In a brief essay, explain the Elaboration Likelihood Model (ELM). How can ELM be applied by PR practitioners? Illustrate your response with an example of ELM being implemented.

What will be an ideal response?

ELM is a major persuasion theory which states that persuasive messages are received by people through two different routes: either the central route or the peripheral route. Via the central route, one’s mental processing is based on thought, analysis, and reflection. Active thinking internalizes the message, and attitudes formed are more persistent and resistant to change. Via the peripheral route, one’s processing is based on mental shortcuts, little effort, thus attitudes formed are more short-lived. With the crescendo of chatter in our world, most messages are processed this way. Since the central route to mental processing is more likely to stick and affect attitude and behavior change, you need to increase the motivation to engage by explaining why your message is relevant and how it affects the receiver personally. You also need to increase the ability to engage by adapting to the receiver’s level of understanding and experience and by eliminating distractions.