Implications For Integrated Marketing Communications Marketing Essay

Implications For Integrated Marketing Communications Marketing Essay The rise of social networking over the last two decades has revolutionized communications and information management for thousands of companies all over the world. One of its most powerful effects is the near-instantaneous and influential spread of personal opinion across vast distances, time and space through virtual means. Social network communities, especially, have emerged in recent years as one of the most influential forums for consumers opinions, allowing almost anyone who is connected to the Internet to influence brand perceptions and consumption (Vogt and Knapman, 2008; see Blackshaw, 2008). The rise of this phenomenon in the age of social media and Web 2.0 has been described as one in which key types of personalities engage with digital media in order to influence public and political opinion (Ecclestone and Griseri, 2008). Whether they are called influencers, connectors, salespeople or mavens (ibid., 2008), we are undoubtedly living in a time when marketers have to take the power of peer-generated opinion seriously, particularly in a Web 2.0 environment. The implications of social media communities continue to concern marketers and marketing strategy in a fluid, porous and dynamic online environment. This is an environment in which the traditional rules of controlled media, carefully-executed strategies and market/customer feedback research and analysis no longer hold, at least not the same extent as they have done in the 1970s and 80s. Today, social media networks permeate virtually all realms of marketing and can have a powerful influence upon how consumers perceive and consume brands. The effects can be highly positive or corrosive, depending on how companies manage online word-of-mouth (Jones, Temperley and Anderson, 2009). The rise of massive brand communities (Ouwersloot and Odekerken-Schroder (2008) is also a matter of concern for marketers because of their cult status among consumers. Fans of Harley-Davidson motorbikes, for instance, of Apple devices, drive sales and revenues for the respective companies. They When it comes to planning, designing and executing an Integrated Marketing Communications campaign (hereafter referred to as IMC), therefore, social media can prove to be both simple and complex. It is worth stating that textbook accounts of it often do not delve sufficiently into how newer technological developments like social networking affect its operations and eventual success or failure. The aim of this paper, therefore, is to provide a critical examination of how social networking has thrown up new challenges for marketing communications and to examine some solutions in the literature. The rest of this paper is structured as follows. I first put forward some of the mainstream and traditional conceptualisations of marketing communications and current discussions of its significance for branding as well as its pitfalls for unwary companies and consumers. Next, I discuss some of the implications of social media networks for IMC. Some examples follow. Finally, I examine the implications of my discussion, identify a couple of limitations of this paper and propose fruitful avenues for future research. Integrated Marketing Communications (IMC): Definitions and Conceptualisations Although there are a number of elements to marketing communications including visual logos, corporate communications, promotions, advertising and sponsorship, just to name a few there is widespread agreement among marketers and marketing academics alike that these elements have to be brought together in order to achieve cost efficiencies, synergies in resource utilisation and for a consistent and compelling overall message to be offered to a range of stakeholders, including, but not limited to, the end-customer (Schultz, 2008). In other words, integrated communications can be defined as the notion and the practice of aligning symbols, messages, procedures and behaviours in order for an organisation to communicate with clarity, consistency and continuity within and across formal organisational boundaries (Christensen, Firat and Torp, 2008: 423). The process of IMC planning can be broken down into discrete stages, although some of these overlap in practice . There can be broken down as follows in terms of the SOSTAC Model (Roberts, 2006): Situation Analysis (where are we now ?) Objectives (where do we want to go?) Strategy (how do we get there?) Tactics (what steps do we take to get there?) Action (implementing the steps of action) Control (reviewing and monitoring the strategy against stated objectives) Although there are a number of different models in the literature, this conventional paradigm for IMC is still regarded as a kind of textbook model for how to do IMC. It is a fairly linear process, as the outline above shows. According to this framework, the marketing manager would perform an analysis (typically a SWOT analysis) which breaks down a companys performance into its strengths, weaknesses, opportunities and threats (from the environment, other competitors, and so on). Following this step, the marketer would identify key goals and objectives to drive the marketing campaign forward in terms of sales, revenues, return on investment, and/or other drivers of success. In traditional terms, these metrics typically include projected and actual sales. In the online environment, however, corporate reputation is far less able to be planned and controlled in this way and sales now takes on complex meanings. Tactics is next. These traditionally include sales tactics, sales promotions (using brochures, flyers, exhibitions at trade events, advertising and other forms of offline marketing communications). Companies then take actions which lead to desired outcomes. Finally, companies (under the traditional model) monitor and review progress of these tactics against stated objectives. This entire model of IMC is being revolutionised by the emergence of social media and social networking. In terms of tactics, the game has changed. Instead of relying on expensive (and sometimes ineffective advertising) or on sponsorship of events (which can prove politically contentious and generate negative press), a number of global companies choose instead to invest heavily to boost corporate reputation through their their web presence. Global companies such as Toyota and IBM have dedicated corporate Facebook accounts for customers and members to interact and share their user-experiences online. These brand communities perform several valuable functions for companies: they are, firstly, an effective way to test the waters before new product launches, secondly, a way to get instantaneous feedback from potential users, thirdly, a good platform to communicate directly with diverse users and last, but not least, a kind of public relations exercise to generate positive word-of-mouth f or the company (Lee, Cheung and Sia, 2006). However, it is only logical to expect that social media networks can also pose dangers for unwary companies and do damage to their brands. We now turn to these social networks to see how they function. Online Social Networks Online social network communities, such as online customer forums and chatrooms, have a powerful effect on its participants and even on casual visitors. Research has shown that people have a high propensity to trust online testimonials and user-generated feedback generated through word-of-mouth (WOM) communication (Sweeney, Soutar and Mazzarol, 2008). Positive WOM can be a useful and even profitable avenue of additional revenues for a companys products and services; even more significant is the fact that it can force companies to change unethical practices or their processes, including supply chain procurement and management, labour management practices, right down to accounting and financial reporting measures. Social media also make it easier for companies to do market research (Precourt, 2008), especially after certain crucial events, such as product launches, product updates and so on. Microsoft is an example of a company that relies on such media to improve its products but many technology companies now use these methods to collect valuable market data. On the other hand, there is certainly a dark side to social media for brand communications. It has been noted that consumers today enjoy unprecedented levels of consumer sovereignty (Hollenbeck and Zinkhan, 2006). Given the vast amount of information available over the Internet and increasingly vocal and powerful citizen-led lobbies and activist groups such as Greenpeace and so on, even governments sit up and take notice. The trend towards the democratization of opinion has been conclusively proven in the West but also increasingly in many other parts of the world. Social Networks, Brand Impact and Marketing Communications Based on the above discussion, social networks have a range of interesting impacts upon how brands are perceived and consumed. This section examines some pertinent examples of how social media can positively and negatively impact IMC. Positive and Negative Impacts As discussed earlier in this paper, the traditional notion of IMC was that it would be controlled and organized at a profound level (Christensen et al., 2008). Two key elements come into operation in IMC planning: consistency and control. Let me discuss each of these elements in turn. First: consistency in IMC is emphasized repeatedly in the literature as being of paramount importance for any firm seeking to run a successful campaign. That is to say, every element of the marketing chain (from the consumers first becoming aware of the brand to the actual purchase and post-purchase evaluation) needs to be coordinated to ensure a successful outcome for the consumers experience of the brand. This alone is hard enough for many companies to achieve: what adds to the complexity today is that the consumer then goes online, types in her or his comments on the purchase, the brand, and so on and either reports a good or a bad experience with it. This aspect of the brand experience still needs more research, in my view, but there are already myriad examples of what it can to brand reputation. Second: in more traditional contexts, marketing communications would be organised or influenced heavily either by an individual, a set of individuals or a divisional/team function. In social media/networking, there is no obvious or identifiable owner of such communications. There is no way to trace back opinions to an original source. It has become apparent, however, from recent developments, that companies and governments are prepared to take a stand against the anonymity afforded by the Internet. The recent furore over WikiLeaks, for instance, is a case in point. Although its founder, Julian Assange, intended WikiLeaks to be a wholly anonymous organization, he has, in fact, come to the forefront of public consciousness as a celebrity of sorts, hunted and wanted by different national jurisdictions on a number of charges, including sexual assault and treason. Other examples can be cited of the double nature of social media and its uses for marketing communications. Further Examples The implications of my discussion so far for brands are numerous. I have already provided some examples of the implications of social media for marketing research and data collection purposes, but further examples would make the point even clearer. A recent example of how Kenneth Cole, the well-known American brand of shoes and clothing, tried to use Twitter to generate publicity using the recent political unrest in Egypt shows how easy it is for companies to receive a backlash from appearing to be insensitive to groups and people. According to the site, Nancy Myrland, the brand manager of Kenneth Cole made a joke about the Egyptian crisis, saying that protesters must be on the streets because they had heard about Coles most recent collection (Lacy, 2010). Such an attempt at humour completely backfired upon the company and the brands reputation suffered one of its worst crises in years as a result. Although it would be difficult to measure the impact of such an incident upon Kenneth Coles long-term reputation, its short-term brand image certainly suffered. Another example is that of personal or celebrity brands. Facebook, Youtube and Twitter have greatly increased the influence of celebrities like Stephen Fry, Elizabeth Hurley and any number of Hollywood stars, sports celebrities and so on and so forth. Even the Queen has reportedly taken to using tweets to communicate her thoughts. In a world saturated by images, celebrities have become powerful brands in their own right through social media. This is an example of the power of instant communications and Word-of-Mouth advertising of products endorsed by celebrities (see Smith et al., 2007). Conclusion and Future Research In summary, I have identified and analysed some of the implications of social media/networking for brands and marketing communications. This paper has not been able to analyse some of the impacts in-depth due to the constraints of time and word limits nor has it been able to convey the scope and range of key social media developments today. The field is still developing and this paper has tried to convey some of the key issues surrounding the impact of social media on brands. Future research could include more detailed case studies or empirical research to track and monitor the effect of social media upon companies over a period of time (longitudinal studies). Even more interesting would be focus groups or action research taking place in young, start-up companies which want to use social media platforms to initiate their brand campaigns, rather than using it as an add-on after trying traditional media or as a supplement to traditional media. While there is certainly a place and time for more traditional communications channels, I hope this paper has made inroads into showing the potential benefits and dangers of this powerful medium.

Gray-Hat Hacking Essay -- Computers Technology Hackers Essays Research

Gray-Hat Hacking Overview Computer security is a growing concern with the onset of always-on connections in the home and the emerging global network. More and more people become connected everyday. The reliance on computers in our daily lives has increased the need for security and has shifted the ethical line for hackers and hacking. â€Å"A hacker is someone with deep knowledge of and great interest in a system. A hacker is someone who likes to delve into the inner workings of a system to find out how it works.†2 The definition of a hacker has been skewed in recent years by the press to connotate people who break into computer systems. The term has also evolved to represent people who protect computer systems and those that break into them. These newly termed hackers can be classified into three categories white-hat, black-hat, and gray-hat hackers. White-hat hackers are employed by corporations and work on the good side to secure computer systems without breaking into them. Black-hat hackers work on the bad side and attempt to compromise systems in illegal ways. Gray-hat hackers occupy the gray space of hacking and break into systems to learn and expose flaws, often as a service to the computer community. The ethical line dividing white-hat hackers and black-hat hackers is clear. However, the line that separates gray-hat hackers from black-hat hackers is constantly shifting in the new global network. Hacking that may have been considered ethical yesterday may not be true today due to the impact on global systems in the form of dollars loss and downtime. Hacking has evolved from simply having knowledge of systems by harmlessly breaking into them to an issue of security and computer crimes (cybercrimes). Hacking attac... ...um Copyright Act, 1998, http://www.copyright.gov/legislation/dmca.pdf 5 Deborah Radcliff, Playing by Europe’s rule, 2001, http://www.computerworld.com/securitytopics/security/story/0,10801,62057,00.html 6 US Department of Justice, Federal Computer Intrusion Laws, http://www.usdoj.gov/criminal/cybercrime/cclaws.html 7 Council of Europe, Convention on Cybercrime CETS No.:185, 2001, http://conventions.coe.int/Treaty/EN/cadreprincipal.htm 8 CSI / FBI, Computer Crime and Security Survey, 2003, http://i.cmpnet.com/gocsi/db_area/pdfs/fbi/FBI2003.pdf 9 George W. Bush, President’s Message to the Senate on the Council of Europe Convention on Cybercrime, 2003, http://www.usdoj.gov/criminal/cybercrime/senateCoe.pdf 10 US Department of Justice, FAQ on Council of Europe Convention on Cybercrime, 2003, http://www.usdoj.gov/criminal/cybercrime/COEFAQs.htm

Colonization and Wealth in Joseph Conrads Heart of Darkness and Chinua

Colonization and Views on Wealth in Joseph Conrad's Heart of Darkness and Chinua Achebe's Things Fall Apart The novels Heart of Darkness by Joseph Conrad and Things Fall Apart by Chinua Achebe share a common theme; both deal with the colonization of Africa by settlers from Europe. When one examines the motives for this imperialist attitude in each book, one notices that in both books the motivation for colonization revolves around the gaining of wealth. However Conrad and Achebe define wealth differently. In Heart of Darkness the Europeans view wealth economically, such as the trading of ivory. In Things Fall Apart the idea of wealth is viewed by Europeans as belonging to and spreading the European culture and religion. Despite these different definitions of wealth, both groups of Europeans obtain their wealth by assuming a position of power over the Africans. However, the Africans in Things Fall Apart have an opposing view of wealth; that of peace and status within their society. Because of this they achieve wealth in a different manner than the Europeans. These methods of acquiring wealt h suggest that the conflicts in Africa are a result of the colonization efforts of the Europeans. The main reason for colonization of Africa by Europeans is for profit. In the novel Heart of Darkness, profit comes from the ivory that the Europeans receive from trade agreements with the Africans. This desire is evident as suggested in this quote: â€Å"The only real feeling was a desire to get appointed to a trading-post where ivory was to be had, so that they could earn percentages† (Conrad 42). This statement shows that all the Europeans want from Africa is ivory. Therefore, it can be assumed that one of the main reasons that colonization to... ...onial conflict is entirely one sided. The Europeans have been shown to define wealth as gaining money and spreading their religion, therefore they can be seen as the aggressors in this conflict, reaching outside of their area for personal gain and profit. To obtain this wealth they assume a position of power over the Africans by enslaving them and using their knowledge to overthrow the African culture and religion. The Africans view of wealth and their method for obtaining this wealth in no way involves the Europeans. All that the Africans wanted to do was to continue living on their own and to not be intruded upon. From this, one can see that the colonial conflict is entirely due to the Europeans desire for wealth. Works Cited Achebe, Chinua. Things Fall Apart. New York: Anchor Books, 1994. Conrad, Joseph. Heart of Darkness. New York: Penguin Books, 1999.

Article; Train Fares Essay

Train fares go off the rails. Are train fares becoming affordable for only the rich? Travel is ridiculously expensive: bus train or taxi, but especially the train. As trains are used by many people for various reasons to travel: to and from work; to and from school; to and from visiting family or holidays. They are used daily, and can be used by anyone any age, to anywhere they need, and this is why trains shouldn't be so expensive.Trains are know as being the quickest,most efficient type of transport, as they travel through many different towns all over the country, and because they have professionals driving them already, they allow you to work on the move- something you can't do whilst driving. But the train isn't as great as they make it out to be, Dan Lane a business worker who travels by train to get to work everyday quoted ‘The price of a train ticket is absolutely ridiculous, I have to pay at least ? 200 a month to travel to and from work. I don't really earn alot, and most the money I do earn is mostly spend on buying more train tickets.I Could travel by car for a cheaper price, but i cannot afford a car, and I don't have a drivers licence. † Great Western obviously don't think the prices are enough, so keep rising them more. On average they earn ? 2 billion a year, but want more. High rail fares at peak times could be adding to ‘social exclusion' as the high prices are barring poorer people from using trains because they cannot afford a ticket; Because poorer people are less fortunate to use the train, they could be forced on dependence of cars, but to some could still not be accessible.As they are employed in different towns, they will need to find a way of transport, so many rely on using the train, but could be finding it difficult to pay to use it everyday. Train fares are highly expensive, and still rising to outrageous prices. Some are even finding it too much to pay for; housing, food, children, families and paying up to ? 200 on fares, they could end up finding theirselfs with very little money.If train fares continue to rise, and stay unable to keep affording tickets, it could consequence to them being forced either out of work because of unable access to get their destination, or forced out of their homes because they could end up unable to afford to live their any more. On the subject of ridiculous prices- Great Western made a ? 2 billion profit last year, -No wonder! Prices rose by an outrageous 50%. These rises in price could be the reason families have to relocate or change jobs- because the new locations could make their transport a whole load cheaper and quicker.Many people like visiting their families or friends, and may have to use the train to get their, which could be a problem because transport is essential and they could simply not afford it. Great Western managers don't realize they are preventing people from seeing: family, friends, going to work, or going to school. They only care about making the money, they don't care about their passengers. Some people simply can not afford the ridiculous price of just 1 train ticket. This year has flew by, leaving Christmas very soon.This means that people will be traveling to towns to do their Christmas shopping, which they need their money for, not to spend on a little piece of paper. Also people struggle to afford Christmas because they need to use the train to visit their families all over the place. John Lunton, 60 who is retired is angry with what is going on with the prices and wants to do something about it. â€Å"The prices when I was a teenager is what the prices should still be now, as they were reasonable. The prices have over doubled since then and I think it is absolutely ridiculous.I need to travel because I have Grandchildren and other family all over Britain, and I would like to see them over Christmas. Sadly, I cannot afford to travel to see all of them, but if I do choose to, then it would result in me not looking after myself by not eating, because I will need the money to travel. † A major problem with trains, is how managers allow them to get so overcrowded,which could be bad for others health, some people are claustrophobic so it could be bad for their health. Also trains are dirty and their is litter all over the floors, there are security cameras but they don't seem to help with anything at all.Trains are sometimes late and delayed, this shouldn't happen, as people need to get to work and if the train is late, and results in them being late for work, it could cost them their job. Trains show absolutely no sign of improvement for the conditions and them being on time, but which they should. Do the government care about their passengers and wasting their money? I think not. As long as their making their nice, big comfortable profits, they don't care who their passengers are, and how much they charge them.In my opinion, I think that the prices should be lowered to suit the co nditions of the trains, which would be quite low, but would result in them not making as much money. Oh no, What a shame! I'm not surprised that British citizens complain about the prices of train fares, as Britain has the highest price of train fares in the whole of Europe. The railway has been described as being a ‘rich mans transport' because it is becoming affordable for the rich only. An example of the ridiculous prices is from Exeter to London– The price of a single way journey is ? 130 minimum price. this shows how outrageous our county is getting.Many people have described ‘First group' as being ‘Worse group' and some people have even be complaining. So why are train fares so expensive? to get money for themselves, not caring abut other peoples money, as long as they have as much as they desire. Trains are used by many people for various reasons, therefore the prices should be reduced. but if the rising prices continues, they could lose customers, de scribed as ‘price increase= Passenger decrease. ‘ So if they want to maintain the high number of customers they are currently obtaining, they should either: lower the prices or stop rising them.

Bach (Acorus Calamus) Essay

Bach or Sweet flag is thought to have originated in Central Asia and probably indigenous to India, found common in areas that surround the Himalayas. As a result of cultivation, it has spread throughout the globe, found across Europe, in southern Russia, northern Asia Minor, southern Siberia, China, Japan, Burma, Sri Lanka, Australia, as well as southern Canada and northern USA. Calamus has long been a symbol of male love. The name is associated with a Greek myth on Kalamos, son of the river-god Maeander. In Japan, the plant is a symbol of the samurai’s bravery because of its sharp sword-like leaves. Teton-Dakota warriors chewed the root to a paste, which they rubbed on their faces. It prevented excitement and fear when facing an enemy. In Penobscot homes, the root was cut and hung up. Steaming it throughout the home is thought to cure sickness. have also been used as a thatch for roofs. Food and Flavouring: An essential oil from the rhizome is used in perfumery and as food flavouring, it has a fragrance reminiscent of patchouli oil. An essential oil obtained from the leaves is used in perfumery and for making aromatic vinegars. Insect repellent: The essential oil is also an insect repellent and insecticide. It is effe c t i ve a ga i n st houseflies. When added to rice being stored in granaries it has significantly reduced loss caused by insect damage because the oil in the root has sterilized the male rice weevils. All parts of plant can be dried and used to repel insects or to scent linen cupboards. Incense: The leaves and the roots have refreshing scent of cinnamon. They can also be burnt as incense. Medicine: In Ayurvedic system of medicine, the rhizomes of Sweet flag are considered to possess anti-spasmodic, carminative and anthelmintic properties and have been used for a number of beneficial reasons. Vacha is considered as a ‘sattvic’ herb which feeds and transmutes the sexual ‘kundalini’ energy. It is forms a popular remedy for cough and cold and also the other respiratory disorders like bronchitis. In raw form it is used as cough lozenge. Sweet flag provides aid to the digestive system and acts against flatulent colic, dyspepsia, and vomiting. Acorus calamus depresses central nervous system and is a well known ingredient in formulation for psycho-somatic disorders like epilepsy. The vapours of Sweet flag repel some insects. THE PLANT Sweet flag is a perennial, semi-aquatic and smelly plant, found in both temperate and sub temperate zones. It is up to 2m tall, aromatic, sword-shaped leaves and small, yellow/green flowers with branched rhizome. Plants very rarely flower or set fruit, but when they do, the flowers are 3-8 cm long, cylindrical in shape, greenish brown and covered in a multitude of rounded spikes. The fruits are small and berry-like, containing few seeds. CULTIVATION It’s a hardy plant found growing from tropical to sub-tropical climates. Plenty of sunshine should be available to the plant during its growth and after harvesting for drying the rhizomes. This species comes up well in clayey loams, sandy loams and light alluvial soils of river banks. The land should be ploughed twice or thrice prior to the onset of rains. Acorus is propagated through rhizomes obtained from earlier planting. The best time for planting is the second fortnight of June. The river or canal bank where the land is saturated with water is very suitable for its growth. Timely weeding and hoeing to control the spread of weeds and to obtain good yield is essential. After each weeding the growing plants are pressed down into the soil. After 6-8 months, in December, the lower leaves turn yellow and dry indicating their maturity. The field should be partially dried only leaving sufficient moisture for uprooting the plant. The uprooted rhizome is cleaned after washing with water and cut into size and fibrous roots removed. The cut rhizomes are dried by spreading under the shade so that the amount of oil present in it is not harmed. TRADE AND COMMERCE Sweet flag has been an item of trade in many cultures for thousands of years. Sweet flag forms a useful adjunct to other tonics and stimulants. Its domestic demand is quite large. As the production is much less in India, the internal market itself is highly potential. Importers, buyers within the country, processors, traditional practitioners, Ayurvedic and Siddha drug manufacturers throng the markets for procurement of this plant every year.

Inquiring Minds Want to Know-Now Essay

Penton Media is a publisher of several business trade magazines, and their research department is studying the long-term viability of the reader service card within its publications (Cooper & Schindler, 2014). This card is an advertisement card used for readers to request product or service information, and potentially could be generating fewer leads than in the past (Cooper & Schindler, 2014). The research division of Penton Media conducted a meticulous research with many diverse readers through various diverse forms of communication. Penton Media is now faced with the challenge on determining if this reader service card will sustain ad be beneficial in the future. The survey is not clear and is perplexing. Questions should be directive and closed ended. In this survey the questions asked are not directive questions, but moderately open ended questions that would discourage a user from completing the survey. When the questions are not specific it would give feedback that is not what key decision makers are seeking. The wording of the questions is equally adequate for the responses needed; but, they could be more designed to yield desired results. This method could motivates users to not only complete the survey, but also provide honest and reliable feedback. There is not enough purpose or direction present to encourage the participant to give revealing answers (Cooper & Schindler, 2014). Having a more direct, concise, and structured questionnaire would not only get the feedback that is warranted, increase participation, but more time could be used to reevaluate the response that are received. This survey was not designed properly to accomplish the specified objectives. Coding involves assigning numbers or other symbols to the questionnaire for the purpose of grouping the data (Cooper & Schindler, 2014). For each question the researcher must assign numbers to each response available in order to code the data correctly. A code sheet will allow an SPSS system to quickly find the frequency, percent, valid percent, and cumulative percent of each response. The detail of the code sheet will produce detailed SPSS results which will allow the researcher to clearly interpret the data.

Health and safety needs of individuals Essay

Introduction Write a reflective account that evaluates your own contribution to the health and safety needs of individuals whom you have worked with in your placements over the last 9 months. Reflections – Domiciliary Care Work. The purpose of reflection stated by (John, 1995) â€Å" is to promote desirable practice through the practitioner’s understanding and learning about his/her lived experiences†. The key laws and policies that have an impact on my work as a social care worker are The Health and Safety at Work Order (NI) 1978, The Management of Health and Safety at Work Regulations (NI) 2000, Reporting of Injuries, Diseases and Dangerous Occurrences Regulations 2013 (RIDDOR), The Manual Handling Operations Regulations (NI) 1992, Personal Protective Equipment at Work Regulations 2002 and Control of Substances Hazardous to Health Regulations (NI) COSHH 2003. The organisation that I am employed with provides a domillicillary care service to vulnerable adults within the community in their own homes. Before any work can commence with a service user, â€Å"a skilled assessment of clients needs and strengths is essential to effective planning† as stated by (Taylor & Devine, 1993). A risk assessment is then carried out by the occupational therapist. The law states â€Å"you are required to protect people as far as is reasonably practicable†, (Hse, 2014). The findings of the risk assessment are recorded and included in the care plan. At the service user’s home I would familiarise myself with their care plan. I need to ensure that as a social care worker I contribute to the welfare, health, safety and security of that individual as outlined in my employers code of practice and other relevant recommendations of safe moving and handling that is listed for my attention and other care workers. I used â€Å"PPE in accordance with training and instructions†, (Rsi, 2014) supplied by my employer to ensure I protect the service user and myself from infection. On one occasion, I found that a service user was afraid of the hoist because of a fear of falling, feeling vulnerable and embarrassed. I felt empathy for the service user but stated that all moving to and from the bed or chair had to be carried out using the hoist which is stated on the risk assessment for her safety and it is against the moving and handling policy not adhering to the care plan. The service user was further advised that since she had refused to allow the hoist to be used, unfortunately she had  to stay in bed or be lifted by a member of the family. It was my responsibility to have adhered to the moving and handling policy for my own safety and that of the service user whose mobility is impaired. As an employee within the health sector it is my responsibility to conform to the health and safety policy. By adhering to this, I feel that it has enabled me to observe all the safety rules and regulations that are required by law for me to follow. Wearing of gloves, apron s and footwear at all times are standard precaution to take for infection control. Infection control practices are adopted to minimise the spread of infection from one person to another. I feel that it is also my responsibility to report all potential hazards, accidents or incidents to my line manager. Yesterday when I arrived at the home of a service user who has mental impairment, I was confronted by newspapers strewn all over the room, split urine bottles and bags of soiled pads that was taken from the rubbish bin outside. The service user was hoarding these in his room. I felt uncomfortable and immediately, I called my line manager where arrangements were made through his social worker to get his room cleaned to avoid any potential infection from the soiled pads and spilt urine. By attending all mandatory training on moving and handling, food hygiene, administering of medication and first aid. I feel I am kept up to date through training and have improved my own awareness and skills whilst working with service users in a health and safety environment. Recently a service user was walking in the kitchen with her walking stick when she fell and sustained multiple br uises. On my visit I was informed of the incident, which I immediately recorded and reported to my line manager. Since the service user mobility was impaired I encouraged her to use the zimmer emphasising that by using the zimmer it would reduce the risks of her falling and causing potential injury which could be serious. Another issue I had recently was with a co-worker who had decided that in order to save time, we would drag lift a double amputee service user instead of using the glide sheet to glide him up the bed. I was uncomfortable with that suggestion and I refused to partake in that method of moving and handling which was against company policy and I feel I could have potentially caused serious damage to the service user and ourselves. I now think that by insisting that we were to follow the correct moving and handling procedures this prevented any incident from happening and did not leave us open to  disciplinary action. Conclusion Health and safety is an important part of my work out in the community and I need to continuously reflect on this in my every day practice. I feel more secure I the knowledge that it is acceptable to use reflection as a tool in order to turn any unpleasant experience into a positive one