By: Melissa Barlock
The Three Types of Arguments Used in Public Relations
In Public Relations, persuasion isn’t about winning an argument.
It’s about shaping perception, building trust, and influencing behaviour — thoughtfully and intentionally.
Recently, I began teaching as a professor at Conestoga College, where I lead a Public Relations course called Persuasive Communication & Presentations. Many of the conversations in that classroom, and the questions students ask, mirror the same challenges leaders, business owners, and professionals face every day when trying to communicate clearly and persuasively.
Whether you’re a leader, business owner, or professional communicator, the way you frame your message matters just as much as the message itself. Strong PR communication doesn’t rely on one tactic alone; it blends different forms of persuasion to inform, reassure, and connect.
In this article, I’ll walk you through the three types of arguments commonly used in Public Relations, why they work, and how they show up in real-world communication. If you prefer to watch or listen, you’ll also find a link below to my YouTube video, where I explore this same topic in more depth.
What “Arguments” Mean in Public Relations
When we talk about arguments in PR, we’re not talking about confrontation or debate. In a Public Relations context, an argument refers to how a message is framed to influence understanding, perception, and response.
PR arguments are designed to:
- Clarify information
- Establish credibility
- Build trust
- Create connection
- Encourage thoughtful action
The most effective PR messaging uses a balance of logic, ethics, and emotion.
1. Logical Arguments: Appealing to Reason and Facts
Logical arguments are grounded in evidence, data, and clear reasoning. They answer the question:
Does this make sense?
In Public Relations, logical arguments often include:
- Statistics and metrics
- Research and reports
- Timelines and explanations
- Cause-and-effect reasoning
Examples might sound like:
- “Customer satisfaction increased by 30% after implementation.”
- “Independent audits confirm compliance.”
- “Here’s what the data actually shows.”
Logical arguments are essential because they provide clarity and credibility. They help audiences understand the situation, the decision, or the outcome.
However, logic alone rarely persuades. Facts inform, they don’t always motivate.
2. Ethical Arguments: Building Credibility and Trust
Ethical arguments focus on credibility, integrity, and shared values. They answer a different question:
Why should I trust you?
In PR, ethical arguments show up through:
- Transparency and accountability
- Acknowledging responsibility
- Demonstrating leadership integrity
- Aligning actions with stated values
Ethical messaging often sounds like:
- “We take full responsibility.”
- “Here’s what we got wrong — and how we’re addressing it.”
- “This decision reflects our values and commitments.”
Ethical arguments don’t prove that an organization is perfect — they show that it is trustworthy. And in Public Relations, trust is everything.
3. Emotional Arguments: Connecting to the Human Experience
Emotional arguments focus on people, stories, and impact. They answer the question:
Why does this matter?
These arguments appear through:
- Storytelling
- Personal experiences
- Testimonials
- Empathy and purpose-driven messaging
Examples include:
- “Here’s how this decision affected real people.”
- “This matters because it impacts families and communities.”
- “This isn’t just a policy, it’s about people.”
Emotion is what makes communication memorable. People may forget facts, but they rarely forget how a message made them feel.
Why Strong PR Uses All Three
The most effective Public Relations communication blends all three types of arguments:
- Logic explains
- Ethics builds trust
- Emotion creates connection
When one is missing:
- Logic without emotion feels cold
- Emotion without ethics feels manipulative
- Ethics without logic feels vague
When they work together, communication feels clear, credible, and human.
How This Applies in Business and Dental Offices
While these three types of arguments are rooted in Public Relations, they show up every day in business environments and professional workplaces, often without us realizing it.
For business professionals and leaders, logical arguments appear when presenting data, justifying decisions, or explaining change. Ethical arguments are critical when building trust with teams, addressing challenges, or taking responsibility as a leader. Emotional arguments come into play when communicating vision, acknowledging uncertainty, or helping people understand why something matters.
In dental offices, these principles are especially important. Treatment discussions, financial conversations, hiring, onboarding, team communication, and change management all rely on persuasive communication. Patients and team members don’t just want information, they want clarity, trust, and reassurance.
For example:
- Logic helps explain treatment options, policies, or operational decisions
- Ethics builds confidence in leadership, providers, and the practice as a whole
- Emotion helps patients feel cared for and team members feel valued
When dental professionals and office leaders intentionally balance all three, conversations become clearer, resistance decreases, and trust grows, both internally with teams and externally with patients.
This is where effective communication directly impacts experience, culture, retention, and outcomes.
Watch the Video Version
If you’d like to explore this topic further, I’ve also created a YouTube video where I walk through the three types of PR arguments with real-world examples and practical context.
👉 Copy and Paste the link in a new browser:
https://youtu.be/MzPKox0PexM
Public Relations, at its best, is about clarity, credibility, and connection. When we communicate thoughtfully, using logic, ethics, and emotion together, we don’t just inform audiences. We build trust, influence behaviour, and create lasting relationships.
These same principles apply whether you’re speaking to the public, leading a team, or guiding patients through important decisions. That’s the heart of effective communication.
Enspire Dental Opportunities is looking forward to working with you.













