Explain persuasion as an element of public relations and mention any two principles of persuasion.

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. It is through some kind of communication that persuasion takes place.

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, which is considered improper conduct in a civilised society. Interaction through persuasion involves convincing the other person and is considered the right conduct.

A message becomes persuasive when people believe in the source of the message. Messages from credible sources are generally accepted without question. Reasonable messages presented in an attractive manner tend to be more persuasive.

Two Principles of Persuasion:

1. Acceptance of the Message — Acceptance of the message is a critical factor in persuasive communication. To change the attitudes of people, the suggestion for change must first be received and accepted by them.

2. Conformity with Needs and Desires — A suggestion is more likely to be accepted if it is in conformity with the needs and desires of people. When the message aligns with what people want, they are more receptive to it.

3. Harmony with Group Norms — A suggestion is more likely to be accepted when it is in harmony with group norms and loyalties.

4. Reliable Source — A suggestion is more likely to be accepted when the source is perceived as reliable or expert.