Skip to the main content

South Eastern European Journal of Communication, Vol. 5 No. posebno izdanje, 2023.

Review article

https://doi.org/10.47960/2712-0457.2023.1.S.5.61

PERSUASIVE COMMUNICATION IN PUBLIC RELATIONS: FUNCTIONS, PRINCIPLES AND APPLICATION

Marijan Primorac orcid id orcid.org/0000-0003-0188-8331 ; University of Mostar, Mostar, Bosnia and Herzegovina
Silvana Marić Tokić orcid id orcid.org/0000-0001-9657-3425 ; University of Mostar, Mostar, Bosnia and Herzegovina
Ilarija Bašić orcid id orcid.org/0009-0007-4991-462X ; University of Mostar, Mostar, Bosnia and Herzegovina

Full text: croatian pdf 127 Kb

versions

page 61-71

downloads: 174

cite

Full text: english pdf 171 Kb

versions

page 71-71

downloads: 29

cite

Abstract

The paper analyzes the function and role of persuasive communication within public relations. Persuasive communication represents a symbolic process, which includes a conscious intention and an attempt to persuade as a rule, and assumes the transfer of a message between the involved parties as well as the free choice of the persuaded to evaluate, accept, or reject the persuasive appeal by his needs and interests. Key aspects of this communication strategy include interactivity and recognition of the recipient's free will. Despite the recognized importance of persuasion in public relations, some authors wrongly equate it with propaganda. Nevertheless, a strategic approach to contemporary public relations promotes the integration of persuasion into its practice, emphasizing ethics and transparency. Public relations practitioners recognize that possessing persuasive communication competencies is critical to success in today's environment. It includes understanding the characteristics, traits, and needs of target audiences, developing relevant messages, and building trust and mutually beneficial relationships to achieve individual and relational goals. The authors emphasize the applicative value of persuasive communication in the context of public relations, indicate functions and integration in contemporary practice, and present basic guidelines for the use of persuasive communication in the implementation of communication programs.

Keywords

persuasion; communication; public relations; Bernays; communication process; persuasive messages.

Hrčak ID:

309918

URI

https://hrcak.srce.hr/309918

Publication date:

1.11.2023.

Article data in other languages: croatian

Visits: 422 *