Chapter Twelve: Making the Persuasive Case at Work H.L. Goodall & Sandra Goodall Communicating in Professional Contexts Skills, Ethics, and Technologies

Chapter Twelve:Chapter Twelve:

Making the Persuasive Case at WorkMaking the Persuasive Case at Work

H.L. GoodallH.L. Goodall

&&

Sandra GoodallSandra Goodall

Communicating in Communicating in ProfessionalProfessional Contexts ContextsCommunicating in Communicating in ProfessionalProfessional Contexts ContextsSkills, Ethics, and Technologies Skills, Ethics, and Technologies 2ed2ed

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Ch12: Making the Persuasive Case at Work

Copyright © 2006 Wadsworth

Concierge PersuasionConcierge Persuasion

“Discrete Problem-Solving

and Assiduous Service.”

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Persuasion ContinuumPersuasion Continuum

Brutal

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Rational

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Rational/Emotional

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Mindful

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Conscious Communication Choices

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Logos, Pathos, and EthosLogos, Pathos, and Ethos

Logos - Logic

Pathos - Emotion

Ethos - Credibility or Expertise

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Choosing a Persuasive StrategyChoosing a Persuasive Strategy

A Brutal Strategy

When Not Offering a Choice

Audience Has History of Resistance

Audience Needs Less Important than Outcome

Private when Need to Avoid Embarrassment

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Persuasion Resides in Position not Credibility

All other Forms of Persuasion Exhausted

Main Goal is Compliance

A Brutal Strategy

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Using A Brutal Strategy

Be Sure

Be Kind

Be Considerate

Be Prepared

Be Firm

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Brutal Strategy - Creating the Message

Clearly State the Problem

Cite Supporting Evidence

Clearly State the Proposal

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Choosing the Rational Persuasive Strategy

You Want to Lead to Consensus

Your Audience in Receptive

Needs of Audience Must Be Met

Persuasion Lies with Knowledge, not Position

Main Goal is Consensus

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Creating the Rational Persuasive Message

Coordinating the Rational Persuasive Message

Delivering the Rational Persuasive Message

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Using a Rational StrategyUsing a Rational Strategy

Select Appropriate Organizational Pattern

Prepare Organizational Chart

Practice Presentation and Get Feedback

Develop Visual Support

Dress to Enhance Credibility

Deliver with Confidence and Enthusiasm

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Persuading Through EmotionPersuading Through Emotion

Choosing the Rational/Emotional Strategy

Your Goal is Action

Your Audience is Open and Receptive

You Need to Persuade Audience You are

Meeting Their Needs

Persuasion Lies with Meeting Emotional Needs

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Monroe’s Motivated SequenceMonroe’s Motivated Sequence

Attention-Getter

Need

Satisfaction

Visualization

Call to Action

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Monroe’s Motivated SequenceMonroe’s Motivated Sequence

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Persuading Through Mindful Persuading Through Mindful CommunicationCommunication

Your Goal is Commitment from Audience

Audience has History of Being Open

Needs of Audience are Vital to Outcome

Persuasion Lies in Credibility and

Organizational Authority

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Creating a Mindful Creating a Mindful Persuasive MessagePersuasive Message

Analyze Situation

Adapt Message to Audience

Evaluate Feedback

Be Willing to Risk for Understanding

Listen Consciously

Provide Feedback

H.L. GoodallH.L. Goodall

&&

Sandra GoodallSandra Goodall

Communicating in Communicating in ProfessionalProfessional Contexts ContextsCommunicating in Communicating in ProfessionalProfessional Contexts ContextsSkills, Ethics, and Technologies Skills, Ethics, and Technologies 2ed2ed

Documents

Chapter Twelve: Making the Persuasive Case at Work H.L. Goodall & Sandra Goodall Communicating in Professional Contexts Skills, Ethics, and Technologies