As part of the persuasive communication unit we were asked to choose an organisation and identify a problem or issue that could be turned into a persuasive campaign to convince the target audience to change.
Rationale: The press release focuses on the upcoming film Perfect Addiction which is a sequel from the author Claudia Tan who started writing through the platform Wattpad. This press release was created for the purpose of this assignment as a newsworthy event in which the organisation is involved in and to give more insight into the platform Wattpad and how it has helped Claudia Tan to be where she is.
Rationale: Instagram was the most reasonable choice due to its influence on Wattpad's target audience. Instagram was chosen for the online content because of its unique visual nature and how it appeals to younger audiences. Wattpad has three Instagram pages which target different audiences. However, their main page has a following of 2.2M followers (Instagram, 2021). Instagram was selected as a tool to communicate with this target audience due to Wattpad's demographics and because it is the most used platform for generation z and millennials.
Rationale: A print advertisement was chosen because it can be used to persuade potential users who do not use social media or are hard to reach through online mediums. This print advertisement would be featured on billboards, shopping centres, and social media. I decided on this option because billboard campaigns are difficult to ignore, will be seen by many people, and have proved hugely successful for the Penguin. Though this campaign is primarily aimed at a target age group which is a generation of social media users, a billboard will make a huge impact and will get people thinking and talking about the brand.
Rationale: Using a Q&A as a method of persuasive communication allows the audience to read for themselves how Wattpad has helped upcoming writers and to see themselves within the answers being conveyed through the interviewee. The author being interviewed could be seen as relatable to other upcoming writers who need some advice and can identify with certain aspects of the writer’s journey and experiences. The objective of the Q&A is to show both the struggles faced by upcoming writers, as well as highlight the benefits the platform brings, through the personal experience of a new writer. This is a positive step in gaining the right publicity towards the platform as the audience are not directly told to use the platform but have been given information that could help make up their minds about whether to create an account. The Q&A would feature on Wattpad’s blog, shared as a link on Twitter and LinkedIn as well as several Instagram posts in order to encourage their target audience to read the full Q&A. The Q&A would be scheduled after a billboard is launched to encourage its users and new users to read the story.
