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WELCOME TO THE WORLD OF PUBLIC RELATIONS

UNIT

_THREE

А. Persuasive Writing

Your purpose is to persuade your target audience. Your message may be delivered in one way, a few ways, or many different ways. As you work on message content, however, you should keep in mind the concepts of audience analysis; source credibility; appeal to self-interest; clarity of the message; timing and context; symbols, slogans, and acronyms, semantics; suggestions for action; and content and structure.

Audience Analysis

A message must be compatible with group values and beliefs. Taxpayers, for exam­ple, get more interested in recycling when the message points out that trash collection costs millions of tax dollars annually or that recycling will generate revenues to keep taxes down.

Tapping a group's attitudes and values in order to structure a meaningful message is called channeling. It is the technique of recognizing a general audience's beliefs and suggesting a specific course of action related to audience members' self-interests. In this example, the incentive to participate in recycling programs is given a strong push by the prospect of tax savings.

It must be remembered, however, that taxpayers are only one target audience. A message to members of hiking clubs might emphasize that overflowing landfills and mountains of trash are despoiling scenic areas. You should always keep in mind that the more you can segment various audiences, the more you can tailor your message to specific group attitudes.

□ Notes

an acronym — акроним, т.е. слово, образованное из первоначальных букв группы слов, например, UNESCO — United Nations Educational Scientific and Cultural Organization.

□ Words and word-combinations

1. to deliver a message — передать сообщение

2. message content — содержание информации

3. clarity of the message — ясность, четкость информации

4. a taxpayer — налогоплательщик

5. revenue — доход

6. scenic area — место, пространство, пейзаж