Session 3 1 Persuasive Communication Module 3 Persuasive

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 Inspiration Build Relationships Establish Credibility Connect Emotionally Provide Evidence Frame Common Ground 8

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

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 • Power. Point: less is more § Keep audience engaged • Keep it interactive when possible § Communicate with poise & confidence • Non-verbal communication • 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. § 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