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Becoming a Persuasive Writer February 25, 2010

Posted by Chris Yates in PRCA 3330-Reading Notes.
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     I think that understanding the basics of communication should be a foundation for any writer, but especially for those intending to persuade his/her audience. It is important to be able to accurately identify the publics and stakeholders that a message could affect, and also to be able to determine which type(s) of medium is appropriate for delivering that message.

     Different people seek news or use media for many different reasons. Theories of communication, shuch as Media Uses and Gratifications Theory, show PR professionals how to segment audiences based on the way they tend to interact with certain types of media. Other things to consider are the ways in which consumers of media adopt new ideas and the ways in which they fulfill their hierarchy of needs.

     Understanding basic concepts of communication theory allows a writer to “know” his or her audience much better. This is the key to persuasive writing. If the writer knows the audience leans a certain way on an issue, then the story can be easily framed.

All information is paraphrased from the book, Public Relations Writing and Media Techniques 6th ed.

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