Explain how more control could have been used to send out the message about the downsizing
Response to post
At a local hospital, a decision was made recently to downsize the nursing staff. The local television station sent a reporter and camera crew to interview the administrator regarding the impact of this action on patient care. After 20 minutes of filming the interview, the reporter left. That evening, a 15-second segment of the interview was shown that left an unfavorable impression regarding the impact on quality. The administrator wondered what went wrong. Explain how more control could have been used to send out the message about the downsizing.
Each reply must be at least 450 words and contain at least 2 scholarly, peer-reviewed references, in addition to the course textbook, and 1 instance of biblical integration. The references must be cited within each reply and cannot be repeated from the thread or in any other reply.
BOOK: Berkowitz, E. (2017). Essentials of health care marketing (4th ed.). Sudbury, MA: Jones & Bartlett Learning. ISBN: 9781284094312.
I feel that rather than sending messages that the local hospital is downsizing the nursing staff, the administrator would have explained the modern equipment as well as the use of technology to provide support to the hospital. The hospital administrator would have explained that with the available equipment, how care can be offered promptly to reduce error. Hence, as a tag line, the hospital administrator should have added that the hospital is making an effort to minimize on the involvement of individuals in the care, which would have provided a better solution to the situation.
Various forms of messages can be used to control the situation of downsizing (Cornelis et al., 2014, p. 4), For instance, there is a two-side message, as well as comparative messages. When using a two-sided message, the sender of the message focuses on presenting both the advantages and disadvantages of the services that are being promoted. This type of messages also assists in preparing the market for the messages that are perceived to be opposing. Likewise, comparative messages are used by the sender since they involve direct claims, which are relative to the competition
A comparative message is less credible and informative compared to advertising since it mainly focuses on the products itself (Berkowitz, 2017, p. 56). As such, I feel the administrator should have implemented the two side messages to pass on the information about the downsizing of the nursing staff. Hence, when using this form of massage, it provides an opportunity for the market to be able to prepare for the opposing messages (Chen, 2016, p. 21). Besides, it also presents both sides concerning the advantages and disadvantages of the service. Two side messages have been found to promote the perceived credibility of claims as well as the perceived trustworthiness of the advertisement.
A TWO-SIDED MESSAGE IS A FORM OF PERSUASIVE COMMUNICATION, WHICH CAN BE USED TO PRESENT TWO POINTS OF VIEW AND PRESENTS BOTH AN ARGUMENT AS WELL AS AN OPPOSING VIEW OF THE SERVICE. IN OTHER WORDS, A TWO-SIDED MESSAGE S ALSO CONSIDERED AS A TWO-SIDED APPEAL. IT CAN BE USED BY THE ADMINISTRATOR TO UNDERSTAND THAT OPPONENTS ARE LOCATED IN VERY CLOSE PROXIMITY THAT CAN BE IRRELEVANT. HENCE, IT IS VERY APPROPRIATE TO THE AUDIENCE WHO ARE INCLINED TOWARDS THE OPPOSING VIEW. IN THIS SCENARIO, A TWO-SIDED MESSAGE WOULD WORK BEST, SINCE THE TARGETED AUDIENCE IS EDUCATED AND WILL MAKE INFORMED CHOICES (PITTMAN, 2012, P. 8). THE ORDER THROUGH WHICH THE VIEWS ARE PRESENTED WHEN USING A TWO-SIDED APPEAL CAN GREATLY AFFECT THE EFFECTS OF SUCH MESSAGES DEPENDING ON THE TYPE OF AUDIENCE AND THEIR CHARACTERISTICS. THIS IS ALSO EVIDENT IN THE BIBLE, IN MATTHEW 5:14-16, WHERE JESUS MADE FORCEFUL USE OF THE PARABLES, WHICH IS REGARDED AS A CASE STUDY OF A MORAL TALE. 14 “YOU ARE THE LIGHT OF THE WORLD. A CITY SET ON A HILL CANNOT BE HIDDEN. 15 NOR DO PEOPLE LIGHT A LAMP AND PUT IT UNDER A BASKET, BUT ON A STAND, AND IT GIVES LIGHT TO ALL IN THE HOUSE. 16 IN THE SAME WAY, LET YOUR LIGHT SHINE BEFORE OTHERS, SO THAT THEY MAY SEE YOUR GOOD WORKS AND GIVE GLORY TO YOUR FATHER WHO IS IN HEAVEN”.
Conclusively, using a two-sided message is more effective in promoting the credibility of a message to the targeted audience. As such, individuals who have little knowledge regarded sellers offering may tend to be disarmed with a two-sided appeal. On the other hand, the effect may become more pronounced when the information is not favorable and is more likely to be presented at the beginning of the message. Biblically, two-sided arguments are important, especially when used with the audience with a higher IQ because they can make counter-arguments. As such, it is important to openly understand and recognize that there are two sides within an argument.
References
Berkowitz, E. (2017). Essentials of health care marketing (4th ed.). Sudbury, MA: Jones & Bartlett Learning. ISBN: 9781284094312.
Chen, M. Y. (2016). Can two-sided messages increase the helpfulness of online reviews?Online Information Review. Retrieved from https://www.emerald.com/
Cornelis, E., Cauberghe, V., & De Pelesmacker, P. (2014). Regulatory congruence effects in two-sided advertising. European Journal of Marketing. Retrieved from https://www.emerald.com/
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