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PR persuasion models


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How persuasive models work together.

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PR persuasion models

  1. 1. Purple Communications LTD+ Michael Arias Molina (Guarriello) Natalie Bogner Christina Peach Sash Rosenberg
  2. 2. + Why are we here?  To highlight the systemic problem of child obesity.  To analyse public opinion regarding the topic.  To reflect on aspects of PR and persuasion theory that can help control the increase in child obesity.  To provide suggestions and examples of tactics, which employ persuasion theory.  Analyse ethical issues and potential conflicts.  Careful evaluation of theory and examples on execution. Purple Communications LTD
  3. 3. + Why are we needed?  To bridge the communication disparity between government and the public in regards to obesity.  To close the communication gap among parents and children.  To help parents recognise and become more aware of the issue.  To address the lack of approach towards this emotional behavioural linked problem.  To evaluate the importance of PR in this issue. Purple Communications LTD
  4. 4. + What are we going to do?  Analyse and assess how attitudes and beliefs can change long- term behaviour.  By using various PR persuasion models and theories, we intend to provide examples of planned behaviour change. Purple Communications LTD
  5. 5. + What campaign messages can we use persuasion techniques with?  High numbers of diabetes linked to obesity.  Heart disease as a result of obesity.  Obesity raising the risk of premature cancer. Purple Communications LTD
  6. 6. + Planned behaviour model… Two scenarios There are no health risks regarding Unaware of childhood obesity childhood obesity and the Ambivalent risks towards obesity I have control There is no need Childhood No change in over my child‟s for change obesity can behaviour weight increase the risk of diabetes and heart failure Unfavourable I want my child to attitude towards be healthy and childhood live a long life obesity Belief Attitude Intention Behaviour Purple Communications LTD
  7. 7. + Planned behaviour model… Two Scenarios Childhood obesity unhealthy causes unhappiness A healthier life is beneficial for my child I want my child to be happy I have control I am providing a Childhood I will encourage healthy lifestyle over my child‟s healthy living obesity can for my child weight increase the risk of diabetes and heart failure Unfavourable I want my child to attitude towards be healthy and childhood live a long life obesity Belief Attitude Intention Behaviour Purple Communications LTD
  8. 8. + Timeline… Include a Offer parents healthy eating cooking classes programme in Increase awareness and information schools to educate of health problems on healthy children related to obesity cookingThere are no I have control I am providing ahealth risks Obesity can over my child‟s I will encourage healthy lifestyleregarding increase the risk weight healthy living for my childchildhood obesity of diabetes and heart failure Unfavourable attitude towardsAmbivalent I want my child to childhood Set up helptowards obesity be healthy and obesity service for live a long life parents who want Use emotional to change connection to the child to get parents involved Belief Attitude Intention Behaviour Purple Communications LTD
  9. 9. + Using persuasion theories… Cognitive processing takes 2 routes Central Vs. Peripheral Purple Communications LTD
  10. 10. + Outcome and attitude change… Central Vs. Peripheral Resist counter persuasion Little or no longevity Greater temporary persistence Likely to follow suit if credible Strong attitude/behaviour change Little attitude/behaviour Can we use both routes to persuade? Purple Communications LTD
  11. 11. + The McGuire „Input/Output‟ Model Input Source The source needs to be credible and attractive to the audience. Could be a professional Receiver Message The audience needs to be The information needs to be analysed to understand designed to appeal to the personalities and guess how audience best to approach change The Channel Destination Audience The context in which the The desired outcome after message is delivered the message has been needs to be decided to sent needs to be designed reach the desired here audience Purple Communications LTD
  12. 12. Output+ •Tuning in/exposure/receiving •Storing information The message Audience •Remembering new •Attention to the attitude when channeled communication needed •Liking the information •Decision to act based on attitude •Comprehending the change information and learning •Acting on the • Generating related decision made cognitions •Behaviour after •Acquiring knowledge and acting on decisions skills from information •Converting others •Agreeing with the to attitude change information and changing attitude Purple Communications LTD
  13. 13. + Therefore…. This can be tailored for our campaigns and modified if the output are undesired. INPUT •Source is „credible doctors and health workers‟ •Message is that obesity of children can be seen as neglect •Channel is via school meetings and GP advice •Receivers are the parents and children •Destination is for the message to prevent increases in child obesity OUTPUT •Is the audience tuned in? •Are the parents and children paying attention? •Do they like it? IF THE •Do they understand it? •Are they generating related cognitions OUTPUT IS •Are they learning how? NOT WHAT IS •Do they agree? •Are they memorising? DESIRED. WE •Can they retrieve information from memory? CAN CHANGE •Have they decided to act on retrieved information? •Are they acting on it? THE INPUT! •What is the behaviour after acting on decisions? •Are they converting others to the new behaviour? Purple Communications LTD
  14. 14. + Interaction Planned Behaviour Model Elaboration Input Output Likelihood Model Model Purple Communications LTD
  15. 15. + Can these models work together to form an effective persuasive campaign?  These models can be used in conjunction with each other to design an effective campaign.  The models will not only help the planning stages, but also help to evaluate the design of the campaign. This allows improvement and adaption if needed to other campaigns or to retarget the same audience in current campaign.  Models allow the sustainability of the campaigned designed.  Persuasive theory has been used in many other industries and therefore can be applied within healthcare. Purple Communications LTD
  16. 16. Purple Communications LTD+ Thank you
  17. 17. + Bibliography Cacioppo, J. T. et al., 1986. Central and Peripheral Routes to Persuasion: An Individual Difference Perspective. Journal of Personality and Social Psychology, 51(5), pp.1032-1043 Campbell, D., 2012. Diabetes threatens to bankrupt NHS within a generation. The Guardian. [online] 25 April. Available at: nhs-generation [Accessed 19 October 2012] Davis, T., 2010. Journey of a fat girl. But You Don’t Look Sick. [blog] 6 February. Available at: writers/journey-of-a-fat-girl/ [Accessed 19 October] Eleftheriou-Smith, L.M., 2010. NHS recruits Rankin to tackle obesity. Campaign. [blog] 13 September. Available at: [Accessed 18 October] Eckel, R. H., 1997. Obesity and Heart Disease. American Heart Foundation, 96, pp.3248-3250 Female First, 2012. Childhood Obesity and „The Ticking Cancer Timebomb‟. Female First. [blog] 30 November. Available at: [Accessed 19 Ocotber 2012]
  18. 18. + Meadors, H., 2012. Don‟t “Super Size Me”. Candor News. [blog] 28 September. Available at: size-me/ [Accessed 17 October 2012] NHS, 2012. NHS Brand Guidelines. [online] Available at: [Accessed 18 October 2012] NHS choices, 2012. Obesity – Complications. [online] Available at: [Accessed 18 October 2012] Perloff, R., 2010. The dynamics of persuasion. 4th ed. New York: Routledge Rice, R.E. & Atkin, C.K., 2012. Public communication campaigns. 4th ed. Thousand Oaks: Sage Sher Fertility Clinics, 2012. My Journey to Family – Video Contest. [online] Available at: [Accessed 19 October 2012] Teamrich, 2008. 20 Obesity-Related Diseases. [online] Available at: [Accessed 17 October 2012]