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Unformatted text preview: ADPR 5910 Notes PR Administration 1/27/11 Effective Communication Information- Content and channel of communication- Lasswell: Who says what to whom with what effect Persuasion- Attempting to influence people- Persuasion (more logic and argument based) is not deception, coercion, or propaganda (skirts logic, highly emotional, meant to achieve only one effect)- In PR we t ry to get publics to agree with ideas, to change opinion, to enlist behavior Dialogue- Intentional interaction between two parties Rhetoric/Persuasion- Ethos: credibility, charisma, control, spokespeople o ETHOS = CREDIBILITY- Logos: proposition, verbal evidence o LOGOS = LOGIC- Pathos: love, virtue, humor, sex, negative emotional appeals (guilt, fear) o PATHOS = EMOTION Verbal and Nonverbal communication- One-sided Arguments o Simply state our perspective o Most useful with publics that already agree with us o Reinforcing- Two-sided Arguments o Acknowledge another side of the argument- Final word- Drawing conclusions...
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This note was uploaded on 09/07/2011 for the course ADPR 5910 taught by Professor Reber during the Fall '10 term at University of Georgia Athens.
- Fall '10