Session 3.1: Persuasive Communication

1. 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

2. 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.

3. Thoughts on Persuasive Communication (1) A genuine leader is not a searcher for consensus, but a molder of consensus. - Martin Luther King, Jr.

4. 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

5. 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

6. 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

7. 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

8. Persuasive Communication & Leadership Inspiration Build Relationships Establish Credibility Connect Emotionally Provide Evidence Frame Common Ground

9. 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 Steps for Effective Persuasion Establish Credibility Frame Common Ground Use Evidence & Compelling Language Connect Emotionally

10. 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

11. 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?

12. 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?

13. 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

14. 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

15. 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

16. 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

17. 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.

18. 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

19. 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!

20. 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 groupwork.

21. 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.