Strategic Communication 101: Advertising and Persuasion Ethos Pathos Logos in Advertising Aristotles persuasion appeals

What This Is

Aristotle's persuasion appeals - Ethos, Pathos, and Logos - are fundamental concepts in strategic communication that help organizations build credibility, evoke emotions, and present logical arguments to persuade their target audience. Effective use of these appeals can enhance an organization's reputation, relationships, and bottom line. For instance, Johnson & Johnson's crisis communication response to the Tylenol tampering incident in 1982 is a prime example of how a company can use Ethos (credibility), Pathos (emotional appeal), and Logos (logical reasoning) to restore trust and maintain a positive brand image.

Key Theories & Models

• Image Repair Theory (Benoit): This theory proposes five strategies to repair an organization's image: denial, evasion, reducing offensiveness, corrective action, and mortification. The choice of strategy depends on the severity of the crisis and the available evidence. Strategic implication: Organizations should develop a crisis communication plan that includes these strategies to mitigate the damage and restore their reputation.
• PESO Model: The PESO model categorizes media into four categories: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled media). Strategic implication: Organizations should plan integrated campaigns that leverage all four categories to maximize reach and engagement.
• Rhetorical Situation: This model considers the context, audience, purpose, and constraints of a message. Strategic implication: Organizations should analyze the rhetorical situation to develop effective messages that resonate with their target audience.
• Social Identity Theory: This theory explains how individuals derive a sense of self from group membership. Strategic implication: Organizations should leverage social identity theory to create brand communities and foster a sense of belonging among their customers.
• Diffusion of Innovations: This model explains how new ideas spread through a population. Strategic implication: Organizations should understand the characteristics of their target audience and develop messaging that resonates with their values and behaviors.
• Theories of Persuasion: These theories, including the Elaboration Likelihood Model and the Heuristic-Systematic Model, explain how people process and respond to persuasive messages. Strategic implication: Organizations should develop messages that appeal to both the rational and emotional aspects of their target audience's decision-making process.
• The Role of Emotions in Advertising: Emotions play a crucial role in advertising, as they can create a lasting impression and influence purchasing decisions. Strategic implication: Organizations should use emotional appeals in their advertising to create a connection with their target audience.

Step-by-Step Application

1. Analyze the Situation: Identify the key stakeholders, their interests, and the context of the situation.
2. Develop a Message Strategy: Choose the most effective message appeal (Ethos, Pathos, or Logos) based on the situation and the target audience.
3. Create a Message: Craft a message that resonates with the target audience and achieves the desired outcome.
4. Choose the Right Channels: Select the most effective channels to deliver the message, considering the target audience's preferences and behaviors.
5. Measure and Evaluate: Track the performance of the message and adjust the strategy as needed.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: PR is about building and maintaining relationships with stakeholders through transparent and honest communication. Example: The crisis communication response of Johnson & Johnson during the Tylenol tampering incident is a prime example of effective PR.
• Misconception: "Advertising is dead."
• Correction: Advertising is still a powerful tool for reaching and engaging with target audiences. Example: The "Like a Girl" campaign by Always is a successful example of using advertising to challenge stereotypes and create a positive brand image.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, and it's essential to be prepared with a crisis communication plan. Example: The crisis communication response of United Airlines during the passenger removal incident is a prime example of how not to handle a crisis.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze a real-world scenario and develop a strategic communication plan.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes, as well as CSR and shared value.
• Demonstrate strategic thinking: Show how you would apply theoretical concepts to a real-world scenario and achieve the desired outcome.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Acknowledge the situation and apologize for the CEO's behavior. 2. Provide context and explain the actions being taken to address the issue. 3. Engage with stakeholders and listen to their concerns.

Rationale: This response is grounded in the Image Repair Theory, which suggests that organizations should use denial, evasion, reducing offensiveness, corrective action, and mortification to repair their image. In this scenario, acknowledging the situation and apologizing for the CEO's behavior is the first step in repairing the image.

Last-Minute Cram Sheet

• Ethos: Credibility and trustworthiness.
• Pathos: Emotional appeal and persuasion.
• Logos: Logical reasoning and argumentation.
• Image Repair Theory: Five strategies to repair an organization's image (denial, evasion, reducing offensiveness, corrective action, and mortification).
• PESO Model: Paid, Earned, Shared, and Owned media categories.
• Rhetorical Situation: Context, audience, purpose, and constraints of a message.
• Social Identity Theory: Individuals derive a sense of self from group membership.
• Diffusion of Innovations: New ideas spread through a population.
• Theories of Persuasion: Elaboration Likelihood Model and Heuristic-Systematic Model.
• APR Code of Ethics: Professional standards for public relations practitioners.
• ⚠️ "Two-way symmetrical" is not just "listening" – it's mutual adjustment, not just research to improve persuasion."