Smith defines persuasion as the attempt to sway people through ethical means, which enhance the autonomous society. "Persuasion is neither deception, which relies on miscommunication, nor is it coercion…" (Smith, 2002) Smith argue that persuasion depend on force rather than communication.
Persuasive communication is the backbone of Public relations; practitioners employ an understanding of the attitudes and behaviour of the target market to bring a change. Axe is mainly targeted for the young men segment, between the age of 18 and 25 years old. However in January 2012 Axe introduced its first women product line. Axe brand image "Sexual" has not help in the attraction of the women segment. Many women find Axe …show more content…
Axe should increase awareness of its women's line through planning and sponsoring social events. Engaging in events that capture the attention of women would help the company to achieve its objectives. Axe PR team can plan events at schools to teach teenagers about health issues concerning women and men too. Furthermore, Axe can sponsor some night life events and clubs which attract a high number of Axe's target market of young adults. The night life in Egypt has enriched, over the last few years, night clubs such as TIU, Graffiti, and Tabla has attracted lots of young adult Egyptians. Gymnasiums, such as Smart Gym and Gold's Gym, represent another attractive opportunity for Axe to host and sponsors events in it, as it is filled with young adults, Axe's target market. Planning an event is not an easy walk; however it can improve the brand awareness and connect the brand with its target customers. The Events should be Developed around a PR plan, which outline the strategies, channel of communication, key message, and a schedule of deliverables and deadlines. (Spiewak, …show more content…
Social media campaigns can support or replace traditional media. (Horton, 2009) Social media are progressively altering the approach, methods and techniques which public relations practitioners use to communicate and do their jobs. Researchers have begun to explore and outline public relations practitioners’ overall social media practices. "Both Traditional PR and Digital PR are required in the modern marketing environment." (Elevate PR and Marketing, 2015) Digital PR is designed mainly for the young adults who are heavily active on social media such as Facebook, Instagram, and Twitter. They usually do not read newspapers and magazines. Axe main target market is the young adult that is why it is vitally important for Axe to communicate its PR message through social media. However, traditional PR should not be neglected since Axe is seeking wider target market, which includes customers from the age of 30 to 65 years