Explain the following elements of Public Relations : (i) Dialogue (ii) Persuasion.

(i) Dialogue — Dialogue means a conversation between two persons with a purpose. If a person goes on talking without allowing others to participate in the discussion, it becomes a monologue.

1. Two-way Communication — In order to create awareness and appreciation of the policies, programmes and performance of a company, one must maintain open and two-way communication with the public.

2. Only Weapon in Civilised Society — In a civilised society, dialogue is the only weapon of reasoning and understanding.

3. Reduces Prejudice — Dialogue helps reduce prejudice and builds up mutual confidence between the organisation and its stakeholders.

4. Requirements — Effective dialogue requires impartial listening, understanding, respect for each other's opinions, faith, goodwill and a measure of generosity.

5. Asking Questions — A good way to start a dialogue is by asking questions and listening to the answers. It requires a topic about which the participants are informed.

(ii) Persuasion — Persuasion is an important element of public relations. To persuade means to convince another person of some idea, product, service or institution, or to induce a person or group to do something.

1. Forms of Interaction — There are two forms of interaction — force and persuasion. Force is improper conduct in a civilised society; persuasion is the right conduct.

2. Universal Practice — We are all engaged in persuasion in everyday life — a young man persuading his beloved, a teacher persuading his students, a politician persuading the voters.

3. Credibility — A message becomes persuasive when people believe in the source of the message. Messages from credible sources are generally accepted.

4. Attractive Presentation — Reasonable messages presented in an attractive manner tend to be more persuasive.

5. Self-Conviction — One can be persuasive only when convinced oneself and looking at the situation from the other person's angle.