Chapter 2: Becoming a Persuasive Writter

Chapter 2:

Source Credibility

• A message is more believable to an audience if the source is credible.

The Basic Communication Model has 4 elements:

1. Sender
2. Message
3. Channel-Medium
4. Receiver

Persuasion should not be manipulative and  misleading. Persuasion is based on truthful information and the presentation of ideas in the marketplace of public decisions.

Book Source: Public Relations Writing and Media Techniques

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