Chapters 9 & 10

May 31, 2010 by publicrelationswriter | Edit Persuasion – the art of using language effectively to:

  •  change or neutralize hostile opinions
  • crystallize latent opinions and positive attitudes
  • conserve favorable opinions


  • start at a point of agreement to develop an agreeable conclusion
  • offer structured choices
  • ask for more, but settle for less


  • Positive appeals are more effective than negative appeals.
  • Radio and TV are more effective than print media.
  • Logical appeals using facts and figures are more effective than strong emotional appeals, for highly educated audiences.

Persuasion Ethics 

  • Do not use false, misleading evidence to support arguments.
  • Do not deceive audiences b concealing the real purpose.
  • Do not advocate something you do not believe yourself.
  • Do not pretend certainty when degrees of probability exist.

Chapter 10 – Conflict Management 

How to Manage a conflict: 

Four Phases 

1. Proactive phase – activities and thought processes that can prevent a conflict from arising or getting out of hand. 

2. a. Strategic phase – convey dangers or threats to people and/or organizations. 

      b. Prepare for the worst possible outcome. 

3. Reactive phase – Employ strategies to assist negotiations or arbitration efforts to resolve the conflict. 

4. Recovery phase – strategies to bolster or repair a reputation in the eyes of the public. 

Sources: Public Relations Strategies and Tactics,

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