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Resisting Persuasion

Recall a recent experience in which you tried persuade a friend of other person to take some type of action.

What method did you use?

PR Defined

PR Careers !

Discussion Board

FYI

Comm 303

Comm 308

Comm 403

Theory of Psychological Reactance (Brehm)

Recall a recent experience in which you tried to persuade a friend of other person to take some type of action.

Make sure you identify the persuasive strategy.

counseling

research

media relations

publicity

employee/member relations

community relations

public affairs

government affairs

financial relations

industry relations

development/fund raising

minority relations

Special events

Marketing Communication

Difference between PR & Marketing

Deliberate, planned and sustained effort to establish and maintain mutual understanding between organzations and public

PR- Building/maintaining relationships with the public.

Marketing- Focused on direct revenue, quid pro quo

Meeting customer demands.

PR Concepts to Keep in Mind

PR as a Process Race

1. Research- What is the problem?

Publicity- uncontrolled method of placing messages

Advertising- controlled method of placing messages

2. Action & Planning- what is going to done about it?

3. Communication- how will the public be told?

4. Evaluation- was the audience reached and what was the effects?

Practitioners operate on 2 levels

1. advisors to clients

2. technicians who produce the message

Yielding to Persuasive Messages

Strategies for Persuasion

Kelman

Credibility

1- compliance

2. identification

3. internalization

- competent

- trustworthy

- extroverted

- composed

- sociable

-We need to be in control of our actions

-Resistance to change=psychological reactance

Strategies for Persuasion

Receiver Characteristics

-susceptibility- importance of issue

-personality: dependent and unstable and well informed

Resistance

Destructive- resisting for the sake of resisting

Constructive- contributes positively to the situation

i.e.- Stanley Milgram experiments

Maslow's Hierarchy of Needs

Influencing Others

Self-actualization Needs

Self-esteem Needs

Social Needs

Safety Needs

Physiological Needs

Expectancy-Value Theory

Behavior is predictable

-our attitudes about personal rewards and

-how we think others will feel about our choices

Behavioral

Intention

Expectation of personal reward

Expectation of approval from others

Influencing Others

Persuasion

Influencing Others

Coercion: Threats and Punishments

-threats should be real to be influential

-i.e.- cancer vs. Y2K

-Social Expectations-rewards

-very influential

-norms,control(sanctions)

Persuasion

Burgoons Model of Persuasion

Feistinger's Cognitive Dissonance

cognitive=thoughts

dissonance= harmony

Persuader

Intentionally creates a message

1. arouse dissonance

2. present ways to reduce dissonance

Coping with Dissonance

To influence a target's

-discredit the source

-reinterpret the message

-seek new information

-stop listening

-change

Beliefs, attitude, values, and/or behavior

Persuasion & PR 200s

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