Whether it is through our media interactions or reaching out to our target audience, at the core of our communication in public relations is the power of persuasion.
Restricted by the reality of the overloaded and competitive world we live in, people are inclined to rely on certain key pillars that will guide them in their decision making process. In recognising this human trait, there are several drivers that should help us to both reach our target and represent our clients ethically.
- Reciprocity: it is important to approach the media that will benefit from the content that you are providing, not those who you believe are of benefit to you. Validate that what you are offering is tailored and exclusive.
- Scarcity: Everyone desires something that is special. Your pitch to the media should not be about informing them of the benefits they will gain from featuring your product or services, but also about what is so unique about it and what they might lose if they reject the proposal.
- Influence: As the media’s first concern is credibility, it is important to highlight to those you are pitching to that there is knowledge, reliability and thought leadership as main components of your offering. These qualities should be a major part of your introductory conversation.
- Amiability: Prior to any interaction, prepare yourself to be amicable. Harness your persuasive capabilities to friendliness when you talk. Look for areas of similarity and mutual ground, ensuring a genuine, honest and transparent approach.
Implementing these small but significant alterations in your communication approach can lead effective changes in persuasion and influencing other people’s decisions.