Persuasive Communication

Persuasive Communication

Course description

How can managers motivate employees to be productive? What techniques can managers use to persuade (large) audiences? What is the power of language in inter-personal as well as mediated forms of communication?

Success in communication efforts depends largely on what is said and how it is said. Selecting the right message and the most appealing format is impacted by research (stakeholders’ beliefs and perception about the organisation and its offerings), by the type of strategy that is applied (negotiation- or confrontation-focused), and also by the power of applying the most persuasive language. This three-day Master Class focuses specifically on the added value of language and the presentation of messages in reputation management and how this helps persuade audiences.

The course equips participants with an advanced theoretical understanding of the foundations of language and communication in psychology (language production and development, and meaning of words) as the basis for knowing more practically how key persuasion techniques such as storytelling, framing, discourse and rhetoric can be used. We will explore each of these persuasion techniques in a combination of practitioner led sessions and workshops where participants will be trained in each of these techniques and in their application to specific organisational settings, such as CEO speeches, stakeholder engagement forums and corporate advertising.

The following model will be central in this advanced elective course: 

Course/Learning objectives

  • You will gain an advanced understanding of the theoretical foundations of language and communication in psychology (language production and development, and meaning of words);
  • You will acquire practical knowledge and skills of key persuasion techniques such as framing, priming and rhetoric, in terms of when and how best to use them in a range of different settings ranging from CEO speeches to corporate advertising;
  • You will be able to track major trends in public debates about issues that may impact firms’ performance in the near future using discourse analysis;
  • You will learn how to these persuasive techniques are used by leaders and how smart leaders have developed and honed their language skills