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PERSUASION THEORY The study of persuasion dates, according to general opinion, at least 5000 years. "The first known writing about persuasion dates back to 3000 B.C" (Heimes, 1998). American scholar Dr Kelton Rhodes, of Arizona State University, argues that persuasion falls within the study of social influence, which is the science of influence, persuasion, and compliance." Persuasion, therefore, is central to public relations: in that it is able to influence target publics. This essay will look at how various theories of persuasion interact with the Domino Model of Communication and whether or not the Domino Model is a useful tool in planning communication strategies. INTRODUCTION TO PERSUASION Persuasion has been defined as "a successful, intentional effort at influencing another's mental state through communication, assuming the person to be persuaded has some measure of freedom." (O'Keefe, 1990). Another definition says "persuasion attempts to change minds or get people to act" (McGann, 2000). Within public...

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