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Peitho PR - it's all in the name!

  • katiesarahosborne
  • Mar 27
  • 3 min read

Aristotle
Aristotle

In an era where ideas matter more than ever, the ability to persuade, to influence, and to change hearts and minds, is as valuable a skill to possess now as it was 2000 years ago.


Yet, it is so often overlooked.


In the 4th century, Greek philosopher and polymath Aristotle developed Rhetoric – a treatise on the art of rhetoric, which is regarded by many as ‘the most important single work on persuasion ever written’.


So, in a nod to Aristotle and his Greek heritage, we decided on the name Peitho for our new PR Agency. Peitho is the personification of persuasion in Greek mythology.


At Peitho PR we subscribe to Aristotle’s ideas which are as relevant today as they were then 2000 years ago. We think persuasion underpins the success of every communications campaign and it is no longer a soft skill, but a fundamental in most, if not all professions - from selling products, attracting funding, building brands and changing behaviour.


Indeed, some economists believe that persuasion is responsible for generating one-quarter or more of America’s total national income.[1]


Over the centuries, Western economies have evolved from agrarian to industrial to knowledge based. There are very few professions that do not involve an element of convincing others to take action based on an idea.


So, what role does persuasion actually play? Aristotle set out five rhetorical devices to use in order to become an expert in persuasion.


  • Character – build trust by establishing your credibility

  • Reason – why should your audience care? Use data, evidence, and facts to back up your idea

  • Emotion – storytelling. Help your audience relate to your idea with real-life examples

  • Metaphor – the use of language is vital. Using a metaphor or an analogy familiar to your audience to compare a new idea clarifies it and turns the abstract into something concrete

  • Brevity – less is always more. A robust argument should be expressed as compactly and succinctly as possible, starting with your strongest point.


At Peitho PR we have mastered the skills of persuasion. We can maximise the impact of campaigns using the skills set out by Aristotle. With many years’ experience in building trust, using evidence to back up our claims and ideas, developing emotive case studies, and writing succinct, impactful content, we have all the ingredients to run successful communications campaigns.


As part of our work, we focus on identifying the correct audience who will be interested in an idea, recognising strengths and weaknesses, opportunities and threats and determining the perfect context and timing according to what’s going on in the external landscape, whether it be political, economic, societal, technological, legal or environmental.


We are uniquely placed to help small to medium-sized businesses in the science and health sectors to reach their potential in terms of communication. We can amplify your messages, reach difficult to reach audiences, influence decision-makers and create impact. All at affordable prices.


Our values underpin our work - authenticity, fairness, responsibility and open-mindedness – and enable us to build solid, lasting relationships and partnerships with our stakeholders.


Measuring and evaluating our client campaigns is also a vital part of our work to enable us to build on our successes and learn from our mistakes.


Our track record is impressive. We have worked across many disciplines – disease awareness campaigns, scientific report launches, complementary medicine awareness programmes, lobbying work, reputational management projects, publication of clinical trial results and much more.


We pride ourselves in helping to position our clients as thought leaders in their sectors through impactful thought leadership pieces, social media promotion and speaker opportunities.


Peitho PR has been developed to help you with all your communications needs. Please contact us here with your brief and prepare to be amazed by our powers of persuasion!


 
 
 

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