Develop and Apply Knowledge of PR Industry

Week 1: Write Persuasive Copy/Introduction to subject

QWRT501AWrite Persuasive Copy1

Introduction to Write Persuasive CopyWelcome to Write Persuasive Copy.

An essential skill for aspiring Public Relations practitioners is the know-how to write persuasive copy to communicate messages to various target audiences.

The subject is comprised of three key elements:Analyse and interpret a creative briefEvaluate creative optionsPrepare persuasive copyTodays LectureIntroduction to SubjectWhat is Copy? The role of copy in Public RelationsThe Art of Persuasion Persuasion in Public RelationsInformative versus Persuasive writingWhat is Copy?Copy refers to written material, in contrast to photographs or other elements of layout, in a large number of contexts, including magazines, media releases, advertisements, even the paragraph on the back of your shampoo!Copy is any written set of words used to sell or promote something.Literally, it is all of the words that appear in a promotion or advertisement or that provide information about a product, service, event etc and persuade consumers to accept a certain view or take a certain action.

The role of copy in Public RelationsOrganisations want to inform its publics about its business or service and persuade them to look on it favourably ie build (& maintain) a relationship.

Whilst planning a Public Relations program, important to work out how written messages might persuade a public to take action. Principal aim of PR communications: manage relationships with publics in the organisations environment.

The role of copy in Public RelationsThe basis of PR is building relationships in an ethical foundation

Ability to write persuasive messages ranks high as a writing skill and is to be nurtured!

All PR writing has a persuasive foundationWhat is a Copywriter?A copywriter is a skilled wordsmith and ideas person. They come up with creative concepts for promotional material and express those concepts in headlines, media releases, web content or whatever may be required. They then craft copy (words) or dialogue to further enhance the material.PR practitioners are by nature copywriters so work on your writing, spelling & grammar skills!Copywriting is a stand-alone profession. People pay good money for superior writing!

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The Art of Persuasion A Persuasive message is a required change (call to do something) plus a reason to act (For example. Your target audience is persuaded to forgo their usual Saturday sporting event in favour of the cinema; purchasing a ticket to your clients film).

The art of Persuasion has historical links with old-style public speaking/gatherings, long before media or other modern communication tools came into existence (How would you promote a product without the benefit of phones/television/newspapers etc?)

Even ancient cave paintings are a type of Persuasion

The Art of PersuasionThere have been countless studies into persuasion aiming to answer one question:What makes people change their behaviour or attitudes?

Or in other words: What makes a persuasive message work? or ideally What is the perfect persuasive message?

Writers must be alert to factors in peoples lives that may prevent them from acting on a message.

However, persuasion does not necessarily result in action!

Persuasion in Public RelationsAs mentioned earlier, organisations want to inform their publics about its business or service and persuade them to look on it favourably seeking to build (& maintain) a relationship.

Hard job convincing publics to change behaviour/attitude etc

To write persuasive messages, you need to know the ways in which people process information and how they make decisions hence why we study communication theory.

Persuasion in Public RelationsPersuasion in PR conjures up negative associations ie propaganda, brainwashing, spin, vacuous/empty

Important to understand connections between PR and propaganda. Persuasive writing is it Propaganda?

PR messages must establish rapport with audience and give them reason to act

Use language designed to motivate people to take actionWrite Persuasive CopyWriting copy is all about knowing how to sell a product or a service persuasively.

Learning how to write persuasive copy will help you with job applications, report writing, assignments etc.

Write Persuasive CopyHow to write persuasive messages (copy):Decide what action you want publics to take (normally changing something behaviour, voting/purchasing decision, attitude etc)A Persuasive message is a required change (call to do something) plus a reason to act (because). Four important steps:1. Identify change sought2. Provide reason for desired change3. Summarise into a simple, brief sentence (or two)4. Limit each persuasive message to one call for changeWrite messages that match the change sought by an objective

Persuasion in Public RelationsPersuasion is a special type of Communication: - Your source must come across as credible- Even if trying to persuade you must be honest & accurate. Your copy (what you write) must correspond with your companys actions. - Audience must think you are telling the truth (& do so!) - Audience likely to be persuaded by sources (ie celebrity spokesperson) it likes. - Audiences tend to believe people who know more than they do, but not too much more. PR is about building relationships rather than one-sided propaganda.

Persuasion some history & theoryPersuasion has historical links with public speakingSignificantly, persuasion is associated with rhetoric*In addition symbols, storytelling, metaphors, analogies, slogans, demonstrations, events etc*Aristotles Rhetoric is an ancient Greek treatise on the art of persuasion, dating from the 4th century BC and described by him as a system of logic:Ethos expression of character in discourse (appeal to credibility/authority)Pathos appeal to emotionLogos appeal of a logically developed argumentAristotle was a Greek philosopher (384 BC 322 BC)Persuasion some history & theoryVarious models of persuasion theory and all have an implication for persuasive writingAudiences do not process all messages equally Writing: motivated publics require messages focusing on logic, content & argument. Less-motivated publics may require metaphors, human interest stories and not just the facts.People will work to avoid messages if they conflict with their current beliefsPeople are active and selective consumers of media messages. Writing Persuasive Copy: need to understand some of the theories of message construction also how people use information they receiveInappropriate tactic is to base persuasion on fearWriting Persuasive Copy: problems must be presented in such a way people feel able to handle themPersuasion some history & theoryWilliam McGuire Persuasion Process model (1989)Six steps from awareness to behavioural response1. Presentation2. Attention3. Comprehension4. Yielding5. Retention6. Action(Practical implications for writing & design at each step)

William McGuire Persuasion Process model (1989)

Persuasion some history & theoryOne of the best-known theories explaining the actions of people is that of Dr. Abraham Maslow.Maslows Hierachy of Needs not only must you understand your audience, but also the levels at which they can be influenced. Not necessary guarantees success, but greatly increases likelihood youll adopt a spokesperson (source), select an appeal (approach), develop content (message) and choose a medium (channel) that will effectively influence your public.

More history & theory next weekMaslows Hierachy of Needs1.Physiological needs include the need for food, clothing, and shelter.2.Security and Safety needs include the need to be free from physical danger and to be secure in the feeling that physiological needs can be met.3.Social needs involve the need to be loved, to be accepted, and to belong.4.Ego needs involve the need to be heard, to be appreciated, and to be wanted.5.Self-actualization needs involved the need to achieve ones fullest potential.

Informative versus Persuasive WritingInform versus Persuade? Handy to use the example of a written speech. - Inform would be to clarify, instruct or demonstrate a point - Persuade would be to convince a target public to adopt a point of view or to take a particular action.Writing persuasive messages is more challenging than writing informative messages.

Activity:ACTIVITY Example new muesli bar. Write messages1. About the new product & how nutritious it is (increase awareness)2. The benefits of using it (increase understanding)3. Where they can get it/cost (persuade them to buy it)ALWAYS ASK IF MESSAGES ARE RELEVANT TO SELECTED TARGET PUBLICS

BibliographyFoster, J 2008, Effective Writing for Public Relations, 4th edn, Kogan Page, PhiladelphiaMahoney, J 2008, Public Relations Writing in Australia, Oxford University Press, South MelbourneNewsom, D & Haynes, J, Public Relations Writing Form & Style, 8th edn, Thomson, Wadsworth, BelmontTench, R & Yeomans, L 2006, Exploring Public Relations, Pearson Education Limited, EssexTreadwell & Treadwell 2005, Public Relations Writing Principles in Practice , Sage Publications , CaliforniaTymson & Lazar 2008, The New Australian & New Zealand Public Relations Manual, Tymson Communications, Manly