1. How to Sell Your Story to Broader Audience Durhane Wong-Rieger, PhD Consumer Advocare Network

2. June 2007 Selling Your Story Two kinds of PR Messages Content Messages: Give Information –“Evidence-based” information –Given or Endorsed by Expert –Effective if perceived as logical, accurate –“Two all beef patties, special sauce, and a sesame bun.” Emotional Messages: Create Impact –Evokes emotional response –Delivered by those affected –Effective if personally relevant to receiver –“I’m loving it.”

3. June 2007 Selling Your Story There Is No Such Audience as “General Public” Who is your Target Audience? –What do you need them to do as a result of hearing your message? –What “message” will convince them something needs to be done? –What “impact” does message need to make to compell action? Remember: Peanut Butter Theory of Public Relations : –“ The wider you spread it, the thinner it gets.”

4. June 2007 Selling Your Story Start with Strategic Plan

5. June 2007 Selling Your Story Right Message to Right Audience At Right Time “We try harder.” PR Campaign = part of strategic plan "Soon there will be 2 kinds of people. Those who use computers, and those who use Apples.” Right message depends on who is buying “You’re in good hands”: Good PR builds relationships “Did somebody say McDonalds?” Best PR may occur when you least expect it

6. June 2007 Selling Your Story KEY INFLUENCE FACTORS

7. June 2007 Selling Your Story Credibility: Do I Believe You? Credibility is in the eyes of the beholder Credibility based on: –Expertise –Trustworthiness –Goodwill (cares about other) Credibility depends on situation and context (no one is believable all the time)

8. June 2007 Selling Your Story Credibility Rule (Trust trumps substance) If the person is credible, the substance of the message is less important Credibility based on feelings of trust, sincerity, likeability –Content is information, logically processed –Credibility is emotional (trust, like) and has indirect impact Limit to rule: if person is highly involved and message is highly relevant

9. June 2007 Selling Your Story How to Increase Your CQ (Credibility Quotient) Be prepared (know your subject mater) Cite evidence and sources for position Cite own or sources’ qualifications and expertise on topic Build trust; be honest and sincere Display goodwill (desire to help)

10. June 2007 Selling Your Story How to Communicate Credibility Use language and style which fit audience Communicate with conviction (be assertive; avoid hesitancies) Emphasize similarity to audience (“You can believe me because I’m just like you/”) Involve audience; make your message relevant so they’ll pay attention to content Borrow credibility; get endorsement from someone trusted by audience (especially if seemingly unsolicited)

11. June 2007 Selling Your Story Know What Your Audience Already Believes Everyone has an starating point “anchor judgment” and zone of influence (range of opinions that could be influenced) –Everyone has an anchor, or preferred opinion about a topic –Zone of influence = latitude of acceptance = range of opinions that are somewhat close to own If too different, will reject If somewhat similar, will assimilate to own position (and therefore feel no need to change own)

12. June 2007 Selling Your Story Capitalize On Audience Characteristics –Cultural characteristics (individualistic or group orientation) –Anxiety, self-esteem, ego-involvement, authoritarianism (dogmatism) –Audience expectations of communicator and risks of “violating” expectations

13. June 2007 Selling Your Story Structuring and Ordering Persuasive messages Hard sell, Explicit conclusion (Tell what to believe) vs. Soft sell, Implicit (let audience draw own conclusions) –Explicit: Straightforward message but people may resent being told If lack knowledge or motivation, drect message more effective –Implicit Valued because engaged but may draw wrong conclusion If personally relevant, then implicit more effective If already knowledgeable

14. June 2007 Selling Your Story Structuring Messages Quantity versus quality –Quantity: many weak messages more persuasive if audience not involved –Quality: few strong messages more effective if audience scrutinizing (central route) Mere and repeated exposure makes messages more likable, acceptable but only if messages were personally relevant (paid attention to by receiver, central route)

15. June 2007 Selling Your Story Structuring Messages Primacy versus recency effects –If motivated, will pay attention to most recent (last) information; consolidate as go along –If unmotivated, will be most persuaded by first information (not pay attention to later) Two-sided messages more persuasive –If two-sided were refutational (undesirable presented, then arguments presented against undesirable side) –Presenters perceived as more credible

16. June 2007 Selling Your Story Motivational appeals Logical or emotional mainly in eyes of receiver (prior beliefs, mood) Compliance increases with reason given and size of request –When small request, reason not that important –When large request, reason (even if only semblance of reason), increases compliance Fear or anxiety: greater fear, greater persuasion (under some circumstances) –Danger control (solution to situation) more effective than fear control (dealing with emotion) Perceived efficacy: appeal to action effective if receiver perceives effective response and feels capable of carrying out response –So, use fear with workable, practical action

17. June 2007 Selling Your Story Motivational Appeals Appeal to pity and guilt: Jerry Lewis Telethon –Used in fundraising; if remove the pity or guilt (victim) factor, may not be able to succeed –Caution: if feel you have wronged other, may want to avoid further interaction; save face –If “stigma” was perceived as “uncontrollable” (disability) more effective than controllable (obesity)

18. June 2007 Selling Your Story Motivational Appeals Humorous: not change behaviour but can be useful adjunct –Capture attention with humor or joke –Distraction: divert from content of message and ability to scrutinize –Increase liking for presenter –Related to appeal –May or my not increase credibility