This document discusses various concepts related to persuasive writing and communication theories. It provides an overview of the basics of persuasive communication including audience analysis, message clarity, timing, appeals, and content structure. It then summarizes several influential communication theories such as the magic bullet theory, two-step flow theory, cognitive dissonance theory, agenda-setting theory, framing, diffusion and adoption theory, uses and gratifications theory, and Maslow's hierarchy of needs. Examples are also provided to illustrate how some of these theories could apply to public relations scenarios.

1. Persuasive Writing

2. We are PR Professionals PR writers are advocates in the marketplace of public opinion We must use persuasive techniques that are Truthful Socially acceptable

3. Basics of Communication Sender (advances the objectives of the organization/sender) Message (what should they think, believe or do - research to find out what they know before you make the message) Media (TV, billboard, newspaper, friend) Receiver (public you must reach)

4. Message Basics Message must be – Received Attention Understood Believed Remembered Acted upon

5. Persuasive Writing Audience Analysis Research Know your audience/targeted public Source Credibility Expert/Charismatic/Sincere Appeals to Self-Interest “ What’s in it for me?” Message Clarity Copy-test on audience/public Avoid jargon the public won’t understand

6. Persuasive Writing Cont… Timing & Context Triggering events Seasonal Events Symbols, Slogans, Acronyms Semantics

7. Persuasive Writing Cont… Content & Structure Drama Personalize/humanize Statistics Factual, people believe #s Surveys/Polls People want to know what others think Examples Testimonials “ I use it” Endorsements Image-transfer Emotional Appeals

8. More About Persuasion Generally speaking, positive appeals are more effective than negative appeals Celebrity is most effective when audience has low involvement Strong emotional appeals/fear appeals best when audience has interest in topic, concern Highly fear-arousing appeals work only when immediate action can be taken W/highly-educated audience use LOGICAL appeal, not emotional one Repetition is key Reminds them Breaks down resistance to message Helps overcome competing messages

9. Examples

10. Caution, Do Not… Use false or distorted facts to support your argument Do use illogical reasoning Don’t say you’re an expert if you aren’t Don’t use smear tactics Don’t appeal to hatred or “God” to further your cause Don’t conceal your real purpose Do NOT advocate something you don’t believe

11. What is a Theory? A theory is an explanation for observable phenomena. It is a proposition that tries to explain the observed facts related to a specific problem Magic Bullet Two-Step Flow Uses & Gratifications Media Effects (Agenda-Setting) Framing Diffusion & Adoption

12. Magic Bullet Theory One of the earliest media theories Direct effects Passive audience Media has powerful influence

13. Two-Step Flow Theory Use of opinion leaders (those who pay attention to the news/info) People rely on more knowledgeable people to tell them how to vote, what to think Message goes from opinion leaders to aware or interested public, then to unaware audiences

14. Cognitive Dissonance Theory People do not act on message if it’s contrary to their beliefs Therefore you must introduce information that causes them to QUESTION their beliefs

15. Media Effects (Agenda-Setting Theory) Media has limited effects Media doesn’t tell people what to think, but WHAT TO THINK ABOUT! Above the fold? Leads the newscast?

16. Framing How media select certain facts, themes, words How did Bush frame war with Iraq? War on terror Search for WMD Saddam a threat to other countries Saddam a threat to his own people Non-compliance issue

17. Framing Cont… How media frames: War on terror Search for WMD Saddam a threat to other countries Saddam a threat to his own people Non-compliance issue

18. Diffusion & Adoption Theory Five Steps (1) Awareness (2) Interest (3) Trial (4) Evaluation (5) Adoption ACTIVE v. PASSIVE audience/public

19. Active or Passive? Passive audiences need to be lured: Lots of visuals Catchy themes or slogans Short messages only WHAT MEDIA IS RIGHT FOR THIS TYPE OF AUDIENCE?

20. Diffusion & Adoption Cont… PR most influential in first two steps (1) Awareness (2) Interest Friends/family most influential in trial & evaluation stages A person does not necessarily go through all 5 stages with any given product/idea

21. Factors that Affect Adoption Process Relative Advantage Compatibility Complexity Trialability Observation

22. Uses & Gratifications Theory Media has limited effects People CHOOSE what media they consume Active audience members

23. Maslow’s Hierarchy of Needs Physiological needs (food, clothing, shelter) Safety needs (loss of life, protection against danger) Social needs (friendship, love) Ego needs (self-esteem, status) Self-fulfillment needs (talent, intellect)

24. Applying Theories to PR Magic Bullet? Two-Step Flow? Media Effects (Agenda-Setting)? Framing? Diffusion & Adoption? Uses and Gratification

25. Agenda-Setting Theory A local newspaper decides to run a front page article on the drug bust of a prominent member of the community.

26. Two-Step Flow Theory An anti-tobacco campaign that targets elementary students uses popular high school students to communicate the message.

27. Uses & Gratifications Theory Shirley’s Green House develops a weekly gardening program that airs locally on TV Channel 31.