Public Relations & Media writing, Chapter 2: Persuasive Writer @erorPublic Relations & Media writing Chapter 2: Persuasive Writer @eror@rver Introduction + "Persuasion is an activity or process in which a communicator attempts t6 induce a change in the belief, attitude or behaviour of another person or group of persons through the transmission of a message in a context in which the persuade has some degree of free choice.” + Messages are designed to change attitudes and opinions, reinforce existing predispositions and influence people to buy product, use a service or support a worthy cause. + To be an effective writer, you need to understand:- + the basic elements of communication + the complex process of how individuals respond to different messages. + Therefore, writers must constantly analyze public attitudes and shape persuasive, credible messages that cut through the clutter,