Module 2 Presentation for COM 620

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3
C H A P T E R
Persuasive
Communication
COM 620 MODULE
with
Walter Ratliff
2

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Four Purposes of Communication
Inform Persuade
Convey
Goodwill
Establish
Credibility

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Communicating to Inform
 Most common understanding of
communication
Inform Persuade Convey Goodwill Establish Credibility
“We have a
meeting next
Tuesday”
“I need to order 30
copies of this book”
“You can submit the
papers via email”

4. Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 4
Four Purposes of Communication
Inform Persuade
Convey
Goodwill
Establish
Credibility

5. Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 5
Conger’s Model of Persuasion
1. Establish
Credibility
Demonstrate expertise and that you have
others’ interest in mind
2. Frame for
Common
Ground
Demonstrate that you understand your
audience by appealing to its concerns
3. Provide
Evidence
Utilize a variety of different types of evidence
such as numerical data, examples and stories
4. Connect
Emotionally
Demonstrate your sensitivity to the audiences’
emotional stage and show passion about your
topic
Inform Persuade Convey Goodwill Establish Credibility

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How to Be a Good Advocate
What are you advocating?
1. Plan What communication strategy will be effective?
2. Determine why your
boss will care
How does my argument link to the things my boss is
concerned about?
3. Tailor your argument What types of evidence will appeal to my boss?
4. Assess prior
technical knowledge
What technical knowledge or jargon is my boss familiar with?
5. Build coalitions Who else in the organization supports this initiative?
6. Hone
communication skills
What can I do to be sure I’m prepared to present this to my
boss?
Inform Persuade Convey Goodwill Establish Credibility

7. Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 7
Four Purposes of Communication
Inform Persuade
Convey
Goodwill
Establish
Credibility

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Why Network?
Convey
Goodwill
Produce
effective
super-
vision
Ensure
productiv
e
workflow
Build
personal
influence
Promote
social
support
Inform Persuade Convey Goodwill Establish Credibility

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Trust is Multi-Faceted
Integrity
Competence
Consistency
Loyalty
Openness
Individual ethics
and honesty
Technical ability
and skills required
Willing to
protect others
Transparent,
not secretive
Reliable and
predictable behavior
Inform Persuade Convey Goodwill Establish Credibility

10. Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10
Four Purposes of Communication
Inform Persuade
Convey
Goodwill
Establish
Credibility

11. Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 11
Communicate effectivelyExpertise and Competence
• Improve communication skills, respond to problems with solutions
Use communication responsiblyPersonal Ethics and Integrity
• Maintain future orientation, focus on substance over utility, emphasize community over
individual
Control how you communicateControl of Emotions
• Avoid use of overly negative emotions in written and verbal contexts
Monitor manner, appearance, settingDevelopment of Professional Image
• Work to display traits of intelligence, self-confidence, determination,
integrity and sociability
How Do I Build Credibility?
Inform Persuade Convey Goodwill Establish Credibility

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Strategic Communicators Analyze
their Audiences
 To conduct an analysis
• Examine the demographic characteristics of
the audience
• Assess the knowledge, interests and
attitudes of the audience
• Determine what type(s) of business
audiences you will be addressing

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Demographics, Values, and Beliefs
Generation
Culture
Knowledge, Interests, Attitudes, Concerns

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Demographics, Values, and Beliefs
Generation
Culture
Knowledge, Interests, Attitudes, Concerns

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Generations in the Workforce
Traditionalist
• Tendency to honor hard work, respect
leaders, maintain loyalty to institutions,
defer gratification
Baby Boomer
• Characterized by political skills,
competitiveness, optimism, desire to make
the world a better place
Generation X
• Known to be resourceful and independent,
distrustful of companies and managers
Millennial
• Generally tech savvy, comfortable with
diversity, expect to contribute to decisions
regarding themselves, desire structure in
workplace

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Demographics, Values, and Beliefs
Generation
Culture
Knowledge, Interests, Attitudes, Concerns

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Uncertainty
Avoidance
Power
Distance
Institutional
Collectivism
In-Group
Collectivism
Gender
Egalitarianism
Assertiveness
Future
Orientation
Performance
Orientation
Humane
Orientation
GLOBE Study Cultural Dimensions

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Power
Distance
Individualism/
Collectivism
Masculine/
Feminine
Uncertainty
Avoidance
Long/Short
Term
Orientation
Hofstede’s Cultural Dimensions

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Demographics, Values, and Beliefs
Generation
Culture
Knowledge, Interests, Attitudes, Concerns

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Knowledge and Concerns
What does your audience know about the topic
of your message?
Are you providing the right level of information
to match what your audience already knows?
Have you considered the questions and
concerns of your audience?
Did you anticipate and address these concerns,
questions, or objections in your presentation?

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Interests and Attitudes
COMMON
GROUND
Establish early on in
presentation
Reduce resistance and
retain attention

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Types of Business Audiences
Managers
• Require big picture, key information, have limited time to make decisions
Non-Experts
• Require details and context, examples and illustrations make complex concepts
more clear
Experts
• Require less context and explanation, but utilize specialized language, and
appreciate clear presentation of data
International or Multicultural Audiences
• Require simple and short sentences, slang and colloquialisms may not translate
Mixed Audiences
• Have varied requirements, provide a written message to accompany verbal and
“democratize” message so it is accessible to all audiences

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I’ve Analyzed My Audience, Now
What?
Translate your self-centered message into
audience-centered communication
• Ensure the main point is at the beginning of the presentation1.
• Eliminate irrelevant information2.
• Organize remaining points into a logical order3.
• Elaborate points that need additional information4.
• Proofread for correctness5.

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Communicate Responsibly
Avoid Saying:
Man or men when speaking
about people in general
Businessman
“Man and wife” or “Men and
Ladies”
Instead Use:
Person, individual, human
being in expressions
Business owner, manager,
executive
“Husband and wife” or “Men
and women”