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Persuasive Communication
Most of us do persuasive communication without even thinking
of a plan or a design but a confessional persuasive communicator will have
strategies and a master plan. In order, to create a master plan you have to
follow three basic steps: determine objectives, analyse the audience and
design a program. First, you have to study the problem and decide the
objectives. In order, to study the problem, you must gather all the
information in relation with the case like financial situation, purpose,
audience, etc. After that, you decide practical and attainable objective.
Secondly, you have to identify the audience by preparing an exact list of
person, group or geographical areas that are relevant to the communication
objectives. After that, you got to measure and interpret the attitude of the
population aimed. You have to analyse the interest in the issue by the
audience and determine if the issue is controversial in the population. If it
is, you should consider giving both side of the issue rather than your own
side because you re persuasive communication will be easily accepted. The last step is to design the
communication strategy which consist in a presentation of stimuli the
audience in order to change their behaviour according to the objective. First
of all, we got to choose a source which as credibility in the population
aimed to do so we have to consider two aspects: the trust and the competence.
We have to choose someone that is an expert in a subject and someone that
give the impression that he s not trying to persuade you. The message that
the source will deliver has to be adapted to the audience in order to be
effective. Finally we have to decide a channel and the context which is the
less controllable aspect because of distracting and competing stimuli. |
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