PR is all about influencing audiences. By providing a variety of information through a variety of channels, PR induces change in the beliefs, attitudes, or behavior of specific groups of people.
There is a lengthy pathway, however, between engaging in PR practices and persuading intended audiences to alter their behaviors in desired ways.
In order to fully understand how PR campaigns work, it‘s important to know and understand the six stages of persuasion.
1. Presentation: The intended audiences are presented with key messages through media placement (3 - 6 months into the campaign and ongoing).
2. Attention: With repeated exposure, intended audiences will see and recognize the messages (approximately 6 - 9 months into the campaign).
3. Comprehension: Intended audiences comprehend the value of the offering (9 months and onward).
4. Acceptance: Audiences believe the messages (9 - 12 months).
5. Retention: Audiences remember the messages and identify the messages with the company and its products or services. This is when the company becomes branded (12 months—to up to 2 years).
6. Action: Audiences change their behavior in the desired direction, i.e. they buy the product or service, approach the company for deals, attend the event, etc. (12 months to 2 years).
Success!
The Six Stages of Persuasion - To learn more about this author, visit Patti D. Hill's Website.
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Patti D. Hill
(Visit Patti's Website)
Most well-known as the CEO and founder of
BlabberMouth PR, Patti D. Hill has
launched another brand, CameronWeeks
Public Relations. Where BlabberMouth PR is
the agency of choice for such industries
as entertainment, hospitality, interior
design and restaurants, CameronWeeks
provides 100% senior-level representation
to complex technologies and industries.
Patti and her team of PR practitioners
provide strategic council to executives
locally and across the globe, helping them
deal with elite media and other
sophisticated audiences.
For more information, visit www.blabber
mouthPR.com and www.cameronwe
eks.com – or contact Patti directly at
512.218.0401 or phill
@cameronweeks.com.
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