Invasion of Persuasion: Tips from the State of the Union Address for PRactitioners

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By: Maya Jordan

Many of us tuned in last week to watch the President’s State of the Union address to Congress. The address, just to recap, was mainly geared towards a hopeful future in respects to jobs, healthcare, and education, just to name a few. The President is a man that is deemed charismatic; he's an optimistic leader and eloquent speaker. He demonstrates the use of techniques that are essential for an effective (persuasive) client campaign.

FreeDictionary.com defines persuasion as the act of “[Inducing] to undertake a course of action or embrace a point of view by means of argument, reasoning, or entreaty.” In other words, persuasion is getting people to act in some form. For example, persuasion can also be used to “sway” someone’s overall opinion of a type of action. Persuasion can alter one’s thoughts, make someone buy a new product, or even get someone to vote.

I consider the duty of a public relations practitioner to do three things:

Persuade. To convince an audience member to act in one way. Actions vary from voting to buying a new product or service.
Inform. To provide guidance on a certain matter.
Educate. To enlighten someone on a matter they are unfamiliar with by providing necessary facts.

The President illustrated all three duties listed above, and it's apparent that the President has a well-defined message. Marshall McLuhan coined the phrase, “The medium is the message.” Our messages, whether they are commercials, Twitter updates, or ads in the latest issue of Wired, must be compelling, engaging, and captivating. The art of persuasion is a way to gain your audience’s eyes and ears for an effective message.

Below are a few techniques that the President showcased that can be beneficial for PR practitioners to use for a clear, concise, and cutting-edge message:

Show Appreciation. Appreciation is not just way of displaying gratitude. It is also a way of strengthening bonds between people. For example, the President reinforced how the troops served us overseas, so we must serve them in our homefront.
Provide Statistics. Numbers help underscore an idea for better clarity. For example, when the President mentioned the rise of manufacturing jobs, he used a line graph to illustrate a bigger picture by stating more clearly that 334,000 jobs were created in two years.
Use Optimism. Be hopeful about not just the current situation but also the future. In particular, the President stated, “You see, an economy built to last is one where we encourage the talent and ingenuity of every person in this country.”
Inspire to Aspire. This technique is highlighted throughout the speech in regards to college education. For instance, the President stated that if half of the 1.3 million high-school dropouts had graduated, that they could potentially be earners of $7.6 billion collectively. Inspired audience members are more susceptible to going out and getting something done.
Be Empathetic. Simply put yourself in someone else’s shoes. The President highlighted Jackie Bray, a single mother working as a mechanic who was just laid off. In regards to PR, your next campaign could simply endorse a testimonial that the audience can relate to.

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About the Author

Maya Jordan is a young, ambitious PR enthusiast looking to break into the field. In her spare time she enjoys live concerts, spoken word, and traveling. For more, check out www.MayaJordan.com, and connect with her on Twitter here.

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