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Message+Strategy+Persuasion+and+Ethics+Feb+1+and+8+2011

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Message Design for Public Relations & Organizational Communication Message Strategy
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Public Relations Messages Inform Persuade
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Persuasion At best, difficult. Why? Examples? Selective exposure Selective attention Selective perception Selective retention
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Persuasion by the Peripheral Route Reciprocation (you owe me) Commitment and consistency ( I always vote R or D) Social proof (peer pressure, the herd) Likeability (physically attractive/charming/charismatic) Authority (the source in a white lab coat)
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Persuasive strategies Examples? Identification Call to action Familiarity, credibility and trust Clarity
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Persuasive strategies Untrustworthy sources Credible sources Untrustworthy media sources Credible media organizations
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Audience issues Hostile Sympathetic Undecided
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Audience issues Type Appeals Hostile Rational/direct Sympathetic Emotional Undecided Convincing/rational Uninformed Informational
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Types of appeals Emotional humor pathos Entertainment
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What medium or media
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Unformatted text preview: mix? Consider : • Audience media use • Medium/media with widest reach • Credibility factors • Cost implications • Most or least timely? Ethics & Public Relations Writing • Do I want to avoid a particular industry? • Is this client/organization ethically suspect? • Am I being asked to lie? • Is this truth or propaganda? Ghostwriting • Speeches • Op ed pieces • Letters to the editor • Annual report letters from the CEO • Quotes • Letters to customers/employees/colleagues Ghostwriting • How invested are you in your work? • How much do you want to own your efforts? • How does your ego deal with this? • Is the written product ultimately yours in the event of an error or crisis? Trademarks • Xerox • Kleenex • Band-Aid • Google Implications for Branding Not only a financial concern but the risk to brand equity • Xerox • Kleenex • Band-Aid • Google...
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