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The Six Stages of Persuasion
Written by: Patti D. HillArticle Overview: Public relations is all about influencing intended audiences. The road from presentation of ideas to actually influencing behavior can be a long one.
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Free Download - Public relations still has clout. Lots of it! By Patti D. Hill |
The Six Stages of Persuasion
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).
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Article Tags: public relations persuasion, six stages of persuasion
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About the Author: Patti D. Hill RSS for Patti's articles - Visit Patti's website  Prior to Penman, Patti was the founding partner of BlabberMouth PR and its subsidiary, CameronWeeks Public Relations, where she managed the development and implementation of regional, national and international media / relations and communications campaigns for companies in a multitude of industries. Patti's early professional career includes more than 15 years of corporate management in sales and marketing in technology certification training, IP and data networking training and consulting, and videoconferencing with Prosoft Training, Spohn & Associates and VTEL. Patti is an active in several professional organizations, including International Economic Development Council, NanoExpress (Editor), Nanotechnology Now (Columnist), Nanomaterials Applications Center at Texas State (Founding Member), Nanotechnology Research Foundation (Founding Strategic Advisor), Texas-Israel Chamber and The McKinsey Quarterly (Executive Panel). Click here to visit Patti's website   Lose the Jargon What do you do Business Ethics Beyond Theory Marketing HighTech Careers to Yers PR the Startup Monologue Has Given Way to Dialog |
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