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Strategic Communication in Public Relations - Essay Example

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This paper 'Strategic Communication in Public Relations" focuses on the fact that public relations and advertising areas are now developing rapidly and experiencing dynamical potential increase. Mass-media are no longer information media but refer mostly to communicate with target groups.  …
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Strategic Communication in Public Relations
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Download file to see previous pages In my opinion, due to the undesirability of 'spam' information, it is becoming increasingly more attention-capturing and persuasive, especially highly-contextual political messages. The author of this essay has recently received an interesting letter, which will put frames of the present paper and be explained in terms of communication strategies.
First of all, the letter has quite an attractive title - "NARAL Pro-Choice America CHOICE AND CHANGE". The catchphrase or attention grabber is most helpful in this sense, as the primary task of those who compiled this message is to create the situation, in which the receiver would read at least a title, i.e. the thread should be consistent and informative itself. One more helpful feature of this political agitation message is the presence of an outline at the beginning so that the receiver has an opportunity to take a glance at the brief content. In my opinion, such lengthy messages should be started with a mini 'contents' section.
Another technique, applied in the present message is an emphasis on the reader's needs. If the latter decides to open the letter, then he or she necessitates information, has continuous information about 'hunger'. In addition, the message is designed for native American citizens, the majority of whom are to some extent dissatisfied with the performance of the U.S. Congress, and are thus ready to perceive related criticism. "I am as thrilled as you are to think about a Congress that's not in the hands of anti-choice leaders like Dennis Hastert and Rick Santorum. But I know from my days running for office in Montana, we must not let up now. It's not over until all the votes are counted" (the entire letter is presented in 'appendix' section). Furthermore, the political agitation includes explaining to the reader his/her main needs and fears and offering a satisfaction alternative. The writer speaks from the first person and seems to address the message directly to the reader. In order to confirm the reader's doubts in the overall legal and political balance, the message refers also to the research, conducted by Pro-Choice Group, which suggests that the opponents of 'choice' are in majority, so the major current problem is the lack of legal enforcement and inadequate financial basis for the realization of national will.
The argument in the letter is built skillfully, as the author draws an imaginary 'conditional' picture (in the best PR-traditions) 'What will happen if[Anti-Choice-Groups come to power' (or visualization): anti-choice candidates are depicted as those who slow down democratization of American society. In this sense, I can outline two main strategic communication techniques: first of all, the establishment of villain's (or, more precisely, the enemy's) image, who should possess those treats which would appeal to the reader's self-consciousness, financial interest or ethical concerns (women's choice is a brilliant example in this case). Secondly, the world under the villain's rule will necessarily turn into a complete mess and, as the enemy is not competent enough and has the biased approach to the problems, which must be solved according to liberal democratic principles. The trick within the latter technique is an exaggeration, i.e. the problem is overblown and turned into a real disaster. In fact, as changingminds.org content writer holds (2006), people need strong emotion-inducing arguments, such as the possibility of war, ecological catastrophe or economic depression – only in this case the reader would perceive and interpret the spam e-mail message seriously.   ...Download file to see next pagesRead More
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