Six Principles of Persuasion that Power PR Success

  • Reciprocity
  • Consistency
  • Social proof
  • Authority
  • Liking
  • Scarcity

1. The Principle of Reciprocity

But how can it be specifically applied to public relations?

2. The Principle of Consistency

How does this principle of persuasion work in a public relations environment?

3. The Principle of Social Proof

So how can PR use this persuasion principle?

4. The Principle of Authority

Applying this persuasion technique in public relations is two-fold

5. The Principle of Liking

So how can you use the liking principle in PR?

6. The Principle of Scarcity

Using the scarcity principle of persuasion in public relations

When PR persuasion techniques go wrong

  1. Thinking you’re better than you are. Persuasion is one thing. Harassing or bullying are another. Check yourself regularly to see where your persuasion skills can be improved.
  2. Trying too hard to persuade. Being too keen is a sure-fire way to put people off. Nurture that relationship with a journalist and don’t go in all guns blazing.
  3. Not putting in the effort. Persuasion takes work. Assuming you’ll get something for nothing will only result in disappointment.
  4. Talking too much. Stop speaking and listen to the people you need to persuade.
  5. An avalanche of information. Too much of anything is confusing. It makes people wonder what you’re not telling them. Focus on sharing the information people want to hear.
  6. Lack of preparation: Failure to prepare means preparing to fail as the saying goes. Whoever you’re speaking to will know when you’re winging it.
  7. Getting desperate. Like insincerity, people can spot fear at a distance. Don’t be desperate. Remain professional and respectful.
  8. Being afraid of rejection. Being concerned about being rejected can sometimes stop people trying any kind of persuasion technique to begin with. Be brave.
  9. Making assumptions about your audience. Thinking you understand your audience is one thing. But not being prepared to make a reassessment when new evidence emerges is a no-no.
  10. Using tired clichéd phrases to close a deal. ‘I’m looking out for you’, ‘the truth is…’ and ‘trust me on this one’ are ancient old sayings that just don’t work anymore. You need to engage whoever you’re communicating with right from the start of the conversation. Not just at the end.

The importance of persuasion in public relations

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A straight-talking, hardworking ex-senior journo turned PR pro with 25 years in the business, a book full of contacts, and a nose for a story.

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Jill Kent aka PR Superstar

Jill Kent aka PR Superstar

A straight-talking, hardworking ex-senior journo turned PR pro with 25 years in the business, a book full of contacts, and a nose for a story.

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