Abstract
M.Comm.
The process of creating a safe working environment for all has proved to be one of
the most complex facets within an organisation. This may be attributed to the fact
that there are so many elements involved in ensuring occupational safety. Not only
has the individual employee a responsibility towards safety, including his or her
attitude and risk-taking behaviour, but also does the organisation contribute towards
this hazard-free environment in providing a culture where safety is regarded as a
priority or not. Furthermore, the role of internal marketing will have an impact on
whether employees will buy into the concept of occupational safety. Internal
marketing may be conveyed through management and how they communicate the
importance of a safe workplace through elements such as training and motivation.
From the above it is clear that both individual and organisational factors play a
crucial part in ensuring a hazard-free environment. The challenge is to link these
factors together ensuring cooperation from both the employee and employer. If the
idea of a safe working environment is not effectively marketed inside the
organisation, the factors involved will be negatively influenced, leading to an
unsuccessful implementation of safety in the organisation.
The purpose of this research study is to determine whether occupational safety can
be promoted successfully through internal marketing. Unless there is an
understanding of all the concepts related to a safe working environment, the benefits
as a result of the implementation of occupational safety will not be fully grasped.