Write short notes on persuasion and empathy as elements of public relations.

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

2. Communication Based — It is through some kind of communication that persuasion takes place. By employing compelling messages and transparent communication, public relations professionals can build good relationships with stakeholders.

3. Credibility Matters — A message becomes persuasive when people believe in the source. Messages from credible sources are accepted without questions.

4. Builds Public Image — An organisation can build a good public image through persuasion. Public relations executives must practice the art of persuasion.

Empathy — Empathy means looking at things and events from the other person's point of view. It requires that the communicator be in tune with the communicatee.

1. Sensitivity — Empathy enables an executive to be sensitive and sympathetic to the attitudes, expectations and problems of workers and clients.

2. Improves Relationships — Empathy fosters greater understanding and improves relationship with the client. It tells an executive when to talk and when to remain silent, when to be firm and when to be restrained.

3. Different from Sympathy — Empathy is feeling with the other person, whereas sympathy means feeling sorry for the other person.

4. You Attitude — Empathy can be created in communications by adopting the 'you attitude' — using 'You' instead of 'I' and 'We' in communication.