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PR Comm: Persuasive Writing

  1. We must use persuasive techniques that are...
    • Truthful
    • Direct
  2. Basics of Communication
    • Sender
    • Advances the objectives of the organization/ sender
    • Message
    • what should they think, believe or do?
    • to advance organizations's messages
    • Reciever
  3. Message Basics

    the RAU BRA
    • Recieved
    • Attention
    • Understood
    • Believed
    • Remembered
    • Acted upon
  4. Research
    Know your audience/targeted public
    Passive
    Active
    Audience Analysis
  5. Source Credibility
    • Expert
    • Charismatic
    • Sincere
  6. Appeal: What's in it for me?
    Appeals to Self-Interest
  7. Copy-test on audience/public
    Avoid jargon the public won't understand
    Message Clarity
  8. Triggering Events
    Seasonal Events
    Timing and Context
  9. Smokey the Bear
    i<3NY
    UPS
    Symbols
  10. Word choice and framing
    Semantics
  11. To personalize and humanize
    Drama
  12. Convey objectivity and importance
    Factual
    Surveys/polls
    Testimonials
    Endorsements
    Emotional Appeals
    Statistics
  13. ____ appeals are more effective than ____ appeals/
    Positive, Negative
  14. Celebrity is most effective when audience has
    low involvement
  15. ____ appeals work only when immediate action can be taken
    Highly fear-arousing appeals
  16. Highly educated audiences use ___ appeal, instead of emotional
    Logical
  17. ____ audiences need
    lots of visuals
    catchy themes or slogans
    short messages only
    Passive
  18. The deliberate and systematic attempt to shape perceptions, manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandist
    Propaganda
  19. plain folks
    testimonial
    bandwagon
    card stacking
    transfer
    glittering
    generalities
    propaganda techinques
  20. An explanation for observable phenomena
    Proposition that tries to explain the observed facts related to a specific problem
    Theory
  21. Theories of Communications
    • Media uses gratifications
    • Cofnitive dissonance
    • diffusion and adoption
    • Framing
    • Two-step flow
    • Hierarchy of needs
  22. Factors that Affect the Adoption Process

    Relatives Cant Commit To Orphans
    • Relative Advantage
    • Compatibility
    • Complexity
    • Trialability
    • Observation
Author
toriforrest
ID
68629
Card Set
PR Comm: Persuasive Writing
Description
Exam 1 Chapter 2
Updated

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