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Chapter 2: Persuasive Writing

January. 26. 2010.

Public Relations: Writing and Media Techniques

by Dennis L. Wilcox

Receivers- the people you must reach

  • Publics- potentional or actual audiences
  • Stakeholders- groups of people who can be affected by the actions of an organization

Media- physical channels that carry the message to the receiver

  • ex: newspapers, magazines, brochures, internet

Message must be…

  • applicable
  • believable
  • realistic
  • convincing

Theories of Communication

Two-Step Flow Theory

Opinion leaders first pay attention to messages

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