An entire book was titled this word, when in reality, every book should carry this word somewhere on the cover. Every media message is meant to persuade. Images, words, advertisements, commercials, movies, press releases, news stories, and billboards all have a message they want to convey. It’s communication, and there is an art to persuading that has been recorded in the PR book.
There are three purposes of persuasion.
1.Change or neutralize hostile opinions
2.Crystallize latent opinions and positive attitudes
3.Maintain favorable opinions
The goal is to get people to feel good about something and to make sure they stay happy. What are ways to do this?
•Appeals to self-interest
•Suggestions for action
•Clarity of message
•Content and structure of messages
•Timing and contexts
What I like about these strategies is that it’s a fair way to do business with clients. Listening, doing research, brainstorming, and connections that you have are all great tools to help in persuasion. The more success you’ve had in the past backs up your skills and it’s no longer a lying game or trying to make yourself look better. You truly have something that the client wants and needs, and your portfolio will do the persuading for you.
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