Persuasion : Persuasion is an important element of public relations. It is through some kind of communication that persuasion takes place. To persuade means to convince another person of some idea, product, service or institution, to induce a person or group or to do something. We are all engaged in persuasion. The young man is persuading his beloved to marry him. The teacher is persuading his students to learn. The politician is persuading the voters to vote for him and his party.
There are two forms of interaction between individuals and groups – force and persuasion. When one person compels another to do something it is interaction through force. This form of interaction is considered as an improper conduct in a civilised society. Interaction through persuasion involves convincing the other person. This is considered the right conduct.
A flexible approach is helpful in persuading others. Before engaging in persuasive communication, a person must settle a few questions in his mind : What do I want to accomplish ? What are the interests of the people to whom I shall be talking ? What are the facts I should tell them ? A sense of human interest is necessary for anyone indulging in persuasion. The speaker has to ensure that people understand, approve and accept him and his words.
Experts have identified the following principles of persuasion :
(a) Acceptance of the message is a critical factor in persuasive communication. Therefore, to change attitudes of people, suggestion for change must first be received and accepted.
(b) A suggestion is more likely to be accepted if it is in conformity with needs and desires of people.
(c) A suggestion is more likely to be accepted when it is in harmony with group norms and loyalties.
(d) A suggestion in the mass media should be reinforced with face-to-face interaction.
(e) A suggestion is more likely to be accepted when the source is perceived as reliable or expert.
