Session 3.1:Persuasive Communication

Module 3:Persuasive Communication & Resource Development

Leadership and Management Course for ZHRC Coordinators and HTI Principals, and ZHRC/HTI Management Teams

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)

A genuine leader is not a searcher for consensus,

but a molder of consensus. - Martin Luther King, Jr.

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Thoughts on Persuasive Communication (2)

If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes

to his heart.- Nelson Mandela

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Thoughts on Persuasive Communication (3)

A good compromise, a good piece of legislation, is like a good

sentence or a good piece of music. Everybody can recognize it. They

say, ‘It works. It makes sense.’

- Barack Obama

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Thoughts on Persuasive Communication (4)

Words mean more than what is set down on paper. It takes the

human voice to infuse them with deeper meaning.

- Maya Angelou

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What is persuasion?

Persuasion is moving people to aposition or course of action thatthey 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.

NB: Used constructively, persuasion is a process of learning and negotiation. –Jay Conger

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Persuasive Communication & Leadership

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EstablishCredibility

Frame Common Ground

Connect Emotionally

ProvideEvidence

BuildRelationships

InspirationInspiration

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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Steps for Effective PersuasionSteps for Effective Persuasion

1.Establish Credibility2.Frame Common Ground3.Use Evidence & Compelling Language4.Connect Emotionally

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.

NB: Character may also be called the most effective means of persuasion. –Aristotle

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Assessing Your Credibility

Answering these questions honestly can help you assess your own credibility as a leader.• How will others perceive my knowledge and

experience?

• Do those I am hoping to persuade see me as helpful, trustworthy, and supportive?

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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

NB: If you would convince others, seem open to conviction yourself –Lord Chesterfield

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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.

NB: A wise man proportions his belief to the evidence. –David Hume

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Step 4: Connect Emotionally

Do not rely on logic and reason alone!• Emotions are always at play!

Show your own emotional commitment Know your audience’s emotional state, and

adjust your tone to fit

NB: Those that will not hear must be made to feel. –German Proverb

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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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