Date Approved


Embargo Period


Document Type


Degree Name

M.A. in Public Relations


Public Relations & Advertising


Ric Edelman College of Communication & Creative Arts

First Advisor

Bagin, Donald


theory to practice, sources


Public relations--United States; Persuasion (Rhetoric)


Public Relations and Advertising


The purpose of this study was to present ways in which persuasion theories are currently used in public relations and how persuasion theories could be used in public relations. Some public relations textbooks devote a chapter or section to persuasion theories and how they relate to public relations. The public relations practitioner needed a publication that expanded on these theories and provided cases of how they are used in public relations today.

To research persuasion theories and current application of them, current textbooks and periodicals were reviewed at several libraries. The searches at Rowan College, Richard Stockton College and Ocean City Public Library included CD-ROM Newsbank, Business Newsbank and a Full-Text Periodicals database. The on-line card catalog database service at Rowan College was also used. These searches yielded many related articles and books.

The findings that resulted from this research were that public relations practitioners are using a variety of persuasion theories to promote their organizations, such as establishing source credibility, "channeling" their messages to concur with audience attitudes, using emotional appeals, values advocacy and so forth. Further, the findings offered examples of ways that companies are using such theories.