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

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. 2

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

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 4

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 5

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 6

What is persuasion?  Persuasion is moving people to a position or course of action that they 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 7

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

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 9 Steps for Effective Persuasion 1.Establish Credibility 2.Frame Common Ground 3.Use Evidence & Compelling Language 4.Connect Emotionally

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 10

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? 11

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? 12

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 13

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 14

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 15

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 16

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. 17

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 18

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! 19

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 group work. 20

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. 21