Writing Assignment

Writing Assignment

Introduction

Communication is one of the sources for people to live their lives in a comfortable manner. It is important because no one can stay isolated in life while everyone wants to communicate with others. In this paper, the analysis covers what communication is while putting a light on every aspect of it (communication) such as its importance and role in one’s life. But it not enough to define the term and state the importance. Hence, this paper also covers the concept of communication by analyzing it from a cultural perspective. It means that the analysis done explains the important problems in communication that may arise when people from different cultures or cultural backgrounds interact with one another.

Communication is important for people as water is important for a plant. It is important for people from the same culture or from different cultures. Communication is so critically important because it is the way through which one can voice over his or her concerns. But it takes a number of challenges when it comes to the communication and interaction of individuals belonging to different cultures. It means that there is a possibility of many communication problems or different communication problems may arise when people from different cultures interact with one another (Axner, & DuPraw, 2020). But, some of the most common and critical communication problems that can arise in such cases are elaborated below.

Communication Problems

Language Barriers

The language barrier is one of the most common communication issues or problems that arise when even two individuals from different cultures interact and communicate with one another. In addition to this, the communication problem known as language barrier arises almost all the time in the interaction of people from different cultures (Avruch, & Peter, 2003).

It cannot be denied that English is the lingua franca of today’s economic world and global communication as it has become the official mean of communication for individuals from different regions and cultures. But it cannot be found that every individual may be efficient enough to communicate in English (Tran, 2016).

Sometimes, individuals belonging to one culture do not prefer to communicate in the language of the person or individuals with whom they interact. So this problem becomes more critical when individuals get involved in such activities. One of the best examples of it is the Chinese people that do not prefer and even never communicate in another language such as English when interacting with others from other cultures.

Communication Styles Issues

The way individuals communicate with others differs widely between different cultures and even within one culture. An aspect of communication style is the use of language by an individual. In one culture, some words and phrases are used in one way and manner while those may be used in a different manner in another culture (Avruch, & Peter, 2003). For instance, the nation that shares the English language, the meaning of Yes can be found “Maybe” while the meaning of this word may be found “Definitely so”. So, when individuals from different cultures interact, then they may have issues in getting the actual meaning of the statement or words of a person in front.

Beyond above, another communication problem that arises in the interaction of individuals from different cultures is the nonverbal miscommunication that includes but not only gestures and facial expressions. Moreover, in communication especially when it comes to effective communication, mutual acceptance is very crucial. It means that an effective communication can be done when there is mutual acceptance from both sides. But it becomes very rare to find mutual acceptance when individuals from different cultures interact or communicate. This means that the problem of ineffective communication also arises when individuals from different cultures interact.

Miscommunication because of Stereotyping

Stereotyping is the notion that most of the people or individuals carry about their cultures, values judgments, and overestimation, etc. While these stereotypes become the cause of the difference in opinions of individuals when they (individuals) belong to different cultures and this difference leads to miscommunication most of the time (Wills, 2020). So in this case, a communication problem comes to arise. An example of the communication problem that arises because of stereotyping is; Japanese are forward looking and the Chinese make work their religion.

Such changes in the stereotypes of individuals from different cultures sometimes lead to affect their important matters and concerns when interacting. For example, in a business meeting, a deal may not be made or finalized in case everyone prefers to, and proceed with his/her own culture and preferences or stereotypes when communicating or interacting (Jenifer, et al, 2015).

Conclusion

After an in-depth analysis of the term communication and the communication problem, it has come to conclude that communication is key in an individual's life but there is a possibility of several communication problems when one communicates with others from a different culture. Additionally, the communication problems that arise in such interactions are very critical and may lead to inverse impacts. In short, the problems that can arise in the interaction of individuals belonging to different cultures and analyzed in this paper are; 1) Language Barriers, 2) Communication Styles Issues, and 3) Miscommunication because of Stereotyping.

References

Avruch, K. & Peter, B. (2003). Conflict Resolution in Intercultural Settings: Problems and Prospects. New York: St. Martin's Press.

Axner, M. & DuPraw, M. (2020). Working on Common Cross-cultural Communication Challenges. Retrieved 26 January 2020, from http://www.pbs.org/ampu/crosscult.html

Jenifer, D. Delecta, G. Jenifer, G & Raman. (2015). Cross-Cultural Communication Barriers in the Workplace. 6. 332-335.

Tran, B. (2016). Communication (Intercultural and Multicultural) at play for cross-cultural management within multinational corporations (MNCs). In Handbook of research on impacts of international business and political affairs on the global economy (pp. 62-92). IGI Global.

Wills, L. (2020). Communicating with People from Different Cultures - Be Aware of the Problem!. Retrieved 26 January 2020, from https://www.advisorycloud.com/advisor-articles/communicating-with-people-from-different-cultures-be-aware-of-the-problem

Writing Assignment

Writing assignment

[Author Name(s), First M. Last, Omit Titles and Degrees]

[Institutional Affiliation(s)]

Case Summary

WorldCom started its business as a small telecommunication company offering long distance telephone services. In 1999, the Dotcom bubble burst happened to result in the decline in telecom stock values. With an effort to increase the revenue, the company started to reduce the reserves and moved the amount kept as reserve into the revenue line of its accounting records. In 2000 the company started to categorize the operating expenses as long-term capital investments. In this way, they fabricated the losses into profits. It also articulated the assets of the company as more valuable. The issue was first highlighted by the internal auditor of the company itself, Cynthia Cooper and then an investigation was launched by the Securities and Exchange Commission. The fraud resulted in the loss of 18 billion to the shareholders and 18000 employees lost their jobs. Moreover, the leadership ends up being behind bars, the company lost its credibility, customers switched to competitors and also lost its ability to have a contract with the government at any time in the future.

How/why was the fraud able to be committed?

The case pinpoints certain reasons that contributed to the fraud. One of the underlying causes was the company’s culture. Despite the fact that some of the people were not willing to become part of the fraud, higher management, specifically Scott, the chief financial officer, took the responsibility of matter and asked employees to work the way they were already doing. Employees were having a lack of courage to communicate the fraudulent activities openly as they knew that it could have cost them the loss of jobs. The controls in their financial system were extremely deficient and the Board of Directors and the Audit was not fully aware of the company’s culture. In addition, the independent auditors did incomplete audits. Leadership was having high expectations of profit from the company which the company was not able to produce. Moreover, leadership persuaded people to commit fraudulent activities intentionally, mainly the CEO and CFO.

Who uncovered the fraud and how?

The fraud was uncovered in the year 2002. After the accounting regulations were reported in the in-MCI’s books and tips were sent to the internal audit team, the Securities and Exchange Commission requested that the company must deliver more information. The SEC was doubtful of the profitability of the company while the other telecom companies were losing money. An internal audit resulted in reporting of billions the company has announced as actual expenditures and millions as undocumented computer expenditures. In addition, the audit committee was not able to provide the documents reporting capital expenditures when requested. Another $2 billion was reported in questionable entries. The internal auditors were also not following the accounting standards. The leadership was guilty of their activities and admitted that they inflated the profits for about five quarters. After the internal fraud began the company was filed for bankruptcy.

What suggestions could you offer on how the company, investors or auditors could have prevented or noticed the fraud?

There are many ways companies can prevent fraudulent activities and protect themselves from such scandals. The company needed a competitive strategy to establish a sustainable profitable position. The management wanted the company to grow, but it lacked the strategy of growth and just fabricated information once faced failure. The company was also missing the code of ethics that is essential to reinforce ethical activities and conduct in the company. The company’s culture did not value ethical practices. The company lacked internal control required to prevent any illegal actions and activities. In addition, accounting policies need to be revised. The external auditors must be made aware of the actual financial conditions of the company so that they could provide a better solution.

Writing Assignment 1

Writing Assignment 1

[Name of the Student]

[Name of the Institution]

Writing Assignment 1

A Recent Business Ethics Failure

Among the recent business failures, Facebook is top of the list. This is because Facebook is the leading social media site that has the greatest number of users associated with it. People share their personal data on the site to be shared further with their friends or the friends of friends. Many accounts belong to group of relatives that comprise many families. All their data is present on the website with the confidence that the company strives the best to make their privacy intact. However, a major data breach occurred in 2016 that caused severe embarrassment to the users of this website. It happened to fulfill the political intentions of a particular group. It is said that a British firm was involved in this data breach. The firm was named Cambridge Analytica. It was a political intelligence firm. Personal data of more than eighty-seven million users was hacked by this firm (JaegerMon et al., n.d.). The firm had intentions to use this data for supporting a particular political party in the US elections of 2016. Consequently, the CEO of Facebook, Mark Zuckerberg, was summoned to account for the incident happened. Before this incident, in 2011, the Federal Trade Commission became involved in the issue, and it declared that Facebook and other social media sites should include an agreement on their websites and the user must read and sign the agreement that entails that the user will share the information by their consent. This implies that the social media sites should let their users make informed decisions before they became members of the website (Willis, 2019). Further, Facebook management revealed in a blog post that their system had some bug in the software which allowed the hackers access the private data present on the website. This also fall under violations by according to the regulations applied in this regard.

The company fails to protect users’ data and this is a clear violation of the data privacy policies of the industry. The users’ trust is also lost due to such violations. Being prone to data theft attempts by a third party is basically an operational issue, yet it falls under the ethical failures because people are ensured by the company at the time of registration that their privacy will be ensured by the company and that their personal data will be kept safe in future activities. However, when the company failed to protect consumers’ data, it implies that the company has not been true to the word. The ethical issue arising in this scenario is that the company, Facebook, failed to provide to the customers the promised value. People did not get what they expected and what the company promised to deliver.

Applying the above-said Situation to a Small Business

Since all businesses run on the same ethical practices, it is quite feasible to apply the above scenario to any small business. It has been established by research that businesses do not flourish until they win confidence of the customers. People want to make transactions with those businesses that allow them to remain careless once they start interacting with a particular business. No two business can claim that they are bound to be accounted for different types of ethical issues. Therefore, a small business can take insights from the success or failure of a large business.

As far as the occurrence of ethical issues in small businesses is concerned, it is to say that small businesses need to concern for ethical issues more than the larger firms. This is because small businesses usually cannot manage to overcome the losses occurred due to loss of reputation (Selinger & Hartzog, 2016). Many ethical failures are expected to happen due to lack of awareness or focus. The main thing is to stay true and honest with the customers and other stakeholders. The value promised to the customer should be delivered as well. Certain businesses need to make more arrangements to keep the privacy of its customers, such as the law firms, consulting agencies, and others. Further, many firms are liable to provide maintenance services after the sale of their products. If these companies fail to provide the required backup services, it would be their ethical failure and they are accountable for this situation. Ethical issues arise in small businesses when the management has conflicts with the employees. The management can become biased with employees, or indulge in unfair compensation policies. The employees will subsequently have a low morale for work, which will eventually disrupt company’s performances.

Suggestions for Small Businesses’ Ethical Failures

Small businesses can avoid ethical failures by developing their strategies with a focus on corporate social responsibility. This practice will help them to focus on the business ethics by utilizing increased efforts to this end. Like the large businesses, the small businesses are also responsible for what they contribute to the society and give back to the community. The resources used must be obtained as per the standards set by industry in this regard. The use of manpower should not demonstrate any kind of selfishness or exploitation. Each small business will acquire talents across the region in which it operates or recruits. To keep the promise of the deliverable value, it is essential to follow the specific industry standards and concentrate on the products as well as focus on the customers. Efficient operations promise efficient services or competent products. Therefore, the main point of focus of a company’s business must be to remain consistent in the value-delivery.

References

JaegerMon, J., Dec 17, & Pm, 2018 5:30. (n.d.). Top ethics and compliance failures of 2018. Compliance Week. Retrieved January 25, 2020, from https://www.complianceweek.com/opinion/top-ethics-and-compliance-failures-of-2018/24720.article

Selinger, E., & Hartzog, W. (2016). Facebook’s emotional contagion study and the ethical problem of co-opted identity in mediated environments where users lack control. Research Ethics, 12(1), 35–43.

Willis, R. (2019). Observations online: Finding the ethical boundaries of Facebook research. Research Ethics, 15(1), 1–17.

Writing Effectively

Writing Effectively

[Name of the Writer]

[Name of the Institution]

Writing Effectively

Communication (Effective Communication)

Communication is the process which contains some steps through which it (communication) is done. Communication is the process where one person or organization works a sender who sends a message and the other works as the receiver who receives the message while a channel used for sending and receiving the message is involved as well.

Communication is important and almost a basic need of every organization and individual. But it is also important to consider that communication brings the desired outcomes when it is effective. The effectiveness of communication means that communication is done in the desired way and ensured the expected results for both the sender and receiver. In a business or organization, the communication means that effective and efficient accomplishment of the set and desired objectives as well as a failure based on the dependence on how the communication is done. It is crucial for the communicator (which may be an organization or it may be an individual) to analyze and understand each aspect of the communication and its entire process so that the unnecessary mistakes could be eliminated or avoided (Knapp, Vangelisti, & Caughlin, 2005).

Communication needs to use different channels which are mainly based on the different factors such as message level, privacy, importance, and urgency and area of coverage, etc. in short the effectiveness of communication mainly cut across every mode through the application of the same characteristics. These of such traits of effective communication incorporate the 10Cs for effective writing and efficient completion of the communication.

Communication Problems in the Email

After an in-depth analysis of the email taken from the rest, it has been found that the email is enough fine in various aspects. But it is also a fact that gaps and issues exist almost everywhere. So there are some problems identified in the email under analysis.

The problems which are identified in the email are more than a single problem. First, the content of the email cannot be considered as sufficient enough to communicate and convey the message of the sender in the desired and in the finest way. Beyond that, the content has not found enough efficient content which communicates the crucial-ness of the event to the receiver. The memo is not well explained as it is needed to be while it can be considered as too short while the event and its explanation can be seen incomplete. Furthermore, it has been found in the email that the sender states “let me know ASAP”. But, it is not professional words used while it cannot be seen as well as that what the sender wants to know about from the receiver of the email. And that is why, the message is not as accurate as it needs to be (Chapman, 2017).

The title saying the farewell party is like a wanting similarly as the grammar used. The sender is highly concerned with the message but the message written for the purpose is not clear enough to communicate the concern and information. Another problem with the email is that the sender does not communicate if the receiver (the person) is a normal staff manager of anything in particular or something more.

The message or email on the other side lack of courtesy. It is so because it can be seen that the sender commands the receiver to contribute to the organization of the party while there is a huge lack of connection or association of the content of the email. Based on my view, the flow of the message is not fine and fit as it needs to be and it is considered as one of the most critical problems in the email. In short, the flow of the message is missing while the sender has been found failing to use creativity and attraction in the email or message while inviting the participants. It is so because the sender cannot pursue the recipients to accept the invitation at hand as the closer of the email is not effective at all. Despite this, the statement used by the writer of the email (sender) to end up the memo is not fully appropriate. Here, it is best for the sender to use the words “Good Bye” and do not leave the message at a hanging point (Knapp, Vangelisti, & Caughlin, 2005).

Email (Re-Written)

To: Mr. Bobby Johnson

Subject: Invitation to the Farewell Party

Body

Hello all, hope every one of you would be fine and fit and living a good and comfortable life. I am very happy that I take this opportunity to appreciate you for your continuous and endless support and cooperation so far.

It is my pleasure to invite every one of you to the party of one of our staff members, Mr. Joe Banyon who is going to get retired from his position. This party has been arranged as a farewell party for him as he is retiring. The party has been scheduled to take place on the coming Friday at the City Café at 6 PM. This is an honoring request from some of his close friends to him for his long period and stay and incredible contribution to the success of the organization by his valued services.

In association with the above, every one of us is hoped to have the contribution of some small amount of money as per everyone’s affordability, so that the success of this historic event can be ensured. It would also aid in the provision of certification of appreciation to him for his credible contribution and successful journey and stay at the organization.

I would be available to respond to you all anytime you need any assistance or information. So, contact me regarding anything you have regarding the event.

Looking forward to having you all at this amazing event and you all are most welcome.

Thank you

Cs Used To Improve Email

The first of the Cs in the re-written email is the aspect of the content. The content has been improved which provides sufficient information about the party. The email has been changed and improved in a way that it now clearly states that what the party is about and who the party is arranged for.

Another aspect is courtesy. Firstly the statement for contribution was an order but it is now a request and based on one’s affordability. Beyond that, the new email is clearer than the last one. It is fully understandable and provides full information about the party as well.

In the re-written email, correctness can be observed as well. The issues regarding grammar have to be eliminated and made the email look fully clear, fine, and professional to the reader or concerns regarding the main message (Chapman, 2017).

Last but not least, the closure of the mail has been improved as well. The last phase of the mail clearly shows that the email got finished and it improves the overall flow of the email and message written.

Strategies for More Effective Message

A number of strategies are there which can be used to compose a more effective message. But the most credible ones are;

Making it clear that who is actually sending the message or email because it would increase the association between the sender and receiver.

Application of relevance, where the sender makes sure the containing information is clear enough and appropriate to the receiver as well as regarding the main message.

The last strategy is personalization. Here the sender should refer to the receivers through the correct title and subject. As a result, it would win the emotion of recipients and they would feel recognized when they read the message (Habil, 2010).

References

Chapman, G. (2017). Inspire, Innovate, Improve!: What does this mean for CS for All?. In Proceedings of the 2017 ACM SIGCSE Technical Symposium on Computer Science Education (pp. 1-1). ACM.

Habil, H. (2010). Functions and strategies of email communication at the workplace. In Handbook of research on discourse behavior and digital communication: Language structures and social interaction (pp. 479-489). IGI Global.

Knapp, M. L., Vangelisti, A. L., & Caughlin, J. P. (2015). Interpersonal Communication and Human Relationships.

Written Assignment

Written Assignment

Name

University Name

Written Assignment

Strategy and its Importance

A business strategy is the combination of actions performed and decisions taken in business for the accomplishment of its goals and objectives. Business Strategy gives direction to the company's operations, for instance, the business strategy of Walmart is based on everyday low prices. It adopts the strategy of cost leadership to achieve a competitive advantage. Walmart's slogan, "Save Money, Live Better" emphasizes the company to strive for providing the lowest possible prices with better customer services. From the case of Walmart, it can easily be understood that strategy is essential for the success of a company. It is the foundation for planning business operations, enables a company to analyze its strengths and weaknesses, and allows to analyze the skills and abilities needed to achieve goals developed on the basis of strategy. It is also used to allocate resources. Overall, the strategy gives a direction to the company and permits to plan for achievement of goals and objectives.

Competitive Priorities and Types

Competitive priorities can be referred to the dimensions possessed by a company’s production system satisfy customers and meet market demands. The competitive priorities can be divided into different categories, which include cost leadership, quality of product, delivery reliability, and flexibility in processes (Awwad, Al Khattab, & Anchor, 2010).. Some studies identify these priorities to be five and six. Cost leadership is focused on low-cost operations, quality dimension deals with consistent quality in the products and services, delivery reliability deals with on time and fast delivery. Flexibility and innovation are focused on customized products and services, flexibility to respond to market demands and adjustment to planning, design, and variety. The primary competitive priority Walmart is using is cost leadership which directly aligns with the business strategy of providing low cost and quality products to its customers. Though Walmart is one organization which uses IT to achieve all the competing priorities.

Productivity and Productivity Measure of Walmart

Productivity can be defined as the measure of efficient use of resources of a company, such as land, labor, capital, organization, energy, and information, employed to produce goods and services ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"kvxB4EEe","properties":{"formattedCitation":"(\\uc0\\u8220{}What is Productivity,\\uc0\\u8221{} n.d.)","plainCitation":"(“What is Productivity,” n.d.)","noteIndex":0},"citationItems":[{"id":312,"uris":["http://zotero.org/users/local/svENvmyw/items/4BIYQWAM"],"uri":["http://zotero.org/users/local/svENvmyw/items/4BIYQWAM"],"itemData":{"id":312,"type":"webpage","title":"What is Productivity","URL":"http://www.employment.gov.sc/what-is-productivity","accessed":{"date-parts":[["2019",5,24]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (“What is Productivity,” n.d.). Higher productivity means that an organization is achieving more with few resources. The productivity of an organization can be measured by calculating the productivity of its resources such as labor, capital, and materials. Labor productivity is the ratio of productivity per employee, which measures labor efficiency. Material productivity is the ratio of output to the input of raw materials while capital productivity is the ratio of productivity to the physical capital. One of the productivity measures Walmart is using is revenues per sales unit. It refers to the output or revenue produced per stores and per sales team. It is the measure of both labor and capital productivity. This enables the company to expand its operations and achieve excellence in the operations to support its objective of satisfying customers at low prices.

Types of Technologies and Strategic Role of Technology

Three different types of technologies take in product technology, process technology, and information technology. The former deals with applying design features so that the product can achieve its maximum performance. Process technology is the use of technology to produce and deliver products with maximum efficiency. Information technology helps in designing the products, defining its characteristics, and managing the process with the accuracy of results and information. Technology has enabled the organizations to achieve competitive advantage and it has become a vital element to the success of the organization. One of the three technologies Walmart is using is the process technology to ensure, timely, safe and quick delivery of products to the consumers.

References

Awwad, A., Al Khattab, A., & Anchor, J. R. (2010). Competitive priorities and competitive advantage in Jordanian manufacturing.

ADDIN ZOTERO_BIBL {"uncited":[],"omitted":[],"custom":[]} CSL_BIBLIOGRAPHY What is Productivity. (n.d.). Retrieved May 24, 2019, from http://www.employment.gov.sc/what-is-productivity

Written Assignment #1.

Written Assignment #1

[Name of the Student]

[Course Title: Course Code]

[Name of the Institution]

[Date of Submission]

Written Assignment #1

Factual Information

Student Name:

Company Name: “Coca-Cola Co” or “The Coca-Cola Company”

Industry:

Firm’s Primary Industry: Wholesale Trade

Standard Industrial Classification (SIC) Code: 5149 (“Groceries and Related Products, Not Elsewhere Classified”)

NAICS Code: 424490 (“Other Grocery and Related Products Merchant Wholesalers”)

Market:

Primary Stock Market: “New York Stock Exchange” (NYSE)

Symbol: NYSE: KO

Revenue: $33.558 Billion for the year 2019

Company Profile

The Coca-Cola Company is considered as the no. 1 company in the world selling non-alcoholic beverages. It is world’s one of the best-selling and most well-known brands. It sells more than five hundred beverage brands. The beverages include soft drinks, cold coffees, ice-teas, dairy-based beverages, plant-based beverages, energy drinks, and juice drinks. It has expanded its distribution of products in more than two hundred countries.

Geographically, North America is the largest market for the company's products, accounting for about thirty-five percent of revenues generated worldwide. The EMEA (Europe, the Middle East, and Africa) brings in twenty-five percent of revenues, Asia-Pacific fifteen percent, and Latin America ten percent. The Coca-Cola Company reaches its customers worldwide through the largest distribution system of beverages (Baah & Bohaker, 2015). The system comprises bottling and distribution operations that are either company-owned or controlled by the company. Independently owned retailers, wholesalers, distributors, and bottling partners are also part of the company’s distribution system.

The company spends a large amount of money on marketing campaigns to position its brand as the first buying option in the customers’ minds. Estimates reveal that the company spends more than four billion dollars a year on marketing and promotion activities. Sales and Revenues have experienced a little decrease in recent years due to customers’ changing trends. Trends regarding the soft-drink industry have been changing due to the changes occurring in the preferences of customers (Abbasi, 2017). People have other options these days to quench their thirst, and that is the reason the company has started investing in new ventures and in creating new products for the customers.

Vision & Mission

The Coca-Cola Company's vision and mission are coherent with each other; both cater to the customers' needs so that they may cheer their moments of happiness and optimism. The company intends to bring its customers a variety of beverages that quench their thirst and satisfy their needs and wants. The company runs its business to create value for all its stakeholders that include customers, suppliers, employees, shareholders, and the communities in which it operates. The company aspires to refresh the world with its products and make a difference in the field of soft drinks and refreshing beverages.

Competitors

The company’s major competitors include PepsiCo, Dr Pepper Snapple, Red Bull, Nestle, etc. PepsiCo is the strongest competitor of the company with one of the largest distribution networks in the world (Ling, 2017).

Customer Segments

The Coca-Cola Company has the maximum reach to its customers as compared to its competitors, its target market is also the greatest among the companies falling in its particular industry. It employs a multi-segment targeting strategy, depending upon the types of products it offers to the customers. Further, the company's segmenting strategies are diversified based on geographic, demographic, and psychographic characteristics of customers. For instance, Oasis is a brand of the company that is relatively more popular in the UK. For customers of low-income per capita countries, the company offers products in returnable glass bottles, and for high-income per capita countries, the products come in disposable high-quality packaging. Fanta is more likely to be targeted at female customers. Minute-Maid is preferred by those who are health conscious.

Key Products

The company's major product is the concentrated syrup that it produces to be used by bottlers in making the finished soft-drink products. The concentrate is the basic product that contains the formula specific to each brand of the company (Baah & Bohaker, 2015). For instance, the syrup of ‘Coca-Cola’ drink is produced by the company and distributed to the company-owned, company-controlled or independent bottling companies that further process the bottling and produce finished brand of 'Coca-Cola'. The soft drinks that remain the key products of the company other than the Coca-Cola beverage include Diet-Coke, Fanta, Sprite, etc.

Success to Date

The Coca-Cola brand is the world’s top brand the estimated worth of which equals more than thirty billion US Dollars. The company’s net revenues are increasing at a fast pace of 0.67 percent every year. Since its foundation in the late nineteenth century, the company has shown growth in all of the coming decades, maintaining its leading position as the nonalcoholic beverage producer in the world (Renz & Vogel, 2016). The brand holds no. 3 position among the best global brands all over during several consecutive years recently.

Confronting Issues

Among the hot issues confronted by the company is sustainability and the company is taking effective measures regarding the issue. Recycling of the used packaging whether it is in the form of cans or bottles, the company needs to find an appropriate solution in this regard (Beasley & D Scott Showalter CPA, 2015). The company has made contracts with other companies that are involved in removing wastes from the oceans and cities. They will together make efforts to reduce the waste products. The Coca-Cola Company should focus their efforts on developing certain types of packaging that use easily recyclable raw materials so that the used packaging bottles or cans could be recycled and utilized in the production of new packaging materials. The company is also taking necessary steps to reduce the emission of carbon by-products during the manufacturing processes, to reduce environmental pollution. Other issues facing by the company include consumers’ increased consciousness about the sugary drinks, hygiene of water supplies needed for producing beverages, etc. (Whelan & Fink, 2016)

References

Abbasi, H. (2017). Marketing Strategies of Coke: An Overview. Kaav International Journal of Economics, Commerce & Business Management, 4, 194–199.

Baah, S., & Bohaker, L. (2015). The Coca-Cola Company. Culture, 16, 17.

Beasley, M. S., & D Scott Showalter CPA, C. (2015). Ermand Sustainability: Together On the Road Ahead. Strategic Finance, 96(9), 32.

Ling, X. (2017). Customer Relationship Management: Case study Coca-Cola Company.

Renz, F., & Vogel, J. (2016). Analysis of the Coca-Cola Company.

Whelan, T., & Fink, C. (2016). The comprehensive business case for sustainability. Harvard Business Review, 21, 2012.

Written Assignment #2

[Name of the Writer]

[Name of Instructor]

Business and Management

[Date]

Written Assignment #2

Quality Improvement and Competitive Advantage

Improving quality is actually and basically done for the purpose to have a competitive advantage over competitors in the market or industry. There are several ways through which a company gains a competitive advantage by improving quality.

Provision of services which suit the best to the customers than simply offering what the company has. When the company offers the most suitable and perfectly matching products and services with customers' needs then customers always love to purchase that product or service. So this increase sales of the company which become a competitive advantage for the company. Second, continuous improvement in quality and improving quality of existing process management leads to the provision of better services which enables the company to maintain existing customers at hand and attract new (Kanji & Asher, n.p). So in this way, the company can also gain a competitive advantage over other rivals/competitors.

Responsiveness to Customers and Competitive Advantage

Responsiveness to customers means working towards meeting the needs, wants and actual expectations of all and potential customers. In details, responsiveness to customers’ means to provide customers with what they expect from the company, what are their wants as well as working to make customers happy, provide quick, fast, friendly and useful services to customers (Parasuraman, pp. 154). Beyond that, being responsive to customers also mean that valuing customers and considering their views and thoughts.

Responsiveness to customers is the crucial way through which a company can gain competitive lead/advantage over other rivals. The firm can gain competitive advantage through providing high quality and convenient services to customers as well as involving customers and their views in business operations. So when the company involves customers then customers would feel valued and they would become loyal customers. Beyond that, customers do not go towards competitor (company or business) once they become loyal customers. So when you have an enhanced customers' line of loyal customers then you could gain competitive advantage over competitors (Parasuraman, pp. 154). Below are the ways through which a company can make customers loyal.

Asking for feedback

Valuing feedback

Admitting if wrong

Embrace any change(s)

Improving Innovation and Competitive Advantage

Innovation is the key when thinking about competitive advantage over the competitors in the current competitive business environment. But innovation is the thing which needs s to be kept improved all the time and continuously otherwise it cannot be found helpful in gaining competitive advantage. Innovation in operations and its improvement make the company capable to operate efficiently, so it leads to cost savings when a company’s operations are efficient. In addition, innovation is the factor which brings differentiation in terms of operations as well as in terms of products and services. Improving innovation means paving way for gaining competitive advantage because when companies improve their innovation constantly then they enjoy, higher profitability, better operations and performance, better facilities, higher and stronger security, and efficient processes (Smith & Peter, n.p). So by having these things (that are because of improving innovation), the company would have a strong competitive advantage over others which do not have these efficiencies nor they improve their innovation.

Improving Efficiency and Competitive Advantage

It is a fact that improving efficiency worth superior performance and superior performance worth to healthier results which have a direct relation with the competitive advantage of the company (Johnston & Michael, pp. 153-165). The ways through which a company can gain competitive advantage from improving efficiency are;

The company can increase productivity

Reduce the rate of errors

Eliminates time theft of staff

Expenses reduction and costs savings

So the company gains a competitive advantage over others in the market or industry when the company has lower costs than others, enhanced productivity, and lower rate of errors which come from the results of improving efficiency.

Work Cited

Johnston, H. Russell, and Michael R. Vitale. "Creating competitive advantage with inter-organizational information systems." MIS Quarterly (1998): 153-165.

Kanji, G. K., and M. Asher. "Total Quality Management Process: A Systematic Approach, Carfax." (1999).

Parasuraman, A. Ananthanarayanan. "Reflections on gaining competitive advantage through customer value." Journal of the Academy of Marketing Science 25.2 (1997): 154.

Smith, Howard, and Peter Fingar. Business process management: the third wave. Vol. 1. Tampa, FL: Meghan-Kiffer Press, 2003.

Written Report

Written report

[Author Name(s), First M. Last, Omit Titles and Degrees]

[Institutional Affiliation(s)]

Author Note

[Include any grant/funding information and a complete correspondence address.]

Written report

Waste is an inevitable raw product of various human activities. Magnitude and complexity of produced waste is increased in Australia due to the commercial growth and increase in standards of living. Developed modification and the establishment of extended health-care delivery centres have further added considerable amounts of industrial dangerous surplus waste and biomedical waste. The accumulation of this waste has potentially added severe ecological and human health concerns. Our discussion would be focused on the sources, management and removal of the rising volume of waste. These are the difficult challenges equally confronted by the high and low-income republics of the region. Overall, the established countries produce abundant amounts of waste per capita as compared to the developing countries. Though, it is significantly more challenging to manage even a small quantity of waste.

Sources of waste

The agricultural, residential, industrial and commercial waste are the major sources of solid waste. Four major classes of waste sources are municipal solid waste, industrial, agricultural and hazardous waste.

Municipal solid waste sources

Municipal solid waste is produced from homes, workplaces, hotels, factories, universities and other organizations. The major constituents are foodstuff waste, plastic, and metallic waste. Although annihilation and building debris are also incorporated as municipal waste (Parbhakar, Edraki, Hardie, Hall, 2014). This waste includes small amounts of hazardous waste, such as electronic batteries, automotive fragments, chemicals, and bulbs, etc. Production rates of municipal waste differ from city to city and from country to country. High-income countries including Australia produces 1.1 and 5.0 kg/capita/ day. Middle-income countries such as Malaysia generate between 0.52 and 1.0 kg/capita/day municipal waste. Domestic waste by single and multifamily homes produces wastes in the form of food by-products, plastics, fabrics, leather, wastes from metals, ashes and bulky waste such as residues of batteries, electronics, etc. Industrial solid wastes comprise Housekeeping litters, wrappings, foodstuff wastes, building, and electronic waste materials.

Industrial waste sources

Industrial waste includes a varied range of things of varying ecological toxicity. Usually, this variety would contain paper, wrapping constituents, and residues from foodstuffs, resins, dyes, and ceramics etc. wastes from small and large manufacturing industries, construction places, power, and chemical industries are considered industrial wastes. Timber, metals, concrete and electronic wastes are produced by industries.

Agricultural waste sources

Increasing the agricultural industry has certainly given rise to amplified amounts of livestock by-product, agricultural crop scums, and agrochemical residues. Agricultural by-products include livestock waste, paddy shell, grass as well as the leftover by-products from the wooden industry includes charcoal etc. around 2 million tons of waste is generated by the commercial rice industry. The coir industry generates approximately 700,000 tons of waste each year in Australia (Ghafourian, Mohmamed, Malakute, Abolghasemi, 2016).

Hazardous waste sources

With fast growth in farming, manufacturing, trade, hospital and health-care facilities, the developed countries are consuming noteworthy amounts of poisonous chemicals and generating a great quantity of dangerous and hazardous waste. Presently, there are around 110,000 kinds of toxic substances commercially produced by these industries. Every year, additional 1000 new poisonous substances are introduced to the market from these industries (Ghafourian, Mohmamed, Malakute, Abolghasemi, 2016). The disposal of waste, hazardous substances are increasing day by day. Maximum poisonous waste is the by-product of a wide range of manufacturing, farming and engineering procedures, atomic institutions, hospitals, and health-care service deliveries. Chiefly, generators of manufacturing industries are producing the biochemical, petrochemical, fuel, metals, flesh and paper as a by-product.

Waste control and management policies

The current practices working in the management and control of the solid waste within the country differ significantly among the high, middle and low-income regions of the world.

Source Reduction

In low-income countries, there are no organized programs to manage waste. Roughly a few management practices re-observed for the reduction of sources in middle-income countries (Parbhakar, Edraki, Hardie, Hall, 2014). Systematized education programs are being introduced in developed countries, also in Australia, to highlight source reduction and recycle of constituents.

Dumping

Open Dumping is the utmost prevalent technique of solid waste removal in the country and normally includes the uncontrolled discarding. This type of discarding is done without measuring and controlling the hazardous effects of the by-products. In some cities, open combustion of waste is practiced. In coastal cities, a by-product is discarded along the seashore or directly into the sea.

Landfilling

In Australia, industrialists have accepted controlled tilting or hygienic landfilling for solid waste removal. Hygienic landfills with a mixture of liners, leak recognition, leachate assemblage system, and treatment systems have also been adopted. The production of landfill vapors has been revolved to beneficial in some landfills by the advancement of electricity production facilities.

Compositing

Small-scale composting of biological waste is extensively practiced in the region and also the efforts to familiarize large-scale composting in the region are completed. This is the best way of reducing the amounts of municipal solid waste. Australia has been now more popular in practicing both backyard and large-scale composting. However, the availability of land, extraordinary operations, preservation, and transport expenditures remain a major limitation to the implementation of co-composting in the region.

Incineration

The technique of incineration is predominantly adopted in zones with high land costs. To some extent, there are only a few incinerators and furnaces which have an energy retrieval system (Gentel, Gallo, Cristensen, 2011). Latest, full-scale furnaces and incinerators are presently in function only in countries such as Australia, China and Japan etc.

National Strategies & Policies

Organizations and legislation at the state level usually offer the rudimentary infrastructure for the application of strategies, schemes, and activities for waste management. Three common developments in waste management organizations and legislation have been marked in recent years. These are the establishment of institutes for the reinforcement of eco-friendly procedures and approaches. Secondly, the growth of more intensive eco-friendly legislation in the country. Thirdly, the increase in labor competencies through training and teaching (Gentel, Gallo, Cristensen, 2011).

Waste recycling strategies

Reducing the amounts of waste disposal, through substance retrieval, recycle and reprocessing, is progressively being appreciated as an essential foundation of an integrated method to waste control. In Australia, a decrease in the quantities of waste produced at the source has been appreciated by the government. Encouragement of plant alteration to reform the industries and to educate the consumers to use the environment-friendly products by the government is also growing.

Privatization strategies

The foundation for the privatization of waste management facilities is most cost-effective. Studies have shown that public endowment is extra costly and commonly unsatisfactory due to the incompetence and firmness of government organizations. Privatization essentially involves the allocation of organizational responsibility or proprietorship from the government to the private sector. Studies have proved the privatization to be an influential means of improvement. The productivity of some waste management facilities is improving nowadays. The methods of collection, transport, and removal have been done with maximum efficiency.

Economical and financial strategies

Several diverse economic strategies have been in practice for the management of waste across the country. The challenges are to choose an accurate commercial tool to manage waste disposal (Pickin, Yuen, Hennings, 2002). For example, permits and licenses charges have been used to guarantee that harmful waste is properly disposed of, income tax deductions and pollution taxes are introduced to certify that clean manufacture practices are encouraged. Execution of dues for disposing waste into the chosen facilities. The appreciation in terms of reward for safe waste management and disposal by the government. Performance appraisals have been introduced as an encouragement for enterprises to accomplish their businesses in an ecologically sound way.

Conclusion

Over the approaching six to ten centuries, the country faces various waste organization challenges that will need clear and efficient applied strategies and plans. Struggles to grow inter-regional debates on combined policies and shared approaches are ongoing. However, separate countries will require to address their specific problems associated with waste management. Appropriate policy design, awareness programs, adequate funding, competent staff, and long-lasting planning would be required to decrease the environmental problems associated with the poor disposal and management of waste.

References

BIBLIOGRAPHY Parbhakar-Fox, A. K., Edraki, M., Hardie, K., Kadletz, O., & Hall, T. (2014). Identification of acid rock drainage sources through mesotextural classification at abandoned mines of Croydon, Australia: implications for the rehabilitation of waste rock repositories. Journal of Geochemical Exploration, 137, 11-28.

Gentil, E. C., Gallo, D., & Christensen, T. H. (2011). Environmental evaluation of municipal waste prevention. Waste management, 31(12), 2371-2379.

Pickin, J. G., Yuen, S. T. S., & Hennings, H. (2002). Waste management options to reduce greenhouse gas emissions from paper in Australia. Atmospheric Environment, 36(4), 741-752.

Ghafourian, K., Mohamed, Z., Ismail, S., Malakute, R., & Abolghasemi, M. (2016). Current status of the research on construction and demolition waste management. Indian Journal of Science and Technology, 9(35), 1-9.

Written Report

Title page

Written report

Executive summary

Workplace conflict is linked to poor performance and negative attitudes. Conflicting situations encountered by employees is infecting the entire organization and the company's bottom line. It is further linked to low productivity and efficiency. Human Resource Department faces challenges of addressing the issues because employees are not working inappropriate manner that undermines the quality of service. Conflicting situations causes unnecessary delays in performance of a task that causes dissatisfaction and leaves a negative impression. Employees are human capital so their engagement in disputes is challenging for the organizations that require resolution. The common causes of workplace conflict include poor management style, ineffective leadership, lack of coordination, unfair practices and stressful situations. Human Resource Department has a direct role in formulating policies and devising ways for handling such conflicts. The employees are treated in a fair manner that means that the manager will adopt an unbiased attitude. By eliminating the discriminatory role of the leader the organization can eliminate conflicting situations.

Table of contents

TOC \o "1-3"

Executive summary PAGEREF _Toc421776212 \h 2

Introduction PAGEREF _Toc421776213 \h 4

Causes of workplace conflict PAGEREF _Toc421776214 \h 5

Solutions for resolving conflicts PAGEREF _Toc421776215 \h 8

Conclusion PAGEREF _Toc421776216 \h 9

Recommendations PAGEREF _Toc421776217 \h 10

References PAGEREF _Toc421776218 \h 12

Introduction

Employees are unable to overcome adversity at the workplace due to conflicting situations. Workplace conflict discourages them from adopting the right attitude for overcoming the challenges. In such situations, employees don't have intrinsic value so they are not willing to accept challenges. Conflicts arise usually when employees engage in disputes and quarrels that promote negative attitudes. HR is responsible for taking actions to resolve workplace conflicts. This is due to the lack of energy and enthusiasm that prevents them from thinking about different solutions and handling the situation. Such attitudes from employees are problematic for the organization because it is linked to its overall performance. Motivation is crucial for employees who are responsible for initiating a direct process. Mental and behavioural territories are the central factors behind motivation. Psychology of employees rely on thee elements for defining motivation that include activation, persistence, and intensity. Activation is the primary phase required for attaining a goal. This can also be viewed as a phase in which an individual prepares himself for the task. Persistence is the second element that reflects one’s efforts for working towards a goal. One manages to put all efforts and avoid distractions for the attainment of a target. Intensity is the third crucial element that refers to one's ability to stick to the goal. Motivation is a desire that provides energy and directs behaviour required for the completion of a certain task CITATION Dan101 \l 1033 (Chiaburu, 2010).

Causes of workplace conflict

Workplace conflicts vary at smaller to larger levels. Analysis of the problem provides better insights into the reasons behind workplace conflicts and the role of HR. The analysis of the problem leads to the identification of reasons that include; Stressful work environment is the result of unclear policies of HR. The employees are more likely to experience workplace conflicts when they find workplace stressful. In such conditions, they fail to concentrate on their tasks that caused inefficiency and delay in delivery of a service. Overburden is another reason that creates stress for the employee and causes low motivation. Stressful work conditions promote negative attitudes such as anger. The employees who are more stressed face difficulty to control their anger and are more likely to start a dispute CITATION Ber172 \l 1033 (Gramberg, Teicher, Bamber, & Cooper, 2017).

This is another significant cause of workplace conflict is the result of poor leadership skills. Manager's inability to supervising the employees and identifying issues faced by them reflects poor management. When employees feel that their feedbacks are of no importance for the managers of the organization they develop feelings of dissatisfaction. The poor leadership structure is also responsible for the workplace conflicts because it indicates that the organization is lacking a hierarchy or a direct reporting system that could inform the leadership about the issues of employees CITATION Olu15 \l 1033 (Longe, 2015).

The autocratic system or inappropriate use of authority also promote conflicting situations. Such a system does not recognize the work of employees and often leads to unfair situations. It is also against creativity and discourages the employee from sharing ideas CITATION Akb12 \l 1033 (Ali, 2012). When employees are restrained for sharing creative ideas it has adverse impacts on them and it often leads to a conflicting situation. Lack of coordination between manager/ leader and employees also leads to conflicting situations. This is due to the fact that the manager has developed a positive relationship with employees. it restricts them from sharing problems or workplace issues with the leader. Absence of coordination also causes a delay in response from the leader that often intensifies the situation. This also limits the manager's ability to implementing workplace laws and assuring that the employees are complying with the workplace conditions CITATION Ber172 \l 1033 (Gramberg, Teicher, Bamber, & Cooper, 2017).

Absence of adequate communication between the leader and employees also lead to workplace conflict. This also causes a delay in information sharing about the employees’ performance and concerns. The manager is unable to respond to the problem because the issue is not communicated. Poor communications are due to the gap between the upper and lower levels of management. The manager is not concerned about the feelings or work attitude that promotes negative attitudes and open disputes CITATION Ber172 \l 1033 (Gramberg, Teicher, Bamber, & Cooper, 2017).

The discriminatory attitude of the manager towards employees promote conflicting situations. This is common in organizations that involve diverse culture. In such organizations, the manager has discriminate employees on the basis of their race, ethnicities or religion. Such situations are more vulnerable for the employees that belong to a different culture but undermine the stability of the organization. This also reflects the role of biased attitude from the manager/ leader. The biased judgment creates trust deficiency among employees and they are less likely to share their concerns with the manager. This threatens the neutrality of work CITATION Akb12 \l 1033 (Ali, 2012). Discriminatory attitudes reflect poor leadership role because the manager fails to take a fair role and resolve disputes at an immediate basis.

Cultural, social and personal differences among employees also create conflicting situations in the organization. HR failing to define policies for cultural differences encourage employees to engage in disputes. In such situations, the employees are unwilling to respect others due to differences in religion, race, ethnicities and colour. Such situations are difficult to manage when employees are unclear about the regulations and laws. This is due to the incompetency of HR to design appropriate work ethics to explain the laws to the employees. Conflicts based on personal differences are more harmful because they affect the personalities and attitudes of the workers. These attitudes have adverse implications on the productivity and quality of work. Conflicts also arise when the leader fails to respect employees due to personal differences CITATION Ber172 \l 1033 (Gramberg, Teicher, Bamber, & Cooper, 2017).

Workplace conflict is a serious problem encountered by the Human Resource Department that will undermine the firm's employee’s competency of fulfilling organizational goals. Low-performance is a dominant outcome of a conflict that devalues the quality of work and threatens the safety of workers. The problem will have adverse implications such as the organization will be unable to meet its objectives or goals. Employees are not willing to devote additional time or efforts for the completion of the task. The qualitative effect of low motivation can be witnessed in the form of low productivity. Increased rates of absenteeism, unplanned absence of employees and chronic lateness are possible outcomes of the problem. Lack of motivation causes employees to spend more time at work to attending personal issues or socialization that also contributes to decreased productivity CITATION Chr06 \l 1033 (Cushion, Armour, & Jones, 2006).

Solutions for resolving conflicts

The selection of the best solutions depends on the needs of employees. This process will require HRM to identify the issues faced by employees and the reasons for workplace conflicts. The overall analysis of the situation depicts that the best solution includes a set of possible options that leads to elimination of conflicting situations and improved productivity. The best solution stresses on adopting multiple strategies that lead to the creation of conflict-free workplace CITATION Olu15 \l 1033 (Longe, 2015).

Providing a better work culture will encourage employees to adopt positive behaviour and they will avoid conflicts. Allowing employees to set their career goals will encourage them to work more efficiently and overcome conflicting situations. This is an effective strategy that prevents them from wasting time and enhances productivity.

The possible solution for overcoming conflicting situations is to eliminate conditions of stress from the workplace. By dividing work in a fair manner the organization and the manager would be able to remove conditions that create anxiety. This also suggests preventing employees from overwork or excessive burden that undermines their efficiency CITATION Akb12 \l 1033 (Ali, 2012). The employees are treated in a fair manner that means that the manager will adopt an unbiased attitude. By eliminating the discriminatory role of the leader the organization can eliminate conflicting situations. This requires giving respect to all employees irrespective of their culture, religion, race and ethnicities.

HR can implement policies and rules for a code of conduct that will familiarize employees with their responsibilities such as avoiding disputes. Strict punishments like termination or penalties for disrespecting or making derogatory comments on personal differences will also discourage employees from entering into disputes. This required the adoption of clear communication channels. Building direct interaction between the manager and the employees is crucial for transmitting complete and accurate knowledge CITATION Ber172 \l 1033 (Gramberg, Teicher, Bamber, & Cooper, 2017).

By acknowledging work the organization could eliminate workplace conflicts arising among employees. This will involve a reward strategy and appreciating the work of employees. Adding value for the employees who perform better will enhance their productivity and discourage them from entering in dispute. By giving rewards the firm will promote the ideology that better performers are more valued and appreciated. This will encourage other employees to do good for attaining the same rewards and appreciation.

Creating a positive workplace environment is another factor for conflict management. Such an environment will eliminate conflicting or negative situations. The pleasant work environment also reflects eliminating conditions that created distractions for the employees. Another possible solution for overcoming conflicting situations is by offering opportunities for self-development. This activates their biological drive for overcoming challenges and maintaining a positive attitude. This process also demands to offer training and opportunities for building the required skills set (Klein, 2009).

Conclusion

The solutions for overcoming the issues of conflict involve improving management and governance. This requires choosing a competent and intelligent manager who possess the qualities of a leader. The manager will supervise the workplace and identify issues that undermine the performance of workers. He will act to resolve the issues and provide guidance to the employees. The manager is also responsible for resolving the conflicting situations that cause waste of time and efforts.

Offering an environment of knowledge sharing and creativity also assist employees in managing conflicting situations CITATION Dan101 \l 1033 (Chiaburu, 2010). This also involves providing them with training and learning opportunities that are crucial for the development of adequate skills set. Another solution is removing the situations of stress. By creating a positive work environment the employees will be less stressed. The supportive environment is offered by encouraging employees to work with unity. The firm will ensure that no worker is overworked. This can be attained by setting standard work hours. No worker will be forced to work beyond the standard hours. By recognizing the work of employees and taking feedbacks the manager would be able to resolve conflicts. This will promote positive feeling among employees and they will be encouraged to perform better in the future. This is an effective strategy that makes employees feel that they are part of the organization and they recognize their worth.

Recommendations

The primary step for identifying the solutions is by recognizing the areas of concerns. This will require taking feedbacks from the employees and finding the issues that undermine their performance. The process of implementing solutions require management support for change.

The supporting system will allow employees to develop a comfort level and understand their responsibilities. The changes will be communicated with the staff and employees in an effective manner. The case for change is created that involves customer satisfaction survey, employee satisfaction and information on business goals CITATION Dan101 \l 1033 (Chiaburu, 2010).

Employee involvement is crucial for the process of implementing solutions. By engaging them the organization would be able to use employee experience for identifying the implications of the change process.

Communicating change remains one of the challenging tasks because the manager will have to provide information about the selected solutions. Employees will be offered training before methods of evaluation are installed.

References

BIBLIOGRAPHY Ali, A. 2012. Leadership and its Influence in Organizations – A Review of Intellections. International Journal of Learning & Development, 2 (6).

Cushion, C. J., Armour, K. M., & Jones, R. L. 2006. Locating the coaching process in practice: models ‘for’ and ‘of’ coaching. Physical Journal and Sport Pedagogy, Vol11.

Chiaburu, D. S. 2010. Social or Task-Related Motives? Increasing Employees' Knowledge Sharing and Creativity. Hawaii International Conference on System Sciences.

Gramberg, B. V., Teicher, J., Bamber, G. J., & Cooper, B. 2017. A Changing World of Workplace Conflict Resolution and Employee Voice: An Australian Perspective. Cornell University ILR School.

Longe, O. 2015. impact of Workplace Conflict Management on Organizational Performance: A Case of Nigerian Manufacturing Firm. Journal of Management and Strategy, 6 (2).

Written Report

Written Report

[Name of the Writer]

[Name of the Institution]

Written Report

Executive Summary

This report illustrates investigation of issues in Vietnams Cuisine. Qualitative research is conducted on the restaurant and bar taking into account that the aim of the report is to undergo an investigation that can highlight certain issues. Vietnams Cuisine is a well-reputed place that is known for diversity in both customers and dishes that are served to the customers. The purpose of this report is to undergo an in-depth analysis of the facts and figures that are not highlighted on board but they are deteriorating the performance and the choice matrix of the restaurant. Implication of qualitative research has determined a number of issues, taking into account that the severity of issues ranges from casual to serious threat that can invite attention of government as well because nothing is more precious than human life. These issues are found by the utilization of research techniques, such as, interview questionnaires, review of the website and other written material that is published narrating specific issues. These issues are a product of the gaps that people have observed over time and in their visits, side by side, it is in person evaluation that is made after interviewing both employees and the visitors. After an analysis of the issues, certain solutions are suggested that can be used as a tool in order to mitigate the ratio of problems. The application of these solutions is necessary in order to ensure the quality of the restaurant and bar and to keep customers and managers in a direct channel of communication where all expectations are met.

Contents

TOC \o "1-3" \h \z \u Introduction PAGEREF _Toc10398432 \h 3

Mission PAGEREF _Toc10398433 \h 4

Vision Statement PAGEREF _Toc10398434 \h 4

Value Statement PAGEREF _Toc10398435 \h 4

Research Methodology PAGEREF _Toc10398436 \h 4

Analysis PAGEREF _Toc10398437 \h 6

Findings PAGEREF _Toc10398438 \h 7

Lack of customer care PAGEREF _Toc10398439 \h 7

Inadequate Management PAGEREF _Toc10398440 \h 8

Solutions PAGEREF _Toc10398441 \h 9

Hiring PAGEREF _Toc10398442 \h 9

Accountability PAGEREF _Toc10398443 \h 9

Consideration of Feedback PAGEREF _Toc10398444 \h 9

Improved chain of supply PAGEREF _Toc10398445 \h 10

Integration of POS (Point of Sale) PAGEREF _Toc10398446 \h 10

Conclusion PAGEREF _Toc10398447 \h 10

References PAGEREF _Toc10398448 \h 11

Appendix I PAGEREF _Toc10398449 \h 12

Appendix II PAGEREF _Toc10398450 \h 14

Introduction

Vietnamese Cuisine is an outlet of food and beverages taking into account that it features a combination of five different and fundamental tastes. It is significant to note that each of the dishes at Vietnamese has a distinct flavour that reflects the reason for the popularity of restaurant. There are some common ingredients of food such as shrimp pasta, soya sauce, fresh herbs, fish sauce, bean sauce and vegetables. The recipes of the restaurant use ginger, mint, cinnamon and Thai basil leaves. There are a number of people who belong to different areas but visit the restaurant just to taste the food. The traditional Vietnamese cooking is greatly admired because of the “fresh ingredients”, “minimum use of oil” and other dairy products that may be harmful for the health of human beings and an adequate balance between meat and fresh herbs taking into account that specific spices are used to make the food spicy and reach a fine taste. (Khuong, et, al. 2018,). Vietnamese food is considered as one of the healthiest food worldwide because of the strong influence of traditional Chinese medicines. The scope of this research is to carry out an analysis and investigation of the food chain in order to locate any issue that is threatening the overall timeline of the restaurant and bar.

Mission

The mission of the restaurant is to spread the passion of Vietnamese food by impressing people by content, products, labels and training with an aim to make restaurant one of the world’s top five cuisines.

Vision Statement

Vietnamese Food Lovers beat the drums for the world’s most underrated cuisine, by adhering to stunning stories, expert training, creative products and quality lovers.

Value Statement

The soul of Vietnamese Cuisine is to infer cultural diversity in terms of foods and drinks at a single place. A single roof can act as a home to a number of dishes each belonging to a different culture and a different taste.

Research Methodology

In order to investigate the underlying issues of the restaurant and bar, qualitative research would be used. Qualitative research is a process of naturalistic inquiry that is used to seek an in-depth analysis of any kind of social problem. There are a number of strategies that are used in qualitative research such as interviews, focus groups, ethnographic research, record keeping and case study research. A restaurant is a social place and a naturalistic method would be well suited that could help to analyze the undergoing and deviating framework, so, interviews will be conducted. (Edition, et, al. 2019). A questionnaire would be prepared that will comprise of different questions, taking into account that the questionnaire would be diverse enough to address both employees and the general public who visit restaurants. Side by side, the reviews of the people and the research and investigation of different departments would be considered in order to collect a concrete set of data.

Investigation would be initiated by a personal visit and casual conversation with different people who will be visiting restaurant and bar. All the happenings such as food distribution, choice of food, demand for food and the ratio of the audience, management, employees and their issues would be exegetically analysed. It is significant to note that after a personal visit, interviews will be conducted from the employees and the other customers after seeking permission from management. Interviews will comprise of the questions of the questionnaires. The questionnaire will comprise of sixteen questions. All the answers will be recorded taking into account that none of the employees would be asked to give a biased answer. (Edition, et, al. 2019). The research framework will comprise of 35 staff members and 5 groups that were having lunch at the restaurant. In total there were 45 participants who took part in the research. Out of 45 people, 32 were males and 13 were females. Out of 32 males, 25 were part of the restaurants as an employee and seven were general public. Among 13 females, there were 10 employees and 2 of them were the other people who came to eat food. It is significant to note that the collection and analysis of data was void of any kind of racial, ethical or political background.

Analysis

An analysis of the interview section revealed that there were about 20% of the people who think that the services are exceptionally perfect. About 30% of the employees found lack of adequate working environment. 12% of the participants assert that there is a difference in the services over time, referring to both quantity and quantity. There were 5% of participants who think that the restaurant is not giving up to mark services. 14% of people think that the management seems unconcerned about whatever is happening around and there is a lack of training. 25% of the employees think that there is a difference in the quality of food, it refers to both the preparation and then the serving of food. 13% of participants affirm that they have faced health concerns after eating food from the restaurant over their lifetime. About 22% of the people think that there is a compromise on the maintenance, cleanliness and other aspects that are necessary to keep the health standards enact. About 3% of the participants complained about inadequate management and lack of scheduling. About 10% of the employees are looking for some good opportunities as they are not happy with their job.

An analysis of the official website of the restaurant and Yelp ratings given by the people asserts that about 70% of people rated the place as average and few of them found it as exceptionally good. See Appendix II. There were a lot of people who think that the place is not good enough to eat now and it has very low food quality. It is critical to note that there are a number of people who have posted pictures complaining that the food was neither tasty nor presentable. A number of customer complaint about stale food. One of the customers commented that the food was not even hot and there are a number of complaints about drinks as well, asserting that the ice cubes don’t taste good and even water cooler need replacement. There were a lot of customers who are of the view that they have been visiting the restaurant for a long time but they will not come to the place again because it lacks that affection and quality now. There were few customers who complained about the sitting arrangement and environment as well, taking into account that the place was not well designed, it was humid and hot. Many people assert that the place lacks cooperative staff and other management or responsible stakeholders that could address the concerns of the customers. Analyzing print media and other resources that comprises of the information related to the restaurant highlight that there are a number of scandals that have been viewed and published in the newspaper, with a prime focus on low food quality.

Findings

Lack of customer care

Exegetical research highlight that Vietnamese Cuisine is home to low-quality food. The quality of the food is falling day by day. There are a number of media and government platforms on which the issue of low-quality food and drinks at Vietnamese Cuisine is reported and asserted. An analysis of the findings asserts that “low quality of food” is one of the prime issues that is threatening the overall timeline of the restaurant and bar. In accordance with the statistical information, reading material and the overview of the timeline of the organisation reveals that deteriorating quality of food is an issue that is mitigating the preference of public. Low quality of food is one of the serious issues that is found in the research taking into account that it is one of the reasons that people don’t want to avail the services anymore. (Wu, et, al. 2019).

Hygiene is one of the underlying issues that need consideration at major priority. The fact that the employees, as well as customers, have fallen ill after eating unhealthy and stale food is a serious issue taking into consideration that none of the outlets can survive if it threatens the lives of people. Hygiene is not confined to serving and preparation of food, in fact, it is also related to the realms of the restaurant where the place should be kept clean and out of dirt. It is significant to note that a number of customers complaint about unsafe practices such as open exposure to the machinery. It is highlighted that there are numerous complaints about the dirt and unclean places, along with the mitigation of efforts that could ensure safety and health of the customers. (Wu, et, al. 2019).

Inadequate Managerial services

Management is defined as an authority that is responsible for the actions, asserting those actions are complementary to the basic framework of a restaurant. It refers to the issues that are related to the environment, importance of the customers and the attitude towards customers. It is significant to note that the restaurant has received a number of complaints regarding mismanagement, such as irresponsible staff members, unconformable working environment and lack of attention towards employees. Side by side, the upgradation of restaurant with appealing decor and catering to the choices of the customers is also one of the prime concerns. (Edition, et, al. 2019)

Lack of training

Lack of training is one of the prime Human Resource Management issue, taking into account that it creates serious issues. It is significant to note that the imbalance between quality and quantity is one of the issues to consider. It is analysed that when restaurant has a prime focus on quantity the quality of the food is compromised, taking into account that the section where quality is maintained, there are serious complaints about quantity such as lack of meat in broth and lack of yogurt in rice. The waiters are not trained and there is lack of proper scheduling. This imbalance creates a hustle in the restaurant where none of the employees is actually sure about the rationale of both quality and quantity. There is no justification regarding the lack of food quality, asserting no one actually wants to take the responsibility. (Edition, et, al. 2019).

Lack of employee satisfaction

The stance of lack of scheduling has paved the way for decreased employee satisfaction. Half of the employees have issues with management in terms of salaries, equality and equity. It is asserted that past history infers, number of employees have left the job because of issues with management.

Solutions

There are a number of solutions that can be practised in order to overcome the issues identified as a result of investigation

Hiring

Hiring is one of the basic options that can overcome the gaps and the issues observed. It is the hiring of wrong people that compromise the reputation of the company and it is the lack of the actually responsible staff that can take the responsibility of actions and happenings such as recruiting, renovation and the management of the customers. It is asserted that nothing is more memorable rather than a memorable dining experience, where unfavourable experience can ruin memories as well as the reputation of the restaurant and bar. So, hiring well learned, experienced and responsible staff can mitigate issues of management. (Khuong, et, al. 2018).

Accountability

Accountability is one of the solutions that can mitigate and overcome a number of problems, taking into account that the employees will be aware of the fact that their actions matter and they are answerable for whatever they do. It would not be wrong to say that accountability is not only confined to the management staff but it is also related to the internal resources such as the choice of the food products and the methodologies that are adapted for the preparation of the food. (Khuong, et, al. 2018).

Consideration of Feedback

Feedback is a platform of evaluation that allows an organisation to undergo a comparative and analytical analysis of its services. Consideration of feedback is a solution that has 360-degree validity. It is important to note that feedback is more like a tool that can help an organisation and a platform to keep a check and balance on the current reputation and the expectations of the employees. This feedback is also significant to take into consideration the growing trends of dining and food. It will allow the restaurant to overcome complications in a highly positive way. (Edition, et, al. 2019).

Improved chain of supply

Chain of supply should be monitored because it can be one of the gaps in the maintenance of the services and products. The low quality of food may be because of the inadequate supply of chain, taking into consideration that improving supply of food chain will automatically lead to delicious and quality food. when food is delicious other effecting variables such as humidity and lack of decore are suppressed. (Khuong, et, al. 2018).

Integration of POS (Point of Sale)

It is significant to note that the restaurant should integrate POS with the manual record so that a check and balance of sales can be made, taking into account that it will help to manage reputational and the flux of customers that play a major role in the analysis of the flux and preference of customers in comparison to the previous records that can highlight growth and deterioration.

Conclusion

The investigation of the restaurant reveals certain issues that are posing a serious threat to the productivity and customer’s preference of the restaurant, taking into account that such issues are deteriorating the progress of the restaurant. In a nutshell, it can be inferred that each of the issues can be addressed with the help of proper intervention of solutions.

References

40 delicious Vietnamese dishes. (2017). CNN Travel. Retrieved 1 June 2019, from https://edition.cnn.com/travel/article/vietnam-food-dishes/index.html

Edition, T. (2019). Mission Vietnamese | Coorparoo restaurant | The Weekend Edition. The Weekend Edition | What's on in Brisbane. Retrieved 1 June 2019, from https://theweekendedition.com.au/food-drink/mission-vietnamese-coorparoo/

Food in Vietnam - Vietnamese Food, Vietnamese Cuisine - traditional, popular, dishes, recipe, diet, history, common, meals, rice. (2019). Foodbycountry.com. Retrieved 1 June 2019, from http://www.foodbycountry.com/Spain-to-Zimbabwe-Cumulative-Index/Vietnam.html

Khuong, M. N., & Van Nga, B. (2018, October). Factors Affecting International Tourists' Food Satisfaction and Word-of-Mouth: The Case of Vietnamese Cuisine. In the Global Conference on Business, Hospitality, and Tourism Research (GLOSEARCH 2018).

Wu, A. Y. C. (2019). Identities as an Everyday Life Strategy: A Case Study of Vietnamese Marriage Immigrant Women in Taiwan. International Journal of Taiwan Studies, 2(1), 138-168.

Appendix I

Questionnaire for customers

For how long have you been visiting or working in this restaurant and bar?

Have you seen any type of change in the past and current situations?

What is the significance of cleanliness?

What do you think about the management of the restaurant and bar?

What will you say about the food?

What is your favourite dish in this restaurant and why?

What would you say about the quality of the food?

What is your opinion in terms of suggesting others this restaurant?

What is your honest review of the preparation of food?

What is your honest review for the serving of food?

Have you ever fallen ill after eating food from this restaurant?

Do you have any complaint?

What is your opinion in terms of finances, (salary for employees and food charges for the visitors)

What is your preference for this restaurant in comparison to other restaurants?

What do you think is the area in which the restaurant needs to work?

Questionnaire for employees

For how long have you been visiting or working in this restaurant and bar?

Have you seen any type of change in the past and current situations?

What do you think about the management of the restaurant and bar?

What is your prime issue in the context of a restaurant and bar?

What is your opinion in terms of finances, (salary for employees and food charges for the visitors)

Do you think there is equality and equity in terms of employee satisfaction?

Are all employees trained for job?

Appendix II

Written Report - Systems Thinking

Title page

System Thinking

Executive summary

The Value Stream Map (VSM) provides a comprehensive framework adopted for providing better quality care service to the patients visiting emergency rooms. The report provides a detailed analysis of the issues faced by the current VSM and identifies the desirable actions for the recommended VSM. The major weaknesses of the current value stream map include long wait times experienced by patients in the emergency rooms of the hospital that causes patient dissatisfaction and inconvenience. The recommended VSM suggests methods for addressing the issue of long waits such as by adopting digital systems for information storage, conducting one-time diagnosis, hiring adequate staff and tracking mechanisms. Minimizing waits after assessments have been conducted by the physicians and before the decision of final admission also reduce the wait time.

Table of contents

TOC \o "1-3" Executive summary PAGEREF _Toc419655723 \h 2

Introduction PAGEREF _Toc419655724 \h 4

Current state value stream map PAGEREF _Toc419655725 \h 4

Recommended state of value stream map PAGEREF _Toc419655726 \h 6

Intended and unintended consequences PAGEREF _Toc419655727 \h 8

Conclusion PAGEREF _Toc419655728 \h 9

Recommendations PAGEREF _Toc419655729 \h 10

References PAGEREF _Toc419655730 \h 12

Appendix PAGEREF _Toc419655731 \h 14

Introduction

Key system thinking tools are proposed along with strategies for attaining a transformational change in the healthcare system. System thinking offers a broad array of approaches including collaborations across healthcare departments such as modeling techniques. Value stream mapping is a valuable tool used for evaluating work and process flow in the emergency department CITATION RCh12 \l 1033 (Swanson, et al., 2012). Value stream mapping provides a visual framework required for creating a product and delivering to the end customers. It is adapted for mapping the patient's path to treatment that improves service of care and minimizes delays. The most critical steps in the implementation of VSM include attaining high-quality and reliable data related to the patient maintained through efficient channels. The information flows inappropriate manner that eliminates the possibilities of unnecessary delays. Multi-departmental teams are also required for obtaining a true picture of what happens. The VSM emphasize on establishing an appropriate framework that is adequate for providing cost-effective services to the patients.

Current state value stream map

Due to the rising healthcare costs, initiatives are taken for increasing operational efficiency and cost-effectiveness of the delivery process at the emergency department. The current state of value stream map highlights that the patient’s visit includes many small events such as registration, nursing assessment, doctors assessment, consultation, and treatments. The delay in such events results in increased wait time for the patients. This undermines the quality of service because patients undergo extreme inconvenience and discomfort CITATION RCh12 \l 1033 (Swanson, et al., 2012).

The common issues faced by the patients that affect the quality of service include crowding and boarding. The evidence suggests that most of the times physicians and nurses encounter challenging situations when patient turnover is extremely high in the emergency department. The sharp rise in the number of visitors directly impacts the quality of service. This also prevents doctors from spending adequate time with each patient that undermines opportunities for adopting accurate standards of care. There are many causes that cause delays for the patients. Triage is one of the common issues that reflects that the patients are not seen on the basis of first come first serve. The hospital has a policy that instructs staff to handle patients according to the severity of patient's condition arriving in an emergency. A care provider of a triage nurse is responsible for examining the patients and identifying the severity of the condition. Time-sensitive illness criteria are used for identifying the patients undergoing severe illness and require immediate treatment CITATION Yuz18 \l 1033 (Shen & Lee, 2018). This causes unnecessary waits for the patients who don’t look bad in the emergency rooms.

The process of diagnosis also cause delays that influence the quality of service. The steps followed by the staff or nurse in diagnosing a medical condition take more time. Delays are more common when the physician is handling a life-threatening situation. Analysis of texts, x-rays, and CT scans consume much time that results in more time spent on waits CITATION RCh12 \l 1033 (Swanson, et al., 2012). Boarding is another significant cause of waits because the patients have to wait in emergency rooms until the bed is made available for them. Hospital restricts the number of inpatient beds for avoiding the situation of overcrowding. Only admitted patients are provided quality service while many patients have to spend days in emergency rooms if they are not allotted beds.

The specialists like neurosurgeons, cardiologists, and orthopedic surgeons are not available 24/ 7 like the emergency physicians. This is also due to the lack of specialists in the hospitals and causes long waits for the patients. Due to lack of specialists the patients are often moved to the other hospitals that also results in long waits. Inadequate staffing is identified as one of the dominant reasons that limit the hospital's capacity of providing timely and efficient service to the patients CITATION Car172 \l 1033 (Lin, Ling, & Yeung, 2017).

One of the critical problems faced by the emergency department is the lack of nursing staff. This minimizes the possibilities of giving a timely response to the patients. During high turnover the nurses more likely to experience pressures that affect the quality of service. They are unable to spend adequate time on each patient because they have to respond to a large number of patients. The time spent on waiting has a direct correlation with patient satisfaction. as patients have to wait for more than 30 minutes they exhibit high dissatisfaction CITATION Saf17 \l 1033 (Layeb, Jmal, Aissaoui, & Mansour, 2017).

Recommended state of value stream map

The recommended state of Value Stream Map (VSM) stresses on reducing the wait time for the patients by improving nurse efficiency. A timely response will reduce the time of wait for the patients. This required hiring adequate staff for the emergency department. The recommended value stream map stresses on increasing nursing staff that could handle a high turnover of patients CITATION Saf17 \l 1033 (Layeb, Jmal, Aissaoui, & Mansour, 2017). The wait time can be minimized by making efficient use of the existing resources. scheduling staff members inappropriate manner is also part of the recommended VSM. Equipment and supplies must be stored in an appropriate manner that minimizes the delays in accessing them. The X-ray lab departments are also instructed to prioritize patients and aligning services in response to the patient's needs.

Another goal of the recommended value stream map is to hire experienced and skilled staff that minimize the chances of medical errors. Increased number of staff will face less pressure so they will manage to perform their duty more appropriately. This assures that accurate procedure are followed that prevents the staff from committing errors in diagnosis, testing or prescribing medicines CITATION Saf17 \l 1033 (Layeb, Jmal, Aissaoui, & Mansour, 2017). Improving the communications between emergency department and laboratory will also reduce the time spent by patients on wait. This will provide timely information to the nurses and doctors and they will use the tests for making a timely diagnosis. Improved communications enhance the staff's ability to conduct timely investigations and adopting adequate treatment for the patient. This is an effective method for reducing patient’s wait time that lowers discomfort and inconvenience. The hospital can also hire more specialists that will prevent the need for sending patients to other hospitals or medical facilities CITATION Ste184 \l 1033 (Ducket, 2018).

Adopting digital database mechanisms will save the time spent on conducting a diagnosis. The staff will use already stored information in the databases in case of old patients who had availed the services of the hospital. In the case of new patients, the nurse will enter the details of the patient's history and forward to the physician that will prevent the need for recollecting information. The proposed recommendations also involve use of secure messages for informing the patient about his health status. This is a practical way of increasing efficiency a removes unnecessary wait in the emergency department. Setting a time limit for late arrivals will also help the emergency department in saving time CITATION Yuz18 \l 1033 (Shen & Lee, 2018).

Redeploying nursing staff is also a practical method used for minimizing the wait time for patients. This will prevent the staff from asking the same questions from the patients. Checklists will be developed for recording the information used by physicians during their interaction with the patients. The healthcare institute can also use outpatient appointment scheduling. The outpatient appointments stress on reducing resource overtime, patient wait time and improving the quality of the service CITATION Car172 \l 1033 (Lin, Ling, & Yeung, 2017).

The model stresses on reducing the wait times by;

Minimizing waits after the patients have arrived before the doctor has assessed them CITATION Jon171 \l 1033 (Back, Ross, D Duncan, Jayeatherine, Chirc, & Anderson, 2017).

Minimizing waits after assessments have been conducted by the physicians and before the decision of final admission.

Reducing waits after the final decision of the patient's admission and before the patient has left the emergency room.

Intended and unintended consequences

The intended consequences of the recommended VSM include events that are desired by the healthcare institute. These include the provision of controlled access to the healthcare staff and doctors. The deterrence effect is adopted that will prevent the staff from committing errors. The staff including physicians, doctors, and the nurses will follow the rules and standards for healthcare that will discourage them from neglecting patient's health CITATION AIH18 \l 1033 (AIHW, 2018). The staff is provided clear knowledge of the penalties imposed on crimes such as in the case of adopting wrong diagnostic procedures or errors in medications. Such steps will assure that the staff takes care of the standards and fulfill their duty with responsibility. Deterrence also assures that the doctors and nurses maintain control over their actions and will minimize the prospects of negligence. Tracking mechanisms is another intended consequence of the VSM system because adequate procedures are established that record information about staff's performance. The system records time spent by the nurse or doctor with the patient and reason for making them stay. Such mechanisms will eliminate the possibilities of adopting a negligent attitude. The staff will also be discouraged to adopt a discriminatory approach towards patients CITATION Jon171 \l 1033 (Back, Ross, D Duncan, Jayeatherine, Chirc, & Anderson, 2017).

Unintended consequences that are more likely to develop as a result of the new VSM system include; user resistance, data disclosure, workflow disruptions, and usability issues. The resistance of the patients to share their complete information for the database will affect the process and cause unnecessary delays. The data collected about clients can be misused by the staff or disclosed to the persons. The staff will face difficulty in using the updated systems without proper training and supervision. Lack of staff’s training will cause more complications for the hospital.

Conclusion

The prominent issues faced by the current VSM state include increased wait times, delay in staff’s response and low patient satisfaction. Major events of delay include registration, nursing assessment, doctors assessment, consultation, and treatments. The most critical steps in the implementation of VSM include attaining high-quality and reliable data related to the patient maintained through efficient channels. The recommended VSM system emphasizes minimizing the wait time through proper staffing. This requires hiring more specialists that will prevent the need for sending patients to other hospitals or medical facilities. Checklists will be developed for recording the information used by physicians during their interaction with the patients. Adopting digital database mechanisms will save the time spent on conducting diagnosis CITATION Car172 \l 1033 (Lin, Ling, & Yeung, 2017). Outpatient appointment scheduling and improves the quality of service. Deterrence framework will prevent staff from committing errors that could affect the patient's health adversely.

Recommendations

Integration of healthcare standards and their implementation will prevent staff such as nurses and doctors from making patients wait for long hours. This will also prevent them from neglecting their duty towards the patients. There will be a decline in the medication and other errors CITATION Ste184 \l 1033 (Ducket, 2018).

Providing training to the staff including nurses and the doctors about the use of a digital system for storing or retrieving patient’s information. This will be an effective way of removing staff's resistance against new systems CITATION Saf17 \l 1033 (Layeb, Jmal, Aissaoui, & Mansour, 2017).

Providing complete details to the patients and assuring them about personal information confidentiality will be effective in overcoming users resistance.

Conducting one-time diagnosis and evaluation of the patient's condition will minimize the total time spent on waiting.

Maintaining strong strict supervisory controls through tracking mechanisms will eliminate the possibilities of unnecessary delays and remove negligent attitudes of the staff towards patients.

References

BIBLIOGRAPHY AIHW. (2018). Australia's health in 2018. Retrieved 05 16, 2019, from https://www.aihw.gov.au/reports/australias-health/australias-health-2018/contents/indicators-of-australias-health/waiting-time-for-emergency-department-care

Back, J., Ross, A., D Duncan, M., Jayeatherine, P., Chirc, H., & Anderson, J. (2017). Emergency Department Escalation in Theory and Practice: A Mixed-Methods Study Using a Model of Organizational Resilience. Annals of Emergency Medicine Volume, 70 (5), 659-671.

Ducket, S. (2018). Waiting for better care: why Australia’s hospitals and health care are failing. Retrieved 05 16, 2019, from https://theconversation.com/waiting-for-better-care-why-australias-hospitals-and-health-care-are-failing-104862

Layeb, S., Jmal, Y., Aissaoui, N., & Mansour, F. Z. (2017). Application of Value Stream Mapping in Charles Nicolle Hospital's emergency department: current state and future opportunities. Conference: Tunisia-Japan Symposium on Science, Society, and Technology.

Lin, C. K., Ling, T. W., & Yeung, W. K. (2017). Resource Allocation and Outpatient Appointment Scheduling Using Simulation Optimization. Journal of Healthc Eng, 25.

Swanson, R. C., Cattaneo, A., Elizabeth Bradley, Chunharas, S., Atun, R., Abbas, K. M., et al. (2012). Rethinking health systems strengthening: key systems thinking tools and strategies for transformational change. Health Policy Plan, 27 (4), 54-61.

Shen, Y., & Lee, L. H. (2018). Improving the wait time to consultation at the emergency department. BMJ Open Qual, 7 (1).

Appendix

Writting Assignment

Essay

[Name of the Writer]

[Name of the Institution]

A global technology company International business machine (IBM) provides software, hardware, cognitive computing, and cloud-based services. Charles Ranet Flint founded the company in 1911 in the New York States by the merger of four companies and this company was originally called Computing- Tabulating- Recording Company. To know about the companies management ethics leadership style and culture, I had conducted an interviewed with IBM senior manager operations, who was working with IBM for 20 years. He had a vast experience in the field of IT and software. The main purpose of the interview is to take information about the reasons behind the success of the company.

First of all, I had asked what style of leadership does he used to follow. He had responded me that he always trust on his team. While starting any project he has a clear outline of goals and he gave it a clear direction but he did not put effort on micromanaging. He keeps his hands-off when it comes to an individual task but he is always ready to assist and guide the workers at the time of need. He supervised the people in a good manner but he had never tried to bound people to conduct unnecessary meetings and sacrifice the valuable work time of the people. He had shared his experience of his last project that was having 5 people with different task and finally, the task will combine to achieve the goal. He set the board for communication that permitted all members to communicate through a message to save the time of people, consumed in different group sessions. This also includes a section of status update which was used to inform everyone that we all are working in and how it is going. When I had asked about his inspiration to leadership style he had replied me that his inspiration is the culture of the IBM company, where the whole team is supportive and they have a huge capability of problem-solving. When I asked a question that how he handles the conflict professionally he had responded that he used to talk with the relevant person and listen to their query carefully. He focus on events and behaviors, he didn’t taken more attention on personalities, he tried to identify the points of agreements and disagreements and then develop a plan to resolve the conflict with a lots of patience. When I asked are you considered as a mentor he replied yes, he said he is always willing to share knowledge, skills, and expertise and always act as a positive role model with a positive attitude. He creates a relationship while mentoring that exhibits enthusiasm in the field.

He replied to question about his motivational approaches that he had always used to communicate with people individually. He said a good leader must be easily accessible and approachable. He used to socialize himself having tea with people to know about their problems and motivate them in informal manner. On exceptional performance of people he tried to appritiate people by giving them reward, which encourage them to work hard in the future. He said he didn't keep the challenging work in shelf he has always used to handed over them to his team and people.

I asked to him that what should be the personality of a good leader He replied that the personality of the leader should have honesty, hard work, flexibility, commitment, ability to inspire people, confident, good communication skill and Intuition. Then I asked about the skills that make a person a good leader he replied that a good leader should have good communication skills, he should efficiently convey his knowledge and his communication should create a positive impact upon the subordinate. He said that a good manager should handle the situation in that diplomatic way that no one in the workplace feel offensive and employees should be convinced from his point of view from the solution which he has given to any specific problem. I asked about his strategy when he is in a control and something went wrong at the workplace. He replied that he analyze the situation carefully with a good piece of patience and then discover the unfortunate event turn and then analyze the failure and mistakes that had happened previously which was the cause of this event and then make a proper strategy to solve that problem by applying his knowledge and experience. He said he is not much rigid in his decisions he uses to take suggestions from his entire team and then implement the best plan for the solution of any problem.

Value of a company matters a lot when I had asked some questions about the value of the company that what kind of people company is willing to hire and retain. He replied that the company mostly want to focus on good players of the team and establish team building activities to make them engaged. I had asked from manager that how employees collaborate in this organization. He answered that the company give great value to the innovations and encourage the sessions of brainstorming to get creative ideas from employees. I also asked about the kind of investment the organization usually makes. He replied that customer based services are the priority of the company. The company invests in training programs and CRM software for salespeople.

To know about the ethics of IBM, there were some questions in my mind about the ethics of IBM. I had asked about the ethics of the company, the manager replied that IBM's Business conduct lines, which gives the global code of conduct for the employees of IBM. The organization code of conduct shows that the company has highly ethical conduct and decision making stratergies. The IBM standards of business are basically depends upon its values, ethics, and principals.

The role of the manager is very important for the organization when I had asked the manager, he said It depends upon the situation. Some times the job requires to work for the whole day but sometimes when he feels that he is not very much occupied then he used to take break. He said approximately he worked for IBM on average 10 hours a day. I had asked him about the exciting and challenging work environment. He replied that it was always an exciting challenging working environment at IBM because in the field of IT there is a lot of innovations daily and the market is highly competitive. It is the requirement of IBM to improve the technology with innovations and this is a big challenge for the company to implement new technology and innovations. I had asked the manager about his hardest part of working with the company. He replied that the hardest part of the company is stress and it is always a challenge to manage the stress and understand the situation.

Good communication skills are the key to success. A manger should have good communication skills. In IBM, I had asked the manager that how do you work well with your subordinates. He replied that good oral and written communication skills are the basic part of the success of a professional person. It is important to simplify the complex issues faced by the subordinates for their better understanding. I had asked the manger that what is your reaction when you find an angry customer. He replied that I have listened to him carefully and treat him softly and immediately try to resolve his problem. It was a great experience to conduct an interview and gain knowledge about the success of IBM. I had found that the employees of IBM are very hardworking, loyal, ethical and they can face challenges.

Historically I grew up in a black church which was built in 1864. Most of the community went to black church today which was previously served as a black school. This church is very typical like other churches of the community. We are 120 members of the church and many families are the part of this church since a very long time. Since my childhood I actively participated in my church it takes $100000 to transform a little church into a great one. We have all done a massive effort to make this church one of the best church in the community. The members of the church are working for it because they think that it is their church home. For the success of the church, members are invested in the church. When it's a time to buckle down and raise money, the member feels the sense of responsibility and ownership of the church. The people who are the member of the church knows that they have a definite role to play and some people in the church have a key role for the running of the church because they know that they are working for a Nobel cause.

Recently, I have met a female in the church who was suffering from cancer and she was having no money for her treatment. The women was worshiping in the church and she was crying badly because of her problems. She is a single mother and she is working alone for her kids and recently doctors diagnose her cancer. In high school, I did many activities as a volunteer but I had not taken the initial step ever. I feel that I have to help her with all my possible efforts. I go to the pasture and tell him about her condition he was happy to see that I am actively participating for a noble cause. The pasture announced in the church for fundraising. I try to raise funds with the collaboration of my friends.We contact every member of church to collect funds. After a lot of effort we had collected almost $25000. I feel that this money will be not enough for her treatment. Then we det a camp for fundraising and I spend time to raise fund daily. Finally, we had collect almost $50000 for her treatment and this money was handed over to the poor women who were suffering from cancer.

I feel peaceful because I have worked for a noble cause. This activity gives me a lot of courage to help people in the future again. I feel that I a better person now because now I have met with the people of the community in a more better way. I feel more social and passionate. I have decided to continue this noble cause of helping people in the future. This time I feel more satisfied because the initial step was taken by me for the fundraise. Now I have decided to continue fundraising to help people who are spending their life with lots of financial problems. In the future, I want to encourage people to help others. Person feel peace and dignity by helping other people.

The results of Extraversion shows that I am is moderately Extraversion. I am not much comfortable in front of people but I can be good enough to communicate with people. I do not like much parties and I rarely start a conversation first. I avoid being more social. I could make Extraversion better by making myself more social. Agreeableness results show that I am moderately agreeable on average 3.4. If I don't feel anything good I insult people. I have to concentrate to improve my flexibility in front of people to make my personality better. I feel that I have less conscientiousness, I like to socialize my self. I have less openness to experience.

I have mood swings whenever I am happy I feel active, excited and Elated whereas whenever I feel sad, I feel nervous, scornful hostile. So last time I was feeling so nervous due to the stress of work. A person must have confidence and balance behavior.

I felt that I have a good locus of control and self-esteem. I took the responsibility of things and try to prove myself. No one has a full external or internal locus of control. Regarding my personality, I rarely listen to others opinion. Locus of control become increasing in myself with time. If we set a goal and try to achieve it then it will be helpful for us to make betterment in our future. I feel that luck ha very little part in the way of success. The big part of any success depends upon our dedication and enthusiasm. In life, people get that for which they do the effort. I feel that I have some weaknesses in the locus of control too. Sometimes I use to take the suggestion of others. It is good sometimes but it is not much good in the long run.

Accoding to my analysis my degree of emotional intelligence is average. Sometime I can't understand my own emotions. I have good judgment about the other's emotion as well. I mark my self on 4 at the judgment of other emotions. I always feel that should have better emotional intelligence. Some times I use to control my anger but sometimes I feel helpless to control my anger. A person should have good emotional intelligence according to the situation. When a person has good emotional intelligence he or she can behave well in front of people. Showing your emotions every time is not very much important. A person who has emotional intelligence he can have a better understanding that how to hide the emotions and how to behave rationally. Sometimes I feel that I am behaving rationally but I can't remain consistent with my rationality.

I rarely use absolutism approach but it plays a vital role in the development of ethical theory. I rarely follow the rules of ethics so it is difficult for me to follow the absolute rules. My approaches in life are not always right but most of the time my approaches are right. Justice approach is highly present in me I believe to make justice in every field of life. In the Western tradition, there is a long tradition of fairness and justice and I feel that justice is a good approach to be adopted in your life. Justice means that you have to give a person that he or she deserves and this is a basic ethical approach to do justice in the normal routine of life. In utilitarianism theory, we focus on outcomes and find anything right from wrong. I feel that utilitarianism is approach has a low weight in my personality and I have to work on my weaknesses in the future.

You Have It

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

Chapter 5

Strategic communication is a critical topic for the development of businesses in their respective fields. Once the communication factor has been developed thoroughly, the organization can achieve success effectively with a minimal need of external resources. This dissertation aims to be helpful in the provision of effective strategic communication techniques.

This study is structured such that the answers to appropriate questions regarding strategic communication are provided. This section is meant to ultimately conclude the study by providing discussion about the obtained results in the previous section, enabling the appropriate understanding of strategic communication and its real-time utilization in organizations.

In a broad sense, the concept of strategic communication is meant to provide a strategy for the conveyance of specific content among the individuals in the organization in an effective way. Utilization of the particular course of action is meant to lead the firm toward the desired outcome. By the utilization of qualitative analysis, this study has enabled the readers to focus on the utilization of strategic communication in the present by enabling employees to present the techniques used by them in real-time. The primary aim of this dissertation is to identify ways strategic communication can enable an organization to align ideas and actions by an effective transaction of critical information among the stakeholders such that the firm ends up attaining faster progress toward the desired goal.

For this study, the researcher used a qualitative approach because of the need of the researcher to have further exploration in the concerning topic, which was not possible by using the quantitative methodology. In this study, telephone interviews were used to initiate the procedure of qualitative methodology such that appropriate answers could be obtained concerning the research hypothesis. 25 employees from YouTube were involved in this study.

The results are an essential part of the study. It contains the main themes recognized during the interview procedure this chapter is meant to provide a brief outline and summary of the results that can provide systematic strategies concerning the utilization of strategic communication factors. This will give readers the ease of studying strategic communication and its related ways that can further provide the organization with the benefit of effective transfer of critical information among the members.

Chapter 5 is organized such that results can be understood concisely. The first section contains a summary of the obtained findings that have been described in the previous section. The summary will articulate the section to determine the appropriate answers. The general discussion of the summarized findings will be presented. It will determine the reader's appropriate answers and what the researchers think about it. Later, in this section, the limitations and conclusion will be determined then followed by limitations and the conclusion section based on the findings.

Summary of the findings

It was observed by employees that YouTube has an organized way of utilizing strategic communication within the organization. Some of the employees stated that the communication factor involved the provision of better search engine services that can enable consumers to find their favorite videos instantly. Additionally, the report section and helpline number enable consumers to get connected with the organizational members. The employees mentioned that they have to be accustomed to providing a faster reply to the consumers to keep them satisfied.

Social media and the official website are other factors of communication available to the organization. Effective communication with customers has been one among many primary factors that have been utilized by the organization to provide better services and customer satisfaction and to attain organizational goals that involved the larger number of consumers and viewers throughout the world. Today, YouTube has been able to become a well positioned company thanks to the growing number of customers and viewers online. This was possible because of effective communication with the consumers. The members would be involved in posting regular updates about the organization and add-ons on the YouTube social media.

The employees also provided answers concerning the communication ways used with the clients, which included the suppliers and other critical companies that further enable the firm to attend faster progress, such as advertisers. YouTube shows ads between videos to fulfill the objectives of both companies. Employees need to have effective communication with the clients in order to accomplish this. The importance of better communication with the client is mentioned herein by many employees. Others stated that employees often attempt their communication with the client using various face-to-face meetings, Skype, emails, and phone calls. For the organization, the convenience of the client matters the most. Such factors indicate that the employees and the organization are concerned with the betterment of the client and customers.

The client list also involves the television channels such as Fox News, MSNBC, and RT America that are involved in enabling the organization to attain many customers.

The engagement of users is the most critical part of the findings. The organization engages users such that the company attains competitive advantage faster. This was done by using effective strategic communication. Employees stated that they were involved in ensuring that customers are given effective services such as faster loading and fewer advertisements. This also involves the provision of the effective suggestion to the users that often involve a series of strategic communication factor between the users and the organizational members.

Internal and external communications are critical factors that enable the firm to attain higher growth. The factor of external communication with the employees depends highly on the aspect of internal communication. The employees were found to have effective communication with each other and showed a special connection with each other. It was also stated that the employees could have an effective connection and free communication with the seniors, which is certainly a critical factor in the growth of the company. The employees are able to share innovative ideas within the organization with each other and the seniors.

One of the employees stated that the focus of having internal and external communication has customer satisfaction. It was observed that the customers get frustrated because of a large number of advertisements between the videos. Since the organization needs to attain the benefit of providing free services to the consumers, the availability of advertisements is critical. Therefore, the customers are provided with a limited number of ads in the videos that can make them less frustrated. Sometimes it has even been reduced to one ad in a video. For the attainment of this information, the company used a small feedback session.

Many employees agreed to the fact that an effective relationship among professionals is a critical aspect of strategic communication. The leaders provide higher growth opportunities to the employees, in turn, providing better services to the consumers.

Discussion of the findings

The primary purpose of strategic communication involves the integration of the firm’s plans, programs, advocacy efforts, and public education. In this, the organization is often involved in long-term planning. Strategic planning helps the organization to use the presently available resources such that the benefit can be attained at a faster rate.

This particular dissertation has identified effective strategic communication factors to readers. The first part of the findings talks about the benefits, need, importance, and procedure used for effective communication with the customers. It shows that the primary factor of communication and its strategies have higher priorities in the organization. Furthermore, the utilization of strategic communication for the development of the organization is certainly the primary aspect that can lead the firms toward higher growth. Firms are supposed to be centered on customer satisfaction. It would provide the firms with the opportunity of having higher growth.

Three primary themes had been recognized in this study, namely the communication factor, consumer engagement, and internal and external tools for communication. These factors will be analyzed and discussed in the literature section.

Communication strategy

The primary aspect of communication occurs entirely between the consumers and the organization. Communication factors between the organization and the customer are important since they determine the ability of the organization to listen to the user’s desire or complaints.

The organizational world has changed, and many firms are able to have effective communication with consumers. Thanks to the use of technology at the larger scale, along with the utilization of communication technology such as social media and emails, companies are able to have a direct connection with consumers. The consumers are able to take direct reviews and information about the particular product with the aid of communication media that has been used by many individuals worldwide. Similarly, the company YouTube has been able to use the search engine in a similar way for the satisfaction of the consumers such that their desires can be ultimately satisfied.

The regular updating of the news on the social media about the company is critical for the organizational development since it helps the firm to have effective communication with the customers. For instance, if a particular company is able to communicate with customers and keep them updated about the newest software of technology, consumers are likely to get first-hand knowledge about the product, and they may also feel cared about by the organization. The loyalty of the organizational members is observed to promote increment of the firm that acts like the success pill for the organization.

However, the most critical factor behind effective communication with the customers is the active involvement of the organizational members (Conrad and Terry 2015). In YouTube, the customer service team members are readily available to hear the demands and complaints of the viewers with the help of comments, reports, helpline numbers, social media, and emails. As a result, the company achieves satisfied viewers with better recommendations in their feeds. The company worked and designed the system based on the desires of the viewers that enabled the firm to maintain the satisfaction of the users and attain competitive advantage. It means that listening to the consumer's desires and the complaints are the critical factor behind having effective and strategic communication in the organization.

Similar findings have been observed by Coombs (2015) that tells the example of how the organizations can achieve strategic communication factor by enabling the factor of effective communication with customers. The organization that is centered on the consumers and actively participates in satisfying their demands has achieved greater success. Furthermore, customers feel they have been able to be connected with the organization, which also leads to satisfaction. Humans have an innate need to have a sense of belonging, which can further be obtained by the efforts of the organization to ensure effective communication with the users.

Furthermore, social media also plays a vital aspect in the development of the organization and the attainment of customer satisfaction at large. Zerfass & Holtzhausen (2014) stated that social media has made it easier for the organization to get a hold of the consumers and have a direct connection with them. It also helps the organization to have a real-time review of the products that can either satisfy or frustrate the users. Earlier, such aspects were harder to find and thus, the organization can now have effective benefits of strategic communication than the companies of previous generations. Thus, one can see the benefit obtained by YouTube is much greater than any organization centuries ago just because of the rise of media around the world.

The organization can also bring about higher benefit by focusing largely on the clients since they enable the firm to attain customer satisfaction on a larger scale. The more the clients are successfully satisfied, the better the results that will be obtained by the organization at large. Several aspects have been used by the organization to have effective communication with the clients so that they may enable the firm to have customer satisfaction at large.

Zerfab et al. (2014) observed that customers are highly satisfied with the efforts of the organization to maintain the quality of the product or service. In the case of YouTube, the service is the provision of effective videos and recommendations by taking care of hateful and blasphemous content. Such goals are attained by the acquiring higher quality raw materials. Certainly, the more effective raw materials the organization has been able to collect, the better chances are that the firm can ensure higher development by the provision of better products. YouTube uses clients such as Netflix and other movie producers to get money by which the company can pay professionals to have innovative ideas for the production of the service. For that, strategic communication is critical for the company.

User engagement

Strategic communication is directly or indirectly centered on the engagement of users. If consumers are found to be positively engaged in the organization's products or services, the firm can attain higher growth through the provision of more products or services. The more products are loved by the customers, the higher production obtained by the firm at large.

However, amid the flickering focus of customers, organizations have raised the level of user engagement and satisfaction, which has certainly caused many firms to have problems regarding the attainment of competitive advantage. However, user engagement has been observed to be attained by the organization by getting a live review of the services. Feedback sessions have helped the organization attain information about customer satisfaction, which has shaped the services to be offered to the consumers.

Businesses using strategic communication to engage users can effectively attain the benefit of satisfied consumers. Other than that, customer support stands as a major factor behind the engagement. The engagement of the users can be effectively done with the help of organizations that often strive to maintain the support to be given to the organizations at large. For instance, YouTube had provided the support of the faster response to the customers.

Other than that, organizations with the ability to measure a product or service engagement can attend the benefit of making services according to the desires of the consumers. Such measurements enable the firm to analyze what customers think about individual products. YouTube has been able to measure the suggestions by every click. If the consumers desire to watch a particular video, it would be directly be done by the firm by using the suggestion feature on the official website.

Similar findings have been observed by Rossmann, Ranjan, and Sugathan (2016) in their study. The observations were made regarding how the communication factor has helped the organization to engage the users by the utilization of the customer support factor. The competitive advantage around the business world has raised the bar of the organizational development. With that, many companies have enabled customer satisfaction by ensuring that the firm managers utilize the developmental aspect so that consumers can become loyal to the firm.

Internal and external communication tools

The internal (among managers and employees) and external (among company and employees) communication are critical since they allow the company to plan for the achievement of customer satisfaction on a larger scale. Internal communication is equally important as the external with the consumers is stated by the findings of this study. Internal communication comes from having motivated and satisfied employees who ensure a better production rate in the organization. The primary tool that can be observed in the satisfaction aspect of consumers involves the motivation of the employees.

Such aspects can be done by enabling the senior members of the firm to have effective communication and total transparency with employees. When the organization has better communication with the employees, the firm is able to attain the benefit of dedicated and open employees. That means the individuals would likely to ensure total reciprocation of the efforts made by the organization.

In this context, it has also stated that the managers of the organizations should also be able to attain the benefit of having effective communication among each other. However, the mere availability of effective communication is not always enough to have better leaders and managers. For that, the organization should train the individuals concerning the management of the employees so that they can be effectively engaged to make strategic communication beneficial (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. The strategic communication was analyzed as the main factor behind the motivation and driving force that the workforce needs in order to have innovative ideas about the satisfaction of the consumers. In this way, the organization can ensure customer satisfaction by making sure that effective communication strategies have been designed.

Strategic communications have profound impacts on employee motivation. This information is conveyed with more clarity that eliminates the possibilities of misunderstandings. Firms that adopt effective communication techniques are more likely to build a positive workplace environment that increases productivity and growth. Integration of Google's YouTube will allow the company to improve interaction between employs and leaders. This will provide a competitive advantage to the company against rival firms. Videos are practical tools for replacing face-to-face communication.

The findings reveal that a powerful communication strategy involves electronic meetings. This will provide opportunities for virtual meetings where information's can be shared immediately. Different platforms like Skype provide inclusive platforms for arranging meetings. Electronic meetings build a collaborative environment where employees and leaders can share their views and concerns CITATION Tar13 \l 1033 (Bishop, Press, Mendelsohn, & Casalino, 2013). This communication strategy offers many benefits to the organizations including openness.

People can communicate form long distances that mean such technology is advisable for saving time and cost. Employees or leaders across different branches or cities can communicate through electronic meetings. Electronic communications offer to sharp of screenshots, videos or photos that make the meeting more inclusive. The features like downloading and commenting are used for providing opportunities for retaining a copy of meeting to the employees CITATION Tar13 \l 1033 (Bishop, Press, Mendelsohn, & Casalino, 2013). The costs of electronic meetings are very low compared to live meetings. High-quality conferencing software can be installed that can be rented or purchased. The company saves travel costs because the software connect all people. Electronic communications are also time-saving because the company don't need to organize meetings. The people can connect on one click indicating that actions can be taken immediately. This is a useful tool that addresses employees needs by allowing them to download the video and use it according to their requirement.

Communications are also maintained with clients through online platforms. This allows companies to build a positive relationship with their clients. This technology is used for taking feedbacks or listening to the client's concerns. This also effective strategy for building customers loyalty. The video feature or online communication is available to the customer for the whole day. This allows them to connect to the company at any time and place an order or give feedback. The electronic platform allows clients to save time and money. They don't need to travel due to the availability of the online platform. The findings reveal that employees and customers exhibit a high level of satisfaction for electronic and online communications CITATION Gor14 \l 1033 (Gordon Bowen, 2014).

Social media is used by the company as an aggressive marketing tool. This is an effective tool for targeting a larger customer base across the world. Different social media channels are used for persuading customers. The popular social media sites used by the company include Twitter and Facebook. The company manages to get high customer base on these platforms CITATION Lud14 \l 1033 (Schaupp & Bélanger, 2014). This allows maintaining constant communications with the followers. Different posts are added for making the advertisement more appealing. These sites allow the feature of additional symbols that increase customer base.

An effective strategy for promoting selling on social media is by generating attractive content. The company add photos of celebrities that are eye-catching. SEO optimization is used for increasing the visibility of the company's official webpage on social media sites. Community building involves conducting direct online conversations which followed over these platforms. The company also responds to the posts of followers for improving the relationship with customers. Cross-channel campaigns are also used on these platforms for grabbing customers CITATION Har103 \l 1033 (Oinas-Kukkonen, Lyytinen, & Yoo, 2010). Brand campaign strategies include sharing of powerful quote or story.

Limitations and implications

Limitations

Even though the study identified factors showing the benefit of strategic communication and the ways in which the organizations can utilize them, the limitations of the study made findings extremely explorative rather than accurate the very fact that the utilization of qualitative approach was not chosen shows that the study had been rather provided the facility to gain information instead of the accuracy of information. This factor is the primary setback of the study since it reduced the accuracy of the findings observed. It is because in general, the qualitative study is all about the exploration of a certain topic whereas the quantitative aspect is the analysis of the results in the statistical form that can provide accuracy.

With the use of quantitative approach, the author could have attempted to find the factors where the strategic communication affects the most and what are the possible aspects that are mostly the influential factors behind the success by using the strategic communication in the firms; However, the study did achieve the benefit of the provision of hands-on details about the utilization of strategic communication in the organization in many ways.

The implication of the results

The results have enabled the organization to change the overall strategies accordingly such that the firms start to attain higher growth. The results were able to give an effective pathway to the organizations concerning individual growth. Additionally, individuals who desired to open a firm would get more information about the management of both customers and employees at large. Furthermore, individual, organizational members would get the benefit of additional information about the nature and utilization of strategic communication in the organization so that they can have better and effective results.

Furthermore, the study implicated that the results provided in this study would be able to ensure that the organizations can make effective policies for the development of the organization regarding communication with both internal and external aspects. The study indicated that strategic communication does have the ability to turn the tables around and ensure that the firm is able to promote the higher satisfaction of the customers.

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 to organizations, along with the satisfaction of both internal and external factors within the organization such as employees and customers. This section is meant to provide effective recommendations for future researchers to ensure that appropriate and accurate results are obtained. Practitioners should carefully read the following five outlines to identify the ways by which the individuals can attempt to have better results.

Quantitative approach

The researchers can ensure to utilize quantitative study approach such that the concept of strategic communication can be clearer for the other organizations getting help from the researches like this. This recommendation is essential because it would ensure that the organizations get accurate results about the strategic communication such that the attainment of the success can be ensured. Such efforts can be made by using the quantitative methodology.

Face-to-face interviews

Face-to-face interviews allow the researcher to gain more information about strategic communication, for this, the study can make use of mixed research, involving both quantitative and qualitative studies. The quantitative approach would provide accuracy while the qualitative nature would be providing the details about the concepts.

Better data collection technique

In this aspect, the authors can use actual recording technologies related to the interviews and other SPSS (Statistical Package for the Social Sciences) tool for the analysis of the data appropriately. The authors can ensure the utilization of more tools such as a voice recorder and transcriber such that the answers can be revived to make effective findings for the benefit of the organizations and the business world.

Ample time

This factor is needed because in this study; ample time proved to be a facilitator. It can be attained by proper and strategic ways to get answers.

More respondents

Since this study had been about the utilization of strategic communication, the researcher can include more than one organization and or conduct a focus group to triangulate study. Such efforts can be undertaken by having more cooperation to get permission from other organizations. More respondents can provide accuracy of the results and different ideas about the subject matter.

This study is about strategic communication and how it leads organizations toward the desired outcomes. In short, it is meant to provide effective ways by which it can promote the betterment of the organizations at large. The findings supported that the aspect had been able to provide effectiveness to customer satisfaction. However, the effective utilization of strategic communication is similarly critical for the development of the organization with respect to the internal and external factors. Both the employees and the customers need to be included in the strategic communication factor. Lastly, the use of strategic communication is effective in enabling the organization to get appropriate approaches to deal with different situations. This study as a whole was meant to highlight the fact that an organization can be able to attain the benefit of having strategic communication as a whole.

The strategies are the plans to align certain ideas and actions for the directions and persuasion of stakeholder to some objectives. Mass communication has diversified and influential role in promoting the well-being of any business. The products, services, ideas, and the program are designed in a proper way to enhance marketing activities. The plan for enhancement of business is based on the centrality of customer who is considered as boss and partner of any market. There is no reason for any organization to exist without their customer. In the contemporary world of economics and marketing, customer is placed at the center of market activities. Several reasons and support is there as the development of products are fast growing with particular focused on the business models. Various services and products are offered in the markets which are significantly absent from the conventional models.

A critical aspect of macro factors is central in the operations of the business environment and they're focused on the micro aspects. To align these issues and points there is always a need for some plan to move and work. Because of the maturity and abundance of products in the market, stakeholders have special attention for enhancing the services through distinct models. Performance became the central phenomena in devising a strategy and for the saturation of rising private labels of retailers. For example, the analysis of the plan reflects that the oversupply of products has considerable influence over the choices of a customer. There is a fundamental shift in marketing which drives from transactional to relationship-based business. The present customer is well informed and aware all about the ingredients included in the particular product. The broad knowledge and the critical skills are generally required in the devising of policy for a particular group of people or the organization.

Discussion

Under the direction of mass communication, there is a strategy that explains what strategic communication is. Various companies across the regions have their value based communication framework which is employed to interact with the stakeholders like investors, partners, customer, prospects, and employees (Andrews & Shimp, 2017). There is great value of communication among these individuals. Further, the value of a customer is also important because it is the solution to a problem for the exchange of products. All the ideas, guidance and influence are part of the plan and the goal of marketing. The perception of controlling and changing the behavior is the central part of exchanging objectives. For the extension of companies, managers choose to exchange certain strategic message. It is the tool which explains the guidelines and ideas.

During the composition of a plan there are some questions that need to be addressed. Like the purpose, objectives and the existence of organizations. One must start with why, for the success of ideas and the vision driven next to the services and products. Why would be the vision and how to reflect that companies are organizing their values in a proper way. The use of what would incorporate the format, channels, and strategies for the delivery of the message. A major factor that drives the person to highlight strategic channels is the enhancement of stakeholders and the audience. The transformation of great strategy is challenging work (Belasen & Belasen, 2018). There are various people who achieved their objectives through strategic communication but there are only few who invest for making it long and sustainable.

Other opinions for the strategy are based on the work of documentation which outsources the industry and spends a lot of time for thinking about helping others. However, a great and reasonable strategic plan is the one which allows the enterprise to distribute and create effective communication on deadlines. It must be a positive and attractive experience for the clients and derive desire actions on the part of enterprises. The management of customer at the organizational level should be end to end, a web-based workflow tool that provides an auditable trail of printed documents. There would be streamlined in the creation of product and its compliance for the particular customer (Burger, 2016). While following such type of strategy, the business would bring entire strategic communication and execution plan into a single and uninformed way. There can be other ways of working on the plan and alignment of ideas or other factors. Those who are operating in regulated organizations like the financial services and health care industries required the connection which can help in removing the barriers that contributed to non-compliance of a plan.

The communication management solutions provide the vision into the printing and for a sustainable saving model. The aim of such types of models in the strategy is to reduce costs and enhance the profits included in it. Certain modules are applied to the plans which include production, compliance and the target. The target support for the maintenance and managing templates to access personalized utilizing cloud-based programs. It helps in the letters, marketing kits and sending of direct mails to the concerned individuals. The production system in the plan unfolded the access to our digital storefront that supports on-demand production of pre-approved facilities and material. The compliance is the tool that contains marketing managers and communications to create the templates with editable and locked content zones. The main purpose here is to ensure the prevention of errors and smooth support for compliance.

The annual notices about certain bills and the change of notices or policy outcomes are significantly supported by the compliance (Burger, 2016). Further, the management of communication can be streamlined through the optimization of documents that are part of the entire workflow. Through these modules and production or plan of compliance, the customer resulted in an improved experience. Markets and the organizations need to invest more and more for the attraction of new customers than satisfying the existing because there would be greater benefits. Growing the base for customer and product is a priority for many organizations (Hallahan, 2015). In the same way, the preferences and maintaining the relationships with the customer has promoted change to manage the communication and marketing of the organization.

Following these measures will eventually give rise to alternative marketing practices like the integration of communication, relationship with management, services, and marketing. It would be very important to consider the useful developments to include the traditional marketing mix and it will also restrict to the broad marketing communication domain. Various organizations are usually outsourcing the functions to the specialist suppliers and coordinate activities through brand ambassador or manager. To achieve the objectives of marketing and the implementations of plans these measures are essentially added in devising a strategy. Actions, ideas, and other tools in mass communication are incorporated through integrated marketing communication.

It recognizes the merit of various disciplines and combination plans to increase the communication that is encountered by consistency and clarity. There is a requirement of the juxtaposition of the discipline and differentiation like the appointed agencies of companies which presents postmodernism which is not influenced by customer biased perspective. The information of the product and the brand are exposed to the discipline of communication originated from touchpoint which is delivered to the customer (Hallahan, 2015). However, there is an effective solution for such types of hindrance like the approach of customer orientation by satisfying the needs and wants of the client. Most of them argue for the network of brand produced by a particular agency or the company to remain connected and satisfied with the work. The brand frames and references are the reflections of what is known and unknown for them in the market.

Experience of the client for any company or its network of brands suggests that there is positivity or negativity in the devised communication strategy. The advertising, corporate communication, product packaging and the word of mouth are a significant element of any plan. It helps the managers as for how the brand is attracting with various touchpoints and relevancy of the business communication in the market (Willis et al., 2017). Companies must be consumer-centric tools and they should use the outside-in planning along with the focus on the total experience of the customer. Objectives of the client must be matched with the corporation. Similarly, the behavior and treatment of purchaser should be appropriate because these are assets for the success of the business. Most of the organization drives their profit and earning through the clients. The convergence of traditional marketing service with a technologically based business will eventually raise the profit and activities of a particular brand.

Conclusion

The alignment of strategies with the ideas and actions will influence the stakeholders for desired objectives. In the subject of mass communication, various elements are considered for effective conveying of business messages. A manager needs to highlight the customer-oriented approach which could result in the benefits of business and enhancement of brand. Without a customer, there would be no strategy and profits for the markets. The stakeholders must be careful in planning and executing strategies for their business communication.

References

Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education.

Belasen, A. T., & Belasen, A. R. (2018). Integrated Corporate Communication: A Competing Values Perspective. Available at SSRN 3096046.

Bishop, T. F., Press, M. J., Mendelsohn, J. L., & Casalino, L. P. (2013). Electronic communication improves access, but barriers to its widespread adoption remain. Health Aff (Millwood), 32 (8).

Burger, M. (2016). Corporate communication strategy: aligning theory and practice amongst selected public relations practitioners in South Africa (Doctoral dissertation, Cape Peninsula University of Technology).

Gordon Bowen, W. O. (2014). Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities 1st Edition. IGI Global.

Conrad, C., & Terry, A. (2015). Strategic communication. The International Encyclopedia of Political Communication, 1-11.

Coombs, W. T. (2015). The value of communication during a crisis: Insights from strategic communication research. Business Horizons, 58(2), 141-148.

Hallahan, K. (2015). Organizational goals and communication objectives in strategic communication. The Routledge handbook of strategic communication, 244-266.

Heath, R. L., Johansen, W., Hallahan, K., Steyn, B., Falkheimer, J., & Raupp, J. J. (2018). Strategic communication. The International Encyclopedia of Strategic Communication, 1-24.

Oinas-Kukkonen, H., Lyytinen, K., & Yoo, Y. (2010). Social Networks and Information Systems:Ongoing and Future Research Streams. Journal of the Association for Information Systems, Vol. 11 .

Rossmann, A., Ranjan, K. R., & Sugathan, P. (2016). Drivers of user engagement in eWoM communication. Journal of Services Marketing, 30(5), 541-553.

Schaupp, L. C., & Bélanger, F. (2014). The Value of Social Media for Small Businesses. Journal of Information Systems: Spring 2014, Vol. 28, No. 1 , 187-207.

Wenzel, M., & Koch, J. (2018). Strategy as staged performance: A critical discursive perspective on keynote speeches as a genre of strategic communication. Strategic Management Journal, 39(3), 639-663.

Willis, C., Riley, B., Lewis, M., Stockton, L., & Yessis, J. (2017). Guidance for organizational strategy on knowledge to action from conceptual frameworks and practice. Evidence & Policy: A Journal of Research, Debate and Practice, 13(2), 317-341.

Zerfass, A., & Holtzhausen, D. (2014). Strategic communication: Opportunities and challenges of the research area. In The Routledge handbook of strategic communication(pp. 27-41). Routledge.

Zerfaß, A., Tench, R., Verčič, D., Verhoeven, P., & Moreno, A. (2014). European communication monitor 2014: excellence in strategic communication-key issues, leadership, gender, and mobile media: results of a survey in 42 countries. BrusselsEACD/EUPRERA, Helios Media9783942263276.

You Have It

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.

REFERENCES

Adler, P. R. B., & Elmhorst, J. M. (2012). Communicating at Work: Principles and Practices for Business and the. Mcgraw Hill Higher Education.

Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education.

Bailey, C. R., & Bailey, C. A. (2017). A guide to qualitative field research. Sage Publications.

Belasen, A. T., & Belasen, A. R. (2018). Integrated Corporate Communication: A Competing Values Perspective. Available at SSRN 3096046.

Bishop, T. F., Press, M. J., Mendelsohn, J. L., & Casalino, L. P. (2013). Electronic communication improves access, but barriers to its widespread adoption remain. Health Aff (Millwood), 32 (8).

Botan, C. H. (2017). Strategic Communication Theory and Practice: The Cocreational Model. Wiley.

Burger, M. (2016). Corporate communication strategy: aligning theory and practice amongst selected public relations practitioners in South Africa (Doctoral dissertation, Cape Peninsula University of Technology).

Cavana, R. Y., Delahaye, B. L., &Sekaran, U. (2001). Applied business research: Qualitative and quantitative methods. John Wiley & Sons Australia.

Chen, M. W., & Rybak, C. (2017). Group leadership skills: Interpersonal process in group counseling and therapy. SAGE Publications.

Chenail, R. J. (2011). Interviewing the investigator: Strategies for addressing instrumentation and researcher bias concerns in qualitative research. The qualitative report, 16(1), 255-262.

Conrad, C., & Terry, A. (2015). Strategic communication. The International Encyclopedia of Political Communication, 1-11.

Coombs, W. (2015). The value of communication during a crisis: Insights from strategic communication research. Business Horizons, 141-148.

Coombs, W. T. (2015). The value of communication during a crisis: Insights from strategic communication research. Business Horizons, 58(2), 141-148.

Cooper, D. R., Schindler, P. S., & Sun, J. (2006). Business research methods (Vol. 9). McGraw-Hill Irwin New York.

Creswell, J. W. (2012). Research design: Qualitative, quantitative, and mixed methods approaches. Thousand Oaks: Sage.

Csikszentmihalyi, M., & Larson, R. (2014). Validity and reliability of the experience-sampling method. In Flow and the foundations of positive psychology (pp. 35-54). Springer, Dordrecht.

Dahiya, R., & Gayatri. (2018). A Research Paper on Digital Marketing Communication and Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car Market. Journal of Global Marketing, 31(2), 73-95.

De Casterle, B. D., Gastmans, C., Bryon, E., & Denier, Y. (2012). QUAGOL: A guide for qualitative data analysis. International journal of nursing studies, 49(3), 360-371.

Downs, C., & Adrian, A. .. (2012). Assessing organizational communication: Strategic communication audits. . Guilford Press.

Dulek, R., & Campbell, K. (2015). On the dark side of strategic communication. International Journal of Business Communication, .122-142.Eden, C., & Ackerman, F. (1998). Making Strategy, the Journey of Strategy Making.

Falkheimer, J., Heide, M., Nothhaft, H., von Platen, S., Simonsson, C., & Andersson, R. (2017). Is Strategic Communication too important to be left to Communication Professionals?: Managers’ and coworkers’ attitudes towards strategic communication and communication professionals. Public Relations Review, 43(1), 91-101.

Fishbein, M., & Ajzen, I. (2011). Predicting and changing behavior: The reasoned action approach. Psychology Press.

Fogel, A. (2017). Two principles of communication: Co-regulation and framing. In New perspectives in early communicative development, 9-22.

Ford, D., Gadde, L.-E., Håkansson, H., Lundgren, A., Snehota, I., Turnbull, P., … Group, I. M. and P. (1998). Managing business relationships. J. Wiley.

Fredriksson, M., & Pallas, J. (2015). Strategic communication as institutional work. The Routledge handbook of strategic communication, 143-156.Hackworth, J., Steel, S., Cooksey, E., DePalma, M., & Kahn, J. A. (2018). Faculty Members' Self-Awareness, Leadership Confidence, and Leadership Skills Improve after an Evidence-Based Leadership Training Program. The Journal of Pediatrics, 199, 4-6.

Gordon Bowen, W. O. (2014). Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities 1st Edition. IGI Global.

Gordon, W. (2012). Good thinking: A guide to qualitative research. Admap.

Guba, E. G., & Lincoln, Y. S. (2003). Fourth generation evaluation. Newbury Park, CA: Sage Publ.

Hallahan, K. (2015). Organizational goals and communication objectives in strategic communication. The Routledge handbook of strategic communication, 244-266.

Heath, R. L., Johansen, W., Hallahan, K., Steyn, B., Falkheimer, J., & Raupp, J. J. (2018). Strategic communication. The International Encyclopedia of Strategic Communication, 1-24.

Herr, K., & Anderson, G. L. (2014). The action research dissertation: A guide for students and faculty. Sage publications.

Hill, C. E., Knox, S., Thompson, B. J., Williams, E,.N., Hess, S. A.,&Ladany, N. (2005). Consensual qualitative research: An update.Journal of Counseling Psychology, 52,196 205. 55

Hill, C. E., Thompson, B.J.,& Williams, E. N. (1997).A guide to conducting consensual qualitative research. The Counseling Psychologist, 25,517-572.

Hollenbeck, C., & Zinkhan, G. (2010). Anti‐brand communities, negotiation of brand meaning, and the learning process: The case of Wal‐Mart. Consumption, Markets, and Culture, 13(3), 325-345.

Holtzhausen, D., & Zerfass, A. (2013). Strategic communication–Pillars and perspectives of an alternative paradigm. In Organisationskommunikation und public relations, 73-94.

How Proactive Communications Can Improve the Customer Lifecycle. (2018). Genesys. Retrieved 29 September 2018, from https://www.genesys.com/blog/post/how-proactive-communications-can-improve-the-customer-lifecycle

How to Respond When a Competitor is Spreading Rumors About You. (2012). Mark Hunter. Retrieved 30 September 2018, from https://thesaleshunter.com/how-to-respond-when-a-competitor-is-spreading-rumors-about-you/

Joyner, R. L., Rouse, W. A., & Glatthorn, A. A. (2018). Writing the winning thesis or dissertation: A step-by-step guide. Corwin Press.

Katz, J. (2015). A theory of qualitative methodology: The social system of analytic fieldwork. Méthod (e) s African Review of Social Sciences Methodology, 1(1-2), 131-146.

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.

Krueger, R. A., and Casey, M. A. (2014).Focus groups: A Practical Guide for Applied Research. Thousand Oaks, CA: Sage publications.

Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 16(4), 473-475.

Lichtman, M. (2012). Qualitative research in education: A User's Guide: A user's guide. Sage.

Macnamara, J., & Zerfass, A. (2012). Social media communication in organizations: The challenges of balancing openness, strategy, and management. International Journal of Strategic Communication, 287-308.

Marshall, C., & Rossman, G. B. (2014). Designing qualitative research. Sage publications.

Mazzei, A., Kim, J., & Dell'Oro, C. (2012). The strategic value of employee relationships and communicative actions: Overcoming corporate crisis with quality internal communication. International Journal of Strategic Communication, 31-44.

Meisenbach, R. .. (2008). Working with tensions: Materiality, discourse, and (dis) empowerment in occupational identity negotiation among higher education fund-raisers. Management Communication Quarterly, 22(2), 258-287.

Memon, I., Arain, Q., Memon, H., & Mangi, F. (2017). Efficient user-based authentication protocol for location-based services discovery over road networks. Wireless Personal Communications, 95(4), 3713-3732.

Morsing, M. (2006). Strategic CSR communication.

Mumford, M. D., Zaccaro, S. J., Harding, F. D., Jacobs, T. O., & Fleishman, E. A. (2000) Leadership skills for a changing world: Solving complex social problems. The Leadership Quarterly, 11(1), 11-35.

Newbold, P., Carlson, W., & Thorne, B. (2012). Statistics for business and economics. Pearson.

Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2006). Human resource management. China People’s University Press.

Oinas-Kukkonen, H., Lyytinen, K., & Yoo, Y. (2010). Social Networks and Information Systems: Ongoing and Future Research Streams. Journal of the Association for Information Systems, Vol. 11.

Pedersen, P. M. (2013). Reflections on communication and sport: On strategic communication and management. Communication & Sport, 1(1-2), 55-67.

Pietkiewicz, I., & Smith, J. A. (2014). A practical guide to using interpretative phenomenological analysis in qualitative research psychology. Psychological Journal, 20(1), 7-14.

Richards, L., & Morse, J. M. (2012). Readme first for a user's guide to qualitative methods. Sage.

Roberts, C. M. (2010). The dissertation journey: A practical and comprehensive guide to planning, writing, and defending your dissertation. Corwin Press.

Rossmann, A., Ranjan, K. R., & Sugathan, P. (2016). Drivers of user engagement in eWoM communication. Journal of Services Marketing, 30(5), 541-553.

Sampson, J. P. (2012). Guide to quantitative and qualitative dissertation research.

Saunders, M. N., & Lewis, P. (2012). Researching business & management: An essential guide to planning your project. Pearson.

Savin-Baden, M., & Major, C. H. (2013). Qualitative research: The essential guide to theory and practice.

Schaupp, L. C., & Bélanger, F. (2014). The Value of Social Media for Small Businesses. Journal of Information Systems: Spring 2014, Vol. 28, No. 1, 187-207.

Schneider, C. Q., & Wagemann, C. (2012). Set-theoretic methods for the social sciences: A guide to qualitative comparative analysis. Cambridge University Press.

Seidman, I. (2013). Interviewing as qualitative research: A guide for researchers in education and the social sciences. Teachers college press.

Self, C. (2014). Dewey, the public sphere, and strategic communication. In The Routledge Handbook of Strategic Communication, 98-116.

Silverman, D. (2011). Interpreting qualitative data: A guide to the principles of qualitative research. SAGE Publications Limited.

Silverman, D. (Ed.). (2016). Qualitative research. Sage.

Smith, J. A. (Ed.). (2015). Qualitative psychology: A practical guide to research methods. Sage.

Stakeholder Management – Project Management. (2018). Opentextbc.ca. Retrieved 30 September 2018, from https://opentextbc.ca/projectmanagement/chapter/chapter-5-project-stakeholders-project-management/

Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.

Tuck, P. (2018, September 11). A failure to communicate. https://www.trainingjournal.com/articles/feature/failure-communicate

Turner III, D. W. (2010). Qualitative interview design: A practical guide for novice investigators. The qualitative report, 15(3), 754-760.

Welch, M., & Jackson, P. R. (2007). Rethinking internal communication: a stakeholder approach. Corporate Communications: An International Journal, 12(2), 177-198.

Wenzel, M., & Koch, J. (2018). Strategy as staged performance: A critical discursive perspective on keynote speeches as a genre of strategic communication. Strategic Management Journal, 39(3), 639-663.

Willis, C., Riley, B., Lewis, M., Stockton, L., & Yessis, J. (2017). Guidance for an organizational strategy on knowledge to action from conceptual frameworks and practice. Evidence & Policy: A Journal of Research, Debate and Practice, 13(2), 317-341.

Woisetschläger, D., Hartleb, V., & Blut, M. (2008). How to make brand communities work: Antecedents and consequences of consumer participation. Journal of Relationship Marketing, 7(3), 237-256.

Zerfass, A., & Holtzhausen, D. (2014). Strategic communication: Opportunities and challenges of the research area. The Routledge handbook of strategic communication (pp. 27-41). Routledge.

Zerfaß, A., Tench, R., Verčič, D., Verhoeven, P., & Moreno, A. (2014). European communication monitor 2014: excellence in strategic communication-key issues, leadership, gender, and mobile media: results of a survey in 42 countries. BrusselsEACD/EUPRERA, Helios Media9783942263276.

Zerfass, A., Verhoeven, P., Tench, R., Moreno, A., & Verčič, D. (2011). European communication monitor 2011: empirical insights into strategic communication in Europe: results of an empirical survey in 43 countries (chart version).

You Have It

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

Chapter 4: Results

This chapter provide clear presentation of the data analyzed. It reports the finding of the study regarding the communication strategy being utilized by YouTube. The result were analyzed to determine the strategic communication methods being utilized by YouTube based on employees’ perspectives. First, 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 of an organization(Adler & Elmhorst, 2012). 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 thanks to its promise to deliver corporate growth; companies often produce higher rates of growth after the utilization of 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 the utilization of the methodology discussed in the previous chapter, namely qualitative analysis through a telephone interview. Presentation of all the data 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. And based on the survey, 95% of YouTube customers provide immediate feedback on the video. The study also indicates that over 85% of the audience provide response in terms of comment on the YouTube video. For instance, employees 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 the product and it is the method of communication too. 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 developed a sense of community among viewers across the world. Several answers were relatively similar, except one that is shown below.

It is also important to note that, the result established that 55% of employees communicate using comments, reports and helpline. The finding means that majority of YouTube employees engage the views through the YouTube’s video. It is also means that video is the best mode of communication being used by YouTube video. This has therefore, made the communication between the company and companies to be very effective resulting to higher productivity in terms of profit and market share. The analysis of the response from the participants also indicates that an estimated 75%v of employees prefer comments and helpline as the best strategies to engage customer or viewers because of the quick response. Most participants responded that “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 result also indicates that 58% of employees agreed that emotion is essential than message in an advertisement. the majority of the employees, about 20 of them, stated that YouTube enhances the customers’ experience by using strategic communication. Internally, the organization 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. The finding 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; it allows YouTubers to participate in official communication. Such efforts enable employees to achieve organizational goals such as customer satisfaction and thereby a higher income for the company. As one of the employees said, “Efforts put on by the company such as 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 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 too many ads are not presented while 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. One of the employees 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 are ways of enhancing communication, leading to a higher rate of customer satisfaction. Furthermore, provision of proper 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.

Furthermore, 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 uses advertisers in a variety of industries, including television channels, movies, musicians, and even Netflix all of whom pay the company to show advertisements. The company uses faster video loading, better suggestions, and many other facilities to engage the users. Viewers may also take advantage of premium membership, television broadcasting, gaming, and other features that engage them the most. 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 firm 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.

The first hypothesis was found to be true; the company focused completely on the satisfaction of consumers by utilizing communication strategies. Employees stated that the primary focus of the firm had been YouTube’s development through the fulfillment of viewers’ video-watching demands. To accomplish this, the organization ensures that customers can effectively communicate with the organization through the official website, toll number, and social media accounts. YouTube incorporates internal strategies, such as building good relationships between employees, and external strategies, like customer engagement through feedback sessions, to enhance the satisfaction of the customers. These strategies enable the firm to maintain a proper internal environment so that the entire workforce can focus on the advancement of techniques for customer satisfaction. The company’s focus on effective strategic communication techniques such as perfecting their search engine and fostering a solid relationship with clients to aid the quickened 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, the organization utilizes strategic communication as a means to advancement the organization both internally and externally. The firm utilizes many tactics to ensure that employees are satisfied with management techniques.

Conclusion:

This section provided an overview of the results obtained through the utilization of the methodology described in the third chapter. Qualitative analysis through 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

The frequencies and percentages of the demographics are as follows (n= 25)

Table 2

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)

According to the table above, 60% of participants were male while 40% were female. The majority of participants (64%) is 23 or above while 36% of participants were 22 or below 44% of participants were from the television broadcasting discipline, while 56% were from radio broadcasting.

Qualitative Interpretation

The qualitative interpretation follows the Consensual Qualitative Research (CQR) method (Hill et al., 2005; Hill et al., 1997).

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 to clean a machine? What are the most effective ways to earn online? When will I get glowing skin or long and thick hairs? 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 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’s memory and makes the advertisement attractive. It can evoke emotional responses to elicit positive or negative associations with the advertised product.

The physical appearance of the actors can also deliver a benefit. 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 is important in influencing the buyer’s mood. Effective color combinations enhance the visual representation of the product. 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 standing posture, style, gestures, and confidence of the characters, 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 effectively fulfills the psychological needs of the customer; for example, safety, a sense of belonging, self-esteem, etc.

Positive concepts in advertisements were reported to be more 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 female is depressed due to acne issues, an advertisement introducing the acne solution may work very effectively. The effectiveness increases further if the woman in the advertisement with the same issue discusses her use of the product and happiness. 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 advertisement 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 a 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 increase the positive perception of the advertisement?

According to the majority of participants, feedback mechanisms increase positive perception of the advertisement, as the customer may share opinions with the advertiser.

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 YouTube advertisement feedback impart a positive impact on promoting the product?

The majority of respondents responded 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

Interpretation of Responses

The responses of the respondents 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 participants’ responses. The results of the qualitative interpretations are as follow.

What cues are most effective in getting viewers to engage with the ads played before YouTube videos? The first question posed to the students was with regard to getting viewers to engage with the ads played before YouTube videos. There was some diversity in 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 within 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 the 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 other participants (40%) stated that color schemes and non-verbal cues are the most significant elements in making a YouTube advertisement effective. According to the participants, non-verbal cues such as facial expression, body posture, gesture, style, and eye contact 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 increase positive perceptions of the advertisement? The majority of participants (88%) stated that having a feedback mechanism for the advertised product increases 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 gives way for product developers 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, weakening the competition for promoting their brands, and those who have no intention to spoil the product’s image but unnecessarily post the negative feedback.

Are emotions more important than messages in advertisements? According to the majority of participants, 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 are watched 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 addressing psychological needs, such as a sense of belonging, can boost the participants’ self-esteem. Purchasing the product gives the buyers a feeling of belonging, which further enhances 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 issues would be excited to watch an acne solution advertisement. Similarly, advertisements oriented toward the topic of employment may enhance the effectiveness of the advertisement 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 feedback impart a positive impact on promoting 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 FGDs 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 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 targeted 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 the advertisement, which is designed according to the psychological needs of the targeted audience effect more. According to other participants, effective advertisements manipulate the audience psychologically, compelling the audience to purchase the product. 30% of participants stated that the audience’s psychological suffering could influence 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 effective in getting good rates. 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 sections the qualitative and quantitative study showed high inter-rater reliability as the results of section 1 revealed that effective advertising necessitates a strategy to promote the product in question. Similarly, the results of Section 2 suggest that utilizing effective advertising strategies can enhance viewer engagement.

References

Adler, P. R. B., &Elmhorst, J. M. (2012). Communicating at Work: Principles and Practices for Business and the. Mcgraw Hill Higher Education.

Coombs, W. T. (2015). The value of communication during a crisis: Insights from strategic communication research. Business Horizons, 58(2), 141-148.

Downs, C. W., & Adrian, A. D. (2012). Assessing organizational communication: Strategic communication audits. Guilford Press.

Pedersen, P. M. (2013). Reflections on communication and sport: On strategic communication and management. Communication & Sport, 1(1-2), 55-67.

You Have It

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

Chapter Overview

This is an important chapter of the dissertation because it focuses on methods used to collect relevant data on strategic communication that can lead to its breakdown. It also identified the aspects of strategic communication that if utilized appropriately, can lead an organization toward incremental change in strategic communication. Specifically, it investigates how organizations can utilize strategic communication factors to prevent the breakdown of organizations’ operations. Without the arrangement of an appropriate communication plan, the entire organization may suffer 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 study was completed using qualitative research method 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 also analyzed (Adler & Elmhorst, 2012). The qualitative research method was used to collect data and analyze the data to derive at the appropriate findings. And therefore, it is important to point that the research was conducted using qualitative research method and structured interview techniques.

Critical Analysis of the Chosen Methodology

This dissertation’s methodology is qualitative research method in nature and utilizes structured interview questions. Structured interview techniques provide accurate answers and the interviewer can observe the interviewees and therefore, errors are minimized. The qualitative research method was selected because of its flexible nature in data collection; the methodology supports the research to formulate perspective and set a focus (Smith, 2015). Observation research design was used to appropriately answer the research question. The observation research design is draws a conclusion, by comparing subjects against the control and therefore, it provides appropriate and accurate research result. However, researcher’s unique observation skills are critical in this regard. The concept of strategic communication deals more with the experiences and cultural aspect of an organization rather than the concept of variables, which are usually used in quantitative methodology.

Results emerge from qualitative research method rather than process-oriented results therefore, it is focused on grounded theory to improve the focus of the research and achieve its required targets successfully. Since quantitative methodology deals mostly with the specific technique of data collection, inappropriate or inaccurate information would be collected if the survey questions were answered incorrectly. 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 get predictive information with appropriate details behind the issue, offering deeper information.

Participants:

The participants were employees of the organization known as YouTube and students. This was selected because of its prominence and ability to reach audiences, as well as its availability. The participants were selected based on gender, sex, level of education and experience in communication. The participants were aged between 21 years to 45 years and 55% of the participants were female, 40% male and the remaining 5% did not state their gender. 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.

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. The interviewees were asked questions related to strategic communication, impact and strategies used by their parent companies.

In the end, 25 YouTube employees were interviewed. Several data collection methods were initially considered, including direct observations and written documents, in association with probability sampling and non-probability models, but they were determined to be ineffective. (Csikszentmihalyi & Larson, 2014) why? According to Creswell (2012), interviews are effective data gathering methods that involve 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) 25 students from radio and television broadcasting programs at Miami Dade College were included for 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 group 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 because, it provides accurate information and the interviewer can under nonverbal communication as well. 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 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 described as the use of open-ended questions and semi-structured interview provide 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 a medium can proffer along with the receiver perceive, the richer the medium is considered. 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 reanalyzed on the same day by the researcher to ensure its accuracy, uniformity, and coherence.

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, the 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). However, interactive competence is the radical change on thinking on what is going on, technical competence is knowledge and skills, which are utilized to achieve specific goals and 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 enacted 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 are 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 major 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 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 kinds 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 formalness. 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. The questions had been carefully asked the employees so that they can freely provide critical details with full confidence in giving appropriate answers.

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 to 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 in previous perceptions. Moreover, any new questions that arose were also considered.

Data Analysis

In order to answer the research question, the data were analyzed using SPSS and Excel. The data collected were key in and the analyzed using excel where descriptive statistic were used to derived at the appropriate answers. Two main approaches are critical for the establishment of proper research: inductive and deductive. The former is based on the unstructured framework of the interview, where the researcher is involved in finding answers to unstructured interview questions, which might take time. Since this dissertation needed less time more structured answers, 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 design 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 a particular 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 the least. 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 language barriers. In the end, the researcher gave all appropriate information to the participants to ensure good trust and faithfulness. 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 having finalized 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 with those of other literature proving their validity and reliability.

References

Adler, P. R. B., & Elmhorst, J. M. (2012). Communicating at Work: Principles and Practices for Business and the. Mcgraw Hill Higher Education.

Bailey, C. R., & Bailey, C. A. (2017). A guide to qualitative field research. Sage Publications.

Csikszentmihalyi, M., & Larson, R. (2014). Validity and reliability of the experience-sampling method. In Flow and the foundations of positive psychology (pp. 35-54). Springer, Dordrecht.

Chenail, R. J. (2011). Interviewing the investigator: Strategies for addressing instrumentation and researcher bias concerns in qualitative research. The qualitative report, 16(1), 255-262.

Creswell, J. W. (2012). Research design: Qualitative, quantitative, and mixed methods approaches. Thousand Oaks: Sage.

De Casterle, B. D., Gastmans, C., Bryon, E., & Denier, Y. (2012). QUAGOL: A guide for qualitative data analysis. International journal of nursing studies, 49(3), 360-371.

Gordon, W. (2012). Good thinking: A guide to qualitative research. Admap.

Guba, E. G., & Lincoln, Y. S. (2003). Fourth generation evaluation. Newbury Park, CA: Sage Publ.

Herr, K., & Anderson, G. L. (2014). The action research dissertation: A guide for students and faculty. Sage publications.

Hill, C. E., Knox, S., Thompson, B. J., Williams, E,.N., Hess, S. A.,&Ladany, N. (2005). Consensual qualitative research: An update.Journal of Counseling Psychology, 52,196-205. 55

Hill, C. E., Thompson, B.J.,& Williams, E. N. (1997).A guide to conducting consensual qualitative research.The Counseling Psychologist, 25,517-572.

Joyner, R. L., Rouse, W. A., & Glatthorn, A. A. (2018). Writing the winning thesis or dissertation: A step-by-step guide. Corwin Press.

Katz, J. (2015). A theory of qualitative methodology: The social system of analytic fieldwork. Méthod (e) s African Review of Social Sciences Methodology, 1(1-2), 131-146.

Krueger, R. A., and Casey, M. A. (2014).Focus groups: A Practical Guide for Applied Research. Thousand Oaks, CA: Sage publications.

Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 16(4), 473-475.

Lichtman, M. (2012). Qualitative research in education: A User's Guide: A user's guide. Sage.

Marshall, C., & Rossman, G. B. (2014). Designing qualitative research. Sage publications.

Tuck, P. (2018, September 11). A failure to communicate. https://www.trainingjournal.com/articles/feature/failure-communicate

Pietkiewicz, I., & Smith, J. A. (2014). A practical guide to using interpretative phenomenological analysis in qualitative research psychology. Psychological Journal, 20(1), 7-14.

Richards, L., & Morse, J. M. (2012). Readme first for a user's guide to qualitative methods. Sage.

Roberts, C. M. (2010). The dissertation journey: A practical and comprehensive guide to planning, writing, and defending your dissertation. Corwin Press.

Sampson, J. P. (2012). Guide to quantitative and qualitative dissertation research.

Savin-Baden, M., & Major, C. H. (2013). Qualitative research: The essential guide to theory and practice.

Seidman, I. (2013). Interviewing as qualitative research: A guide for researchers in education and the social sciences. Teachers college press.

Schneider, C. Q., & Wagemann, C. (2012). Set-theoretic methods for the social sciences: A guide to qualitative comparative analysis. Cambridge University Press.

Silverman, D. (2011). Interpreting qualitative data: A guide to the principles of qualitative research. SAGE Publications Limited.

Silverman, D. (Ed.). (2016). Qualitative research. Sage.

Smith, J. A. (Ed.). (2015). Qualitative psychology: A practical guide to research methods. Sage.

Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.

Turner III, D. W. (2010). Qualitative interview design: A practical guide for novice investigators. The qualitative report, 15(3), 754-760.

Zerfass, A., Verhoeven, P., Tench, R., Moreno, A., & Verčič, D. (2011). European communication monitor 2011: empirical insights into strategic communication in Europe: results of an empirical survey in 43 countries (chart version).

Appendices

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?

Figure 1. Interview Guide

You Have It

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

Chapter 5

Strategic communication is a critical topic for the development of businesses in a variety of fields. Once the communication strategy has been developed thoroughly, 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 topic in the field of strategic communication. This section will conclude the research by providing a discussion of the results mentioned 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 the particular course of action is meant to lead the company toward the desired outcome. By the utilization of qualitative analysis, this study has enabled the readers to focus on the utilization of strategic communication in the present by enabling employees to present the techniques used by them in real-time. The primary aim of this dissertation is to identify ways strategic communication can enable an organization to align ideas and actions by an effective transaction of critical information among the stakeholders such that the company ends up attaining faster progress toward the desired goal. 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 used with a pool of 25 employees from YouTube.

Chapter 5 is organized such that the results can be understood concisely. The first section contains a summary of the findings that were described in the previous section. The general discussion of the summarized findings will be also presented that helps to find out answers to the research questions crafted for this study. Furthermore, the sections of limitations of this exploratory work and conclusion will also be included in this chapter.

Summary of the findings

Employees of YouTube observed that their company has an organized way of utilizing strategic communication within the organization. Some employees stated that the communication strategy involved the provision of better search engine services that enable consumers to find their favorite videos instantly. Additionally, the presence of a report section and helpline number would allow consumers to get connected with the organization. The employees mentioned that they have to provide a fast reply to consumers to keep them satisfied. Employees also stated that they were involved in ensuring that customers are given effective services, such as faster loading and fewer advertisements, and effective video suggestions.

Social media and the official website are other vectors of communication for the organization. Employees post regular updates about the organization and add-ons on the YouTube social media. Today, YouTube is a well-positioned company, thanks to its growing number 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 both companies’ objectives. Employees need to have effective communication with the clients in order to accomplish this. The importance of superior communication with clients was mentioned by many employees. Others stated that employees often attempt communication with clients using various face-to-face meetings, Skype, emails, and phone calls. For the organization, 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 and intertwined factors for the company. Employees were found to have effective communication with each other and showed a special connection with each other. It was also stated that employees could communicate effectively and openly with management in order to share innovative ideas within the organization.

One of the employees stated that one focus on internal and external communication is customer satisfaction. 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, customers 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 involves 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 are 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, the company YouTube has been able to use the search engine tool for the satisfaction of the consumers.

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 also feel cared for by the organization. The token of concern by organizational members ultimately enhance confidence and loyalty level of the potential customers. Loyal clients eventually lead business organizations to the height of 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, customer service team members are readily available to hear the demands and complaints of viewers via comments, reports, helpline numbers, social media, and emails. As a result, the company satisfies its viewers by giving them better recommendations in their feeds. The company designed the system based on viewers’ desires. This indicates that listening to the consumer's desires and complaints are critical in strategic communication.

Similar findings regarding organizations’ customer-oriented communication strategies have been observed by Coombs (2015). An organization centered on consumers and actively satisfies their demands achieves greater success. Humans have an innate need to belong and connect, which organizations can satisfy by ensuring effective communication with users. 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 have a direct connection 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 bring about higher benefits by focusing largely on clients since they enable the company to attain customer satisfaction on a larger scale. The more the clients are successfully satisfied, the better the results for the organization at large. Several techniques have been used by YouTube to effectively communicate with clients and enable the company to have customer satisfaction at large.

Zerfab et al. (2014) observed that customers are highly satisfied with the efforts of mobile media organizations when it comes to the maintenance of the product 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 for the business organization of YouTube to actively communicate with all the main stakeholders and develop a consensus level. This specific perspective of active communication is necessary to effectively handle the concerns of hateful and blasphemous content. The approach of business communication between YouTube and Netflix can consider as the example to define the role of strategic communication. YouTube uses clients such as Netflix and other movie producers to get money by which the company can pay professionals to have innovative ideas for the production of the service. For that, strategic communication is critical for the company.

User engagement

Strategic communication is directly or indirectly centered on the engagement of users. If consumers are found to be positively engaged with the organization's products or services, the company can attain higher growth through the provision of more products or services. The more products that are loved by the customers, the higher the production obtained by the company.

However, the flickering focus of customers and the threat of rival organizations that have raised the levels of user engagement and satisfaction have caused many companies to have problems retaining competitive advantages. Feedback sessions have helped the organization attain information about customer satisfaction through live reviews, which shape the services offered to consumers.

Businesses that use strategic communication to engage users can attain the benefits of satisfied consumers. The engagement of users can be done effectively by adopting different viable tools of strategic communication. Application of active communication paradigm between organizations and customers ensures a better level of support for the client. It is observed that organizations with a better structure of customer support have more chances to develop a customer-organization relationship. For instance, YouTube provides the support of a faster response to the customers.

Other than that, it is also critical for organizations to enhance the ability to measure a product or service engagement. It can be helpful for the business companies in the long-run to provide services according to the desires of the consumers. Such measurements enable the company to analyze what customers think about individual products. YouTube measures such as 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 (among managers and employees) and external communication (among company and employees) are critical since they 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 work toward a better production rate in the organization. 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 have effective communication with employees, who in turn reciprocate the efforts made by the company. Managers of organizations should also be able to attain the benefits of effectively communicating with each other. However, the mere availability of effective communication is not always enough to produce better leaders and managers. For that, the company must 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 the former research work clearly indicates that strategic communication positively linked 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 to increases productivity and growth. It is observed that the integration of Google with YouTube will allow the organization of YouTube to improve the 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 where information can be shared immediately. Different platforms like Skype provide inclusive platforms for arranging meetings. Electronic meetings build 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. The approach of video sharing is also used by the organization of YouTube to enhance the communication level between the suppliers and potential customers. Undoubtedly, it can use as the successful replacement of face-to-face communication by increasing interaction in the form of video sharing. Different business organizations can use this platform of videos and photo sharing to enhance the understanding level between the information sender and receiver. Features like downloading and commenting allow employees to retain a copy of the meeting (Bishop, Press, Mendelsohn, & Casalino, 2013). High-quality conferencing software can be rented or purchased. Employees have the opportunity to rapidly connect with each other and instruct that what immediate actions are essential to attain business targets effectively and efficiently. Another benefit of the instrument of videos recognized as its effectiveness for the workers to actively communicate their specific needs. This is a useful tool that addresses employees’ needs by allowing them to download videos and use it according to their requirement.

Communication with clients can also be maintained through online platforms, allowing companies to build a positive relationship with their clients. The option of online platforms also used to take feedback or listening to the client's concerns. This is also an effective strategy for building customer loyalty. Video features or online communication is available to the customer for the whole day, allowing them to connect to the company at any time to place an order or give valuable feedback. The electronic platform allows clients to save time and money and removes the trouble of travelling. The findings reveal 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. The popular social media sites used by the company include Twitter and Facebook, on which the company manages to get high customer bases (Schaupp & Bélanger, 2014). This allows maintaining constant communications with the followers. Different posts are added to make the advertisement more appealing.

The business organization of YouTube have the vital option to enhance promotion by building an effective integration strategy with other forms of social media. Addition of eye-catching photos of celebrities is one of the examples to attract many customers. SEO optimization is the approach which is used to enhance the overall visibility of the company's official webpage on different social media sites. Community building involves conducting direct online conversations over these platforms to identify actual choices of potential customers. The company 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 factors showing the benefit of strategic communication and the ways in which the organizations can utilize them, the limitations of the study made findings extremely explorative rather than accurate. The accuracy of this particular exploratory research work is in question because it only focuses on theoretical analysis of the topic. A quantitative research study can be an answer to this limitation to find more exact and reliable outcomes. The fact that the qualitative approach was not utilized shows that the study prioritized gaining information over the accuracy of information. This factor is the primary downside of the study since it reduced the accuracy of the findings observed. In general, qualitative studies are all about the exploration of a certain topic, whereas quantitative studies are about the analysis of results in a statistical form that can provide accuracy.

With the use of a quantitative approach, the author could have attempted to find the most effective aspects of strategic communication; instead, the study collected hands-on details about the utilization of strategic communication in the organization.

The implications of the results

The results have enabled the organization to change the overall strategies accordingly such that the companies start to attain higher growth. Individuals who desire to launch a company can get more information about the management of both customers and employees at large 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 does have 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 to ensure that appropriate and accurate results are obtained. Practitioners should carefully read the following five outlines to identify the ways individuals can seek superior results.

Quantitative approach

Researchers should utilize the quantitative approach. This recommendation is essential because it would ensure that the organizations get accurate results about the strategic communication such that the attainment of the success can be ensured. The outcomes of the quantitative research work can be helpful for the management of the organization to measure how much the approach of strategic communication can be helpful to achieve organizational objectives.

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 attain both forms of quantitative and qualitative research. The quantitative approach would provide accuracy while the qualitative nature would be providing the details about the concepts.

Better data collection techniques

The authors should use recording technologies related to the 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 restricts the researcher to never apply different research method in the context of strategic communication practices of YouTube. The quantitative research method is ranked as a time-consuming procedure that requires consideration of the systematic procedure of research.

More respondents

The researcher can include more than one organization and/or conduct a focus group to triangulate their study. Such efforts can be undertaken with cooperation from other organizations. More respondents can bolster the accuracy of results and provide a wider variety of ideas about the subject matter.

Discussion

Under the direction of mass communication, there is a strategy that explains what strategic communication is. Various companies across the regions have their value-based communication framework which is employed to interact with the stakeholders like investors, partners, customer, prospects, and employees (Andrews & Shimp, 2017). There is great value of communication among these individuals. Further, the value of a customer is also important because it is the solution to a problem for the exchange of products. All the ideas, guidance and influence are part of the plan and the goal of marketing. The perception of controlling and changing the behavior is the central part of exchanging objectives. For the extension of companies, managers choose to exchange certain strategic message. It is the tool which explains the guidelines and ideas.

During the composition of a plan, there are some questions that need to be addressed. Like the purpose, objectives and the existence of organizations. One must start with why, for the success of ideas and the vision-driven next to the services and products. Why would be the vision and how to reflect that companies are organizing their values in a proper way. The use of what would incorporate the format, channels, and strategies for the delivery of the message. A major factor that drives the person to highlight strategic channels is the enhancement of stakeholders and the audience. The transformation of a great strategy is challenging work (Belasen & Belasen, 2018). There are various people who achieved their objectives through strategic communication but there are only few who invest for making it long and sustainable.

Other opinions for the strategy are based on the work of documentation which outsources the industry and spends a lot of time for thinking about helping others. However, a great and reasonable strategic plan is the one which allows the enterprise to distribute and create effective communication on deadlines. It must be a positive and attractive experience for the clients and derive desired actions on the part of enterprises. The management of customer at the organizational level should be end to end, a web-based workflow tool that provides an auditable trail of printed documents. There would be streamlined in the creation of product and its compliance for the particular customer (Burger, 2016). While following such type of strategy, the business would bring entire strategic communication and execution plan into a single and uninformed way. There can be other ways of working on the plan and alignment of ideas or other factors. Those who are operating in regulated organizations like the financial services and health care industries required the connection which can help in removing the barriers that contributed to non-compliance of a plan.

The communication management solutions provide the vision into the printing and for a sustainable saving model. The aim of such types of models in the strategy is to reduce costs and enhance the profits included in it. Certain modules are applied to the plans which include production, compliance and the target. The target support for the maintenance and managing templates to access personalized utilizing cloud-based programs. It helps in the letters, marketing kits and sending of direct mails to the concerned individuals. The production system in the plan unfolded the access to our digital storefront that supports on-demand production of pre-approved facilities and material. The compliance is the tool that contains marketing managers and communications to create the templates with editable and locked content zones. The main purpose here is to ensure the prevention of errors and smooth support for compliance.

The annual notices about certain bills and the change of notices or policy outcomes are significantly supported by the compliance (Burger, 2016). Further, the management of communication can be streamlined through the optimization of documents that are part of the entire workflow. Through these modules and production or plan of compliance, the customer resulted in an improved experience. Markets and the organizations need to invest more and more for the attraction of new customers than satisfying the existing because there would be greater benefits. Growing the base for customer and product is a priority for many organizations (Hallahan, 2015). In the same way, the preferences and maintaining the relationships with the customer has promoted change to manage the communication and marketing of the organization.

Following these measures will eventually give rise to alternative marketing practices like the integration of communication, relationship with management, services, and marketing. It would be very important to consider the useful developments to include the traditional marketing mix and it will also restrict to the broad marketing communication domain. Various organizations are usually outsourcing the functions to the specialist suppliers and coordinate activities through brand ambassador or manager. To achieve the objectives of marketing and the implementations of plans these measures are essentially added in devising a strategy. Actions, ideas, and other tools in mass communication are incorporated through integrated marketing communication.

It recognizes the merit of various disciplines and combination plans to increase the communication that is encountered by consistency and clarity. There is a requirement of the juxtaposition of the discipline and differentiation like the appointed agencies of companies which presents postmodernism which is not influenced by customer biased perspective. The information of the product and the brand are exposed to the discipline of communication originated from touchpoint which is delivered to the customer (Hallahan, 2015). However, there is an effective solution for such types of hindrance like the approach of customer orientation by satisfying the needs and wants of the client. Most of them argue for the network of brand produced by a particular agency or the company to remain connected and satisfied with the work. The brand frames and references are the reflections of what is known and unknown for them in the market.

Experience of the client for any company or its network of brands suggests that there is positivity or negativity in the devised communication strategy. The advertising, corporate communication, product packaging and the word of mouth are a significant element of any plan. It helps the managers as for how the brand is attracting with various touchpoints and relevancy of the business communication in the market (Willis et al., 2017). Companies must be consumer-centric tools and they should use the outside-in planning along with the focus on the total experience of the customer. Objectives of the client must be matched with the corporation. Similarly, the behavior and treatment of purchaser should be appropriate because these are assets for the success of the business. Most of the organization drives their profit and earning through the clients. The convergence of traditional marketing service with a technologically based business will eventually raise the profit and activities of a particular brand.

Conclusion

The alignment of strategies with the ideas and actions will influence the stakeholders for desired objectives. In the subject of mass communication, various elements are considered for effective conveying of business messages. A manager needs to highlight the customer-oriented approach which could result in the benefits of business and enhancement of brand. Without a customer, there would be no strategy and profits for the markets. The stakeholders must be careful in planning and executing strategies for their business communication.

References

Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education.

Belasen, A. T., & Belasen, A. R. (2018). Integrated Corporate Communication: A Competing Values Perspective. Available at SSRN 3096046.

Bishop, T. F., Press, M. J., Mendelsohn, J. L., & Casalino, L. P. (2013). Electronic communication improves access, but barriers to its widespread adoption remain. Health Aff (Millwood), 32 (8).

Burger, M. (2016). Corporate communication strategy: aligning theory and practice amongst selected public relations practitioners in South Africa (Doctoral dissertation, Cape Peninsula University of Technology).

Gordon Bowen, W. O. (2014). Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities 1st Edition. IGI Global.

Conrad, C., & Terry, A. (2015). Strategic communication. The International Encyclopedia of Political Communication, 1-11.

Coombs, W. T. (2015). The value of communication during a crisis: Insights from strategic communication research. Business Horizons, 58(2), 141-148.

Hallahan, K. (2015). Organizational goals and communication objectives in strategic communication. The Routledge handbook of strategic communication, 244-266.

Heath, R. L., Johansen, W., Hallahan, K., Steyn, B., Falkheimer, J., & Raupp, J. J. (2018). Strategic communication. The International Encyclopedia of Strategic Communication, 1-24.

Oinas-Kukkonen, H., Lyytinen, K., & Yoo, Y. (2010). Social Networks and Information Systems: Ongoing and Future Research Streams. Journal of the Association for Information Systems, Vol. 11.

Rossmann, A., Ranjan, K. R., & Sugathan, P. (2016). Drivers of user engagement in eWoM communication. Journal of Services Marketing, 30(5), 541-553.

Schaupp, L. C., & Bélanger, F. (2014). The Value of Social Media for Small Businesses. Journal of Information Systems: Spring 2014, Vol. 28, No. 1, 187-207.

Wenzel, M., & Koch, J. (2018). Strategy as staged performance: A critical discursive perspective on keynote speeches as a genre of strategic communication. Strategic Management Journal, 39(3), 639-663.

Willis, C., Riley, B., Lewis, M., Stockton, L., & Yessis, J. (2017). Guidance for an organizational strategy on knowledge to action from conceptual frameworks and practice. Evidence & Policy: A Journal of Research, Debate and Practice, 13(2), 317-341.

Zerfass, A., & Holtzhausen, D. (2014). Strategic communication: Opportunities and challenges of the research area. The Routledge handbook of strategic communication(pp. 27-41). Routledge.

Zerfaß, A., Tench, R., Verčič, D., Verhoeven, P., & Moreno, A. (2014). European communication monitor 2014: excellence in strategic communication-key issues, leadership, gender, and mobile media: results of a survey in 42 countries. BrusselsEACD/EUPRERA, Helios Media9783942263276.

YOU MAKE THE CALL

Title page

Making call

If I was the HR manager I would focus on external recruiting because it is more important to fill vacancy within external workforce. This will allow me to recruit more potential applicants and make a better choice by considering the talent and skills of people. This is an effective way of brining new ideas from outside while relying on internal recruiting is not adequate. Larger pool of workers can be used in external recruitment that means finding best people from larger population. I would adopt different strategy for hiring people at higher-level and lower-level positions. This is because at higher-level it is better to recruit from limited pool. These positions require more experienced and skilled people based on their past records and portfolio. While at lower-level positions seats are more so it is better to recruit from a large pool. I thing HR recruitment strategy always influence economic condition of the company. The strategy that minimize cost and ensure choosing good people will be economically beneficial for the company. If the company wants to save cost it would be better to built online recruitment method. The applicants could be asked to fill the experiences and details online. This will save the cost and allow company to choose staff more efficiently.

As an HR manager I would focus on building efficient training program for the employees. After choosing employees it is important to bring them to the workplace by speeding their performance CITATION Sky18 \l 1033 (Larsen, 2018). The primary step is creating a plan that will identify the days and activities. The first week will focus on providing details about the job and activities that employees have to perform. The next week will focus on building communication skills such as by explaining what procedures can be adopted by employees for sharing information. They will be encouraged to share information immediately to the relevant department. The third week will provide knowledge about maintaining efficiency and increasing productivity. The training sessions will provide performance metrics such as employees will be asked to build their goals and work for their attainment. They will be given information about company’s policy of accountability and measuring performance of employees monthly. They programs also encourage employees to give their best and explain them how it will help their in the future career. The sessions also encourage them to give feedbacks to the manager and the HR for the issues their encounter at workplace. Cultural competency is taught in the fourth week for helping employees to work with the people of different cultures. They are encouraged to use stress management form handling pressures and challenging situations. They are provided information for using technology such as computers, data analytics and other resources.

If I was an employee at Wegman’s I would expect performance appraisals because they are part of all organizations. I would expect it because it has direct impact n the performance. If I would be aware that such appraisals are conducted I would be able to work efficiently and manage to complete by tasks on time. I think appraisals are important for following goals and achieving full potential CITATION Ric163 \l 1033 (Griffin, 2016). I think 360-degrees feedback is most reliable method because this methods also focus on taking feedbacks from the employees. The manager can avoid partiality by considering the reason behind low performance of the employee. This method suggests listening to the employee reason behind bad performance of inability of completing task.

References

BIBLIOGRAPHY Griffin, R. W. (2016). Fundamentals of Management. Cengage.

Larsen, S. (2018). How to Design an Effective Employee Training Development Program in 5 Simple Steps . Retrieved 11 23, 2019, from https://www.business.org/hr/employees/steps-to-develop-an-effective-employee-training-program/

Olenski, S. (2015). 8 Key Tactics For Developing Employees . Retrieved 11 23, 20019, from https://www.forbes.com/sites/steveolenski/2015/07/20/8-key-tactics-for-developing-employees/#6223865d6373

You Need To Decide What Is The Title

[Name of the Writer]

[Name of the Institution]

Issue of Internationalization

Introduction

Chevron is among the most excelling energy or oil companies in the world. It was originated back in 1879 and back then it was known as Standard Oil Company. It has its branches located in California and San Ramon; it is now spread worldwide in different countries. Therefore, this paper will explore the issue of internationalization of the Chevron Company which is moving its market globally with much affordability and reliability to explore the oil in other countries and states.

Scenario

Chevron expanded its business not only into other countries but also in other industries, i.e., petrochemicals, power coevals, and engineering. No country allows the invasion of its assets even if it's for the purpose of harvesting. According to the view of Chevron, there are enough hydrocarbons for the sustenance of the economy of the world which is moving forward. Chevron has the most significant capital expenditure program, i.e., it spent 14.8 billion in 2006 for production and exploration of oil. The company needs higher levels of cooperation from the global market to maximize its resources value and worth. For this, the company needs to collaborate on the policies related to the energy of global markets which recognize the interdependent nature.

Further, the company is in need to cooperate on the complex and large infrastructure projects which are essential for developing the new energy sources and provide this to the market. Therefore, Chevron is facing the biggest challenges of connecting supplies while internationalizing the company globally. Supply chain management enables the company to plan, organize, implement, motivate and control the activities of transporting chain (Swink et al., 2017). Hence, its efficiency will be explored in the following analyses.

Analyses

Background

Chevron Mining Inc. operates its coal mines in various states of America. Chevron Phillips Chemical Company LLC (CPChem) is a manufacturer of products like Aromatics, Styrenics, Olefins and Polyolefins, and Alpha olefins. CPChem has plants for manufacturing in different countries like Colombia, United States, Brazil, Singapore, China, Qatar, Saudi Arabia, Belgium, and South Korea, and hires more than 4500 employees (Yeager & Smith, 2017). There are almost 13 power-generators in Asia and America which use natural gas, wind and geothermal for producing electricity. It has also got its facilities in various other parts of the world, like the Philippines, Indonesia, etc. Chevron has also invested in the field of research and technology. The company has been seeking transparent, affordable, and reliable solutions for the energy industry. Chevron has specialization in the emerging application of energy and biofuels. It has also formed the companies for Information Technology and Energy Technology.

Internationalization Factors

In the light of information mentioned above about the company's progress and influential factors which contribute to determining the internationalization of its industry. It has used various profitable strategies for entering into the internal or global markets. In few countries, the strategies used for globalizing the supply chain included the Foreign Direct Investment (FDI), in this way company gained the favor of the country by localizing the business in which it decided to expand its marketing (Roberto, Antonio & Alba, 2017). The other strategy used is to do the partnership in building the community of the host nation; in this way, the company tends to invest in gaining a good name.

Making the joint ventures is advantageous for the company as it enables the company to tap into the countries or place where otherwise they are invited or allowed to do business. Thus, Chevron has made numerous joint ventures with other companies which came out to be advantageous for the company. It enabled the company to expand the coverage for the market, gave access to the innovative technologies, and it also reduced the cost for production (Crane & Matten, 2016). But the problem with these ventures was related to the supply chain of the resources and products, which is quite unmanageable while globalizing the company. The other strategic mode of internationalizing the company by Chevron is that they are franchising their company worldwide and there are various petrol stations present in these countries. Due to the proper and good name of the company, Chevron has gained the steady growth of its company in other countries.

The SWOT analysis of the company firstly, shows that it has infinite strengths for thriving in a national or international market, for instance, it has high level of customer satisfaction and skilled force or labor, community of active dealers, successful company record of producing excelling goods and technologies, and free flow of cash and goods. Weaknesses include the loopholes in financial planning and structure of the organization. However, their many opportunities at the door of this company as it opened up the new trends in the market. Threats and limitations are numerous, but overall the company is doing good (Rumbley & de Wit, 2018).

Conclusions

Chevron and many other oil producing companies have experienced the challenges related to the drilling for exploring and refining oil in other countries. In various parts of the world oil has been discovered and explored; hence Chevron has almost reached every part of the world and tried to make a deal for the reservoirs of oil in those countries. It has been successful in some but not the others, as for how would these countries give easy access to the foreign intruders. Chevron offered extremely generous packages for drilling in foreign countries and compensating the local market for initiating the business in other countries. Even though in the countries where Chevron got the grant for starting off the business, there remained great tension over the clauses of agreement as a large sum of money was involved. The challenges related to globalization or internationalization of the company is infinite as the company goes.

Recommendations

The company is doing well in its capacity, but it needs a boost for proper and strategic planning while globalizing the company in international markets. The following action plan would bring the best internationalization strategies for the company:

Purpose

The foremost step is to plan out the entire strategy, from input to the processing and output, the whole plan should be designed by the company and its strategic partners or stakeholders. This even includes the strategic partners who are in abroad at the place where the company is planning to internationalize its business.

Targets

Long-term and short-term targets are essential in globalizing the company, as setting up the activities to accomplish the targets will help in preparing the company for globalization. There are input and output targets as well, and these targets are achievable through proper implementation for the planning.

Activities

Putting sub-activities into the documents help in keeping a record for all the processed work and activities, no matter how major or minor they are. The concise and specific statements are recommended to use by the company.

Participants

By listing the most important companies and institutions for research, it makes them participate very intensely and firmly into the activities.

Dissemination plan

If the activities related to the sharing of knowledge and marketing plan are relevant to the plan, they should be described to the labor and overall company. In this way, the information is incorporated into the plan and is carried out by the people who are involved in the execution of the plan.

Budget

The budget is the very basis of every project or venture, so it is needed to be discussed and managed beforehand.

References

Crane, A., & Matten, D. (2016). Business ethics: Managing corporate citizenship and sustainability in the age of globalization. Oxford University Press.

Roberto, A., Antonio, E., & Alba, V. D. (2017). Internationalization of State multilatinas: A multi-case study in the oil sector. International Journal of Business, 4(4), 65-81.

Rumbley, L. E., & de Wit, H. (2018). Innovative and Inclusive Internationalization. Proceedings of the WES-CIHE Summer Institute.

Swink, M., Melnyk, S. A., Cooper, M. B., & Hartley, J. L. (2017). Managing operations across the supply chain. New York, NY: McGraw-Hill Education.

Yeager, M. G., & Smith, J. L. (2017). Global Pollution, Multinational Oil Companies, and State Power: The Case of Yaiguaje v. Chevron Corporation. In Environmental Crime in Latin America (pp. 117-140). Palgrave Macmillan, London.