Persuasive messages are used to make people aware of a specific event, in which the sender wants the receivers to act or behave in a certain way (Chang, Yu & Lu, 2015). This report designs the basic framework for a campaigning strategy that the SMRT would publish regarding the delay in the east-west railway line of Singapore (Channel New Asia, 2018). The report would therefore attempt to design a campaign using persuasive messages in order to convince the people of Singapore that the mechanical error that affected the conveyance of the general public travelling in the east-west line was a coincidence and that the SMRT would take strong actions in the future to avoid such situations.
The campaign intended to design in this report would focus on how the aspects of persuasive messages given by Mattson and Law (2016) would be useful for the SMRT in regaining their corporate image.
The word stimulating here refers to the power of enthusiasm that the audience would be able to attach with the communication campaign (Finch et al., 2015). Stimulating an individual’s way of thinking and behaving would greatly impact the results of a communication campaign (Nai, 2013). The SMRT can imbibe a situation in which it intends to show that if the necessary action of stopping all trains on the east-west line would not have been taken a spontaneous action of cancelling all the trains on that line then it would have cost them the lives of several innocent people. The power of fear and efficacy by stimulating the audience’s feelings through a communication campaign is highly effective because it provokes the audience to pay more attention of what is being conveyed.
Motivating is a process by which the urge of doing something can be raised within an individual (Petty, 2014). If the communicating campaign is unable to motivate the audiences in the right manner then the campaign will not have the intended impact (Paulin et al., 2014). Therefore, in this scenario also the SMRT can stress on the aspect of fear by which SMRT can state the impact the mechanical error of the railway could have on the lives of the general passengers and how the SMRT has been able to curb the situation by providing instant safety to the public. This would motivate the general public to keep availing the train service with the extrinsic motivation that their safety is always SMRT’s first priority.
In the course of designing this campaign, the report will also analyse the internal barriers that the campaign might face during the process of communication with the audience. The internal barrier can be the fear of audiences taking the train in order to avoid any mishap.
The most essential part of developing a campaign is considering all the resources available for the successful promotion of the campaign (Lui et al., 2015). These resources include time, money and organisational skill. Time is an essential factor because a campaign can have the maximum impact if it is delivered on the right time. Money on the other hand is to keep the track of the budget that is necessary for the making and promotion of the camping. And lastly employing skilful communicators to design the entire campaign is also necessary to make the message effective.
Therefore, the report concludes on a note that in order to make a communication campaign effective, the use of proper persuasive messages is the most essential factor. The report also discussed how the aspects of persuasive message as introduced by Mattson and Law (2016) were effective in designing the campaigning strategy for the delay in east-west railway line of Singapore.
Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777-782.
Channel New Asia. (2018). Track fault near Clementi causes rush hour delays on East-West Line. Retrieved from https://www.channelnewsasia.com/news/singapore/track-fault-at-clementi-station-smrt-delays-on-east-west-line-10735038
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Liu, N. N., Lo, C. W. H., Zhan, X., & Wang, W. (2015). Campaign?style enforcement and regulatory compliance. Public Administration Review, 75(1), 85-95.
Nai, A. (2013). What really matters is which camp goes dirty: Differential effects of negative campaigning on turnout during Swiss federal ballots. European Journal of Political Research, 52(1), 44-70.
Paulin, M., J. Ferguson, R., Jost, N., & Fallu, J. M. (2014). Motivating millennials to engage in charitable causes through social media. Journal of Service Management, 25(3), 334-348.
Petty, T. (2014). Motivating first-generation students to academic success and college completion. College Student Journal, 48(1), 133-140.