Chapter 14 C.A.T.

Posted: October 14, 2013 in C.A.T



Chapter 14 focused on the persuasion process and understanding the overall intent of the message.  The ability as a PR writer to understand the audience’s motives was one of the key points in the chapter. As a component of understanding the audience’s motivations, there was a connection to past theories disussed in Chapter two including: Cognitive Dissonance, Elaboration Likelihood and Maslow’s Hierarchy of Needs. The hierarchy of needs bleeds over heavily into the PR world as it requires an individual to address and understand the motivation behind basic human needs ranging from physiological to self actualization–the latter being cited by Maslow as the most important. One key point that I found to be very interesting was the fact as a PR writer, it’s important to identify the audience and discern which channel to craft the persuasive message through. The elements of ethos, logos and pathos were briefly touched on as well.

[Image via ZWanneredPsych.Blogspot]


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