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.

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.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian’s Contributions on PR News Online
Ronn Torossian’s Twitter Profile

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.