I was recently asked to review a poster campaign on data and risk protection which showed a snake as a visual! The message was ‘beware of consequences if you leak out confidential data!’. While showing the slithery creature had its own merits, using fear without balance and a solution did not have the desired effect. The poster only got poor reviews. According to Dr. T J Larkin and Sandar Larkin (www.larkin.biz), using fear appeal works if there is a proposed option for the employee to follow after you provide the physiological arousal. Cigarette, AIDS prevention advertisements all follow this route.
Related Articles
Targeted internal communications based on information consumption?
As far as I am aware internal communicators serve information to staff based on the need, age, tenure, career levels, organization’s priorities and focus areas, importance and maturity of the individual within the organization, time of the day among other reasons. TNS’s recent research and segmentation of consumers is based on their information consumption patterns. […]
Employee branding going overboard?
In their quest to differentiate and grab the best talent, I notice many MNCs and Indian IT organizations going overboard… If you are an IT professional actively looking for a change and browse through any of the recent editions of Times Ascent (www.timesofindia.com) you will be hit by a sea of employee branding messages. HCL calls its […]
5 Tips To Collectively Further Your Corporate Social Responsibility Impact
Corporate Social Responsibility is often viewed as a closed group exercise and most organizations prefer sticking to their agendas while championing initiatives to improve the communities around them. Little is done to partner effectively and combine forces to make a larger impact. A recent study (probably the only such report at this point) by the […]