In PR, sincere persuasion is a good choice. In some situations, it is the only choice. When a PR professional looks for public support, they have to know how to put their best argument forward. This would help them to connect effectively with people who have no reason to want to listen to them or believe in them.

In PR, persuasion is a technique that is worthy of attention. Persuasion creates a good impression and helps to create media relationships and manages reputations and crises.

Given below are certain PR principles of persuasion that professionals can use to influence behavior in an ethical way.

Flattery is Important

People do listen to people they like. If a person has to be convinced, it is good to start by building a relationship. It is important to find out what is likable about a person and then tell them about it. Here sincerity is important.

Almost everyone loves compliments, but that compliment has to be genuine.

If a warm smile dies the minute a person turns away, that person with the warm smile will be considered a fraud and not a friend. Credibility is lost easily hence any compliment given has to be genuine.


Reciprocity has applications in business and public relations. For instance, some charities often send Christmas cards with return – address stamps with a request for donation.

A lot of people respond positively to this. A technique like this can be improved till it becomes genuine.

One has to practice being the first to give. If people think communication is one way they will soon turn off. For instance, in B2B , valuable free content in exchange of contact details can be helpful.

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Free product samples and events can also spark interest and interest potential customers to learn more about products and services and bring them a step closer to becoming paying customers.

Social Proof

Human beings are competitive and they often look at other people’s successes and compare them to their own. If people need to be encouraged to take action, it is important to show them what other people have done or might be willing to do.

This comes in handy when a company is trying to spread a difficult message, particularly during a crisis, when the credibility of a company may be in question.

It will be easier to find people who can vouch for its position. For instance, if a journalist is already talking about a product or a brand, other people could also do the same.

The Principle of Authority

In a world that is becoming increasingly complicated, people are always on the lookout for a trusted source of information.

For instance, TV commercials have often shown people  in white lab coats whenever a company tries to sell toothpaste or painkillers. In the communications world, it is important that a business chooses its experts carefully.

The public should also be aware of the credentials and the professional track record of the person.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.