Topic 3.7: Principles of persuasive communication

This module is about communicating to influence and we’ve looked at a range of elements that impact the effectiveness of our influence in the ways we communicate.

One of the ways we consciously or unconsciously influence others (and ourselves) is through the practice of “framing”. Framing is about how we present information so that it positively resonates with others.

“Framing involves the ability to shape the meaning of a subject – usually the situation at hand – to judge its character and significance through the meanings we include and exclude, as well as those we emphasize when communicating”. 

“A frame is … a mental picture, and framing is the process of communicating that picture to others.” (Fairhurst, 2011, p3-4)^[1].

Clearly, framing is about communicating effectively, clearly and persuasively. And of course it can be easy to see this as a purely manipulative or artificial tool. Surely, we should simply “present the facts”? Well, yes, except that those “facts” are always going to be interpreted – firstly by the person presenting them and secondly by the person (or persons) receiving them. And how they are presented and received will inevitably be influenced by the frames – mental models – of the different parties.

Communication is about persuasion – about helping people to understand “the facts” in ways that make sense and matter to them.

Perhaps the leading researcher and writer in the area of persuasion is Robert Cialdini. Cialdini has identified six underpinning principles of ethical persuasion – principles that you will see reflected in much of what we’ve covered, but summarised succinctly in his work. You’ll also note how each of the principles helps to “frame” your attempts to persuade.

It’s important to note that Cialdini and Martin frame their approach as “ethical persuasion” – that is, while any of the principles could be used unethically, they should be used to help us more effectively communicate with others to deliver positive results in a values-based way.

As you watched the video, you may have thought of situations in which we do use or have used the principle described. No doubt, some of the other principles may have been less familiar. The important thing is to realise that these different principles of persuasion are frequently available to us but we fail to avail ourselves of them. Being aware of them means, we can consider them when we are attempting to influence others. Remember Aristotle’s counsel: “The fool persuades me with his reasons. The wise man persuades me with my own.”

The six principles of ethical persuasion do not stand alone or exist in isolation from the other communication principles we’ve explored. Our influence is built (or eroded) day by day as we interact with other people, appropriately applying:

• assertiveness and responsiveness
• listening and questioning, and
• power bases.

And of course these are threaded together in the conversations that we engage in and the relationships we build. Each conversation is a “moment of influence” – it can help us influence others (immediately or over time); it can influence the way others see us (building a sense of our reputation or “brand”); it can build people’s confidence or trust in us, or erode their confidence and trust. Remember also that what is unsaid can have as much of an influence as what is said in certain situations.

Whether or not we see ourselves as persuasive communicators, the reality is that we are constantly engaged in attempts to influence others’ decisions, actions and thinking. As our responsibilities increase, so our potential for influence and persuasiveness expands and extends. Being aware of and competent in the use of persuasive communication practices is therefore an important skill to develop, and one we’ll discuss further in our workshop time together.