Chapter 2

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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