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Chapter 8: Persuasion
Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's
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Introduction
Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's
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Consider your audience’s three
broader goals:
• security
• recognition
• personal and professional
growth
Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's
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Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's
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Work within eight constraints:
• ethical constraints
• legal constraints
• political constraints
• informational constraints
• personnel constraints
• financial constraints
• time constraints
• format and tone constraints
Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's
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Ethical Constraints
Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's
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Ethical Compass of BP
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Legal Constraints
Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's
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Political Constraints
Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's
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Informational Constraints
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Personnel Constraints
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Time Constraints
Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's
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Financial Constraints
Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's
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Format and Tone Constraints
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Humor and Fear
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Anger
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Fear & Realism
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Follow five steps to craft a persuasive argument:
• Identify the elements of a persuasive argument.
• Use the right kinds of evidence.
• Consider opposing viewpoints.
• Appeal to emotions responsibly.
• Decide where to present the claim.
Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's
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Understand the three elements of your argument :
• the claim: the idea you are communicating
• the evidence: the facts and judgments that support your claim
• the reasoning: the logic that you use to derive the claim from the evidence
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Claims
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Use the right kinds of evidence:
• “commonsense” arguments
• numerical data
• examples
• expert testimony
Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's
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You’re the Daddy!
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Most Effective Evidence: Numerical/Scientific
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Consider three ways of meeting possible objections to
your argument:
Show that the opposing argument is based on illogical reasoning or on inaccurate or incomplete facts.
Show that the opposing argument is valid but less powerful than your own.
Show that there may be a way to reconcile the two arguments.
Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's
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Opposing Arguments
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Avoid ten common logical fallacies:
ad hominem attack, or argument against the speaker
argument from ignorance
appeal to pity
argument from authority
circular argument, or begging the question
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Avoid ten common logical fallacies (cont.):
either-or argument
ad populum, or the bandwagon argument
hasty generalization, or inadequate sampling
post-hoc reasoning
oversimplifying
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Demonstrate four characteristics in creating a
professional persona:
cooperativeness
moderation
fair-mindedness
modesty
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Creating a Professional Persona
Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's
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