Integrating Business Psychology into Public Service Communication: A Qualitative Analysis in Beijing’s Urban Landscape

Business psychology employ scientific principles to understand and explain human behavior within organizational contexts. Its concepts, including motivation, trust-building, emotional and cognitive persuasion, have wide-ranging applications in public service communication, particularly in rapidly modernizing environments such as Beijing, China. This study qualitatively examined how communication practitioners in Beijing conceptualize and apply business psychology tenets to design, implement, and evaluate public service campaigns to influence engagement and effective messages. Semi- structured interviews (N=10) and document analyses were used to gather data. Findings suggest that practitioners increasingly deploy emotional appeal, cultural sensitivity, trust-building, and social identity to promote public participation, highlighting themes of Community and Collaboration, Objectivity and Trust, Narrative and Emotional Appeal, Norms and Cultural Sensitivity, Effective Persuasion Strategies, Clarity and Accessibility, and Technology and Innovation (acronym "CONNECT"). Each theme underscores the nuanced interplay between psychological insights and cultural considerations in fostering sustained civic engagement. The paper concludes with strategic recommendations for policymakers, public service organizations, and community leaders seeking to refine their communication programs in line with business psychology best practices.

Business psychology, cultural sensivity, emotional

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