Persuasive Communication as a neurocommunication strategy for public relations
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This paper focuses on the study of persuasive communication as a very useful neurocommunication strategy for Public Relations. Persuasion is an important part of communication, which seeks to influence the opinion or behavior of a receiver, so it is possible to consider it as a strategy that can be explained from neurocommunication to optimize its application in the field of communication. PR. Thus, this paper has the objective of examining how persuasive communication can function as an effective strategy in PR to influence the perception and behavior of the recipients. This was completed through a bibliographic review from which 19 research articles related to the subject were qualitatively analyzed. It has been possible to detect numerous persuasive communication strategies that are useful in the field of PR. In this way, it is concluded that PR and persuasive communication are closely related and that neurocommunication makes it possible to detect elements that can be improved to increase their effectiveness.
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