The document defines persuasive communication as messages aimed at influencing others' responses, emphasizing the three pillars: ethos (credibility), pathos (emotion), and logos (logic). It outlines various types of persuasive communication, including intrapersonal, interpersonal, group, and public/mass communication, along with steps to effectively persuade an audience. Additionally, it highlights common errors to avoid and the importance of establishing trust and a good working environment.

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Persuasive
Communication

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Persuasion: Defined as the act of trying to
convince someone of something, or
convincing someone to do something.
Persuasive communication: Any message
that is intended to shape, reinforce, or
change the responses, of another or others.
Definition

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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

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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 communication.
Persuasive communication techniques

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persuasive
communication
Intrapers
onal
Interpers
onal
Group
Public
and
mass
Types of Persuasive Communication

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Intrapersonal Persuasive communication:
• It happens when you try to convince yourself to do something.
It includes self-motivation, self-reflection, goal setting, imagination.
• Example: If you were dealing with a stressful situation
and used self-talk to calm yourself down.
Interpersonal Persuasive communication:
• It is the communication between two people
who already possess a close bond.
It includes Testimonials, personal stories, social proof,
utilization of data and statistics, and calls to action.
• Example: Asking someone (family friend, girlfriend,)
• for a favour or permission.

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Group Persuasive communication:
• Most often it involves one or more people
trying to convince a group of something.
• Example: We all are experienced this kind of
communication while working on a group project for our assignments.
Public and mass Persuasive communication:
• Mass communication is that one transmitted
through media to a larger audience.
• Example: Leaders speech at political campaigns.

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Step 1 Attenti
on
One must first get the intended
audience to listen to what one
has to say.
Step 2
Compr
ehensi
on
The intended audience must
understand the argument or
message presented.
Step 3 Accept
ance
The intended audience must
accept the arguments or
conclusions presented in the
communication.
Step 4 Retent
ion
The message must be
remembered, have staying
power
Steps to persuade communication

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It creates good bonding and relations
Cultivates good working environment.
It can gain co-operation from all.
INSERT LOGO HERE
Importance of Persuasive
communication
It cleans doubt in the mind of the
receiver.

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1. Attempting to make your case with an up-front hard sell.
2. Resisting compromise.
3. Thinking the secret of persuasion lies in presenting great arguments.
4. Assuming persuasion is a one-time effort.
Errors to avoid in persuasive communication

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“ Rhetoric (Art of persuasive speaking or writing), it
seems, is a producer of persuasion for belief, not for
instruction in the matter of right and wrong.
- PLATO
Be a free thinker and don’t accept everything you hear
as truth. Be critical and evaluate that you believe in.
- ARISTOTLE:
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Thank You
Dongiri. Ajay Kumar
MBA Business Administration
DMS, School of Management
Pondicherry University