How do we change minds and move people to action? It's an eternal human question and one that's critical for strategic communicators. This session focuses on key principles in persuasion, from classical rhetoric to behavioral economics. Participants learn to gauge audience needs and desires, anticipate decision-making processes and choose the persuasive strategies that best fit the situation. Because our aim is audience-centered communication, we also consider the ethics of persuasion.

Methods: Persuasive messaging on behalf of organizations is an iterative process requiring collaboration and commitment from colleagues at multiple levels. In this session, we explore rhetorical techniques through discussion and small-group exercises. We simulate organizational processes using "internal regroups" (i.e., meetings with colleagues to reveal and justify our work).

You will learn:

• Devise persuasive arguments based on rhetorical techniques
• Frame communication in terms of audience advantage
• Use low-involvement cues to influence audience decisions