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It annoys me whenever I see a reference to Edward Bernays being the father of public relations. He was an accomplished propagandist but not a PR practitioner. He regarded the public as irrational and subject to herd instinct, which could be controlled by psychoanalysis. His book ‘Public Relations’ (1945) was all about how corporations or governments could coerce the public. What he did for major American companies 70 years ago, like persuading millions of women that taking up smoking would liberate them as feminists, would probably be grounds to bar him from CIPR or PRCA membership nowadays. 

But someone from 300 BC, Aristotle, understood how to conduct persuasive communication ethically. His ‘theory of communication’ has not only stood the test of time but continues to guide us in the modern era of PR. It has five parts. 

Firstly, the speaker and their qualities as influencers. Are they respected? Do they have significant expertise or experience? Are they liked, maybe an attractive TV or film personality? Do they have power? Are they credible? The importance of each of these factors would depend on the following stages of the theory. Aristotle thought they were important considerations. The most senior person may not be the most influential with a particular audience.

Secondly, the speech itself. We would call this content or key messages today. Is it truthful and authentic? Does it motivate us to think, feel or do something?

Thirdly, the occasion, the circumstances of the speech, and where it will take place. This is terribly important and sometimes overlooked today. What would be the emotional connection between the audience (next point in Aristotle’s theory) and the speaker? For example, if a famous musician went busking on an underground train, would that person get the same attention as playing a sellout Wembley arena concert? Probably not, as the occasion was wrong. It provides a limited emotional connection with the audience. Aristotle’s theory reminds us of the crucial role of emotional connection in effective communication.

Back in the early 2000s, I played in a band. I said that if we could go on the streets and get some people to stop and listen, we were ready to play live. When we played a gig at a friendly pub and invited all our friends, it was a brilliant success—even though we were terrible musicians. Occasion. Emotional connection.

Fourthly, the audience. Is the speech (content and message) relevant to them? Is it interesting? Is it something the audience can relate to? Does it resonate! 

Fifthly, the effect. What do we want to achieve with that communication? What impact?

I think these are all salient points for a PR practitioner in 2024 in crafting a persuasive piece of communication.

Oh. Aristotle was a pretty good philosopher as well as being a PR person!

[Image: By Sergey Sosnovskiy on Wikimedia Commons]