Chapter 15 C.A.T.

Posted: September 30, 2013 in C.A.T
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PERSUASION: “The Big Idea”


In PR, it is vital that the “big idea” be kept in mind,

  • Interest- why should the audience be moved?
  • Desire- what about this message wants to make them act?
  • Explanation- reinforce their participation
  • Action- what should the reader/consumer do?

Chapter 15 was oddly enough one of the more alluring chapters in terms of providing examples of persuasion. Persuasion is arguably one of the most important qualities in PR writing and speech communication in general. However, like with most things, persuasion doesn’t fall into a particular paradigm; there is a myriad of different avenues through which a journalist and PR writer can effectively persuade their audience. Direct mail can often times be regarded as a 50/50 crapshoot in that it has become easy to overlook especially in today’s society where technology reigns supreme. Chapter 25 also explains how standard and “predictable” this form of mail is, yet it is one of the most obvious and has the most persuasive potential. Captivating the audience through direct mail lies in several things, some fo the most important being the target audience and message, to the format and even the style.

[Image via News.Cision]


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