Persuasive Public Campaigns

Abstract

Chapter 7 introduces the topic of persuasive public campaigns with a case study involving DoorDash’s #OpenForDelivery campaign during the COVID-19 pandemic. The chapter content then opens by defining public relations and discussing the elements of advertising: emotion, logic, and credibility. Chapter 7 then explains the advertising process through Yale’s five-stage developmental model; this model includes identification, legitimacy, participation, penetration, and distribution. Then, the types of advertising are discussed, which include product-oriented advertising, person-oriented advertising, and idea-oriented advertising. Next, the text prefaces the elements of public relations (PR) by explaining the definition of PR as well as an overview of the history of PR; this overview includes the debate of when PR began, Ivy Lee’s code of ethics, and Edward Bernays’ development of the term PR. Then, Chapter 7 outlines the PR process by discussing the PIE model: planning, implementation, and evaluation. Other topics discussed in this chapter include the types of persuasive PR campaigns, including community relations, consumer relations, employee relations, and public issues; crisis management, including the types of crises, crisis response strategies, image restoration strategies, and apologia; and new media and persuasive public campaigns, including two-way communication, relationship building, far-reaching strategies, and cost-effective persuasion.