... is to influence and persuade people to take on particular beliefs about an object, idea or organization. The process and effectiveness of persuasion has been studied by many, resulting in numerous theories that can be applied to the practice and study of public relations. This essay aims to define and explain a selection of persuasion theories in relation to the domino model. Key concepts in ... Communication defines persuasion as being "Intentional influence of opinions, beliefs, values or attitudes by an external agency."(O"Sullivan et al, 1994, p.224) It is a carefully planned process...

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