The Six Stages of Persuasion
The Six Stages of Persuasion
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.
Like this article? Share it with your friends
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.
Like this article? Share it with your friends
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