Chapter 2 discusses the concept of becoming a persuasive writer. Key points include:
- Role of persuasion as a human characteristic.
- Media using gratification, cognitive dissonance, framing, diffusion and hierarchy of needs.
- Devices: drama and human interest, statistics, surveys and poles, examples, testimonials and endorsements.
- Techniques: yes-yes, structured choice, seek partial commitment, ask for more – settle for less.
Public Relations Writing and Media Techniques (6th Edition)
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