Q1. Explain the Ten-point Planning Model for a Public Relation Campaign?

Public relations are a great way to build your business’ image. Creating a plan for your public
relations strategies will keep you on track for leveraging your brand positioning and achieving
your goals.

Here are 10 steps to follow to create a successful public relations campaign:

1. Know your audience.

Establish a foundation that’s grounded in insights. Do your research and ensure that whatever
products or services you support, actually fulfill a customer need. Will your customers be
satisfied with what they’re being offered? If not, voice those concerns internally. Many times PR
practitioners can provide an ear closest to the customer, given their access to what press and
analysts are hearing from end users. Use that knowledge to support the development of offerings
that will truly delight the marketplace.

2. Be a patient storyteller.

Many times brands and businesses get anxious and want to tell their story “right now.” Whether
it’s the perception of momentum competitors may have or the need to “be a part of the
discussion,” you can do more harm than good if you go out with a plan that’s half-baked. Take
your time and don’t succumb to the pressure of “doing something.” Tell the right story, at the
right time, to the right people. 

3. Focus on outcomes over activities.

Navigate by a North Star. What are the headlines, perceptions, and actions you want to see
delivered through your plan? What do you want readers to see/hear/feel/do? Try and align to a
long term plan and work towards creating a set of desired outcomes and key moments in time
that create waves over ripples. The alternative, doing a bunch of activities that are not aligned to
a broader strategy, isn’t the best use of your resources (nor is it the way to build a durable team).

4. Know the difference between stories and news.

There is a difference between stories and news. Stories have a cascading effect and maintain the
necessary elements for driving reader engagement. Great stories are shared. News
announcements are fleeting, and at their worst, inconsistent over time. Press do their homework
and it’s very easy for them to dismiss “another press release” as noise, versus something of
substance that they need to take an interest in, following and sharing with their readers.

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5. Go beyond the echo chamber.

Focus your attention outside of the walls of your business. If you spend too much of your time
“drinking the Kool-Aid,” you’re going to miss an opportunity to understand broader market
sentiment. Don’t dismiss what competitors do. Take an interest in learning and reading about
others. What do they do well? Where can you differentiate? By knowing as much as you can
about the broader environment, the more well-rounded and precise your plan will be.

6. Be humble.

Focus on your products, partners and customers. Worry about what you are doing that makes you
great. Be proud, but don’t be boastful. Utilize partners and customers to tell your story. In fact,
all of the messaging you create should be supported by a third party advocate who is willing to
engage proactively with press on your behalf.

7. Under promise and over deliver.

This is pretty straight-forward, but if you stick to the basic benefits and resist the urge to speak in
far flung generalizations, you won’t run the risk of getting out over your skis. It’s okay to talk
about vision and how you see the world, but be very clear on what you intend to deliver and
when. If you stick to this commitment the more likely you never bend to say something that isn’t
accurate.

8. Have a call to action.

Think about the actions you want people to take so you can maintain a relationship. This can
come in the form of a pointer that brings the reader back to your website. Once you have
someone’s attention, how will you keep them engaged? This is crucial.

9. Public relations are not an island.

PR is far more than a vehicle that creates awareness at the end of a product cycle. Great PR
teams are woven into the fabric of the business from day one. The team should be integrated into
the long-term plans of the company to ensure product and PR plans stay aligned. Spend a good
amount of time with others (e.g. engineering and design). Some of the best stories will come
from those closest to the product.

10. Require the requirements.

Every plan must meet a set of requirements (data, partners, launch dates etc.). If the requirements
aren’t met, that becomes your ultimate “go/no go” filter. PR practitioners often find themselves
in a position where they are the ones to decide how, when and where a news announcement takes

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place. Your requirements become your rules of engagement, giving you the confidence you need
to know your plan is sound.

Q2. Write note on Press release, Handout and Press Note. Also explain how these are
different from one another in style and structure?

Press Release:

A press release, news release, media release, press statement or video release is a written or
recorded communication directed at members of the news media for the purpose of announcing
something ostensibly newsworthy. Typically, they are mailed on a tissemis, faxed, or e-mailed to
assignment editors at newspapers, magazines, radio stations, television stations, or television
networks.

Tom Kelleher states in his book, Public Relations Online: Lasting Concepts for Changing Media,
that “given that your news-driven publics include bona fide journalists as well as others who read
and report news online, the term news release seems to work better online than press release”.
Fraser Seitel also refers to press releases as being, “the granddaddy of public relations writing
vehicles.”

Press/news release is one of the most important tools the public relations departments use for
press relations. Public relations department of every organisation, private or public, uses press
release for public relationing. But some releases are published on front and back pages with flash
heads while others find their place on the spike or rest in waste paper basket. But why? What’s
the reason that one release gets eminent space while the other is totally, ignored. The answer lies
in the production skills and techniques of public relations officer which make the editor to decide
the fate of the release. Some basic techniques of producing a good press release are given in the
following lines:

( i)   It should be written on official pad of the organisation.

(ii)   The name and address of the sender should be clearly indicated together with the name,
telephone number of somebody who can give any further information sought by the newspaper.

(iii)  The date should be given on the release with instructions like “immediate” or stating when
it should be published.

(iv)  It should be typed on one side of the sheet in double spacing and with generous margins.

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(v)   The release should have a heading showing clearly what it is all about.

(vi)   The release should be written in inverted pyramid style i.e., basic and most important
fact(s) should be given in the first paragraph.

(vii)  In the body of the release the questions like: what the news; where it happened; how it
happened; to whom it happened; how and why it happened etc. should be solved.

(viii)  The release should be free of ambiguity, technical and unfamiliar words and terminologies
should be avoided.

(ix) It should be brief and terse.

(x) It should contain authentic facts and figures.

(xj) If individuals are mentioned, their full names and state positions should be clearly given.

Handout:

A handout is something given freely or distributed free to those in need. It can refer to materials
handed out for presentation purposes or to a charitable gift, among other things.

During the Great Depression, many people lived entirely on handouts of one kind or another.
The term became especially popular among hobos, who developed a system of signs and
symbols to describe the nature, quantity, and availability of handouts.

In more recent times, the perceived ineffectiveness of simple welfare schemes has given the term
a negative connotation. “Give a hand up, not a handout” is a common remark among proponents
of workfare or other welfare-to-work systems. As the issue of homelessness has become more
visible and controversial, handouts to panhandlers are more often frowned upon by those who
believe the behavior encourages homelessness. The term “government handout” is often applied
to both welfare systems as well as corporate welfare or pork. The implication is that a handout is
unearned and undeserved, unlike a “donation” or “contribution”.

Handouts may also refer to short, usually single-page assignments distributed in high school or
college.

According to John Hoheberg, author of the book “The Professional Journalist”, handout is a
contemptuous name bestowed by newspapers long ago on the public relations news release.
Similarly, other experts also don’t see any difference between a handout and a press release.

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 But many others, especially in Pakistan use this term for a press statement issued by some
government organisation especially PID in general circumstances for information of publics.

Writing techniques of a handout are mainly the same as that of a press release* However, a
handout on the one hand, highlights President, Prime Minister and Ministers or some others top
officials’ activities and on the other, it is meant for general people, so it should be written in
simple, effective language with all important facts recorded objectively and honestly, and in the
feast possible words.

It should answer the 5Ws and IH.

It should be in inverted pyramid style

It should not be deemed a pure publicity or propaganda tool.

It should be brief and to the point.

It should not contain unfamiliar and highly technical words and phrases.

The length of handout should be in correlation to the importance of the event.

It should not contain full text of the speech of the source unless it is extremely ‘ necessary.

If there is reference to an earlier event, its details in a few words must be given.

Press Note:

A press note is neither a news story, nor a press release, nor a handout which leave the, sub-
editor at liberty to publish it or the otherwise. It is an account of government view point issued
on important and urgent occasions. Newspapers or electronic media have no choice but to
publish or air it in the same language and with the same contents. So as far as its print or
broadcast is concerned that is no problem but as far as its understanding and comprehension by
the general public is concerned it should be taken into account while producing or writing a press
note. Hence, it should be terse, brief, timely, understandable, concise, and specific and should
contain all relevant facts and figures in their true perspective. It should be written in the policy
frame work of the government.

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Q3. Explain the need and importance of a code of ethics in public relations with special
reference to Pakistan?

Public Relations Ethics:

The words “ethics” and “ethical” are often used synonymously with morals, and ethical f virtues
of a person or a group of persons are also considered his or their moral qualities. Ethics has been
derived from the Greek word “ethos” and morals are derived from the Latin word “mores”, both
of which means habits or customs. According to the encyclopedia Britannic the ethics or
morality of persons or groups, however, consists not merely of what they habitually or
customarily do but of what they think is fitting, right or obligatory to do. Men’s actions are often,
but not always, a sign of what they believe: their actions may diverge from their beliefs, and both
actions and beliefs may differ from what men say I they ought to do or believe. Morality contains
an ineluctable normative element. Whereas a person may engage in habitual and customary
conduct without any reflective thought, ethics always involves reflective evaluation or
prescription concerning the conduct in question. Even when “customary morality” is spoken of
the reference of the term is not merely to the customs as such in the sense of regular, repeated
sequences of behavior but also to the view, at least implicitly held by the participants, that what
they regularly do is in some way right: it is not merely what is done, it is also what is to be done.

On the other hand, “Code” has been defined as a systematically arranged and comprehensive
collection of laws, regulations, rules of procedure or conduct or a generally accepted set of
principles.

Deriving from the definitions of ethics and code , as outlined above, we can define ‘ the Code of
Ethics as a collection of law, regulations, rules of procedure or conduct, or a generally accepted
set of principles concerning the conduct of a person or groups under various circumstances and
eventualities in a certain or given sphere of human activity. It consists not merely what the
people habitually or customarily do but in what they think it is fitting, right or obligatory to do.
In other words, it is not merely what is done; it is also what has to be done.

 IPRA Code of Professional Conduct

The following code of conduct was adopted by the International Public Relations Association at
its general assembly in Venice, May 1961 and is binding on all members of the Association.

(A) Personal and Professional Integrity

It is understood that by personal integrity is meant the maintenance of both high moral
Declaration of Principles

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Members of the Public Relations Society of America” base their professional principles on the
fundamental value and dignity of the individual, holding that the free exercise of human rights,
especially freedom of speech, freedom of assembly and freedom of the press, is essential to the
practice of public relations.

In serving the interests of clients and employers, we dedicate ourselves to the goals of better
communication, understanding and cooperation among the diverse individuals, groups and
institutions of society.

We Pledge:

a)         To conduct ourselves professionally, with truth, accuracy, fairness and responsibility to
the public;

b)         To improve our individual, competence and advance the knowledge and proficiency of
the profession through continuing research and education;

c)         And to- adhere to the articles of the Code Professional Standards for the Practice of
Public Relations as adopted by the governing Assembly of the Society.

(B) Code of Professional Standards

The articles reproduced below have been adopted by the Public Relations Society of America to
promote and maintain high standards of public service and ethical conduct among its members:

1.         A member shall deal fairly with clients or employers, past and present, with fellow
practitioners and the general public.

2.         A member shall conduct his or her professional life in accord with the public interest.

3.         A member shall adhere to truth and accuracy and to generally accepted standards of good
taste.

4.         A member shall not represent conflicting or competing interests without the express
consent of those involved, given after a full disclosure of the facts; nor place himself or herself in
a position where the member’s interest is or may be in conflict with a duty to a client, or others,
without a full disclosure of such interests to all involved.

5.         A member shall safeguard the confidence of both present and former clients or employers
and shall not accept retainers or employment which may involve the disclosure or use of these
confidences to the disadvantage or prejudice of such client or employers.

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6.         A member shall not engage in any practice which tends to corrupt the integrity of
channels of communication or the processes of government.   

7.         A member shall not intentionally communicate false or misleading information and is
obligated to use care to avoid communication of false or misleading information.

8.         A member shall be prepared to identify publicly the name of the client or employer on
whose behalf any public communication is made.

9.         A member shall not make use of any individual or organization purporting to serve or
represent an announced cause, or purporting to be independent or unbiased, but actually serving
an undisclosed special or private interest of a member, client or employer.

10.       A member shall not intentionally injure the professional reputation or practice of another
practitioner. However, if a member has evidence that another member has been guilty of
unethical, illegal or unfair practices, including those in violation of this Code, the member shall
present the information promptly to the proper authorities of the Society for action in accordance
with the procedure set forth in Article XIII of the Bylaws.

11.       A member called as a witness in a proceeding for the enforcement of this Code shall be
bound to appear, unless excused for sufficient reason by the Judicial Panel.

12.       A member in performing services for a client or employer shall hot accept fees,
commissions or any other valuable consideration from anyone other than the client or employer
in connection with those services without the express consent of the client or employer, given
after a full disclosure of the facts.

13.       A member shall not guarantee the achievement of specified results beyond the member’s
direct control.

14.       A member shall, as soon as possible, sever relations with any organization or individual if
such relationship requires conduct contrary to the articles of this Code.

Need for a Code in Pakistan

Public relations serves a wide variety of institutions, both in the public and the private sector
such as business, industry, government agencies, trade unions, voluntary Associations, charitable
trusts/foundations, religious/educational institutions, hospitals, etc. For achieving their goals,
these institutions need to develop effective relationships with their ‘Publics” or target groups and
with the society at large. The PR practitioner serves as a bridge/ mediator helping to translate
private aims into reasonable and publicly acceptable policy and The information he supplies

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about the organization must in all cases carry mention of its source, be strictly objective and be
absolutely free of propaganda, commercial publicity or advertising content. The Press Officer
carries out the duties defined above as a specialist in relations with the following information
media: press, films radio and television. The duties of a public relations practitioner and of a
press officer are incompatible with their practicing at the same time as a professional journalist
or advertising agent. The only remuneration for public relations or press work shall be the fees of
the client or salary of the employee on whose account this work was undertaken.

Q3. What are the various media, which a Public Relations department uses for achieving
its objectives?

PRINT MEDIA

Most of the efforts chapters make in public relations are through forms of print media, primarily
newspapers. These are usually the most visible outlets on college campuses, especially school
newspapers, and in the local community.

 PRESS RELEASE

The press release is the most common material provided to media outlets. These documents
provide a brief, yet thorough, description of an upcoming activity, whether it is rush or a service
project.

 PHOTOGRAPHS

There are usually two types of photographs in publicity portrait shots, where people pose for the
camera and smile, and candids, where the subjects are doing something.

 CASES HISTORIES/ STUDIES

Case studies which show a good image of the company are shared with the media/ investors,
community etc. Books on Making of Asoka, Making of Lagaan. No money, high credibility,
however no control over message.

 INTERVIEWS/FEATURES Meeting journalists:

Here there is lot of room for different interpretations. More often than not, press releases will not
be printed verbatim. Even though your media contact will likely rewrite them, possibly including
additional quotes or information they research on their own your press releases should be written
well enough. However, there are also times that a press release will encourage a reporter to do
more, such as conduct a full interview with chapter members or write a feature article on an

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upcoming project. While doing sponsorships one should try to brand it with the event
simultaneously.

 BROCHURE

A booklet published by the organization which contains the organizations background, its ethics,
vision, mission, it’s past, present and future projects, its USP, etc. Eg: brochure given to new
employees to give them a gist of the organization.

 POSTER AND CALENDAR

Any poster or calendar used to achieve a public relations objective.

 WRITTEN SPEECH

The type written or printed text of a speech given to achieve a public relations objective.

 INTERNAL NEWSLETTERS AND PUBLICATIONS

ICICI has their internal Newsletters, in which information about the company, its profits,
employees etc. is given.

 EVENT AND PRESS SUPPORT

Special events are acts of news development. The ingredients are time, place, people, activities,
drama, showmanship; one special event may have many subsidiary events, such as luncheons,
banquets, contests, speeches, and many others as part of the buildup.

 LETTERS TO THE EDITOR

Submitting these articles does not require a media contact. This also gives an opportunity for any
member to submit a letter on their chapter for printing in a local or campus newspaper.

ANALYSTS BRIEF

One tells about the company, what the company is doing. It is done to influence the stock buyers,
analysts, employees and media.

 CORPORATE ADVERTISING

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 If you believe the image of the company is good i.e. that trustworthy, reliable one, then you can
use that as a PR tool.

CONFERENCES AND SEMINARS

It contacts associations and tells them to give numbers of their members so that they can talk to
them. The members are contacted through telephones and asked to attend seminar on General
Insurance. In the seminar they talk on General Insurance for 20 minutes and then the next 10
minutes they talk about the company products. Pharma Companies when they do any research
say for example, diabetic research, they would launch the product and before or after the launch
they would call doctors for a conference to discuss about the research

 INTERNET:

This one medium has helped transform the whole business of marketing and public relations. In a
way, it gives any organization the ability to promote them without having to rely solely on other
media outlets. Websites and e-mail are the two most common methods to use the Internet for PR
purposes.

 WEBSITE

A chapter website should not only be designed to serve as a resource for members, but it should
also present a positive message to nonmembers just “browsing through. Brief descriptions of
chapter history, past projects and activities, and long-standing relationships with other
organizations may give an outsider a positive impression of the fraternity. Like the newsletter,
information for members shouldn’t just inform, it should also encourage involvement and
develop enthusiasm.

 E-MAIL

Today, this has become the most common method used for communication between fraternity
members. It can also be used to promote a chapter to fellow students and others, but it should be
used carefully.

 AUDIO AND VISUAL:

This division includes any audio or audio/visual presentation or program which serves a  public
Relations objective. Audio presentation. Any sound-only program, including telephone hot lines
and other recorded messages, radio programs, public service announcements and audio news
releases. Audio/Visual Presentation. Any internal or external audio-visual presentation using still

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illustrations, with or without sound, using one or more projectors. Film Or Video. Any film or
video which presents information to an organization’s internal audiences.

 NEWS AND PUBLICITY:

News is something that interests many people today. From the point of view of DAWN NEWS,
that means the national readers of DAWN NEWS and the metropolis readers of EXPRESS
NEWS, etc. From the point of view of PAKISTAN TIMES, it means all the people interested in
hardcore content and no masala. Every medium has a news standard of its own, and that is the
criterion the publicist goes by in attempting to address publicity to the public through that
medium;

 SPECIAL EVENTS:

Special events are acts or news development. The ingredients are time, place, people, activities,
drama, and showmanship. One special event may have many subsidiary events, such as
luncheons, banquets, contests, speeches, and many others, as part of the build-up. The special
event is the coup de maître of publicity, propaganda, and public relations.

Q5. Define and explain Persuasion? Also elaborate its components, principles and
techniques in detail.

Persuasion:

Persuasion refers to the process by which a person’s attitudes or behavior are, without duress,
influenced by communication. Persuasion pervades over almost all human activities and it is
geared to information transmission in such a way as to get people to revise old pictures
(Predisposition) in their minds, or form new ones, and thus change their behavior.

To some others persuasion is seen as “Communication to influence choices”. Still to others it is

Actually, we try to sell ideas, concepts, products etc. through the art of persuasion. Persuasion
may be carried out in offices, workplaces, homes, etc. by fellow workers or neighbors.

Persuasion has been treated as an art, a craft and a science since ancient times and classical
thinkers like Aristotle and Cicero devoted whole treatises.to the topic. In the middle ages, it was
one of the basic liberal arts which was mastered practically by all the educated men. Even the
religious preachers used the spoken word to move the men to virtue. In the form of advertising,
persuasion is supporting a major industry these days.

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Components and Steps in Persuasion:

The components or factors involved in the communication process are source, message, channel,
receiver and destination. Source factors include the perceived sender of the communication. The
“message” refers to what he says and includes style, content and organization, while “Channel”
designates the medium (e.g. press, radio, television) through which the message is
communicated. As regards the “receiver” factors, it refers to the persons (e.g. age, sex, etc.) to
whom the communication is directed and the “destination” indicates the behavior (e.g. voting)
the communication is designed to influence.

The process of persuasion involves a series of successive steps: The communication is presented;
the person pays attention to it; he comprehends the contents of the message and also the basic
conclusion being urged. However, for persuasion to be effected the individual must agree with or
yield to the point being urged and then finally act on it or in other words carry out the behavior
implied due to the new change in his attitude. For example, he enlists in the army, starts
contributing to a charity etc.

Functions and Uses of Persuasion

The Public Relations practitioner uses the techniques of persuasion to:

i)    Change hostile opinions/attitudes;

ii)   Neutralize hostile opinions and indifferent attitudes;

iii)  Crystalize “unformed” or latent opinions and positive and negative attitudes; and

iv)  Conserve or reinforce positive or favorable opinions.

Altering unfavorable or hostile opinions into favorable opinions is a difficult job; however, if the
message is compatible with a person’s general disposition about a subject, the task of persuasion
becomes easier.

To neutralize unfavorable opinions is also not an easy task. If complete change of opinion or
attitude is not achievable the second most desired goal would be to render the hostile opinion
harmless or indifferent. It is also imperative for an organization to know where the silent group
stands.

The easiest job of a persuader is to conserve favorable opinions through their reinforcement. The
public relations practioners, however, should be very cautious and should not commit the

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mistake of neglecting people already in his fold. He should keep in mind that people rarely like
to be taken for granted.

Principles and Techniques of Persuasion:

1.   Audience Analysis

For a successful persuasive communication the knowledge of audience—their social, economic,

Equipped with such basic knowledge about the target group or audience of persuasion, the
message can be tailored more appropriately and effectively.

2.   Source Credibility or Principle of Familiarity and Trust

Persuasion is more complete and successful if the source of persuasive communication is

Sometimes visual symbols surrounding the person engaged in persuasive communication may
profoundly enhance his credibility. A man without beard would seldom be able to impress the
audience if he talks as a religious expert, while an appropriately dressed ” maulana”, wearing
beard and a cap, speaking in favour of family planning would easily be accepted as a credible
source and his utterances would have more persuasive impact.

The attractiveness of the source to the audience generally adds to the persuasive impact. For
example, if the source is a greatly admired person, people tend to pursue gratification from
identifying with him or from gaining social esteem by appearing to be like him. The similarity of
the source to the receiver also enhances his attractiveness and in turn the persuasive impact.

3.   Appeal to Self-interest or Identification Principle

The message must be stated in terms of the interest of the audience. If your message does not
address to the psychic or economic needs of your audience it would hardly attract their attention.

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The appeal to self-interest may involve a sense of self-esteem, contribution to society at large,
and a sense of belonging and ego-gratification or a deduction in tax.

4    Clarity of Message

The message should be self-explanatory and clear. The audience should be able to comprehend
what you want them to do, say or believe. If the message is meant for internalization and the
audience is intelligent and rational, the drawing conclusion of the message is left to them. If there
is any danger that the audience may draw a wrong conclusion then it should not be left to them.

5    Timings and Context

Selection of appropriate conditions, climate and timings is of vital importance for the acceptance
and adoption of a message. Many charity drives occur during Ramadan in the Islamic world.

A good public relations practioner should sense the public’s mood and try to capitalize on it. He
should keep himself abreast of what media gate-keepers consider newsworthy to achieve proper
publicity for his organization in the news media.

6    Audience Participation or Involvement

Persuasion is enhanced by the active involvement or participation of the audience. For better
quality and more production the suggestions should also emanate from the audience. Decisions
or suggestions formulated after consulting the audience are adopted more readily and employees
are also more committed to prove the efficacy of those solutions.

7    Action Principles or Hints for Action

Action-oriented ideas and suggestions hinting at practical guidelines have greater chances of
acceptance than those devoid of action and merely relying on empty appeals.

8    Contents and Structure of Message

Content and structure of messages can also enhance considerably the rate of their acceptance and
in turn attitudinal change. Both rational and emotional appeals, comprised of statistics, budget
figures, civic pride of the audience, gratitude To their Alma Mater, drama, examples,
testimonials and mass media endorsement are used in devouring persuasive messages. In some
situations two-sided arguments, humour, the factors of Primacy (arguments presented first in the
speech) and Recency (strong arguments presented near the end of a speech and conclusion—
summarizing and reinforcing the speaker’s point of view—can produce greater persuasive effect.

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9    Persuasive Speaking

Delivering persuasive messages through spoken words require a great deal of proficiency and
professionalism. God Almighty exhorts His Prophet (peace be upon him) in Quran while
engaged in persuasive dialogues, he should lay stress first on the points which are undisputable
and common between him and his audience.

Psychologists suggest that persuasive impact can be enhanced through different devices like
structured choice, partial commitment and asking for more but being content with less. In
structured choice the audience are asked to make their choice from two alternatives , — usually
positive and negative. In partial commitment device, the speaker gets commitment from the
receivers of the message for some action, leaving the other parts of the proposal for some later
stage. When personnel are doubtful about the willingness of the management to accept the actual
financial plan, they ask for a larger amount than required.

10 Road blocks to Persuasion

Persuasion in its real sense is not a science. None of the techniques and devices can claim to get
sure-fire results of persuasion. It deals with complicated and unpredictable human nature. The
failure to achieve the desired results of persuasion, some experts think, may be attributed to
ineptness or false assumptions.

The writers of the book “Public Relations- Strategies and Tactics” have mentioned four factors,
which may create roadblocks to a persuasive message. These are:

i)    Lack of message penetration,

ii)   Competing messages,

iii)  Self-selection, and

iv)  Self-perception

Lack of message penetration results from the fact that the carrier of your persuasive message is
not being attended by many of your audience. Moreover, the gate-keeping process may also
damage the true spirit of your message. In the face of huge communication media and their
constantly bombarding the audience with competing messages, the audience has been forced to
sift messages suiting to their conditions.

Picking up or consumption of only those messages which suit to the taste, conviction or cause of
the audience and ignoring information coming from other side, poses a big problem for a

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persuasive communicator. Potential audience of a Friday sermon are seldom found in the
mosque. People perceive and interpret the messages in the light of their own predispositions.
Because of this habit of self-perception the same message is differently understood by different
people.

There also exist techniques to make people more resistant to persuasion. One effective way of
making a person more resistant to subsequent persuasive attacks is to commit him in advance to
his initial belief by encouraging him to make a public announcement about it; Commitment
becomes even firmer when the person is led to make irreversible decision and to take action on
the basis of his initial belief.

11 The Ethics of Persuasion

Like other professionals, the public relations practioners should also abide by certain norms and
ethics of their profession. They should avoid the use of false, irrelevant land illogical arguments,
gimmicks or half-truths to convince their audience. If they are not expert in the concerned field,
they should not pose to be the one.

Such appeals which may arouse hatred and bigotry, should not find favour with a public relations
practioner. The concealment of your real purpose of persuasion may also endanger the credibility
and trust of your persuasive communication. The public relations practioners should be clear-
minded and should never try to deceive their audience.

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