This study explores a communication initiative by the Queensland government to address obesity and overweight issues. It analyzes the goals, objectives, strengths, weaknesses, and recommendations of the campaign. The study also discusses the use of different communication channels and behavior change theories in the campaign.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
Running Head:COMMUNICATION STRATEGY AND PLANNING COMMUNICATION STRATEGY AND PLANNING Name of the Student Name of the University Author Note
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
2COMMUNICATION STRATEGY AND PLANNING Overview or introduction The purpose of this study is to select a communication initiative and the communication planning process on the basis of a case study showcasing a campaign arranged by Queensland government in order to make the obese people of Queensland aware of the health problems which are the result of obesity as well as overweight. The introduction section of this essay, attempts to elaborate the problem critically. According to this section, critics argue that social media would be the most effective media to encourage the people of Queensland to adopt a healthier lifestyle, but TV, press and the Happy Healthy Habit Selector are considered more appropriate media by the government and the government gave a little focus on social media. Again, the supporters of the campaign argue that the initiative forms part of the Government’s wider ‘Healthier. Happier’ program and includes a digital platform with information on nutrition and physical activity. Research (context) Likely Problem Statement in the Case study The problem statement is the unhealthy food habit of the people of Queensland for which most of the people of Queensland are suffering from obesity and over-weight problem Goals and Objectives: Goals: The goal in this case study is to eliminate the health problems related to obesity and overweight from the province of Queensland.
3COMMUNICATION STRATEGY AND PLANNING Objectives Communicate with the people of Queensland effectively through TV, press, social and digital elements, including the Happy Healthy Habit Selector, Inspire people to grow healthy habits-this objective has been taken for attaining the goal of eliminating obesity from Queensland. Organization: IncaseofthiscommunicationinitiativetheorganizationistheGovernmentof Queensland. Publics that the initiative is trying to address The public that the campaign addresses are those suffering from overweight and obesity in Queensland. The degree of research and analysis need to undertake The degree of research and analysis which are needed to be undertaken are qualitative. The research method should be survey through questionnaire method. Relation with the mission, vision and values of the organization Relating the situation to the initiative back to the mission, vision and values of the organization, it can be said that. Such process of communication will never be helpful for the achievement of the both the mission as well as the goals of Queensland Government which are to generate motivations, educating the target audience about the values of healthy living.
4COMMUNICATION STRATEGY AND PLANNING Relation with Behavior Change Theories to Analyze Necessary Changes in Behavior Relating the hypothetic situation with the Rational Economic Model (Cognitive) it can be said that, this situation reflects the strategic public relation planning concept. In order to motivate the overweight people of Queensland the government should not only arrange awareness programs that enhance the knowledge of the people suffering from obesity about the importance of nourishing healthy food habits and following a healthy lifestyle. Rather, the government should evoke the interest of the obese people so that they become inclined to healthy living. This is the reason why the government has taken the fun and upbeat approach (Week 3 Lecture2019). The Rational Economic Models (Cognitive), assumes that people can perceive, respond and also adjust with different atmosphere.The government should follow this model while communicatingwith the target audienceand provide them chancesto respond and give feedbacks or opinions (Week 1 Lecture 2019). Relating the hypothetic situation with theBehavioral models (conative), it can be said that, this situation reflects the strategic public relation planning concept. In order to motivate the overweight people of Queensland the government should not only arrange awareness programs that enhance the knowledge of the people suffering from obesity about the importance of nourishing healthy food habits and following a healthy lifestyle. Rather, the government should evoke the interest of the obese people so that they become inclined to healthy living. This is the reason why the government has taken the fun and upbeat approach (Thaler & Sunstein, 2009). Relating the hypothetic situation with the Emotional models (affective) it can be said that, This situation reflects the strategic public relation planning concept and government’s strategy to
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
5COMMUNICATION STRATEGY AND PLANNING educate the obese people about importance of nourishing healthy food habits (Week 3 Lecture 2019). Analysis and alignment to context The situation can be aligned with the key concepts, theories and models of behavior change. Through this behavior change campaign, Queensland government attempt to evoke the interest of the obese people to change their irregular behavior regarding the consumption of food. This behavior change goal, will be fulfilled only if the messages are generated using the most effective medium with which the people of Queensland are familiar. In order to find out the suitability of communication initiative, the media through which the Queensland Government was communicating its initiative to the obese people of Queensland. The communication channel used in this case are-TV, press, social and digital media, including the Happy Healthy Habit Selector. Analyzing, the selection of media from a critical angle , it can be said that, a little focus have been given on the digital media, and latest techno;logy to represent the idea of the campaign. Now-a-days the digital platform is supposed to be the most effective communication channel to educate the obese people of Queensland about the importance of becoming health conscious, following a diet chart full of nutritious and low calorie food. Hence, it can be said that the government has emphasized on the communication channels like television as well as magazines , newspapers and journals, which may not prove effective to cast upon a deep impact on the obese people of Queensland so that they are encouraged to change their food habit, start healthy diet and consume less calorie food.
6COMMUNICATION STRATEGY AND PLANNING Strengths and weaknesses found: Strengths: After analyzing the situation, it can be said that, one of the major strengths of this campaign is the adoption of approaches that are full of fun and upbeat the campaign takes a decidedly fun and upbeat approach so that the interest for healthierhabitscan be grown among the obese and overweight people of Queensland. This initiative is actually a wider part of the yearly health campaign of the Queensland government. It is true that, this communication initiative has use d digital platform very little, but the little usage of the digital media has casted upon a deep impact on the target audience, who are the people of Queensland suffering from health problems due to obesity. Weakness: The campaign should have emphasized more on the communication channels like face book, instagram, Twitter. Before the commencement of the campaign the government would have made an You Tube channel where the subscribers would have give free health tips then more and more people would become interested to join campaign and the campaign would have become more successful, but these are not done. These are the major loopholes of the communication initiative of the Queensland government. Recommendations:
7COMMUNICATION STRATEGY AND PLANNING The several recommendations that can be made in this case are: Adoption of 9-step communication planning process as described by smith, in the phase1.This9-stepcommunicationplanningprocessconsistsofseveral questions- The first question is about the specification ogf the situationand agenda of the campaign. The second question focuses on the process of receiving the require information by the target audience. The third question is about the process of interpretation of the information received. The fourth question is about the identification of the key issues. The fifth question is about the people involved in the issues. This implies, that the question focuses on the target audience. The next question highlights the way the target audience are involved with the issues. The following question in the 9-step communication process focuses on the change in the behavior or the attitude of the target audience after this communication initiative. The final question focus on the objective of the communicator, i.e. what the communicator want the target audiences make feel or do.
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
8COMMUNICATION STRATEGY AND PLANNING Source:Week 1 Lecture. (2019). COMM2143. Communication Strategy and Planning. In: Week 1 Lecture, ed., Communication Strategy and Planning. RMIT University. Adoption of the communication strategies for behavioral change and also the Behavioral Change models: •Rational economic models (cognitive) •Behavioral models (conative) •Emotional models (affective) •Socio-cultural ecological models •Multi-theory models •Consumer behavior decision models Following flowchart of Issues Management (Health.qld.gov.au, 2019).
9COMMUNICATION STRATEGY AND PLANNING Conclusion In the conclusion, it can be said that, the lesson learnt from the observation of the communication initiative is about the planning as well as the management of the communication programs like health campaigns that aims to change the attitude or the behavior of the mass. The analysis of the strengths as well as weakness of this communication initiative also cleared my ideas about some of the key aspects of the strategic PR planning, these are- Before formulating such strategies we need to understand the target audience. Develop and represent key messages following the models and theories of behavior change, considering social media as the main platform to do so, adopting the advanced technology in communicating.
10COMMUNICATION STRATEGY AND PLANNING
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
11COMMUNICATION STRATEGY AND PLANNING References: Week 1 Lecture. (2019). COMM2143. Communication Strategy and Planning. In: Week 1 Lecture, ed., Communication Strategy and Planning. RMIT University. Week 2 Lecture. (2019). COMM2143. Communication Strategy and Planning. In: Week 2 Lecture, ed., Communication Strategy and Planning. RMIT University. Week 3 Lecture. (2019). COMM2143 Communication Strategy and Planning. In: Week 3 Lecture, ed., Communication Strategy and Planning. RMIT University. Lecture 2. (2019). PR COMM2687Media and media writing Influence & Impact. In: Semester 1 Lecture2, ed.,Media and media writing Influence & Impact. RMIT University. Week 5 Lecture. (2019).COMM2143 Communication Strategy and Planning. In: Week 5 Lecture, ed.,Communication Strategy and Planning. RMIT University. Lecture 1. (2019). PRCOMM2867Influence & Impact in PR. In:Lecture 1Semester 1, ed.,Influence & Impact in PR. RMIT University. Week 4 Lecture. (2019). COMM2143 Communication Strategy and Planning. In:Week 4 Lecture, ed.,Communication Strategy and Planning. RMIT University. Assessment 2: Written analysis and critique. (2019). COMM2143 Communication Strategy and Planning. In:Assessment 2: Written analysis and critique., ed., Communication Strategy and Planning. RMIT University.
12COMMUNICATION STRATEGY AND PLANNING Health.qld.gov.au (2019). Find your happy healthy campaign | Queensland Health. [online] Health.qld.gov.au. Available at: https://www.health.qld.gov.au/news-alerts/campaigns/healthier/find-your-happy-healthy [Accessed 12 Apr. 2019]. Power Digital, A. (2019). Top 5 PR Fails of 2017 - Power Digital Marketing Blog. [online] Power Digital. Available at: https://powerdigitalmarketing.com/blog/top-5-pr-fails-of-2017/ [Accessed 11 Apr. 2019]. Appendices:(such as the EAST, Smith, PEST or other models) Smith’s 9 step process Source:Week 1 Lecture. (2019). COMM2143. Communication Strategy and Planning. In: Week 1 Lecture, ed., Communication Strategy and Planning. RMIT University.