Persuasive communication is the act of convincing others, employing three main appeals: ethos (credibility), pathos (emotions), and logos (logic). It can occur in various forms, including intrapersonal, interpersonal, group, public, and mass communication. Effective persuasion requires understanding the audience and employing techniques that enhance attention, comprehension, acceptance, and retention of the message.

1. Dissonance-Reducing
Habitual
Variety-seeking
PERSUASIVE COMMUNICATION

2. Affect
Persuasive Communication
Persuasion is defined as the act of trying to convince someone of something,
or the means of convincing someone to do something.
Persuasive communication is any message that is intended to shape,
reinforce, or change the responses. of another or others.

3. Affect
ETHOS
• Appeal to ethics, refers to the effort to convince your
audience of your credibility or character.
PATHOS
• Appeal to emotions, refers to the effort to persuade your
audience by making an appeal to their feelings.
LOGOS
• Appeal to logic, refers to the effort to convince your
audience by using logic and reason.
3 pillars of Persuasive Communication

4. Affect
Understand purpose versus topic so that you can
engage your listeners.
Develop confidence, focus, and credibility.
Exhibit honesty, trust, and a conversational
style.
Use principles of persuasion.
Maximize your non-verbal communications.
Persuasive communication techniques
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1
3
4
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5. Types of Persuasive Communication
Intrapersonal
Interpersonal
Group
Public and mass
PERSUASIVE
COMMUNICATION

6. Affect
It happens when you try to convince yourself to do
something
It is the communication between two people who
already possess a close bond.
Example- If you were dealing with a stressful situation and
used self-talk to calm yourself down
Intrapersonal persuasive communication
Interpersonal persuasive communication
Example- Asking someone for a favour or
permission

7. Affect
Most often it involves one or more people trying to
convince a group of something
Mass communication is that one transmitted
through media to a larger audience
Example- You may have experienced this kind of
communication while working on a group project in a
class
Group persuasive communication
Public and mass persuasive communication
Example- Leaders speech at
political campaigns

8. Affect
Process to persuade communication
One must first get the intended
audience to listen to what one
has to say.
STEP 01
The intended audience must
understand the argument or message
presented.
STEP 02
The intended audience must accept the
arguments or conclusions presented in the
communication.
STEP 03
The message must be remembered, have
staying power.
STEP 04
Attention
Comprehension
Acceptance
Retention

9. It creates good bonding and relations
Cultivates good working environment
It can gain co-operation from all
It clears doubts in the mind of the receiver.
Importance of Persuasive Communication

10. Affect
Errors to avoid in Persuasive Communication
1 3
2 4
This is a sample text. Insert your desired
text here This is a sample text
This is a sample text. Insert your desired
text here This is a sample text
This is a sample text. Insert your desired
text here This is a sample text
This is a sample text. Insert your desired
text here This is a sample text
Attempting to make your case
with an up-front hard sell
Resisting compromise
Thinking the secret of
persuasion lies in presenting
great arguments
Assuming persuasion is a one-
time effort

11. Affect
“Persuasive communication involves enthusiasm, animation,
audience, participation, authenticity and spontaneity.”
-John C . Maxwell