MOTIVATION AS A PUBLIC RELATIONS TOOL IN CHRISTIAN THEOLOGY TO GAIN RELIGIOUS STAKEHOLDER BUY-IN
Public relations can be described as the use of persuasive communication to generate mutual understanding, trust and goodwill between corporate organisations or any group of persons and its stakeholders. Persuasive communication becomes very efficacious if the stakeholder can identify benefits that are accruable to him if he aligns with the requirements of the communication. These benefits could be described as the motivation to act. Motivation refers to the internal and external factors that compel individuals to take action. Intrinsic motivation comes from within and is driven by inherent satisfaction, enjoyment or interest in an activity. Extrinsic motivation is external and comes from outside consequences or rewards associated with the activity (Ryan & Deci, 2000). Faith-based organisations (FBOs) can leverage both intrinsic motivators, such as fulfilled life on earth and extrinsic motivators, such as the assurance of eternal life in heaven for adherents. The Bible is replete with such a communication strategy.
Keywords: buy-in, christian, gain, motivation, public, relations, religious, stakeholder, theology, tool