Public Relation

questionOCTOBER 2009 PART C

QUESTION 4

In order to be able to persuade public effectively, public relations practitioner should be

knowledgeable on the factors of persuasive communication.

a) List down three (3) uses of persuasion in public relations.(3 marks)

Use to charge or neutralise hostile opinions

Crystallise latent opinions and positive attitudes

Conserve favourable opinions

b) There are six (6) factors involved in persuasive communication. Briefly explain on

each.(12 marks)

i) Audience analysis

-the knowledge of group attitudes and beliefs is an essential part of persuasion because it helps the communicator to tailor messages to group beliefs.

ii) Source credibility

-a message is more believable to the intended audience if the source has credibility and it explains why organisation use a variety of spokespeople, depending upon the message and the audience.

iii) Clarity of message

-the meaning of an idea in an event, situation or message has to be clear in order to be persuasive. Many messages fail because the audience finds the language too complex or unclear .

iv) Timing and context

-a message is more persuasive if environmental factors support the message or if the message is received within the context of other messages and situations with which the individual is familiar.

v) Suggestions for action

-people will endorse ideas only if the ideas are accompanied by a proposed action from the sponsor of the idea.

vi) Content and structure of messages

-a number of techniques can make a message more persuasive. use number of devices, including statistics, examples and testimonials.

APRIL 2008 PART B

QUESTION 3

Briefly describe four (4) reasons why defining publics is very important in a public relations

program.(5 marks)

-To determine relevant public relations programes, for example youth programes for the youth.

-To determine priorities and work within the budget and resources provided, for example a...