Lannon_ch03_Pursuading(1) (5)

Copyright Information

• Technical Communication Fourteenth Edition, Global Edition

• Authors: John M. Lannon, Laura J. Gurak

• Published by Pearson Education, Ltd. (2017)

Chapter 3: Persuading Your Audience

Learning Objectives

• Identify a specific persuasive goal.

• Anticipate audience reactions to your message.

• Understand that audiences may resist your arguments.

• Choose an effective strategy for connecting with your audience.

• Respect limitations when making an argument.

• Support arguments with strong evidence and reasoning.

• Understand cultural influences on persuasion.

• Prepare a convincing argument.

Understanding Persuasion

• Definition: Persuasion involves attempting to influence someone's actions, opinions, or decisions.

• Context: Persuasion is a daily necessity in the workplace, applied across various communications.

Types of Persuasion

Implicit Persuasion

• Assures readers of the accuracy and reliability of the information provided.

• Implies that the writer possesses competence and knowledge.

Explicit Persuasion

• Directly aims to persuade readers to adopt a specific viewpoint on a controversial issue.

Identifying Your Persuasive Goal

• Establishing your goal is crucial before writing a persuasive document:

  • Influence people's opinions.

  • Gain support.

  • Submit a proposal.

  • Change behavior.

Predicting Audience Reaction

• Audience reactions can vary based on personal factors like temperament and biases.

• Anticipate defensive questions when challenging audience views:

  • "Says who?"

  • "So what?"

  • "Why should I?"

  • "What’s in this for me?"

  • "What will it cost?"

  • "What are the risks?"

Expecting Audience Resistance

• Overcoming resistance is crucial; three reasons audiences may accept arguments include:

  • Compliance: Acceptance under pressure.

  • Identification: Personal agreement.

  • Internalization: Logical acceptance based on sound reasoning.

• Aim for internalization for lasting acceptance.

Connecting with the Audience

• Three Connection Strategies:

  1. Power Connection: Establish authority or credibility.

  2. Relationship Connection: Build rapport with the audience.

  3. Rational Connection: Appeal to logic and reason.

Allowing for Give and Take

• Present a balanced argument:

  • Consider both sides of the issue.

  • Explain reasoning and evidence for your stance.

  • Invite scrutiny and challenge to your ideas.

Responding to Opposing Views

• When addressing opposition:

  • Try understanding their perspective.

  • Restate their position to ensure comprehension.

  • Seek agreement on actions to address differences.

  • Explore possible compromises.

Asking for a Specific Response

• Be clear about your request when making an argument but remain mindful of audience limits:

  • Avoid requests that go beyond the audience's "latitude of acceptance."

Recognizing Constraints

• Types of Constraints:

  • Organizational Constraints: Company rules limiting argument scope.

  • Legal Constraints: Laws affecting presentation of arguments.

  • Ethical Constraints: Honesty and fairness requirements.

  • Time Constraints: Timing of arguments impacting effectiveness.

  • Social/Psychological Constraints: Audience-specific limitations.

Supporting Your Claims

• Persuasive arguments hinge on compelling evidence which can include:

  • Factual statements.

  • Statistics.

  • Examples.

  • Expert testimony.

• Consider the audience's goals and values to strengthen arguments.

Considering Cultural Context

• Awareness that cultural customs influence persuasive reactions:

  • Recognize differences across cultures.

  • Understand the importance of saving face.

  • Educate yourself on various business customs.

Guidelines for Persuasion

Analyze the Situation

• Assess the political climate and unspoken rules.

• Decide on a connection strategy and anticipate audience reactions.

Develop a Clear and Credible Plan

• Define a precise goal and conduct thorough research.

• Evaluate your idea critically to ensure acceptance.

Prepare Your Argument

• Clarify what you want to achieve:

  • Avoid an extreme persona.

  • Identify points of agreement with the audience.

  • Don't distort opposing positions; aim for understanding.

  • Concede points where appropriate.

  • Present claims you can substantiate with evidence.

Present Your Argument

• Seek feedback on your document before release.

• Choose the right timing, format, and medium.

• Ensure all relevant parties receive the document.

• Encourage responses and remain open to criticism.

Review Questions

1. Define persuasion.

2. Differentiate between implicit and explicit persuasion.

3. Explain the importance of identifying your persuasive goal and list four types of goals.

4. Describe three potential reactions to arguments.

5. What are the three types of audience acceptance?

6. Identify three types of audience connections.

7. Discuss the importance of allowing give and take.

8. List five constraints on arguments and explain their significance.

9. How can claims be convincingly supported?

10. How to ensure cultural context is considered in arguments?