Effective Communications Case Study Analysis: The Myth of Silver Fillings Free Essay, Term Paper and Book Report
On December 23, 1990, CBS-TV's "60 Minutes" panicked the television audience by announcing that toxins have invaded the American mouth. The "60 Minutes" broadcast, narrated by veteran reporter Morley Safer, was intended to alarm and to persuade its audience that the mercury in dental fillings is a poison (Barrett, 2006). It is reported that this broadcast was the most irresponsible report on a health topic ever shown on a network television.
This paper will evaluate the effectiveness of communication among an organization and its publics. To do this I will discuss the myth behind silver fillings, identify the different PR communication tools and techniques that were used to inform the public, and how new technologies have impacted this case study.
The Myth of Silver Fillings
Last year, several consumer activist organizations asked the Federal Drug Administration (FDA) to consider banning amalgam, known as silver colored fillings. Their concern reflects the paranoia that resulted from a 1990 60 Minutes report questioning the safety of silver amalgam, a mix of merc......
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