How does persuasion affect our storytelling and advocacy?
Posted on Mar. 3, 2022 / Subscribe 0
Is persuasion ethical? This is a question industry professionals have debated for years. Persuasion is present everywhere, whether we notice it or not. It can be seen in our writing, the colors chosen for graphics and logos, font and more. One can even argue that every action we perform, for example the way we dress or talk, are forms of persuasion.
To answer the long-debated question: Yes. Persuasion is ethical by definition. It is inherent in all of our strategies. As public relations professionals, it is our job to strategically story-tell and be an advocate for our clients. While performing our duties, it is important to keep our PRSA Code of Ethics, with special attention to the values and provisions, in mind.
While persuasion is ethical by definition, it allows for free and informed choice by the individual public relations professional. The codes, values, and provisions do not ensure ethical behavior and do not punish unethical behavior. The codes are not enforceable under any law, thus it is our responsibility to use them as guides when facing a dilemma or attempting to use a form of persuasion. Dilemmas can cause cognitive dissonance in an individual because it is a problem that has probable reasoning on both sides. When facing a dilemma or form of persuasion in your organization, it is important to remember storytelling and advocating for your client is the most important thing to do to appear credible and trustworthy to the public.
As Edward R. Murrow once said, “To be persuasive we must be believable. To be believable we must be credible. To be credible we must be truthful.” Following the values, provisions, and ethical codes by PRSA and other institutions can guide the way for public relations professionals when they face any ethical issues that may arise.
Elizabeth Ryan is a senior communication major at Wayne State University and PRSSA Chapter President
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