Home > Reading Notes - COMM 2322 > The Art of Persuasion

The Art of Persuasion

Reading Notes #10 – COMM 2322

Chapter 9 in Public Relations Strategies and Tactics-9th Edition-Wilcox, D. & Cameron, G. talks aout the art of persuasion as it applies to PR.

This chapter also highlights the meaning of public opinion, which is “the collective expression of many individual’s opnions. This binds people to certain aims, apirations and goals.”

According to sociologists, opinion leaders have more information on an issue than the average person, usually are early adaptors when a new idea presents itself and are extremely organized so they can encourage others to take action.

8 Basic appeals that people are motivated by are:

  • power
  • respect
  • well-being
  • affection
  • wealth
  • skill
  • enlightenment
  • physical and mental vitality

This textbook can be found here.



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