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There are many things a public relations writer needs to consider when trying to be persuasive.  For example, remember the first thing you learned in a communication or speech class: the communication model.  It has for components: sender, message, channel, and receiver.  The sender should keep in mind how the message should be framed and what channels they want the audience to receive it through.

With that being said, the writer needs to keep ethics in the back of their heads.  For example, make sure that you are putting out facts.  You CAN NOT fool the public.  By lying or misrepresenting claims, you can lose credibility.  Only write about something that you believe in.

The writing needs good content and a story.  When people read your work, it should be as if the words come off the page.  No one wants to read something that is flat and boring.  The story should feel like it moves and keeps the audience guessing.  This can be done by adding some drama. For instance, write something heart-felt.  You can even add statistics and testimonials.  This can help the readers take a call to action.

At the same time, you want to make it clear to the audience how this is beneficial them.  Ask yourself, “How does this appeal to the audience’s self-interest?”  Let them know about the attributes of a product or service like price, placement, or if it is eco-friendly.  Let’s say there is a new SUV on the market.  A consumer would want to know about the gas mileage, horse power, and safety especially if they have a family.  Be aware of what the audience what to know.