Persuasive Communication

Persuasive communication :
Is a communication tehnique that is directed toward changing another person’s beliefs, attitudes, and ultimately behaviours.
Key Concepts :
Encoding (message) -> channels of communication (media, person who talks)- decoding {receiver analyze the message} -> feedback (could be positive or negative) -> noise
Types of Noise :
- Physical noise (environment)
- Psychological (mood)
- Tehnical (failures of channel used)
- Social (difference between sender or receiver {between beliefs})
Components of persuasion :
1. The communicator
If a communicator is to be an effective persuader, he must possess credibility, therefore he is expected to be knowledgeable and trustworthy
Characteristics of a communicator :
- Communicator seem more trustworthy if they dont appear to be trying to convince their audience
- Communicator appear both both more credible and more trustworthy when they speak with firmness and confidence
- Communicator is also more effective persuader if they are attractive or appealing to the audience as long as their argument relates to matters of personal taste and not expertise.
2. The message
This stresses on the main content of the message
Characteristics of the message :
- Appears to logical message are more effective with educated and analytical people.
- The message relative discregancy
3. The channel of the communication
4. The audience
The classic rules of learning :
1. Effect
The message shows how they can satisfy some need they already in mind
2. Forward association
People tend to remember things in order in which they first learned or hear them, especially if the sequence is logical or if constant reference is made to it

3. Belonging
People understand more speedily and easily what relates to their own experiences
4. Repetition
Constant repetition of a fact a statement or warning does result in people learning

The process of a persuasion :
- To create rapport, generate interest or acceptance. (opening)
- To find out about them (opening)
- To state a case that will be seen as balanced in favour of action. (stating the case)
- Preventing or handling negative reactions that may unbalance the argument (handling objectives)
- Obtaining a commitment to action, or to step in the right direction. (injunction to act)
What not to do :
- Avoid the hard sell
- Resisting to compromise
- Don’t confuse argument with persuasion
- Persuasion is not a one-shot effort