Professional Documents
Culture Documents
Persuasive Oral
Communication
Learning Objectives
By the end of the session, participants will be able
to:
Describe persuasive communication.
Identify key components of persuasive speech.
Use components of persuasive speech in
planning communications.
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Thoughts on Persuasive Communication
(1)
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Thoughts on Persuasive Communication (2)
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Thoughts on Persuasive Communication
(3)
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Thoughts on Persuasive Communication (4)
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What is persuasion?
Persuasion is moving people to a
position or course of action that
they do not currently hold.
It involves active listening, as well
as talking, in order to reach a shared solution.
Persuasion happens outside of a power dynamic.
It is NOT about bending people to our will.
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Persuasive Communication & Leadership
Inspiration
Build Establish
Relationships Credibility
Connect Provide
Emotionally Evidence
Frame
Common Ground
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Effective Persuasion
Persuasion is not always a clear, linear process.
• It is complex, and involves discovery, preparation,
and dialogue.
Focuses on the other person.
• Build your message around the audience
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Step 1: Establish Credibility
Trust
Expertise
• Demonstrate sound knowledge
• History of success
Relationships
• Work in the best interests of others
• Show strong character and integrity
People buy people first, ideas second.
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Assessing Your Credibility
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Discussion: Improving Credibility
You can build or buy credibility if you are lacking
in either area.
• What are strategies for improving expertise?
• What are strategies for improving relationships?
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Step 2: Frame Common Ground
Illuminate the advantages of
your position or approach
Identify shared benefits
• If you do not see shared benefits,
adjust your position until you find one!
• Answer question: “What’s in it for me?”
Know your audience
• Listen, be thoughtful and inquisitive
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Step 3: Use Compelling Evidence & Vivid
Language
Numbers alone rarely make
an emotional impact.
Use examples, visual aids,
pictures, stories, and
metaphors along with
numerical data
Tailor your examples to your audience.
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Step 4: Connect Emotionally
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Barriers to Effective Persuasion
Errors in facts, language, etc.
• Distract from your message
Too much information
Poor presentation
• Unclear purpose, poor organization
• Monotone voice, sloppy speech
Resisting compromise
Assuming persuasion is a
one-time event
Power dynamics
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Power and Persuasion
Always be mindful about power relationships in
professional environments.
• Consider hierarchy, culture, age, gender, etc.
Power either facilitate or create barriers to
persuasive communication.
Strong leaders minimize the distance between
themselves and the reality on the ground.
Power can be generous, clear-headed, and used
to foster collaboration.
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Tips for Successful Presentations (1)
Define your purpose
• “If I am successful, my
audience will…”
Do your homework
• Use credible evidence, & know your audience
Plan your key points
• Stick to an outline – not a script!
Use a dynamic opening
Use a powerful close
• Restate purpose, summarize key points, call to action
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Tips for Successful Presentations (2)
Use visual aids
• Pictures, photographs, films, etc.
• Materials should be easy to see,
read, and hear
• Do not rely too heavily on slides
• PowerPoint: less is more
Keep audience engaged
• Keep it interactive when possible
Communicate with poise & confidence
• Non-verbal communication
• Practice, practice, practice!
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Activity:
Persuasive Communication Scenario
A development partner is offering a capital
improvement grant to your institution. The
amount is Tsch 5,000,000.
Your group will make a 3 min presentation to
the principal. You should present a compelling
case for how the grant could be used.
• Aim: balance the interests of your
group with the interests of the institution.
Use the handout to guide your group
work.
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Key Points
Persuasive communication helps to influence
others, build consensus, and inspire people.
Credibility is the foundation of effective persuasion.
Effective persuasion requires credibility, common
ground, evidence, compelling language, and
genuine emotion.
Power can both facilitate persuasion, or create
barriers to persuasion.
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