To communicate effectively research has shown that a communications strategy is essential to ensure the goal for communication is achieved. This usually involves the consideration of the audience, credibility of the speaker, purpose of communication and the context. In the area of persuasive communication strategy, research has shown that there are some other key factors critically important. The research conducted have shown the findings to be categorized under the various topics of discuss.
Audience involvement is the predefined audience’s level of interest regarding the issue being contemplated. It is related to the measure to which the outcome discussed affects the audience. Usually, a highly involved audience are more likely to be affected by the central arguments while a less involved audience are affected by peripheral issues such as the context and credibility of the persuader. This finding translates that when engaging with a highly involved audience more emphasis should be placed on the logic of the argument however, when it’s a less involved audience, more efforts should be made towards credibility of the speaker and organizational context.
Having dealt with the audiences’ interest in the subject matter above, the initial position of the audience to the persuader’s position is an important factor to discuss. The audience bias towards any subject can either be Negative, Positive or Neutral. For a negative audience, an approach of a two-sided argument is most effective i.e. one that favors (agrees) with the position and another one that refutes (disagrees) with the position. For a positive or neutral audience, a one-sided argument may be effective initially but cannot guarantee a switch of position when the audience is exposed to a counter argument elsewhere.
The speaker’s credibility in the eyes of the audience touches on the success and failure of arguments made. Credibility of a persuader has more effect when the audience is less involved. Therefore, it should not be relied solely on when addressing a highly involved audience. The more credibly persuader can gain more change in attitude in the short term and as such should be capitalized upon with action as soon as possible.
The use of reciprocity by exchange of favors or giving of concessions to gain reciprocal returns goes a long way. Another approach with regards context albeit illogical yet functional is the band wagon effect that leverages on the fact that “everyone is doing it”
Two other persuasive techniques would be the Common Ground and Reinforcement of change. For the common ground approach, the persuader should leverage on areas where there is agreement with the audience first before proceeding to changing their position on a core area of focus. The reinforcement of change technique centers on repetition of positions stated earlier and involvement of the audience in acting on behalf of the position. This technique ensures prolonged change of attitude.
The research findings from the persuasion research is very insightful and revealing towards how one can increase their persuasiveness. The true test of its viability would be in the practice in the real world with adjustments for best fit.
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