We should not add our parents in facebook Free Essays

We should not add our parents as friend on backbone According to the statistic updated in year 2013, there are total numbers of 1. 26 billion of Backbone users. It is common to have a Backbone account, vice versa. We will write a custom essay sample on We should not add our parents in facebook or any similar topic only for you Order Now The percentage of teenagers that add their parents as friend on Backbone Is 70%. 70% of them think that there is no problem to add their parents as friends on Backbone. However, It Is my view that I should not add my parents as friends on Backbone as It retrains me from being myself, Invades my privacy and makes me feel embarrassed. As I am a normal 18 years old teenager, I have a Backbone account too. I have added my mum as friend 3 years ago. When the first time I posted a selfless of myself on my Backbone wall, my mum mandated me to delete the photo. The reason she said Is, â€Å"The photo Is ugly, don’t put out your tongue when you take a picture! † I had followed what she want me to do, but also remove her from my friend list. There are millions type of me inside, my mum want me to be a teenager that has good image, but what I want to do is being myself. I think adding parents as friends on Backbone retrain me room being myself. There is no freedom to post a picture or a post on my Backbone, as parents will afraid that we have no good impression in others mind. In addition, there are no privacy between me and my parents if I added them as my friends on Backbone account. It is because they can see whatever things you post on your Backbone wall. They will constantly stalking your page and bombarding you with questions that make you feel like you have no social life or privacy. When you post a status written about you are feeling blue today, your parents will try to know about hat happen on you even though you choose not to tell them. Although it is a responsibility of parent to know more about their children, but there is a wall of privacy between parent and children. If children choose to make the thing happen on them as a secret to their parents, but they want to share it with friends, they will face â€Å"to be or not to be, that is a question. † Lastly, adding parents as my Backbone friend make me feel embarrassing. As I am from different generations with my parents, we would have different views and thoughts on certain things. My parents judge me In a way that make me feel uncomfortable, misunderstood, or even worse, embarrassed as they are made fun and chastised by my friends because of Judgments made by my parents. When they comment on each of my picture and post, they TLD notice that the comment sounds like talking to a small kid. They treat me childishly Like a kid as they didn’t notice that I am already an 18 years old teenager. It Is so embarrassing If my friend see what they comment. As a result, there are many disadvantages If teenagers add their parents as friends on Backbone. Therefore, teenagers should not add their parents on Backbone. Whether the reasons are for being themselves, privacy or image problem, they should delete their parents from the friend list. We should not add our parents in backbone By Koala-Neon percentage of teenagers that add their parents as friend on Backbone is 70%. 70% of However, it is my view that I should not add my parents as friends on Backbone as it retrains me from being myself, invades my privacy and makes me feel embarrassed. Backbone wall, my mum mandated me to delete the photo. The reason she said is, â€Å"The photo is ugly, don’t put out your tongue when you take a picture! † I had followed would have different views and thoughts on certain things. My parents Judge me in a parents. When they comment on each of my picture and post, they didn’t notice that the comment sounds like talking to a small kid. They treat me childishly like a kid as they didn’t notice that I am already an 18 years old teenager. It is so embarrassing if my friend see what they comment. As a result, there are many disadvantages if How to cite We should not add our parents in facebook, Papers

Integrated Business Marketing Business Proposal Franchisee

Question: Describe about the Integrated Business Marketing for Business Proposal Franchisee. Answer: Introduction This report tries to convey the proposed usage of an all encompassing and vital integrated marketing communication (IMC) proposal on behalf of the launch of a latest eatery 'Kilo King' that would be set up as a franchisee of driving Australian gluten-less and natural nourishment product group Orgran (Orgran 2016). The subsequent marketing proposal in favor of Kilo King looks toward distinguishing the prerequisite for recognizing different behavioral forms and actualizing particular advertising relations techniques all through its promotion that would empower Kilo King in the direction of shifting their intended consumers from a rational condition of mindfulness to acquiring their items and in the end fashioning a long haul client association with the company. With an end goal to meet Orgran's authoritative destinations in expanding overall revenues, expanding our industry share and upholding our upper hand above both current and potential close and aberrant competitors, Kilo King would endeavor to impart its commitment to providing better importance than its projected consumers via its brand situating in a consciously created and client motivated IMC plan named, 'Live like a King.' The subsequent IMC arrangement would empower Kilo King in influencing a continuous upper hand over its rivals and in the long run set up itself as business sector head in the Australian Health Food industry by recognizing the quality and estimation of a continuing all encompassing way to deal with both client and partner engagement and brand association administration all through the whole of its IMC procedure (Keller 2016). The Integrated Marketing Communication Plan The outline and implementation of the IMC technique has to be key and recognize current advertising interaction disputes inside the large-scale environment. These difficulties, if unmet, would influence our intended consumer group's compelling deciphering of our proposed operation message and view of our brand situating as buyers are currently besieged regularly by more promotional messages and the test of producing brand consciousness is substantial (Wiedmann and Ludewig 2014). Target Consumer Analysis Kilo King would speak to a wide objective market counting the subsequent sectors: mother time tightened experts, also people who are fitness alert, young people searching for an agreeable and one of a kind feasting background individuals with particular dietary prerequisites sportspersons also; an appealing functional market reported as "elitists" who are label and name aware also are continually hunting down the nearly all advanced and slick items and aids Marketing Communication Objectives Kilo King employed Hierarchy of Effects Form (Belch et al. 2012) as it embodies the clients subjective, emotional and physiological phases through the customer purchasing resolution procedure and is founded on supposition that a customer bypasses via a series of stages that contain consciousness, comprehension, taste, inclination, assurance and consequently procurement in promotion (Percy 2014). Figure 1. Hierarchy of Effects Model Source: Belch (2012) Brand Awareness Since the vast majority of the objective industry is different to this franchisee of Orgran, consciousness should be significouldtly expanded. Customary methods of promotion would be used all through the project due to their inescapable and attractive nature (Gausebeck et al. 2014) trying to build the intended consumers' stage of brand knowledge of Kilo King, also to successfully thrust Kilo King's endeavor memo to its intended addressees. Knowledge Amid this phase, appreciation of the Kilo King trademark and what it symbolizes is critical, as it is the essential step for structuring brand importance in the projected consumer set. This would be accomplished by a precisely performed advertising procedure that would make use of the buyer's rational procedure of acceptance and evaluation by much of the time using straightforward messages involving normal affiliations (Leonidou et al. 2013, for example, the Kilo King emblem and the motto, "Live like a King!" Frequent redundancy of article and the well known Orgran emblem would be utilized as these imagery would be effortlessly evaluated in remembrance in the projected customer group and current clients (Cui and Zhao 2013). Liking Following the trade name, Kilo King has achieved a satisfactory stage of information and position among its intended group, the feelings of the intended group should be evaluated. This data would be gained via a criticism program comprising a subsequent direct mail mailed to clients besides a reaction instrument and positioning of input sheets at tables following the underlying trimester of opening, trying to alter any unconstructive emotions buyers have about the product (Devlin et al. 2015). It is likewise to set up a client driven outlook and responsibility to giving better client importance in an endeavor to start what Kilo King would keep on thriving to accomplish in, which would be brand devotion inside its intended audience group. Preference Kilo King's projected interest group might have penchant for a direct contender who fulfills their need. Subsequently, with a finish goal to complete their projected interest group's favored image, Kilo King ought to put impressive exertion in imparting the dedication to giving a one of a kind client eating knowledge and their image's purposes of contrasts all through the battle message taking into account their projected interest group's observances, mentalities and characteristic inclinations. Regular employment of offers advancements would likewise viably impart a succeeding responsibility to offering prevalent merit amid this point (Buil, De Chernatony and Martnez 2013). The employment of online networking portals Facebook, Twitter and Pinterest would likewise formulate inclination amid the projected audience group and suggest the product to their close set of friends where a conclusion director is frequently concentrated on and works as a persuasive brand diplomat on behalf of the association and advises the products to their dear ones (Holt 2016) Conviction Indeed, even past inclination towards Kilo King is accomplished amid the intended interest group, the purchaser might not build up a confidence to buy it, along these lines, incessant reiteration of the advantages in acquiring nourishment at Kilo King should be imparted successfully through its image situating, taking into account its intended interest group's needs and inclinations trying to manufacture conviction amongst the intended interest group. Deals advancements would give a motivation to the intended interest group to check Kilo King's items amid this phase and increment their standards of certainty and aide them to the acquiring stage. Brochures and promotions on online networking sites and the organization site highlighting data on occasions whereby Kilo King's image envoys would show up would likewise tempt intrigue and increment conviction (De Mooij 2013). Purchase Commencing the conviction phase to buy phase, shoppers might slow down the genuine acquiring of Kilo King's items as they attempt advanced item data hunt and choose to put off the buys. From a product point of view, as Orgran is as of now a solid set up brand inside the wellbeing cognizant buyer market, it would fit solid validity. In the event that the buyer's past colleague with the product has been positive, or provided the maker's and merchants' promoting has produced a great feeling, the perceived product would be chosen from in the middle of other unknown brands' (Batra and Keller 2016). Thus, Kilo King's items should be offered at a starting low cost and deals advancement should be put resources into significantly. In the mean time the label force of Orgran has to be reliably imparted via utilization of its well known emblem inside the movement slogan over the greater part of the correspondence networks to empower controlling brand power (Kahn 2013) for franchisee Kilo King. Creative strategy Kilo King would execute an all surrounding and successfully designed IMC strategem that utilizes correspondence networks and with an ultimate goal to adequately pass on its brand placement and operation motto in the projected consumer unit with the most repetition, contact and consequence (Belch et al. 2012). Promoting your eatery is not the same as for whatever other sort of trade. A client's buffet experience is established by the food in addition to by the fashionable theme, the background and the management. It could be tough to forward the bulk facts in a commercial so the effective owner ought to be more ingenious with progression and promoting. Various inexpensive yet exceedingly powerful ways correspond effectively and get new business (Kotler et al. 2015). In light of the objective industry examination, Kilo King will seem to achieve high on genuineness, ability and fervor, average on complexity and short on toughness. In view of Kilo King's image identity the accompanying big names would be chosen to appear through all methods of communication. They would all loan reliability to Kilo King's effort in backing, also providing an optional association for Kilo King's quality suggestion 'Live like a King' and would encourage our endeavors in accomplishing enthusiastic and representative reverberation inside our intended consumer group. Miranda Kerr Sarah Murdoch Michael Clarke Braith Anasta Zoe Bingley-Pulley Ian Thorpe Media Plan As there is no financial plan in marketing, the accompanying correspondence channels could be used to push our movement message to our intended consumer group with an end goal to expand levels of brand consciousness and preference. Direct Email and Online Media platforms Twitter, Facebook and Pinterest Online networking and direct mail would assume an indispensable part in expanding Kilo King's name consciousness among its intended consumer group. Moreover, in the end could produce long haul client connections through its capacity to start buzz promotion in giving the beneficiary correspondence channels instant reaction systems that start a progressing discourse taking in Kilo King and its intended consumers. When a customized mail is forwarded to Orgran and recently enrolled reward program clients by a connection to Kilo King's social website pages, the beneficiaries would have the capacity to build brand consciousness. They could do it through either sending the first mail otherwise tapping in the connection for logging in their personal online networking portal where they could 'like' or "pin" the companys online networking portal by their immediate friends groups (Tsimonis and Dimitriadis 2014). Figure 2. Direct E-mail Source: As created by author Ethical issues Kilo King would keep in mind the fundamental ethics while using this marketing strategy. The customer preferences and choices would be kept in mind, while gaining completely the demographic overview. The marketing team would try to avoid negative biases and by no means compromise on privacy. The endorsements would be transparent and information would be communicated politely. Assessment of IMC Plan Assessment of Kilo Kings subsisting Integrated marketing communication plan would require occurring following the initial trimester and happening each trimesters subsequently to establish the efficiency and unity between the tactical contact points and standards of consumer fulfillment and product devotion. The subsequent dimensions plus justification would be recognized to determine if the aforementioned recognized long-term promotional communication aims are being attained via the existing IMC strategy: A audit of existing collaboration is required, as cooperative energy is by all accounts at the heart of IMC estimation, on the grounds that if the idea of assimilation bodes well, then there ought to be quantifiable increases in incorporating the promoting correspondences. Kilo King's CRM record would assume a focal part in the estimation of the adequacy of Kilo King's initial testing. Orgran groups advertising administrators would quantify the stages of development inside the CRM records and clients' own standards of use and label devotion inside those three months. In-house deals database recovered through POS records would give an unmistakable marker of Kilo King's standards of execution amid the time for testing as deals statistics are a successful method for calculating the viability of Kilo King's marketing plan. The expenditure accounts would offer an apparent suggestion as to whether business revenue margins are being expanded. Levels of promotional consumption amid the time for testing should be defended to senior administration on the premise of the goal and assignment strategy as looking at genuine execution against quantifiable aims is the most ideal approach to figure out whether the arrival legitimizes the cost (Belch et al. 2012). Shopping dockets should be gathered amid exchanges to survey client utilization standards and its effect on deals numbers and standards of brand consciousness and client buying conduct among the intended consumer group. Surveillance cameras would verify the definite demographics of consumers next to the distinct target group inside Kilo Kings current IMC strategy. Information mining exercises of organization site and CRM Database would decide on the off chance that industry entrance exercises are precise in view of the intended consumer group's personal needs and requirements and to figure out if deal advancements impetuses gave in present direct messages to clients are precise, taking into account clients' individual inclinations. A review to figure out if all current advertising interchanges channels are adequately imparting the planned campaign slogan with the craved standards of contact, recurrence, instance and effect. Conclusion It could be concluded that from both an industry introduction and promoting communiqu standpoint, the aforementioned IMC strategy for the proposition of the presentation of Kilo King in the Australian Health Food business could accomplish hierarchical objectives in procuring an upper hand and amplifying net revenues for both guardian product Orgran and franchisee Kilo King. That could be accomplished through receiving a value included methodology in executing a client driven and comprehensive integrated promotional communication strategy for that would empower Kilo King to meet the intended consumers with the proposed campaign communication with extreme recurrence, contact and effect. Kilo King would endeavor to achieve passionate and figurative boom inside the target customer unit by powerful communication of their brand situating in their operation motto with an ultimate aim to fulfill their planned customer unit's wants. It has to be superior to their contenders and demonstrate th eir progressing dedication to offering unrivaled importance and upholding brand devotion in their planned customer unit at the opportune time and place. References Batra, R. and Keller, K.L., 2016. Integrating Marketing Communications: New Findings, New Lessons and New Ideas.Journal of Marketing. Belch, G., Belch, M., Kerr, G,. Powell, I., 2012. Advertising: An Integrated Marketing Communication Perspective (pp 237). Sydney: McGraw Hill. Buil, I., De Chernatony, L. and Martnez, E., 2013. Examining the role of advertising and sales promotions in brand equity creation.Journal of Business Research,66(1), pp.115-122. Cui, Y. and Zhao, Y., 2013. The Application of Repetition in Advertisement Translation; Its Role on Enhancing Audiences Memorization. De Mooij, M., 2013.Global marketing and advertising: Understanding cultural paradoxes. Sage Publications. Devlin, A.M., McGee-Lennon, M., ODonnell, C.A., Bouamrane, M.M., Agbakoba, R., OConnor, S., Grieve, E., Finch, T., Wyke, S., Watson, N. and Browne, S., 2015. Delivering digital health and well-being at scale: lessons learned during the implementation of the dallas program in the United Kingdom.Journal of the Americould Medical Informatics Association, p.ocv097. Gausebeck, D., Lee, K.Y.R., Phillips, B.A., Shastry, V. and Woo, K., Ebay Inc., 2014.Focused advertising across multiple communication channels. U.S. Patent Application 14/474,119. Holt, D., 2016. Branding in the age of social media.Harvard business review,94(3), p.13. Kahn, B.E., 2013.Global Brand Power: Leveraging Branding for Long-term Growth. Wharton Digital Press. Keller, K.L., 2016. Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program?.Journal of Advertising, pp.1-16. Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015.Marketing. Pearson Higher Education AU. Leonidou, L.C., Leonidou, C.N., Fotiadis, T.A. and Zeriti, A., 2013. Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance.Tourism Management,35, pp.94-110. Orgran. (2016). Home. [online] Available at: https://www.orgran.com/ Percy, L., 2014.Strategic integrated marketing communications. Routledge. Tsimonis, G. and Dimitriadis, S., 2014. Brand strategies in social media.Marketing Intelligence Planning,32(3), pp.328-344. Wiedmann, K.P. and Ludewig, D., 2014. Commodity Branding. InCommodity Marketing(pp. 73-102). Springer Fachmedien Wiesbaden.

Marketing and Different Vendors free essay sample

Having multi-vendor partnerships has its advantages and disadvantages. In the long run, supporting such a partnership would be difficult to maintain. Here are some of the concerns: * Change: Hardware and software requires constant upgrades to keep up with the technology changes. Changes in systems from multiple vendors can cause integration problems and requires a rigid process of testing and configuration. * Knowledge: IT staff must be well-trained in all the systems of the multi-vendor environment. Without a good IT support, the harder it is to find the source of the problem, and the longer it takes for them to resolve it. * Communication: In-house IT staff may have all the knowledge on the systems in the multi-vendor environment, but sometimes support from the vendors is required. In such cases, a support engineer is required to communicate with other support engineer, and it would be easier if it is done within the organization, but this is not usually the case. We will write a custom essay sample on Marketing and Different Vendors or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page . Focusing IT on top line requires bringing in revenue for the company by increasing sales, whereas focusing IT on the bottom line requires bringing the cost down by reducing on operating cost. Focusing IT on the top line is more challenging because IT is not able to control who and when someone will actually buy the products and services. On the other hand, focusing IT on the bottom line can be predictable as there are sets of parameters within he organization that can be controlled, for example, reducing the number of employees. 3. Some ways for IT to bring in revenue is by increasing the number of customers and retaining customers. To increase the number of customers, IT systems such as online marketing tools can help to generate sales leads and increase customer awareness by sending out emails or direct mailers to potential customers. Such tools can help in segmenting customer profiles and evaluate the performance of the marketing campaign.

Women in Trucking By Women, For Women

Women in Trucking By Women, For Women It is never easy to be a woman in a male-dominated industry, particularly one that is also dangerous and isolated, like trucking. Over at the Roadmaster’s Driving School Blog, Ellen Voie is raising awareness for Women in Trucking (WIT), an organization formed in 2007 by women drivers seeking to support and aid one another. As minorities in the industry, women still face more safety concerns and logistics issues than male truckers. Women in Trucking provides self-defense presentations, secures association discounts with partners, and lobbies for loading docks and truck stops to provide more women-friendly amenities like bathrooms and personal hygiene products. Most importantly, WIT confronts the ingrained sexist attitudes that seek to deter women from entering the industry at all.To celebrate women in leadership roles, WIT also holds an annual â€Å"Influential Women in Trucking† event, sponsored by Navistar, and an annual â€Å"Salute to Women Behind the Wheel† e vent each March. They also feature guest bloggers monthly to share the personal stories of drivers across the country.Currently, 16% of WIT’s membership is comprised of men who want to show their support for female drivers, so whether you’re a man or a woman, consider joining Women in Trucking to demonstrate your commitment to leveling the playing field and welcoming new drivers with professional courtesy and respect.Check them out online at  womenintrucking.org.

Using Application Gadgets for Teaching Essay Example | Topics and Well Written Essays - 750 words

Using Application Gadgets for Teaching - Essay Example As such, teachers should learn the various technology-based instructional products available on the Web. This paper identifies an application gadget that teachers of all levels and subjects can use. In the software industry, computer applications are likewise called gadgets. Application gadgets aid in various classroom activities, such as teaching, research, portfolio-making, and evaluation. They provide creative ways to promote multiple intelligences through a variety of interactive activities for students. One very interesting application gadget is the Xtranormal Studio. This application gadget allows the teacher to make their own short movie clip that could serve as a springboard activity to the lesson. Xtranormal Studio can be found easily on the Web. To create a movie, first, one has to sign up for free membership. Second, the user chooses the characters, background setting, and sounds. There are lots of options to choose from, thus teachers handling different subjects can easil y find one that relates to their subject. Third, the user types character dialogues, and assign facial expressions and gestures to the characters as they talk. Some options for facial expressions include happy, surprised, sad, and so on. ... Movies made in the Extranormal Studio can vary according to the author’s intent. For example, for Social Science, teachers can make up a scene in a talk show where a politician or a socially prominent person is being interviewed by a host. For teaching ESL, teachers can create a movie with two friends having dinner together. Likewise, for Mathematics, they can have cartoon characters or animals to state problem to be solved instead of having the problems written on the board. These activities make learning fun and exciting, thus motivating learners to participate and listen well to the lessons. For my eighth grade Science class, I created a short movie to introduce the lesson, thus the movie served as a motivational activity to arouse interest and elicit reactions from my students. The lesson was all about energy. Normally, Science teachers would ask students to enumerate some objects that function through energy. However, in my class, I use a series of short movies I made wit h Extranormal Studio to make students understand concepts, for instance, matter, energy, etc. In the movie, there are two friends who are sharing a room in a dormitory. One of the characters is older than the other, thus the younger one asks help from her friend on topics she needs to understand. The other one gives examples and at the end addresses the audience to give other examples or explanations regarding the present topic. This way, students are motivated to join in the discussion. Likewise, I use the gadget for informal assessments and synthesis. As an assessment material, I ask students in groups to make their own movie to answer some questions about our topic. Likewise, for synthesis of the lesson, I ask students to make a short movie to illustrate what they have learned

Working with Federal Reserve's Publications Research Paper

Working with Federal Reserve's Publications - Research Paper Example 5). This paper is aimed at describing Federal Reserve’s views regarding various economic perspectives in recent times. These economic perspectives include current level of inflation, Federal Reserve’s assessment of the current economic activity and financial markets, and the monetary policy tools the Federal Reserve uses to stabilize the economy and maintain price stability in the country. Federal Reserve’s assessment of current economic activities and financial markets: The Federal Reserve holds a very positive view regarding the current economic activities and the current condition of the financial market of the country. The chairman of the Fed, Dr. Ben S. Bernanke, has argued that after the global financial crisis of 2007-08, the American economy is experiencing greater volume of economic activities. These activities include both greater production and consumption of goods and services across the country and also greater volume of monetary and financial transa ctions through financial intermediaries of the country. Disturbances in the financial markets of the country, including mainly the markets for houses, loans, and mortgages, have created greater problems in the country by reducing the volume of economic activities in the country. The crisis has created problems for private as well as public sector businesses, mainly for financial companies to increase their level of profits or even to stay in the business. But during the period of end of 2008 and the beginning of 2009, the US government and the Fed took various fiscal as well as monetary policies which have helped economic agents in the country to increase the volume of economic activities and to increase country’s rate of growth of aggregate and per capita income along with the level of unemployment. The most important fiscal policy that has been implemented by the US government is reducing the level of government expenditure. This has helped the country to reduce the level o f budget deficit and fiscal deficit. According to the Fed the country is experiencing greater economic activities in terms of greater production of goods and services and greater stability in the financial market of the country compared to the period of global financial crisis. This greater stability has helped the country raise the level of investment in production of goods and services and also in research and developmental improvements of existing technologies of the country. The rate of aggregate income is expected to catch up with pre-recession period’s rates within 2013 and the per capita income growth rate is expected to increase at the rate of China’s per capita income growth rate (Bernanke, 2009, p. 1). Federal Reserve’s assessment of current inflation: The level of inflation has been very high since 2007. Due to this consumers are not capable of purchasing costliest goods and services and hence business organizations which are engaged in production of these goods and services are leaving the industry. Again this is reducing the level of income in the country and hence the level of demand for necessary goods and service. The Fed is expecting inflation to be subdued in the next few years because of weaker level of real economic activities prevailing in the country. It is expecting to have a lower level of inflation rate in 2013 which might lead to an increase in the volume of economic activities in the country. The Fed is expecting that the current rate of change in overall prices is expected to fall to 1 to 2 percent from its current level of 3 percent within five years. According to the Fed the declining trend in prices of energy resources and other commodities will gradually help the economy to implement stricter monetary and fiscal policies being aimed at

Recognising Limitations And Strengths Of Law Social Work Essay

Recognising Limitations And Strengths Of Law Social Work Essay In order to practice effectively it is necessary to have a critical understanding of the law and to recognise limitations as well as strengths. The law can lack clarity which may be open to interpretation. This essay aims to discuss Social Work roles and responsibilities in Criminal Justice settings. There are many competing pressures to direct the service in ways that may not be consistent with Social Work principles towards greater penal and correctional models. It is therefore essential to have a clear understanding of the policy and legal framework that creates the remit and legitimacy for the operation of Social Work in the Criminal Justice process (Whyte, 2001, p.7). Statute law is created by Acts of the UK and Scottish Parliaments and relies upon rulings made in Court Hearings to set precedents that define and interpret key terms i.e. Case Law. Understanding the law is fundamental to practice in Criminal Justice settings. Criminal Law is a powerful instrument of social control and sanctions and the Criminal Courts have the potential to impose restrictions of liberty of individuals. Social Workers have a responsibility towards the general public and the courts to protect the public and ensure their wellbeing however, there is also obligation towards those who are in the Criminal Justice process who may be vulnerable and in need of services provided by Social Work. It is therefore essential that all workers have an understanding of the legal frameworks that govern Criminal Justice Social Work and are aware of the scope and limitations of their mandate (Whyte, 2001). However, law is subject to change and criminal justice policy is more liable to su dden, politically motivated changes of direction than is social policy in other fields (Smith, 2002, p.309) The law defines what a crime is, rules of evidence and criminal procedure. However, discretion is given to those involved and therefore, the criminal justice process is not systematic. The judiciary, police and social work have differing roles, agendas, values and beliefs which are shaped by training and cultures which can make working within the system difficult due to lack of shared understanding of common aims and individual roles. Social Work involves working with the marginalised and disadvantaged and can be both vulnerable to crime and susceptible to criminalisation and practice involves work with victims or offenders. Local Authorities have statutory responsibility to provide Criminal Justice Social Work Services to support the Criminal Justice Process through assessment of individuals, information to the Courts and supervision of offenders. Scotland differs from the rest of the UK in that there is a unique cultural and political heritage and a separate legal system. Social Work therefore, has a central role within the Criminal Justice process in Scotland which is in contrast to England and Wales where probation work is commissioned by the National Offender Management Service (NOMS) which is separate from Local Authority control and Social Work functions and shows a difference in their approaches in responding to crime. As McAra (2005) suggests a more welfare orientated approach has been adopted due to its legal culture and political history. The legal framework outlining powers and duties of Criminal Justice Social Work is the Social Work Scotland Act 1968 (as amended). Section 27 of this Act outlines the duty by Local Authorities to provide specific Criminal Justice services (e.g. social background reports, supervision of offenders on an Order or Licence) in respect of central government funding however, it does not explain the objectives of these services or provide guidance on their exercise. Section 12 gives Local Authorities (LAs) discretion to provide additional services (e.g. victims) as part of the general responsibility to promote social welfare. Probation or offender services became the responsibility of the Local Authority Social Work Departments in 1968 and had a general duty to promote social welfare in their locality (S12, Social Work (Scotland) Act 1968). This was due to the Kilbrandon Committee (Kilbrandon, 1964) being appointed to investigate increasing juvenile crime. The Kilbrandon Report recommended a new approach to childrens services based on the needs of children and families and those who offend should be treated the same as those children requiring care and protection. Kilbrandon also suggested diversion and early voluntary intervention as crime prevention and one department for children and adults. This merge of work with adult offenders was pivotal in recognising work with offenders as having a welfare component admittedly with a level of control. Although the Kilbrandon philosophy followed trends of the time which advocated rehabilitation and treatment of offenders and an awareness of the social causes of c rime, this is still highly relevant to todays practice. From the 1980s onwards Criminal Justice in Scotland has undergone major legislative and policy change due to successive governments. As there was concern for public protection and community disposal effectiveness in 1991, 100 per cent central government funding was introduced and the National Objectives and Standards were published which set out core objectives, service provision and guidance on their delivery (Social Work Group, 1991). This resulted in the government committing to Social Work delivering this role. This policy arrangement outlined by Rifkind in 1989 has survived changes in political administration although, it has been suggested that devolution has caused a sudden and dramatic politicisation of Criminal Justice issues and could undermine the welfare tradition (McNeill and Batchelor, 2004: Croal, 2005). Social Work with offenders should aim to address and reduce offending behaviour. Whilst the law provides a framework for practice, effective work with offenders requires Social Work skills such as communication, therapeutic relationships in supervision, assessment and risk management. The task is therefore, varied and complex as Social Workers have the power to control the individuals who are referred via the Courts and enforce any Court Orders but must also work with an offender in a holistic, inclusive way to have a positive impact on their offending behaviour and this can be through support and assistance in relation to personal and social problems but also the individual taking responsibility for their actions. Effective and ethical practice is therefore, about considering and managing the needs and rights of the Courts, the general public, victims and offenders. Although Social Workers have statutory duties and powers to interfere in peoples lives this is not always welcome but is necessary in promoting public safety. Under the Scottish Social Work Services Council (SSSC) Code of Practice Social Workers have an obligation to uphold public trust and confidence and the Criminal Justice Authorities (CJAs) are required by Scottish Executive guidance to develop a strategy to address this (Scottish Executive, 2006b). This strategy includes both offenders and their families and Social Workers should engage these individuals and recognise their views in the development of services. Both Criminal Law and Social Work recognise the autonomy of individuals choices on how they lead their lives and with this capacity is criminal responsibility. Those of which who lack capacity (e.g. children and the mentally disordered) are not culpable in the eyes of the law and may be treated differently. It is therefore recognised that criminal behaviour is not just a choice but may be about social circumstances to which they have minimal control. Social Workers should assist in allowing individuals to improve their capacity for making choices together with consequences to their actions (ADSW, 1996a). Although Social Workers are obliged to protect the rights and interests of service users there is a belief amongst the general public that they have forfeited these rights when they have offended. All Criminal Justice agencies must comply with the Human Rights Act 1988 which incorporates into domestic law the fundamental rights set out in the European Convention of Human Rights (ECHR). Public Authorities are required to respect all of the provisions however, the two articles with particular relevance to Criminal Law and Social Work are the right to liberty and security (Article 5. ECHR) and the right to a fair trial (Article 6, ECHR). However, the state can impose restrictions on those who breach criminal law or are a threat to public safety as long as the detention is authorised by law and there is a balance between the individual, their victims and the general public. The Social Worker must assess this balance through rigorous assessment and analysis of risk. The Social Work role r equires respect to offenders as individuals and ensure that the offenders ability and right to function as a member of society is not impaired to a greater extent than is necessary in the interests of justice (ADSW, 1996a). Criminal Justice Social Work services are delivered in partnership with various statutory and non-statutory agencies and this can present challenges due to conflicting professional values and aims. The Management of Offenders etc. (Scotland) Act 2005 was introduced to improve joint working and co-ordinate the management of offenders especially in the transition from custody to community supervision and places a duty on Criminal Justice Authorities (CJAs) to have an information sharing process in order that relevant information is shared between agencies (s.3 (5)(g)) for improving offender and risk management. However, sensitive personal information must be handled carefully and be under the principles of the Data Protection Act 1988 and local agency protocols. Practitioners within Social Work must ensure that any information sharing decisions are fully explained and understood by the offender even when their consent to disclosure is not required. Organisations who deliver public services have general duties to eliminate unlawful discrimination and promote equality of opportunity on the grounds of race (Race Relations (Amendment) Act 2000), sex (Equality Act 2006), and disability (Disability Discrimination Act 2005). Individuals who are involved with Criminal Justice organisations are entitled to the protection of discrimination laws which relate to sex, race, disability, religious beliefs and sexual orientation, with exception to exercising judicial functions or carrying out Court orders. In these circumstances it may be within Article 14 of the ECHR which prevents to the right to liberty and security of the individual or the right to a fair trial being interfered with on a wide range of discriminatory grounds. Criminal Justice is still influenced by prejudicial and discriminatory views. Research has been carried out by both the Social Work and Prisons Inspectorate for Scotland (1998) which highlighted concerns about the treatment of female offenders in the Criminal Justice process. In addition to this, several inquiries in England and Wales in relation to racial discrimination by the police and prison services has subsequently raised public awareness (Macpherson, 1999; Keith, 2006). The Scottish Government has a duty to publish information of discrimination of any unlawful grounds (s.306 (1)(b) Criminal Procedure (Scotland) Act 1995) and therefore, all workers need to practice in an anti-discriminatory way. The law outlines the limits of Social Work intervention and knowledge of the law is essential to anti-oppressive practice. The only legitimacy for intervening in the life of the individual within the criminal justice process is the individuals offending behaviour†¦if individuals have social needs which require to be met but are not crime related or crime producing, or if the offence is not sufficiently serious to fall within the criteria of the twin-track approach, services should be offered, as far as possible, through voluntary provision†¦No-one should be drawn into the criminal justice processes in order to receive social work help (Moore and Whyte, 1998, p.24). Rehabilitative intervention is not just about helping; it imposes limitations on the rights of the individual who is subject to the intervention. Risk assessment and offence based practice is an ethical approach. It aims to ensure that the most intensive and potentially most intrusive services are focused on those service users who pose the greatest risk of causing harm to others (ADSW, 2003) and to prevent socially disadvantaged individuals being taken further into criminal justice control which can result in further social exclusion. Criminal Justice Social Workers must take note that the role involves work with disadvantaged social groups. Certain types of crimes and offenders often criminalise the young, deprived, unemployed and undereducated male with an experience of the care system and this is clear from Social Work and prison statistics (Croall, 2005; McAra and McVie, 2005). There is often a complex relationship between social exclusion and offending behaviour and often the Criminal Justice process displays existing injustices within society. It is important that issues in relation to class, age and social context should be recognised together with vulnerability to discrimination. The Social Workers role should be to address issues of social exclusion and empower individuals to lead law abiding lives by addressing their offending behaviour. Social Work can help offenders develop capacity to make informed choices by actively encouraging their participation in the supervision/change process and their engagement with improving their current social situation (McCulloch, 2005; McNeill, 2004). Assisting offenders to focus on their strengths as opposed to their risk and needs can have a positive impact as they learn to recognise the value in their own lives and respecting the value of others. The sentencing stage in the criminal justice process generates the majority of Criminal Justice Social Work through provision of information to the Court in the form of Social Enquiry Reports (SERs) and the administration of community disposals, with the exception of liberty orders (tagging). SERs have no legal basis but there is a statutory duty on criminal justice social work to provide reports to the Court for disposal of a case (s.27(1)(a) SWSA 1968. Reports provide the court with the information and advice they need in deciding on the most appropriate way to deal with offenders. They include information and advice about the feasibility of community based disposals, particularly those involving local authority supervision. In the case of every offender under 21 and any offender facing custody for the first time, the court must obtain information and advice about whether a community based disposal is available and appropriate. In the event of custody, the court requires advice abo ut the possible need for a Supervised Release order or Extended Sentence Supervision on release. (Scottish Executive, 2004d, para. 1.5) The Criminal Procedure (Scotland) Act 1995 sets out when the court can or must obtain an SER. Failure to request a report, where required by law, can result in a sentence being quashed on appeal. The Court is not obliged to follow recommendations or opinions in the SER however, Social workers can have a direct influence on the sentence passed. Preparing SERs demands a high standard of professional practice. It requires skilled interviewing, the ability to collect and assess information from different sources, and the art of writing a report which is dependable, constructive, impartial and brief (Social Work Services Inspectorate (SWSI), 1996, Foreword). The law imposes time limits in compiling reports. The Courts require a report within three weeks (s.201(3) (a) if an offender is remanded in custody and within four weeks if the offender is on bail (s.21(3)(b) of the 1995 Act). This means in practice that there are increased demands on a workers time that places increased pressure in the preparation of SERs especially if there are high numbers of worker absence due to leave or whether the worker knows the offender and their individual circumstances. Whilst conducting interviews the worker must ensure that the offender understands the purpose of the report, the relevance of questions (health, addiction issues, and personal relationships) and the limits to confidentiality of this information. Social workers must balance between an informed recommendation and an awareness of the severity of the offence. The report author should be impartial and not minimise the seriousness of the offence and its impact (NOS, Scottish Executive, 2004d, p ara 5.5) and phrases that imply moral judgements, label or stereotype offenders should not be used (para. 5.1). When compiling an SER workers are required to consider the suitability of disposals in relation to the risk posed by an offender and to target appropriate resources which are most appropriate and successful in addressing offending behaviour. Guidelines for the assessment and management of risk are outlined in the Management and Assessment of Risk in Social Work Services (SWSI, 2000) and there are also additional risk assessment frameworks which specifically relate to serious violent and sex offenders. In Criminal Justice the focus has moved from risk of custody to risk of reoffending and risk of harm. Risk assessment is complex and there has been a shift from concern for the offender and their needs to concern about public safety and the offender being a potential source of risk to others. Although the legislation is not explicit about offending behaviour, National Standards state that SERs should provide information and advice which will help the Court decide the available sentencin g options†¦by assessing the risk of reoffending, and†¦the possible harm to others. This requires an investigation of offending behaviour and of the offenders circumstances, attitudes and motivation to change (Scottish Executive, 2004d, 1.6). Risk is defined by Kemshall (1996) as the probability of a future negative or harmful event and assessment of risk includes: the likliehood of an event occurring, who is likely to be at risk, the nature of the harm which they might be exposed and the impact and consequences of the harmful event. Risk assessment has changed over the years and prior to the introduction of risk assessment tools workers relied on clinical methods or professional judgement which was based on an offenders history. These methods were criticised for being too subjective, inaccurate, open to worker bias and dependent on information given by the offender. In the 1990s workers moved towards objective and empirically based risk assessment tools (actuarial) to support their assessment. Actuarial risk assessment tools rely on static (historical) risk factors together with dynamic (criminogenic) risk factors and to assess the risk of reoffending. The static factors (which cannot change) take into account gender, age at first conviction, number of previous offences and custodial experiences, school progress, previous employment and personal history. The criminogenic factors (focus on current areas) include current employment, personal relationships, peer associates, use of time, substance use, mental health and attitudes and behaviour. All of these factors impact on the risk of reoffending (Bonta, 1996). The most widely used assessment tool, The Level of Service Inventory Revised (LSI-R) devised by Andrews and Bonta (1995) incorporates both static and dynamic factors. However, it does not assess risk of harm and this shows that both actuarial and clinical risk assessments are crucial for an effective and comprehensive risk assessment. Clinical methods combine knowledge of the offenders personality, habits lifestyle and an analysis of the circumstances of the offending behaviour and are therefore, the most appropriate assessme nt tool at identifying those who are likely to cause serious harm. Although more time consuming and require more in-depth analysis of both the offender and the offence risk is assessed on predispositions, motivation towards certain behaviours and triggers that may contribute to harmful behaviour. Actuarial tools are not totally accurate (Kemshall, 1996) and although this is improved upon through use of clinical methods in decision making, professional judgement is also crucial. Social workers must be aware that social disadvantage plays a part and this can contribute to a higher assessment of risk and need and to be cautious about the total reliability of these factors when making recommendations that may affect an offenders liberty. Risk assessment and intervention or supervision should be informed by valid, reliable and ongoing assessment and Social Workers should familiarise themselves with research emerging in this area and the many assessment tools and change programmes available (Levy et.al., 2002). To support change Social Workers have to not just think about what work is done with the offender but how that work is done. Offenders under supervision have very high levels of need. Moreover, although most offenders have many needs in common, there are also significant variations that necessitate the thoughtful tailoring of individual interventions if the effectiveness of practice is to be maximised. In delivering effective practice, the accumulated weight of evidence†¦drives us towards recognition that practice skills in general and relationship skills in particular are at least as critical in reducing re-offending as programme content (McNeill et al., 2005, p.5). This recent review of core skills required for effective Criminal Justice Social Work practice raises challenges in practising ethically and effectively but when applied critically and reflectively this could achieve positive outcomes that are in the interest of the public, victims and offenders. Although the law is crucial in framing Social Work practice in the Criminal Justice process it is equally important that Social Work skills and values are central to effective interventions as the role is both demanding and rewarding. Crime has become increasingly prominent both in the public and political agenda and therefore, Social Work has become more prominent and complex. Social Workers have a professional responsibility towards victims, the Court, community and offenders. To fulfil this role effectively, Social Workers must have a clear, confident understanding of their role, the legislative and policy context and a commitment to increasing and developing knowledge, skills and values required for effective and ethical practice.