Heide, Nothhaft, von Platen, Simonsson & Andersson, 2017). This alone can influence the processing without having to explicitly differentiate between cue and argument. Nonetheless, the ELM is still the most widely accepted change of attitude through communication.
The quantity of the thinking varies from person to person. It can be a lot, moderate or very little regarding the message that is conveyed. This is the reason that before starting any kind of formal session or meeting the ice-breaking activities are performed, these are all the tactics that are used by the presenters to attain the attention and motivate the viewers (Morsing, 2006). The quantity of thinking the individuals engage is extremely significant in explaining what they mean in turn this will optimize the quantity of individuals that will be persuaded. When people fall along the elaboration continuum then they can be determined to be persuadable and as a result process the message that has been delivered and be more motivated to understanding and follow the presenter call to action. The motivation of the individual can be influenced by diverse variables, for example, the perceived personal relevance of the issue to the individual, amount of enjoyment that a person attains from thinking, there are some individuals who like to think more than others and they enjoy thinking a lot. One other variable is being personally responsible for message processing.
For instance, an individual is having a family history of diabetes then he or she will be possibly more motivated and carefully listen to the information given about the new insulin injecting methods that are less painful. The person will be more interested if he or she is charged with sharing the received information with other members of the family who are looking for someone to guide them (Fishbein, 2011). Especially, the children in the family who might be facing a lot of issues while injecting insulin with the syringes. However, if there are some ways to inject insulin without the syringe, it will be great information for that individual. The abilities include time available for getting involved in the message, intelligence and the level of perceived or actual knowledge of a person. For instance, if an individual is aware and has a pre-existing knowledge about the topic of the presenter, then he or she is likely to respond and elaborate more.
Motivation and Attitude
Motivation and ability, in turn, are influenced by various individual and situational factors. If individuals are motivated and capable of intensive, cognitive information processing, the central path of information elaboration is more likely (likelihood). Attitudes become this way through an intensive, critical mental argument formed and changed with the information. If motivation or ability for intensive information processing is low, there may be attitude formation and change via the peripheral path even without intensive information processing. In this case, attitudes are influenced by peripheral cues 2, which can be based on both cognitive mechanisms, such as heuristics and effective mechanisms, such as classical and operant conditioning. Attitudes formed by the central path of information processing are more stable in time, more resistant to change, and better predictors of behavior than attitudes conceived via the more fleeting, peripheral path. (Falkheimer, Heide, Nothhaft, von Platen, Simonsson & Andersson, 2017).
There are other factors too like the distraction in the environment of the communication it affects the ability to think, most of the people cannot concentrate on the message if the environment is noisy. Then some people lose interest when there is extensive message repetition, but on the other hand, there are some people who are able to understand, analyze and recollection of the arguments that are conveyed in the message better with repetition of the message (Fishbein, 2011). There are other factors too that significantly influence the ability and motivation might be specific to the context of the communication or possibly internal to the individual. Altogether when high motivation is combined with high ability to think, then the people tend towards the "central route of persuasion". It can be observed on the left-hand side of Appendix A, Figure 2.1. However, when the motivational level is low then the ability to process and understand is hindered, individuals tend toward the "peripheral route to personation" it can be observed on the right-hand side of Appendix A, Figure 2.1.
With this juxtaposition, you can see to what extent your interests align with the interests of those important to your Stakeholders agree or not. One can use the similarities targeted in communication with the stakeholders and win them in support of the organization. With different interests or fears of the stakeholders, one can develop communication strategies to reduce the fear and provide arguments, if necessary to the stakeholders "To get on board" or to appease with time stakeholders'' demands and expectations have changed. Now they are not simply interested in the best products or services; they may advocate for CSR (corporate social responsibility), demanding that the organization not be involved in any activities that might harm the citizens or environment (Scott, 2000). Sometimes, the competitors spread rumors about being involved in the inappropriate activities if the stakeholders are not well aware then it might pose a huge threat to the organization, but if the business organization has applied the stakeholder approach, then the organization will not have to suffer at all (Ford, 1998). The business organizations need to make sure that the stakeholders are conveying the information frequently, so communication strategy follows corporate strategy.
With strategic communication, we create the necessary room for maneuver to achieve corporate goals. Strategy planning is not a one-off act that ends with a finished concept, but a process. Communication strategies reflect the business environment and explore this for opportunities and risks. They not only react to external and internal changes as well as influences but initiate and shape them. Through strategic communication, we strengthen the most important assets of your company: credibility and positive perception among the reference groups. This pays off in the good reputation and significantly influences whether one can see the entrepreneurial room for maneuver.
Factors Leading to Communication Breakdown
The implementation of a Strategic communication plan offers a mechanism to top management of an organization to delivering a clear and concise message to its employees. However, it is important to underpin other perspectives of strategic communication in this literature review. The section highlights the factors leading to communication breakdown using relevant articles, books, and journal articles to set a focus and form a perspective. The factors are as follow,
Perceptual and Language Differences
Holtzhausen & Zerfass CITATION Hol13 \n \t \l 1033 (2013) stated that perception generally determines how individuals interpret different elements around them. It directly determines how individuals perceive message delivered to them; it also regulates the contradictory behavior and response of individual if the message is against their perceived value. This is an important factor leading to communication breakdown in a firm. For example, if 25 employees are working in a team or on the same project, it is important for them to consider the message delivered to them from the same scale and work on the same page. However, it is not always possible for all of them to perceive the message from the same criteria or scenario presented by the manager or team lead. Furthermore, Mazzei, Kim, & Dell'Oro CITATION Maz12 \n \t \l 1033 (2012) have highlighted cultural diversity and language difference as another factor of communication breakdown in organizations. In a competitive industry, firms are keen to hire employees from diverse cultural and ethnic background to increase innovation in its strategic formation.
Fredriksson & Pallas CITATION Fre15 \n \t \l 1033 (2015) indicated that companies, for example, McDonalds and others that are working across the world have a diverse employee set in different franchises. This increases the chance of internal conflict in work setting if managers are unable to deliver a clear message to all the employees working in the organization. Meisenbach CITATION Mei08 \n \t \l 1033 (2008) stated that in a professional setting, managers are suggested to avoid discussing the sensitive topic in front of employees that might develop opinion style of communication. Downs & Adrian CITATION Dow12 \n \t \l 1033 (2012) observed that normally these individuals usually utilize their own set of values and judgment that might be due to contradictory believes of individuals. Furthermore, Woisetschläger, Hartleb, & Blut CITATION Woi08 \n \t \l 1033 (2008) determined that the adoption of relevant communication style helps a firm to perform according to their defined skill set. Considering a date-based position, it is important for managers to understand the skill set of employees as it will help the managers to design and draft a clear and concise message for their employees/team to help them understand the values of the firm and act accordingly.
It is found by Dulek & Campbell CITATION Dul15 \n \t \l 1033 (2015) that working on cross communication styles in a professional setting is unavoidable when it comes to sustaining firm’s communication setting. Using cross communication style, managers are able to handle language differences and expand the need to interact with people in the firm. This assists the firm to assist people in perceiving and communicating information as clearly possible. Macnamara & Zerfass CITATION Mac12 \n \t \l 1033 (2012) stated that using cross communication style; managers are able to work on different styles and adapt them accordingly. It is the reason that managers are encouraged to understand individual personalities and try their best to incorporate their communication approach and message in a manner that assists the managers to improve their conversation (communication) to achieve its required results. As defined by Holtzhausen & Zerfass CITATION Hol13 \n \t \l 1033 (2013) the chances of inevitable miscommunication arise that result in negative consequences for managers regarding flawed results. Therefore, it is important for organizations to remedy workplace communication issues in their relative cases to achieve their targets successfully.
Excessive Information
The reasons why communication breakdown occur has been discussed in many research papers, books, and others. Among other common reasons, excessive information has been given emphasize by researchers in both academic and non-academic disciplines. Excessive information or infobesity, information anxiety is a key reason that increases the change for conflict or communication among employees working in a firm. Mazzei, Kim, & Dell'Oro CITATION Maz12 \n \t \l 1033 (2012) defined information overload as a reason to develop confusion among employees that lead them to face difficulty in understanding a situation or issue that lead them to face difficulty in taking or making the decision to handle a situation. In a professional setting, information overload is more likely to happen when managers are collecting an excessive quantity of information on a daily basis. Fredriksson & Pallas CITATION Fre15 \n \t \l 1033 (2015) stated that the concept had been originated from information theory that works on storage, preservation, communication, compression, and extraction of information. This does not only affect employees, but it also affects managerial level people in making decisions for the welfare of the firm.
In recent time, Woisetschläger, Hartleb, & Blut CITATION Woi08 \n \t \l 1033 (2008) outlines that information overload does not only influence the state of decision-making, but it also develops confusion among decision makers with a vast set of information. In case of organizations, these information sets entail a raw material cost, contradiction, and other important information for managers to take the best possible decision for a firm to handle probability of achieving their required results. Macnamara & Zerfass CITATION Mac12 \n \t \l 1033 (2012) stated that in the age of modern information technology, managers are able to work on primary drivers of information to be used in multiple fronts in managing quality production, ease of dissemination, and reach its audience successfully. This further involves the stakeholders of the organization to utilize social media and attention economy to connect consumers and employees. It will also assist the managers to avoid using excessive information by filtering their required information before taking any decision or drafting a message as noted by Dulek & Campbell CITATION Dul15 \n \t \l 1033 (2015).
Fredriksson & Pallas (2005) determines that in the age of digital technologies, issues related to excessive information can be handled easily; there are Google Analytics, Informative, internet Culture and others that help the firm to handle over-exposure, excessive consumption, and input abundance of information. Data culture in technological era helps the firm to filter down the information according to the need of the situation helping them avoiding overexposure and excessive confusion of information at managerial level. Meanwhile, from an employee perspective, Holtzhausen & Zerfass CITATION Hol13 \n \t \l 1033 (2013) found that offering excessive information to employees lead the employees in understanding their job description especially when they have to work on a project. The most effective way to handle information is to outline the areas for employees that they should consider while they are working on a project. This is recommended by Dulek & Campbell CITATION Dul15 \n \t \l 1033 (2015) as the researcher believes that information overload can lead the organization to face multiple issues considering their employees.
It has been highlighted by Self CITATION Sel14 \n \t \l 1033 (2014) that with increasing production of information, firms are required to adopt continuous news culture that leads to a competitive advantage in their production quality, and employee involvement in the strategic making, but it also affects the quality of news stories reported in a different scenario. Furthermore, Fogel CITATION Fog17 \n \t \l 1033 (2017) stated that it increases the change of information duplication and transmission of information especially if it is done across the internet medium. On a positive side, it increases the exposure of the firm to use different channels aligned with technology, for example, internet phone lines, video calls, email, messages, RSS, and others. Fredriksson & Pallas CITATION Fre15 \n \t \l 1033 (2015) critique on data mining or information digging in a way that researchers or employees are working on different sources of information is usually found working with historical information which in many cases affect the results of project or sales (if carried out in retail). Therefore, it is important for organizations to work on quality information filtered according to the need and demand for the project. It will reduce the complexity of data for employees so that they can work on processed information.
Complexity in Organizational Structure
Even in most common cases, organizations are found working with four types of organizational structure that dominate their business practices and landscape especially in managing the flow of information in a firm setting. With any change in organizational structure, managers are found struggling with communication-based challenges to control employee activities and their involvement in decision-making CITATION Dow12 \l 1033 (Downs & Adrian, 2012). Loosening control of information because of organizational structure also lead the firms to develop conflicting situation among their employees which in general affect firm’s performance. In functional organizational structure (the most common one in the business of all sizes), there are high chances that employees will be grouped by function or department and report to their respective authority CITATION Hol13 \l 1033 (Holtzhausen & Zerfass, 2013). In this type of organizational structure, there are high chances in loosening communication processes. It is the reason that employers emphasize employees to consult their respective supervisor, team leader, or manager. Normally in these types of organizations, supervisors and managers are keen to work on open-door policy for their employees to work on task-related issues and avoid any chance of conflict influencing their operational facilities CITATION Woi08 \l 1033 (Woisetschläger, Hartleb, & Blut, 2008).
In case of divisional structure, employees are generally clustered by their division and report to their supervisors. However, the difference in this structure from the functional structure is that the supervisors are keen to work with autonomy to control their resources and work on a high growth mode CITATION Dah18 \l 1033 (Dahiya & Gayatri, 2018). This directly influences organizational structure in case of communication, especially while employees are working on team projects. To overcome communication challenges in this scenario, managers are required to adopt the communication process in division supervisor to work on supervisor updates to support collaborative options CITATION Hol13 \l 1033 (Holtzhausen & Zerfass, 2013). It is also suggested to firm to encourage regular communication, this support exchange of ideas and innovation in managing firm’s operations successfully. In the case of matrix structure, managers are keen to bind multiple types of organizational structure to support multiple projects at one time. This support the firm has in extracting exact results, however, in employees are required to work with multiple supervisors to achieve their required success with a project CITATION Coo15 \l 1033 (Coombs, 2015).
In this structure, managers are keen to support open communication with employees to exchange ideas, talk with other people openly, and overcome their personal and professional issues easily. This structure supports collaborative operations and reduces any chance of conflict among the employees CITATION Fog17 \l 1033 (Fogel, 2017). It can present difficulties for managers who may end up competing over whose work is progressively imperative. Then again, this structure holds the guarantee of widening a worker's range of abilities and sharing his extended learning base with associates CITATION Mei08 \l 1033 (Meisenbach, 2008). To overcome this scenario, it is recommended for managers to leave no uncertainty in the psyche of your chiefs about which work is your need. This can be achieved by forming a framework to share normal updates or monitoring a venture's development in the organizational portal to help relieve communication breakdowns CITATION Hol10 \l 1033 (Hollenbeck & Zinkhan, 2010).
Google’s Strategic Communication Strategies
Same as that for example, if the customers give positive feedback and the business organization gives a bonus to the employees then the external stakeholders, i.e., customers will influence the internal stakeholders, i.e., the employees. Google treats strategic communication extremely carefully. Google’s decisions are highly influenced by activist groups, governments, and the media. The company uses different communication strategies for each party. So, it is highly important that strategic communication is effective, and all the stakeholders are on the same page.
In the figure, the communication is based on the point of interest of the stakeholders. This is the reason for Google’s huge success; although the competition is tough, Google avoids its stakeholders’ displeasure at all costs. Google is well aware that the flow of information from all of the related sources must be controlled. It is a known fact that any stakeholder will put more attention to the information more related to his or her interests (Appendix B, Table 2.1).
For the customers, the message is conveyed that the Google is recruiting talent of China and it will benefit them as Google will be providing entire Google services in Mainland China and create services that will be Chinese characterized in the future (Saunders, & Lewis, 2012). Additionally, global customers will be benefited through the diversification of the Google contents and services. For instance, in the Google search engine Chinese results, Chinese content on YouTube and data in Chinese on the Google map (Appendix A, Table 2.2).
The message that is conveyed to the shareholders is that it is an opportunity for re-entry in the Chinese market and it provides a path to step up in context with globalization and more significantly the revenue will be increased as well shortly. So, this information is conveyed to this specific group of stakeholders, and it adds value to the organization. So, it is essential that the right information is conveyed with facts and figures to the right group of stakeholders. For instance, the financial information was given to another group of stakeholders' then it would have been useless because the shareholders are interested in the opportunities that increase their wealth. The shareholders are persuaded and are influenced that the path to global market is opened and it will benefit them financially as well. So, the shareholders are also persuaded and stay loyal to the brand.
The message conveyed to the employees is that the new blood is going to join the family of Google. The employees are influenced that new members are joining and the organization encourages and promotes diversity which is an extremely good practice. To the media group of stakeholders, the message is conveyed that they will have many news stories and several angles will be created for publishing news and articles. The message conveyed to the government is that the tax will be contributed which boost the economy and new job positions will be created for the economy. The communities have conveyed the message that the employment opportunities will be provided to the people of China.
The integration of corporate communications
Also, the integration of corporate communications is also useful because the strategic management can benefit from the know-how of the communication experts. This applies, for example, to the phase of strategic analysis and forecasting. Here, there are only insufficient concepts for the recommended investigation of the wider corporate environment and the social stakeholders within the framework of management theory. The research results of Gurning et al. can help to conceptualize the corporate relations much better, and the findings of Issues Management can be used for an early strategic education. (Welch & Jackson, 2007).
But also, in the phase of strategy formulation and evaluation integration of communication experts makes sense. Ultimately, companies have only two options to respond to changes in the corporate environment. They can; a) Reactively adapt and develop new market strategies, or they can b) proactively try to influence the business environment in the interests of the company's goals. For the second option, corporate communications would be important anyway. But even with the first option, communicative questions play a role that should not be underestimated. Whenever entrepreneurial actions are not communicatively legitimized, corporate strategies must be revisable in the interests of conflict prevention. "The principle applies, which is not negotiable, is not enforceable and thus not profitable designed" (Saunders, & Lewis, 2012). With the anticipation of possible conflicts, sensitization of the decision makers for interests of the reference groups is achieved at the same time.
Summary
Strategic communication entails many perspectives, mediums, and frameworks for firms around the world to set a focus and achieve its targets. In the case of the competitive industry, it is important for organizations to work on collaborative measures and strategies in achieving its objectives. However, it is discussed that if the managers are unable to deliver a clear message to its employees or a team, they face issues in creating a balance among its team that leads the firm to face various issues in achieving its collaborative objectives. The other section of the literature has discussed various factors leading to communication breakdown among which the focus is toward perceptual believe and language difference. It has been discussed that with the increasing trend of diversity in the industry has created the urge for the companies to work on strategies in overcoming communication breakdown to achieve their targets successfully.
CHAPTER 3. METHODOLOGY
Chapter Overview
This chapter’s focus was on the collecting data on strategic communication and the factors that can lead to its breakdown. It also identified the aspects of strategic communication that, if utilized appropriately, lead an organization toward incremental change in strategic communication. Specifically, this chapter focused on how organizations can incorporate strategic communication factors to avoid breaking down the firm’s operations. Without the arrangement of an appropriate communication plan, the entire organization may suffer from a lack of transparency and clarification (Tuck, 2014). Implementing strategy in business communication can ensure effectiveness and identify areas of concern.
In business, strategic communication involves strategies or activities that can aid in reaching an organization’s goals. This paper includes qualitative analysis to examine the evolution of strategic communication at the corporate level and its effectiveness within the firm. Additionally, the factors that lead to ineffectiveness or weakening of strategic communication were analyzed. The qualitative analysis was used to analyze various aspects of to determine the effectiveness of strategic communication and its relations to corporate performance.
Critical Analysis of the Chosen Methodology
This dissertation’s methodology is qualitative in nature and utilizes open-ended interview questions. This method was selected because of its flexible nature in data collection; qualitative research methodology provides more independence to researchers, because it focuses more on subtleties than metrics. The qualitative research process is also open-ended, making the process fluid and easy to follow (Smith, 2015). It also makes the process more accurate, and is preferred by many researchers. It will therefore be used as the research methodology to establish the impact of strategic communication on the performance of an organization. Phenomenology and case studies will be used as the research designs to complete the study (Seidman, 2013). Phenomenology is a qualitative research design, which focuses on the events, experiences, concepts, and situation, and it would therefore be helpful in establishing the relation between strategic communication and the organization’s performance. The case study design analyses persons, events, periods, decision, policies and institutions and would provide the best descriptive analysis of strategic communication value chain in order to improve an organization’s performance. The researcher's observation skills are critical in this regard. The concept of strategic communication deals more with the experiences and cultural aspect of an organization such as artifacts, those aspects such as dress which may be easy to discern, however may be hard to understand beneath artifacts are espoused values which are conscious strategies, goals and philosophies. The qualitative methodology may seem more prone to interference from individual bias or perception of particular information or issues (Turner III, 2010). However, this can be strength; a gathering of individual opinion data can enable researchers to obtain predictive information with appropriate details behind the issue, offering deeper information.
Participants
The participants were YouTube employees and twenty-five (25) students from Miami Dade College. YouTube was selected because of its prominence and wide audience, as well as its availability. The researcher interviewed several YouTube employees, including supervisors, and discussed the development of strategic communication processes with respondents. Additionally, 25 Miami Dade College students were interviewed via a focus group for investigating the effectiveness of YouTube advertisements. The students interviewed were both male and female of 22 years to 46 years of age. The results of both analyses were compared to assess the reliability of the outcomes.
Target Population and Sampling Method
The primary objective for sampling was to choose an organization like YouTube that excels in the field of broadcast communication. The names of the respondents have been kept confidential in the dissertation. Purposive sampling was implemented, which is “a method of sampling where the researcher deliberately chooses, who to include in the study, based on their ability to provide necessary data” (Parahoo, 1997). For this research, the random sampling method was used to collect data from the target population. The organization was chosen by the researcher and the employees were selected randomly from all employees who were willing to respond. A number of YouTube interviews were analyzed, and 25 videos were assessed for this purpose to formulate a substantial perspective. According to Creswell (2012), interviews are an effective data gathering method that involves the transferring of information from interviewee to interviewer in a more comprehensive and detailed manner. In this context, the criteria developed by Lincoln and Guba were considered extensively, affirming the constructivist and naturalistic assumptions. The authenticities, as well as criteria for the participants, were based on ontological, educative, tactical, and catalytic authenticity (Guba & Lincoln, 1989). Adopting this approach ensures that participants become responsible for cultural reproduction of the research inquiry in which they have a part and therefore have a stronger investment in ensuring that the outcome of the research are authentic. Triangulation is an imperative technique that facilitates the validation of data through cross-verification and applies to qualitative methods. 25 students from radio and television broadcasting programs at Miami Dade College were included for the focus group discussion to triangulate the results of the study. The results of the qualitative study will be compared to assess inter-rater reliability.
Focus groups interviews are considered a valid and reliable method for collecting information regarding how people perceive, think, and react towards a particular phenomenon (Kruger & Casey, 2014). It is used because of its usefulness in finding groups’ opinions, perception and feelings. For the current study, an interview guide was developed using the guidelines from the Calgary University Manual and was found to be effective in collecting information. (Eaton & Brown, 2017) The interview guide covered all relevant aspects of information-gathering for the study. Initially, the demographic performance was developed to investigate the participants’ demographics, such as age, education, and gender. According to the literature, the most important demographics with regard to advertisement efficacy were age and occupation. Therefore, age, education, and discipline were used in the study.
Item Generation: The interview guide was designed, with relevant open-ended questions generated with the help of the literature review.
Try Out: Experts from a variety of backgrounds and programs evaluated the interview guide. Two pilot focus groups were conducted to appraise the reliability and validity of the interview guide.
End Product The following items have been included in the interview guide to explore the effectiveness of YouTube advertisement.
Qualitative Interpretation
The consensual qualitative research (CQR) method was used to interpret the data. (Hill et al., 2005; Hill et al., 1997) Consensual qualitative research was used, following the open-ended questions and a semi-structured interview. Consensual qualitative research is defined as the use of open-ended questions and semi-structured interview which provides consistent and in-depth information regarding the opinion and experiences of the individual (Hill et al., 1997). In the study, “cues” are defined as “the multiple ways a message can be communicated, such as with nonverbal cues like facial expressions and verbal cues, such as tone of voice” (Dennis & Kinney, 1998). The more cues the sender of the communication offers, the richer and effective the communication will be. When verbal or nonverbal cues are removed, it can take longer and be more difficult to understand a message. Following the interview, the data were re analyzed on the same day by the researcher to ensure its accuracy, uniformity, and coherence. Interview questions are attached in Appendix B. Table 3.1.
Instrumentation
Instrumentation is the tools or means, by which investigators attempt to measure variables or data collection. It is a critical aspect of an interview that can enable the researcher to obtain appropriate tools for further data collection (Roberts, 2010) The primary instrument that furthered this research was the researcher himself researchers are involved in several tasks, such as talking to the individuals on the phone call and writing down important points that will be shown in the findings section. Several skills were utilized, such as interactive competence, steering, attention, and technical competence (Herr & Anderson, 2014). Interactive competence is the ability to jointly communicate in setting specific ways; it is about using communicative resources to co-construct understanding whereas, Technical competence includes knowledge and skills, which are utilized to achieve specific goals; therefore, these aspects are essential for the completion of the research.
Technical competence, the ability to organize the interviews, was the most important skill (Sampson, 2012). Technical competence was put into practice by explaining matters of confidentiality to the participants and by preparing consent forms. Even though it was the first time the researcher performed such a critical and challenging task, with much-appreciated help, the researcher was able to conduct instrumentation effectively.
At first, the interviewer contacted YouTube through their helpline number, and after describing the dissertation to them, the managers permitted the commencement of research activities with the promise of confidentiality. During the waiting period, reports, journals, and articles were reviewed to ensure that the researcher would deal with the employees effectively. After that, the company's manager was contacted through the same helpline number to get a list of names and contact information of the employees, to explain the dissertation in more detail with regard to ethical issues that will be discussed below. Twenty-five employees were selected as the sample size for this dissertation. These employees voluntarily joined the study, and further email correspondence occurred regarding confidentiality, discrimination, and information sharing so that they were comfortable while providing valuable answers.
During the interview, these employees were the first asked to talk about their daily lives, hobbies, and education, in order to make the employees comfortable while discussing personal information with the researcher (Chenail, 2011). The opening stage of a conversation is critical; inefficiency in this skill would alienate participants. Interview management and initiation skills enabled the researcher to ensure that the participants’ negative non-verbal signals and silence were ignored. However, the task was challenging for the interviewer, so the data transcription included information about the skills obtained during the process.
Step-By-Step Guide for Interview
First, the larger research queries regarding the study were described along with an outline of the broader scope.
After that, questions were developed by focusing on the previously described areas. Such questions were further refined to comply with the specification of the respondents. The main objective was to attain insight into respondents’ expertise and experience regarding the knowledge area.
Once the questions and their scope were developed, the language was adjusted according to the understanding and cultural backgrounds of the respondents.
In order to attain a deeper insight into the sample’s perspective, most of the questions were formulated using the word “how,” rather than “why”. In this regard, the approach of open questions was applied.
After the development of questions, the format and structure of content was evaluated by considering the cultural implications and comprehension level of respondents. Warm-up questions were also devised.
Subsequently, the flow of questions was decided.
Data Collection
Several types of interviews were identified from the literature for this dissertation: structured, unstructured, and semi-structured (Gordon, 2012), Utilization of these methods has allowed many researchers to balance flexibility and formality. This dissertation required the researcher to focus on one aspect at a time, and diverge more in the interview to get adequate details. The researcher got the opportunity to ask questions within a certain formal range while enabling him to go more in-depth as needed. This approach provided a deeper understanding of the subject matter, enabling the interviewee and the researcher to garner surprising details about the effectiveness of communication strategies within the organizations (Katz, 2015).
Since communication is a sensitive topic, the utilization of appropriate interview techniques was required to ensure success (Seidman, 2013). Therefore, the interview questions were designed such that they enabled employees to be free in providing appropriate answers to the research questions, without being afraid of breaking the company's confidentiality regulations.
Employees were contacted to ascertain their preferred interview location. The majority were most comfortable at the work location after working hours. For some employees, timing concerns led the researcher to cancel the face-to-face interview in favor of a phone call. Telephone interviews were taken individually on two consecutive days to ensure that the employees do not contact others. (Lichtman, 2012) They were not given details about other respondents, to prevent further contact or to reveal the specifics about the interview process, especially the questions.
Before starting the interview process, the objectives and introduction of this dissertation, and its potential to help in identifying areas of development in communication, were explained to every respondent. During the interview, critical points were written down to fulfill the research objectives. Every interview took about 20 minutes to accomplish.
Theme
According to renowned anthropologist Morris Opler, it is imperative to recognize themes in order to analyze cultural intricacies. (Bernard & Ryan, 2003) It is also asserted that every culture features certain declarations that can be defined as themes. Thematic expressions then help researchers delve deeper. Major thematic expressions may include repetition of particular ideas and words, silence regarding seemingly audacious questions, or usage of cultural vocabulary or language connectors.
Throughout the data collection, interviews were conducted and evaluated by considering the prominent themes. For this purpose, coded interviews and index cards were used. The underlying reasons for the interview were considered throughout to pinpoint the required findings. Moreover, for all the questions, expected responses were jotted down after brainstorming. After the interviews, the index cards of participants’ responses were analyzed one by one in a comparative manner. Similar answers were stacked together to assess the strength of a particular response. After sorting out all index cards accordingly, the themes could be clearly identified. A comparative analysis was conducted that matched the actual and expected responses. In order to determine next steps, as well as the underlying outcomes of research findings, it is significant to focus on the themes of what most participants said. Any biases were avoided and the researcher included even unexpected responses in the research, regardless of presumed responses. Following the stacking, reflection, and summarization, it was now time to demonstrate the thematic results. For this purpose, all the themes were separated, and through an assessment, the trends of responses were described. The researcher highlighted what became clearer after the process and what changes had to be made to previous perceptions. Moreover, any new questions that arose were also considered.
Data Analysis
Data was analyzed using three primary steps: interview procedure, note-taking, and dividing the information obtained into main headings and themes (Marshall and Rossman, 2014).
The ground rules in the qualitative analysis (for instance, confidentiality) were critical for establishing limitations in the dissertation.
Two main approaches are critical for the establishing the research: inductive and deductive. The former is based on the unstructured framework of the interview and the generation of a new theory emerging from the data, whereas deductive approach is aimed at testing theory by developing a hypothesis and then designing a strategy to test the hypothesis. The inductive approach was not chosen (de Casterle et al., 2012). The procedure was rather deductive, in that the researcher was involved in deducing the answers by using open-ended, semi-structured questions.
The following steps were involved in data analysis:
The researcher first listened to structured and unstructured interviews again to outline emerging themes.
The data was then divided into several themes depending on the research objectives. These themes will become the main headings and subheadings of the findings and discussion section.
The main points of the research were summarized, using the descriptive coding method.
Finally, the data was validated, as explained in the section below.
Limitations and Validity
As expressed above, the qualitative research method is suitable to obtain information about strategic communication, but a few disadvantages exist. Primarily, the data quality that was obtained from about 25 participants had been subjectively impacted, based on the perception of the individual researcher. This makes the data rigidity less certain. Additionally, as compared to the quantitative methodology, qualitative research requires more time. The unpredictable and semi-structured nature of the interviews is another concern. The perception of the reader and the researcher over the same subject matter can be different.
Qualitative methodology is results-oriented, rather than process. Furthermore, the qualitative research technique deals mostly with the detailed approach of categorizing and measuring the answers to the research question. If the information fails to produce the required results, the researcher may choose another direction that can successfully provide information. Such aspects provide more room for the qualitative methodology enabling the researcher to gain access to details by finding more evidence and clues concerning strategic communication without having a limited approach. However, the utilization of qualitative research falls short concerning the predictive approach. Even though this study did not involve the use of prediction, such an approach could have provided the researcher and reader with appropriate statistics, concerning the utilization of strategic communication in real-life scenarios. Furthermore, validity was obtained in this study by comparing these results with those of journals utilizing similar methods of data analysis and collection. The data in this study involved similar results insofar that having a robust strategic communication system in place improves the likelihood of desired outcomes.
The results were shared with the respondents and their management to check that the result had been rendered correctly. The organization's members reported that the results were accurate and were especially pleased that they could improve their business using the results.
Ethical Issues
One of the ethical issues that troubled the research was confidentiality. Efforts were made to ensure that the research paper would include the names of employees involved, at minimum. However, the efforts were in vain, as the request was denied because the employees did not want their names to be involved in any research. However, without being held back due to the issue of confidentiality, the researcher could have had achieved higher validity for the particular project.
Another ethical issue was discrimination among the organizational members during the interview. The researcher did not want to discriminate between the employees while taking the interviews, as it could have resulted in having distorted responses. YouTube contained people of many races and backgrounds. It was observed that the interviews had to be taken considering all the diverse cultural nationalities and accent considerations with utter respect for diversity. If this procedure had been ignored, the nuance of the respondent’s answers would have been lost in translation and, or due to language barriers. In the end, the researcher gave all appropriate information to the participants to ensure trust. If the researcher had ignored this particular step, the professional relationship between the respondents and the researcher could have had suffered.
Summary
For this study, 25 respondents from YouTube were selected using a randomized procedure. After finalizing respondents, they were all provided with appropriate details and an invitation letter to join the interview process. The obtained results were divided into several sections based on the objectives that enabled other readers to have easier access to the findings with a descriptive summary. Furthermore, the results obtained matched those from other literature, proving their validity and reliability.
CHAPTER 4. DATA ANALYSIS AND RESULTS
This chapter provides a clear presentation of the data and the data analysis to answer the question: How can mass communication strategies align ideas and actions to facilitate breakthroughs that influence, persuade, and guide stakeholders towards desired outcomes? It reports the findings of the study regarding YouTube’s communication strategy. The results were analyzed to determine the strategic communication methods being utilized by YouTube based on employees’ perspectives.
The term “strategic communication” is defined by researchers as a combination of approaches, such as public relations, management communication, and advertising, to satisfy a company’s short- and long-term goals (Adler & Elmhurst, 2012). For the purposes of this study strategic communication techniques, such as the social communication model and the correlation theory, have been developed by leading scholars to motivate employees and support innovation. The study of communication strategies has received attention in academia recently due to its promise to deliver corporate growth; companies often produce higher rates of growth after utilizing the techniques. This study aims to present strategic communication’s revolutionary formula that can enable organizations to increase growth and attain other objectives (Coombs, 2015).
This chapter will provide an overview of the results obtained by utilizing the methodology discussed in the previous chapter, namely qualitative analysis via telephone interview. Presentation of the data in its entirety would not be possible in this dissertation due to spatial concerns; therefore, a summary will be presented. To organize the findings for readers, research has been divided into several themes that were selected after answers were obtained.
Mode of Google’s YouTube communication with the audience
The analysis of the data established that 65% of employees interviewed use Video (YouTube) to communicate with the audience. Based on the survey, 95% of YouTube customers provide immediate feedback on the video. The study also indicates that over 85% of the audience provides responses by commenting on the YouTube video. For instance, an employee indicated that “Traditionally, communication about the particular service or product enables the customers to know only after the company has produced the product. But the world has changed, thanks to growing technology. On YouTube, the product itself is involved in the communication factor that enables the viewers to look through the stuff. That means the videos are both the product and the method of communication. For example, the search engine is one of the services provided by the company where the users can communicate with us and utilize their valuable time to ask whatever they wanted to see.” The result of the study demonstrates that YouTube achieves long-lasting communication with customers in order to maintain an active customer base. YouTube’s 24/7 availability has cultivated a sense of community among viewers around the world. Several answers were relatively similar, except for one shown below.
It is also important to note that the results indicated that 55% of employees communicate using comments, reports and the helpline. This finding means that the majority of YouTube employees engage with viewers through YouTube’s videos. It also means that the best channel of communication explored by YouTube’s staffs in video communication. This has made the communication between the company and other companies to be very effective and more productive (Pedersen, 201). The analysis of responses also indicates that an estimated 75% of employees prefer the comments and helpline to engage customers and viewers because of the quick responses. Most participants responded that give the essence- the main idea- and then say as one purpose stated “we communicate with the users through the comments, report section, and the helpline. We are well aware of the fact that the users are able to maintain their entertainment desire by choosing the search engine for finding the best videos among the sea of them. However, certain videos are also reported by the users to us, which enables them to develop faith and loyalty because of our quick response. In a sense, our communication method involves a close connection with customers to answer their queries. One more thing: the customers also report hateful comments that are either blocked or removed by YouTube developers or with permission of the video up loader themselves. If the particular section or video does not cater to our terms and agreements, we simply remove them. So yeah, the best solution we have observed includes the quickest response. This is the way our platform works.”
Internal and external communication tools
The results also indicate that 58% of employees agreed that emotions are more essential than the message in an advertisement. The majority of the employees, about 20 of them, stated that YouTube enhances the customers’ experience by using strategic communication. Therefore, YouTube as a company utilizes improved search algorithms and artificial intelligence to sift through over 80 billion submissions of feedback daily, enabling the right video to reach the right viewer at the right time, and therefore, it is one of the communication strategies being explored by YouTube. Externally, the organization provides company contact information and avenues for reporting inappropriate videos. The findings also established that YouTube uses improved search algorithms and artificial intelligence to sift through over 80 billion submissions of feedback daily, enabling the right video to reach the right viewer at the right time. Externally, the organization provides avenues for reporting inappropriate videos and company contact information, allowing You Tubers to participate in official communication. Such efforts enable employees to achieve organizational goals, such as customer satisfaction, and thereby a greater income for the company. As one of the employees said, “Efforts put on by the company, such as a better search engine, enable more customer engagement.”
Internal communication is vital for the organization to meet the demands of viewers and clients. Ten employees commented that many employees enjoy working in the company, while others stated that colleagues are able to connect well to share innovative ideas. Twenty-one employees stated that managers communicate well with employees to provide support. Employees are even given the opportunity to share their innovative ideas with managers and other senior team members.
The most important part of YouTube’s communication strategy is the viewers’ perception. As stated by one employee, “the entire focus of the maintenance of internal and external strategic communication is to enable customer satisfaction.” Customers can be frustrated by an over-saturation of advertisements. Therefore, as another employee stated, the “organization ensures that not too many ads are presented before the video goes on.” The company has recorded viewers’ perceptions about advertisements through feedback sessions or via periodic surveys, discovering that some viewers feel frustrated and even disturbed because of the constant intrusion of advertising between and during videos.
A harmonious and flexible workplace environment is critical for the development of an effective communication strategy. An additional employee stated that “among internal tools, effective communication and transparency is one of the ways that our leaders use to ensure that the customers are well received.” About 20 employees stated that strategic communication includes the involvement of better professional relationships between the workforce and their superiors, and the willingness of leaders to give opportunities and freedom.
Almost all employees stated that strategic communication is one of the techniques the organization utilizes to ensure customer satisfaction. Customer satisfaction depends on the superiority of services provided by the company; if internal and external communication aspects are handled clearly, the viewers will be satisfied at large.
Summary of results obtained
YouTube's communication strategy is centered on customer satisfaction. Employees stated that better services, in the form of faster-loading videos and a superior search engine, enhance communication, leading to a higher rate of customer satisfaction. Furthermore, the provision of customer service via the report section and direct helpline number allows the company to practice effective means of strategic communication, along with direct communication with customers through the channel and social media.
Clients (advertisers) are just as critical as customers (viewers). An employee provided the following response: Clients provide necessary ratings or traffic that can be used to earn more income from companies seeking to buy advertising. To accomplish this, the company makes itself available to advertisers in a variety of industries, including television channels, movies, musicians, and even Netflix, all of which pay the company to show advertisements. The company uses faster video loading, better suggestions, and many other facilities to engage users. Viewers may also take advantage of premium membership, television broadcasting, gaming, and other engaging features. Such aspects are involved in utilizing better strategic communication with customers. In these ways, the organization maintains effective internal and external communication to ensure that the consumers are satisfied and the company achieves its objectives.
Hypothesis Analysis
H0: Mass communication strategies align ideas and actions to facilitate breakthroughs that influence, persuade, and guide stakeholders towards desired outcomes. With reference to the first hypotheses, three (3) questions were put forth to test the study’s hypothesis. The first question was “What are the internal and external communication tools used by the organization?” The second question was “What are the models of communication used by Google YouTube? The last question was “What is the effectiveness of the tools of communication used by Google YouTube?” These three questions were applied to discern the themes relevant to the hypothesis of the study. Several themes emerged from the participants’ responses to these questions. The first theme was the types of internal and external communication tools applied by Google YouTube. The second theme established was Google YouTube’s mode of communication with the audience. The third theme established was the effectiveness of comment-based feedbacks as a strategic communication technique. Employees stated that YouTube’s primary focus is the company’s development through the fulfillment of viewers’ video-watching demands. To accomplish this, YouTube Google ensures that customers can effectively communicate with the company through their official website, toll number, and social media accounts. YouTube incorporates internal strategies, such as building strong relationships between employees, to maintain an ideal environment so that the entire workforce can focus on the advancement of customer satisfaction. Simultaneously, YouTube uses external strategies, like customer engagement through feedback sessions, to ensure customer satisfaction. The company’s focus on effective strategic communication techniques, such as perfecting their search engine and fostering a solid relationship with clients, facilitates the achievement of organizational goals.
H1: Mass communication strategies fail to provide benefits to the organization concerning effective internal management.
This hypothesis was found to be untrue, since, as stated above, YouTube utilizes strategic communication as a means to advance the organization both internally and externally. The firm utilizes many tactics to ensure that employees are satisfied with management techniques, such as giving incentives and, promotions and prioritizing internal team building. 58% of participants stated that YouTube uses strategic communication to engage its clients and stakeholders. Additionally, 72% of participants believed that viewer comments and the company’s quick response time are crucial ways of moderating the customer-organization relationship. Participants indicated that “YouTube provides detailed information and immediate responses” to its audience and advertisers and that this is an effective strategy to ensure engagement.
Conclusion
This section provides an overview of the results obtained by utilizing the methodology described in the third chapter. Qualitative analysis during the interview process enabled the researcher to obtain results and analyze them effectively. The discussions of the results have been presented to inform the reader and contribute to the field at large. Due to spatial constraints, the presentation of all the answers was not possible in this dissertation; research was instead divided into several themes chosen after the answers were obtained. Finally, this chapter enabled the reader to understand present-day strategic communication techniques by showing a summary of all the results presented.
Section 2
This section provides the results of the Focus Group Discussion (FGD) with the participants from Miami Dade College. The FGDs were conducted to investigate the effectiveness of advertising on YouTube.
Demographics
60% of participants were male, while 40% were female. The majority of participants (64%) were 23 years or older, while 36% of participants were 22 or younger. 44% of participants were from the television broadcasting discipline, while 56% were from radio broadcasting. A detailed look at the demographics of the study can be seen at Appendix B, Table 4.1.
Qualitative Interpretation
The qualitative interpretation follows the Consensual Qualitative Research (CQR) method (Hill et al., 2005; Hill et al., 1997) mentioned in Appendix B. Table 3.2.
Interpretation of Responses
The participants’ responses have been sorted into the categories mentioned above in order to investigate the frequency distributions of the items. Various themes have emerged through analysis of the responses. The results of the qualitative interpretations are as follows.
What cues are most effective in getting viewers to engage with the ads played before YouTube videos?
The first question posed to the students regarded getting viewers to engage with the ads played before YouTube videos. There was some diversity among the responses, but the majority of participants (68%) stated that interesting narration and repetition in the advertisement are the most effective cues for keeping the viewer engaged with the ad played before YouTube videos. The rest, 32% of participants, stated that excessive repetition might develop a negative association with the product; instead, repetition with a different concept by the same product may develop a sense of interest among the audience.
What cues are most effective in making a YouTube advertisement memorable?
According to the majority of participants (60%), the most effective cues in making YouTube advertisements memorable are music, scenery, background, the physical appearance of the actors, and triggering the viewer’s memories. Visual cues were reported to be the most effective technique for holding the viewer’s attention. In contrast, the remaining participants (40%) stated that color schemes and non-verbal cues are the most significant elements in making a YouTube advertisement effective. According to these participants, non-verbal cues such as facial expression, body posture, gesture, style, and eye contact can be used to make a positive impact.
What cues are most effective in communicating the advertisement’s message?
65% of participants stated that language is the most effective cue in communicating the advertisement’s messages. Easily-understood vocabulary is more likely to get the attention of the audience. 20% of participants stated that advertisements that fulfill the psychological needs of the targeted audience are most effective.
Does the feedback mechanism used by the organization to get information from the users lead to a more positive perception of the advertisement? The majority of participants (88%) stated that having a feedback mechanism for the advertised product leads to a more positive perception. The feedback helps both in enhancing the satisfaction level of the participants and in evaluating the reception of the product. Secondly, the feedback also gives the product developers a chance to enhance the effectiveness of the product. 22% of participants stated that the feedback mechanism could work negatively as well, if fake or unauthentic statements are posted regarding the product’s alleged ineffectiveness. According to the participants, two types of people post a negative comment in the feedback section: those who want to spoil the reputation of the brand, thus weakening the competition for promoting their brands, and those who have no intention of spoiling the product’s image but unnecessarily post negative feedback. However, this could be addressed by the company’s public relations and marketing teams by communicating the truthful information regarding the products.
Are emotions more important than messages in advertisements?
According to the majority of participants, an advertisement that evokes emotions among viewers may elicit particular responses if they feel an association with the product. According to the participants, people develop a strong emotional connection with the product if the advertisement describes their internal condition and satisfies their associated emotions. People do not skip these types of advertisements; sometimes they watch them repeatedly. A few participants reported using music in advertisements to evoke emotional responses. Advertisements depicting maternal love and care, such as those including diapers or cooking food, were also praised by survey participants for their ability to produce an emotional attachment with the product. On the other hand, a few participants stated that the message is more important than the audience’s emotional response in creating an effective advertisement.
How does psychology work in making an advertisement effective?
60% of participants reported that advertisements that address psychological needs, such as a sense of belonging, can boost the participants’ self-esteem. Purchasing the product gives the buyers a feeling of belonging, further enhancing their self-esteem. According to the participants, effective advertisements may manipulate the audience psychologically to cause the audience to feel driven to purchase the product. 30% of participants stated that psychological suffering could also influence the effectiveness of the advertisement; for example, a woman concerned with her skin would be excited to watch an acne solution advertisement. Similarly, advertisements oriented toward the topic of employment may enhance the advertisement’s effectiveness among viewers concerned with their income. Participants stated that advertisements that create a sense of self-worth in the viewer could boost the sense of belonging and satisfaction with physical or professional life. 20% of participants found story-based advertisements or those filled with suspense, horror, or curiosity more effective.
Does symbolic advertisement get more attention?
60% of participants suggested that non-symbolic advertisements work better than then symbolic advertisements, for the reason that a majority of people do not understand the meaning of the symbolism. 40% of participants stated that symbolic advertising is more effective in capturing the audience's attention, and is, therefore, more valuable.
Does YouTube advertisement’s feedback create a positive impact on the product?
60% of participants suggested that the inclusion of a feedback mechanism imparts a positive impact in promoting the advertised product. 40% of respondents did not agree.
What is the best source for getting customers’ feedback?
According to 28% of respondents, the symbolic method of obtaining feedback, such as star ratings, is more effective than verbal or written methods. In contrast, 72% of respondents stated that written feedback is better. A few stated that verbal interviews or surveys are the most effective way to get feedback from participants.
Summary of Results
The overall results of the focus group discussions suggest that YouTube advertisements are effective in promoting products or brands. The majority of participants stated that captivating narration and repetition are the most effective cues for keeping the viewer engaged. According to the majority of participants, the most effective cues in YouTube advertisements are music, scenery, color scheme, background, and the physical appearance of the actors, verbal or non-verbal cues, and past associated memories. 65% of participants stated that language is the most important component in communicating an advertiser’s message. 20% of participants stated that advertisements that fulfill the psychological needs of the target audience by imparting a positive message are most effective.
88% of participants stated that having a feedback mechanism for the advertised product increases positive perceptions of the advertisement. 60% of participants reported that advertisements that fill a psychological need, such as a sense of belonging, are positively associated with the self-esteem of the participants; purchasing the product gives the buyer a feeling of belonging, further enhancing their self-esteem. Participants reported that advertisements designed according to the psychological needs of the targeted audience are more effective. According to other participants, effective advertisements manipulate the audience psychologically, compelling them to purchase the product. 30% of participants stated that the audience’s psychological reaction could impact on the effectiveness of the advertisement. 20% of participants found story-based advertisement more interesting; for some participants, advertisements full of suspense, horror, or curiosity are most effective. 60% of participants suggested that non-symbolic advertisements work better than symbolic advertisements. 60% of participants suggested that the inclusion of a feedback mechanism had a positive impact on the product’s promotion. 72% of respondents stated that written feedback was better than symbolic.
Conclusion
The results of both the qualitative and quantitative sections of this study showed high inter-rater reliability. “Inter-rater” refers to the level of agreement among raters and is applied in research to determine how participants regard an issue or a topic of a study. Inter-rater reliability is measured on a scale from one to five, with one as the lowest and five is the highest rate. The results of Section 1 revealed that effective advertising necessitates a strategy to promote the product in question. Similarly, the results of Section 2 suggested that utilizing effective advertising strategies can enhance viewer engagement.
CHAPTER 5. CONCLUSION AND DISCUSSION
Strategic communication is a critical topic for the development of businesses in a variety of fields. Once a communication strategy has been thoroughly developed, the organization can achieve success effectively with minimal need for external resources. This dissertation aims to provide information regarding effective strategic communication techniques. This study is structured around questions and answers regarding specific topics within the field of strategic communication. This section will conclude the research by providing a discussion of the results described in the previous section.
In a broad sense, the concept of strategic communication is meant to provide a strategy for the effective conveyance of specific content among individuals in an organization. Utilization of a particular course of action is meant to lead the company toward a desired outcome. Through utilization of qualitative analysis, this study has enabled readers to utilize of strategic communication in their present circumstances by presenting the techniques used by YouTube employees. The primary aim of this dissertation is to identify ways strategic communication can enable an organization to effectively share critical information among stakeholders such that the company ends up progressing more quickly toward its desired goals. For this study, the researcher used a qualitative approach because of the need for a deep exploration of the topic, which would not be possible using a quantitative methodology. Telephone interviews were conducted with a pool of 25 YouTube employees.
Chapter 5 is organized such that the results can be understood concisely. The first section contains a summary of the findings described in the previous chapter. These summarized findings will be accompanied by a general discussion that addresses this study’s research questions. Finally, the limitations of this study will be discussed in this chapter, as well as the conclusion.
Summary of the findings
The interviewed YouTube employees observed that their company has an organized method for utilizing strategic communication. Some employees stated that YouTube’s communication strategy involved the provision of better search engine services, enabling consumers to find their favorite videos instantly. Additionally, the presence of a report section and helpline number allows consumers to connect with the organization. The employees mentioned that they must provide a fast reply to consumers to keep them satisfied. Employees also stated that they were involved in ensuring that customers are given superior services, such as faster-loading videos, fewer advertisements, and effective video suggestions.
YouTube’s social media presence and official website are the organization’s other vectors of communication. Employees post regular updates about YouTube and add-ons on social media. YouTube is a well-positioned company thanks to its growing numbers of customers and viewers. This was possible because of effective communication with the consumers.
Employees also provided answers concerning the communication strategies used with clients, including suppliers, advertisers, and television channels, such as Fox News, MSNBC, and RT America. YouTube shows ads between videos to fulfill organizational objectives. Many employees mentioned that in order to accomplish this, employees must have effective communication with clients. Others stated that employees often attempt such communication with clients using a variety of methods, including face-to-face meetings, Skype, emails, and phone calls. For YouTube, the convenience to the client matters the most. Such factors indicate that the employees and the organization are concerned with the betterment of the client and customers. Internal and external communications are critical intertwined factors for the company. Employees communicate effectively and openly with management in order to share innovative ideas within the organization.
One employee stated that the overall goal of internal and external communication is customer satisfaction. For instance, it was observed that customers may get frustrated if there are too many advertisements between videos. On the other hand, since YouTube’s services are free to consumers, advertisements are critical to the company’s growth. Therefore, viewers are provided with a limited number of ads before videos, sometimes even reduced to one ad per video. YouTube uses small feedback sessions to attain this information.
Discussion of the findings
The primary purpose of strategic communication is the integration of the company’s short- and long-term plans, programs, advocacy efforts, and public education.
This dissertation identifies effective strategic communication techniques for readers. The first part of the findings includes the benefits, need, importance, and procedure used for effective communication with customers. Three primary themes had been recognized in this study: communication techniques, consumer engagement, and internal and external tools for communication. These factors will be analyzed and discussed in the literature section.
Communication strategy
Communication primarily occurs between consumers and the organization. Devising a communication strategy to manage such interactions between organization and customer is important in determining the organization’s ability to listen to users’ desires or complaints. Companies can use large-scale communication technology such as social media and email to maintain a direct connection with consumers. Consumers can read direct reviews and information about products with the aid of such communication media. Similarly, YouTube has been able to use the search engine tool to advance the satisfaction of viewers.
Regular company news updates on social media are critical for effective communication with customers. For instance, if a particular company is able to communicate with customers and keep them updated about the latest software or technology, consumers are likely to feel cared for by the organization. Such demonstrations of concern by the organization’s employees ultimately augment potential customers’ confidence and loyalty. Loyal clients eventually lead business organizations to success.
However, the most critical factor for effective communication with customers is the active involvement of organizational members (Conrad and Terry 2015). In YouTube’s case, the customer service team is readily available to hear the demands and complaints of viewers via comments, reports, the helpline number, social media, and email. As a result, the company satisfies its viewers by giving them better recommendations in their feeds. The company designed its system based on viewers’ desires, indicating that listening to consumer's desires and complaints is critical in strategic communication.
Similar findings regarding organizations’ customer-oriented communication strategies have been observed by Coombs (2015). An organization centered on consumers and that actively satisfies their demand achieves greater success. Organizations can satisfy people’s innate need to belong and connect by ensuring effective communication. Social media also plays a vital aspect of customer satisfaction at large. Zerfass & Holtzhausen (2014) stated that social media has made it easier for organizations to connect directly with consumers. Social media helps organizations track real-time reviews of their products. Before the advent of social media, such data was harder to find.
An organization can also succeed by focusing on clients, since they enable customer satisfaction on a larger scale. The more the clients are satisfied, the better the results for the organization. Several techniques have been used by YouTube to effectively communicate with clients.
Zerfab et al. (2014) observed that customers are highly satisfied with the efforts of mobile media organizations when it comes to the maintenance of products or service. For YouTube, this means providing videos and recommendations while removing hateful and blasphemous content. Such goals are attained by adopting the idea of acquiring higher-quality raw materials. It is important that YouTube actively communicate with all stakeholders to develop consensus. Such active communication is necessary to effectively handle concerns such as hateful and blasphemous content. The approach of business communication between YouTube and Netflix can be considered as an example of strategic communication: YouTube uses clients such as Netflix as a revenue source in order to pay professionals who are responsible for contributing innovations and ideas.
User engagement
Strategic communication is directly or indirectly centered on user engagement. If consumers are found to be positively engaged with the organization's products or services, the company can attain higher growth. The more products beloved by customers, the more the company can produce.
However, the flickering focus of customers and the threat of rival organizations can cause problems for companies, even those that initially retain competitive advantages. Feedback sessions can help an organization gauge customer satisfaction through live reviews, which go on to shape the services offered. It is therefore also critical for organizations to be able to measure a given product or service’s performance with consumers. YouTube can measure such customer feedback with every click.
Similar findings have been observed by Rossmann, Ranjan, and Sugathan (2016) regarding how communication strategies have helped organizations engage users via the utilization of customer support systems.
Internal and external communication tools
Internal communication (between managers and employees) and external communication (between company and employees) are critical and allow the company to achieve customer satisfaction on a larger scale. Internal and external communication is equally important. Internal communication comes from having motivated and satisfied employees who can produce for the organization more effectively. Ultimately, the primary tool for the satisfaction of consumers involves the motivation of employees.
Such strategies can be enacted by enabling senior members of the company to effectively communicate with employees, who in turn reciprocate the efforts made by the company. Managers of organizations should also be able to attain the benefits of effective communication. However, the mere availability of effective communication is not always enough to produce better leaders and managers; the company must also provide training concerning the management of employees so that they can reap the benefits of strategic communication (Wenzel & Koch, 2018). Heath et al. (2018) observed that the organization’s main priority should be to initiate strategies that can motivate employees to work harder. Strategic communication was described as the main method to motivate the workforce to innovate.
A thorough assessment of existing research clearly indicates that strategic communication positively correlated with employees’ motivation level. Communication has a profound impact on employee motivation. Information conveyed with clarity eliminates the possibility of misunderstandings. Companies that adopt effective communication techniques are more likely to build a positive work environment, leading to increases in productivity and growth. As such, the integration of Google with YouTube will allow the latter organization to improve interaction between employees and management, which will provide a competitive advantage against rival companies.
Consideration of Videos as Tool of Communication
The findings of this study revealed that electronic meetings can be a powerful communication strategy, providing opportunities for information to be shared immediately. Platforms such as Skype provide inclusive platforms for arranging meetings. Electronic meetings create a collaborative environment where employees and leaders can share their views and concerns (Bishop, Press, Mendelsohn, & Casalino, 2013). The ability for people to communicate over long-distance means that such technology can save time and cost. Video sharing is also used by YouTube to enhance communication between suppliers and potential customers. Undoubtedly, video sharing can successfully replace face-to-face communication. Different organizations can use video- and photo-sharing platforms to enhance understanding between groups. Features like downloading and commenting allow employees to retain a copy of the meeting (Bishop, Press, Mendelsohn, & Casalino, 2013) to be referenced later. High-quality conferencing software can be rented or purchased. Employees have the opportunity to rapidly connect with each other and communicate business targets efficiently. Videos also allow workers to actively communicate specific needs.
Companies can also build positive relationships and manage communication with clients through online platforms. Online platforms can also be used to take feedback or listen to clients’ concerns. This can also be an effective strategy for building customer loyalty. Online communication is always available to the customer, allowing them to connect to the company at any time to place an order or give valuable feedback. Electronic platforms allow clients to save time and money and remove the trouble of traveling. The findings of this study revealed that employees and customers exhibit a high level of satisfaction with electronic and online communications (Gordon Bowen, 2014).
Social media is used by YouTube as an aggressive marketing tool. This is an effective tool for targeting a larger customer base across the world. Popular social media sites used by the company include Twitter and Facebook (Schaupp & Bélanger, 2014). This allows for maintaining constant communication with followers. YouTube has the ability to promote itself by crossing over into other forms of social media. The addition of eye-catching celebrity photos is one example of a way to use social media to attract customers. Search Engine Optimization (SEO) can be used to enhance the visibility of the company's official webpage on different social media sites. Community building involves conducting direct online conversations over these platforms to identify potential customers’ needs. YouTube also responds to the posts of followers to improve their relationship with customers. Cross-channel campaigns are also used on these platforms to find new customers (Oinas-Kukkonen, Lyytinen, & Yoo, 2010). Brand campaign strategies can include sharing a powerful quote or story.
Limitations and implications
Limitations
Even though the study identified the benefits of strategic communication and the ways in which organizations can utilize such techniques, it is also important to illustrate the potential limitations of the study. The main limitation appeared in this particular case is that is qualitative research study is a time-consuming process that requires immense attention. There are numerous details that are linked with the broad spectrum of the research and it is impossible for the research to address all the aspects associated with the implication of communication strategies. The researcher has to collect different forms of information and attain the most suitable resources according to the actual requirements of the research process which is one time-consuming procedure. Another major limitation appeared in the case of this research work is that the researcher only adopted the strategy of conducting interviews from the respondents to gain desired information. There are many other methods of qualitative research that can be considered by the researcher to get the required form of information.
The implications of the results
The results, if put into practice, would enable an organization to change its communication strategies and attain higher growth. Individuals who wish to launch a company can learn to get more information about the management of both customers and employees by reading this study. Employees can find additional information about the nature and utilization of strategic communication so that they can have better and effective results. The study indicated that strategic communication has the ability to ensure higher customer satisfaction.
Recommendations for future research and conclusion
The primary purpose of this research is to ensure that information about strategic communication can aid in producing desired outcomes for organizations, along with the satisfaction of the organization’s internal and external parties, such as employees and customers. This section is meant to provide recommendations for future researchers designing their own studies on strategic communication. Practitioners should carefully read the following five outlines in order to obtain superior results.
Quantitative approach
Researchers should utilize the quantitative approach. This recommendation is essential because it would ensure the accuracy of results. Quantitative research can allow an organization to track the effectiveness of a given strategic communication technique.
Face-to-face interviews
Face-to-face interviews allow the researcher to gain more information about strategic communication. The mixed research method is another option that can be used by the researcher to effectively blend quantitative and qualitative research. The quantitative approach would provide accuracy while the qualitative nature would provide details about the concepts.
Better data collection techniques
The authors should use recordings of interviews and other Statistical Package for the Social Sciences tools for data analysis. Utilization of tools such as a voice recorder and transcriber would lead to clearer findings.
Ample time
Time constraints are another factor that restricted this researcher from applying different research methods. The quantitative research method is a time-consuming procedure that requires systematic considerations.
More respondents
The inclusion of more than one organization and/or focus group would allow for better triangulation of the study. Such efforts can be undertaken with cooperation from other organizations. Additional respondents would bolster the results’ accuracy and provide a wider variety of ideas about the subject matter.
Discussion
Adoption of mass communication strategies is important for organizations to achieve maximum profitability. Many companies prioritize the development of value-based communication frameworks according to their setting and specific requirements. Consideration of such frameworks will eventually ensure better interaction between investors, partners, clients, and workers (Andrews & Shimp, 2017). Active communication between these shareholders is essential to determining the actual marketing position and implementing a business plan accordingly. Development of a communication framework makes it easy for all entities involved to evaluate and collaborate on their objectives.
Development of a suitable communication strategy requires active consideration of various aligned features. These specific factors can be identified in the forms of the main aims and objectives of the communication plan developed by the management of the organization. It is critical for the business organizations that such a communication plan is completely aligned with the actual vision of the company. To make such a communication plan, a few factors need to be considered, such as the purpose and objectives of the communication strategy and the company’s vision. The company also needs to reflect on how the communication strategy will allow it to reflect its values. These decisions will influence the format, channels, and strategies for the delivery of the message. The realization of a successful strategy is challenging work (Belasen & Belasen, 2018).
A practical approach for any company should include comprehensive documentation of all the strategic plans. This particular prospect can also effectively apply in the case of YouTube, which was selected for this study. It is critical for the company to align all the strategies of communication in one detailed plan to meet the actual standards and objectives. Proper adoption of this specific approach guides to all the responsible entities to perform their tasks within the deadlines. The company should strive to create a positive, attractive experience for clients by accomplishing all the actions documented in this plan. The organization’s management of customers should incorporate a web-based workflow tool that provides an auditable trail of printed documents. It is essential for the management of the organization to create and update products according to the demands set by the customers (Burger, 2016).
Adoption of the most suitable communication model guides organizations to achieve sustainable market success by .reducing costs and achieving better profits. Adoption of the vertical model of communication is one suitable approach for transmitting information from one stakeholder to the other.
Organizations must invest in attracting new customers more than simply satisfying their existing customer base. This specific objective can only be obtained through the development of a proper and effective communication plan that will support timely exploration of clients’ preferences and maintaining relationships with customers.
Following these recommendations will allow companies to explore alternative marketing practices, like the integration of communication, relationship with management, services, and marketing. Proper incorporation of these concepts will helps shareholders identify the actual spectrums of the businesses. A better form of relationship with management is also only possible when workers have active channels of communication. Adoption of suitable communication also makes it easy for management to develop better forms of marketing by receiving input about products and services from customers. Various organizations usually outsource these functions to specialists and coordinate their communication through brand ambassadors or managers.
Consideration of a communication plan is integral to meet the objectives of consistency and clarity.
Advertising, corporate communication, product packaging and word-of-mouth are significant elements of any communication strategy. These factors help managers determine how the brand attracts various groups and gauge their product’s relevance in the market (Willis et al., 2017). Companies must be consumer-centric and should use outside-in planning to focus on the experience of the consumer. In other words, the client’s objectives must be matched with the corporation’s. Organizations such as YouTube derive most of their profits from clients. The convergence of traditional marketing approaches with a technologically-minded business will eventually grow their profits.
Conclusion
The alignment of communication strategies with a company’s ideas and actions will influence stakeholders and allow the company to achieve its objectives. Companies should assume a customer-oriented approach in order to benefit their business and enhance their brand. After all, without a customer, there can be no market.
APPENDIX A
Figure 1. STYLEREF 1 \s 0. SEQ Figure \* ARABIC \s 1 1: Elaboration Likelihood Model
Figure 1. STYLEREF 1 \s 0. SEQ Figure \* ARABIC \s 1 2: System Theory
Figure 1. STYLEREF 1 \s 0. SEQ Figure \* ARABIC \s 1 3: Social Exchange Theory
Figure 1. STYLEREF 1 \s 0. SEQ Figure \* ARABIC \s 1 4: Persuasion Theory
-1467280224520300
Meet their needs
Customers
Employee
Key Players
Board of Directors
Shareholders
Government
Industry Association
Universities
Least Important
Activist Groups
Competitor
Board of Directors
Show Consideration
Media
Community
627380127000
Figure 2.2: Power Versus Interest Grid
APPENDIX B
Table 2.1: Stakeholder Analysis Matrix
Stakeholder
Stakeholder Interests
Power and Influence
Media
The news towards the company.
Reputation
Employee
Salaries and wages, Job security, Job satisfaction, Status, Diversity.
Long-term development of Chinese market, Service quality.
Customers
Product availability, Reliable quality, Customer service.
Revenue, Company Reputation, Word of mouth.
Suppliers
Long term contracts, prompt payment, Growth of purchasing.
Price, Quality, Product availability.
Shareholders
Profit growth, Share price growth, Dividends.
Election of Directors.
Community
Environment, Local jobs, Local impact
Reputation, Goodwill, Government relationship.
Universities
More job positions and a new choice of career path.
Offer information, support the campaign.
Table 3. SEQ Table \* ARABIC 1: Interview Guide
RQ1: What cues are most effective in getting viewers to engage with the ads played before YouTube videos?
RQ2: What cues are most effective in making a YouTube advertisement memorable?
RQ3: What cues are most effective in communicating the advertisement’s message?
RQ4: Are emotions more important than messages in advertisements?
RQ5: How does psychology work in making an advertisement effective?
RQ6: Does symbolic advertisement get more attention?
RQ7: Does feedback mechanism used by the organization to get information from the users increase positive perception of the advertisement?
RQ8: Does YouTube advertisement feedback impart positive impact in promoting the product?
RQ9: What is the best source for getting customers’ feedback?
Table 3. SEQ Table \* ARABIC 2: Qualitative Interpretation Using the Consensual Qualitative Research (CQR) Method
Domains and Responses
Categories of frequencies
Introduction
RQ1: What cues are most effective in getting viewers to engage with the ads played before YouTube videos?
The narration of the advertisement is the most significant cue that diverts the attention of the viewer. The video’s narration starts with the caption: “how,” “what,” and “when,” phrases make the viewer feel invested in the advertisement. A few examples include: How should I clean a machine? What are the most effective ways to earn online? When will I get glowing skin, or long and thick hair? Advertisements that start with “How to” statements get 70% more traffic than other advertisements. An interesting caption can also be a means of engaging the viewer and getting them to watch the video.
According to some participants, repetition is important to produce an image of the product in the consumer’s mind. The use of specific images and logos creates a sense of familiarity with the product.
According to respondents, repetitive use of the same image may instill the feeling of boredom in the viewer; therefore, different visual representations for the same product may enhance the advertisement's attractiveness.
RQ2: What cues are most effective in making a YouTube advertisement memorable?
Music imparts an emotional impact on the viewer, triggering memories and making the advertisement attractive. It can evoke emotional responses to elicit positive associations with the advertised product.
The physical appearance of the actors can also benefit the product’s reception. The audience may feel compelled to follow the actor’s advice to purchase the advertised product.
The scenery and background, utilizing an attractive color scheme, can also have an impact on the audience.
Advertisements that address the audience’s latest needs were found to be effective.
Advertisements that evoke the viewer's pleasant memories make the advertisement more attractive.
The advertisement’s color palette can have an important influence on the buyer’s mood. Effective color combinations enhance the product’s visual representation. According to some participants, viewers prefer to watch a video or advertisement with color selection reported to be consistent with certain emotions: red evokes love and compassion, green represents life, and black shows sexuality.
Non-verbal cues, such as the characters’ standing posture, style, gestures, and confidence, enhance the effectiveness of the advertisement. The harmonious use of gestures, body movement, and facial expression compels the audience to watch the advertisement.
General
Rare
General
Rare
Effective message delivery
RQ3: What cues are most effective in communicating the advertisement’s message?
According to participants, an effective way to communicate the advertiser’s message is by using customer- or audience-targeted language. If the message has been delivered in this way, the audience will show interest in the product.
Other respondents stated that an advertiser’s message should effectively fulfill the psychological needs of the customer; for example, safety, a sense of belonging, self-esteem, etc.
Positive concepts in advertisements were reported to be effective in communicating the advertiser’s message. A pleasant message attracts the audience more than a negative one.
RQ4: Are emotions more important than messages in advertisements?
The majority of participants responded that emotions play a more vital role in the advertisement than the message. The emotional interplay between words, plot, and music can evoke particular emotions among viewers.
A few respondents stated that the messages are more important than emotion-evoking statements in the advertisement.
RQ5: How does psychology work in making an advertisement effective?
Participants responded that an advertisement that addresses psychological needs, such as a sense of belonging, enhances the self-esteem of the participants. Purchasing a product of the latest trend may also boost the buyers’ self-esteem.
According to other participants, effective advertisements play with the psychology of the targeted audience’s mind, causing the audience to be compelled to purchase the product.
A few participants responded that psychological suffering might also influence the advertisement’s effectiveness. For example, if a woman is depressed due to acne issues, an advertisement introducing the acne solution may be effective. This effectiveness increases further if the advertisement features a woman with the same issue happily discussing her successful use of the product. Similarly, an advertisement related to career-conscious people or blog lovers may direct the audience to watch an advertisement relevant to earning.
Appealing to the viewer’s sense of self-worth is a very significant component of an advertisement. Products that enhance the self-worth of the participants, either physically or psychologically, work better.
Some participants suggested that story-based advertisements were more effective, as the audience wants to see the climax of the story.
Advertisements full of suspense, horror, or curiosity are also considered effective in promoting products.
RQ6: Does symbolic advertisement get more attention?
According to the minority of participants, symbolism can distill a complex idea into a simple message for the audience. For example, diamonds and water suggest the concept of purity; a lion represents strength; wide roads symbolize freedom.
In contrast, a few respondents stated that symbolism is not as effective as the majority of viewers will not understand the idea of the advertisement. Not all audiences are familiar with the same symbols. Instead, this approach can only be used in a higher-ordered advertisement.
General
Rare
General
Rare
Feedback Mechanism
RQ7: Does the feedback mechanism used by the organization to get information from the users lead to a more positive perception of the advertisement?
1. According to the majority of participants, feedback mechanisms increase positive perception of the advertisement, as the customer may share opinions with the advertiser.
2. On the other hand, a few respondents stated that feedback mechanisms might decrease the rating of the product if users post a negative comment. Sometimes consumers will reject that product after reading negative comments.
RQ8: Does a YouTube advertisement feedback impart a positive impact on promoting the product?
The majority of respondents stated that YouTube’s feedback mechanism imparts a positive impact on the promotion of the product.
A few respondents did not agree.
RQ9: What is the best source for getting customers’ feedback?
According to respondents, the symbolic method of feedback, such as a star-based rating system, is more effective than verbal or written feedback.
In contrast, a few respondents stated that written feedback is better than symbolic.
A few stated that verbal interviews or surveys are most effective.
General
Rare
General
Rare
General
Rare
Table 4.2: Demographics
The frequencies and percentages of the demographics are as follows (n= 25)
Variable
Male
M (%)
Female
F (%)
Total
T (%)
Gender
15 (60)
10 (40)
25 (100)
Age
22 or below
4 (16)
5 (20)
9 (36)
23 or above
10 (40)
8 (32)
16 (64)
Discipline
Television
5 (20)
6 (24)
11 (44)
Radio
10 (40)
4 (16)
14 (56)
ANNOTATED BIBLIOGRAPHY
Botan, C. H. (2017). Strategic Communication Theory and Practice: The Co creational Model. Wiley.
The major focus of the book is communication theory and it states that the communication is a core function of all the humanitarian organizations and when you communicate you work with the core of organizations. The book argues for a field of strategic communication that is founded on the three larger core subfields of marketing communication, health communication and public relations and the strategic communicators as well who are working in other subfields like issues management, social movements etc. The strategic communication in theory and practice is formulated around a co-creational model that aims to shift the focus of organizational needs and the communicative messages that are crafted to attain them to a more public centered view which put the public and their abilities to co-create new meanings in the strategic communication theory and practice. The strategic communication explained and focused on the book only refers to planned campaigns that understand that what the public think and want.
Ford, D., Gadde, L.-E., Håkansson, H., Lundgren, A., Snehota, I., Turnbull, P., … Group, I. M. and P. (1998). Managing business relationships. J. Wiley.
The business markets in general terms are defined as the markets where buyer and sellers both are businesses or other organizations. In the business markets, not only sellers and buyers are important in fact the customers and other organizations also play a vital role in the developed economies of the world. So, it is important for all the business organizations to make sure that the stakeholders both internal and external are influenced and the strategic communication aligns ideas and actions to facilitate breakthroughs that influence, persuade, and guide stakeholders towards desired outcomes which are the betterment for both buyers, sellers and along with them the customers and economies on the larger scale.
Kearns, G. S., & Sabherwal, R. (2006). Strategic alignment between business and information technology: a knowledge-based view of behaviors, outcome, and consequences. Journal of management information systems, 23(3), 129-162.
The senior executives have concerns regarding the factors that influence the effect of the information technology on the business and business-related activities. Researchers have shown and argued that the business information technology strategic alignment helps the business effect of IT and the contextual factors impact the business-IT strategic alignment. The role of knowledge considerations in the relationship among the alignment and contextual factors is extremely significant along with the role of IT projects. Now, it is important that the stakeholders are influenced and maintain their level of participation and interest in the business. If the organization is not utilizing and adopting the new technologies, then the stakeholders might lose interest as they will believe that the organization does not adapt to new technologies so they should invest in some other organization which adapts to new technology. So, it is necessary that the stakeholders are communicated about policies and new adoptions.
Morsing, M. (2006). Strategic CSR communication.
The requests and demands of the stakeholders are getting sophisticated and critical which engage the companies in corporate social responsibility. Activities and efforts that are related to the corporate social responsibility should be held and communicated to the stakeholders as well in an efficient and effective manner. The communities are really concerned about the activities and efforts of the business organization because they should be well aligned with the welfare of the environment and humanity. It is important that the business organizations have effectively and efficiently communicated their activities that are related to the corporate social responsibility. The ELM or persuasion theory is extremely required because it is necessary that the stakeholders are influenced and persuaded with proper facts and figures.
Ostroff, C., & Bowen, D. E. (2000). Moving HR to a higher level: HR practices and organizational effectiveness.
The study has integrated the three primary and major streams of researches, first are the individual level, second is the organizational level and the third is the multilevel approach which refers to a cohesive multilevel framework. The chapter provides a detail understanding links between the performance of the organization and the HR practices. The study has proposed that the HR practices assist in shaping the skills, behaviors, attitudes, and skills that increase the performance level of the organization as a whole. Efficient and effective HR practices have a direct positive effect on the performance as it creates structural and operational efficiencies.
Wright, P. M., Gardner, T. M., Moynihan, L. M., & Allen, M. R. (2005). The relationship between HR practices and firm performance: Examining causal order. Personnel Psychology, 58(2), 409-446.
The major focus of the research has been devoted to the examination of the relationship between HR practices and the performance of the organization. The research has assumed the HR as a causal variable. The data used in the study is retrieved from 45 business units and examined the relation between HR practices and their correlation with the past, current and future operational performance. The results of the study have proven that the correlations with the performance measured at all the three-time spans are invariant and high.
Nishii, L. H., Lepak, D. P., & Schneider, B. (2008). Employee attributions of the "why" of HR practices: Their effects on employee attitudes and behaviors, and customer satisfaction. Personnel Psychology, 61(3), 503-545.
This study introduced the construct of HR attributions. The study has focused on the attributions that the HR practices have an impact on the attitudes, behavior, and performance. It is quite obvious that the HR practices have a strong impact on the employees because all the policies are formulated for managing the workforce. According to the Maslow's hierarchy of needs, it is quite understandable that the performance levels are affected by the way employees are treated and are satisfied with their jobs.
Otley, D. (1999). Performance management: a framework for management control systems research. Management accounting research, 10(4), 363-382.
The study has proposed a framework for the analysis of the operations of the management control systems and the central issues that are faced. The issues are related to strategies, objectives, and plans for attainment, incentive and reward structures, target or goals setting and feedback loops. The major focal point of this study is the organizational performance.
Mone, E. M., & London, M. (2018). Employee engagement through effective performance management: A practical guide for managers. Routledge.
The book is helpful for the managers as it serves as a practical guide. It helps the managers to support the employees and increase the employee engagement through several and stronger tools for performance management. The book has explained several aspects related to employee engagement and retention. The book further explained that the HR practices assist in shaping the skills, behaviors, attitudes, and skills that increase the performance level of the organization as a whole.
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