Persuasive Communication

Persuasive Communication

Course description

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 partly impacted by research (what do stakeholders believe about the organisation and about its offerings?), partly on the type of strategy that is applied (negotiation or confrontation focused) but also on the power of applying the most appealing language. This relatively new course in the Executive International Master of Corporate Communication programme at Rotterdam School of Management focuses specifically on the added value of language in reputation management and how to persuade audiences.

Course/ Learning objectives

  • What are the key notions developed in classical streams of thought like rethorics and logics (argumentation theory);
  • How do people get acquainted with a language; notions in psychological research;
  • Explain and predict the power of language in persuasive communication;
  • How to reveal major trends in public debates about issues that may impact firms’ performance in the near future using discourse and rhetorical strategies;
  • Which techniques are available for corporate communication practitioners in which the above mentioned notions are applied (e.g. framing, decoupling, execution styles in marketing communications, storytelling);
  • What can we learn from marketing communication research about the impact of messaging strategies;
  • What lessons can be learned from top practitioners regarding language of leaders, specifically CEOs