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Yago de la Cierva and Greg Burke

Persuasive Communication is designed to teach individuals the principles of persuasive communication, enabling them to effectively convey their message and reach their audience.

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Syllabus

Introduction to the Communicating with Presence Specialization
To be a better leader you need skills such as finance, operations and marketing, but to advance in your career, you will also need soft skills. One of these essential skills is communication. If you want to manage people, whether it's a small team or a large company, you have to know how to communicate. There is no effective leader who is NOT an effective communicator.
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Module I: Communication Skills
Upon completion of this module, learners will be able to break down the key elements of discourse and how to effectively combine them to create persuasive and impactful speeches.
Module II: Logos
Upon completion of this module, learners will be able to recognise the principles on which persuasion is based by differentiating between being persuasive and manipulative. They will develop communication skills in relation to others, whatever the scope of that relationship; they will be able to plan and deliver a rational speech in public.
Module III: Ethos
Upon completion of this module, learners will be able to recognise the type of discourse they should develop from a given situation; compare 3 structures of the leader’s discourse; design and validate a leadership discourse proposal.
Module IV: Storytelling
Upon completion of this module, learners will be able to create memorable stories and to feel their impact in an oral speech, to enhance their public speaking skills.
Module V: Pathos
Upon completion of this module, learners will be able to create emotional speeches that change their audience.

Good to know

Know what's good
, what to watch for
, and possible dealbreakers
Introduces learners to key communication skills, which can advance their careers and have a positive impact on personal life
Develops the professional skill of persuasive communication in a targeted manner, giving learners a distinct advantage in business situations
Provides essential communication skills for leaders and managers, enhancing their ability to influence and connect with teams effectively
Builds a strong foundation in storytelling, enabling learners to engage audiences and convey messages in an impactful way
Course instructors are recognized for their expertise in persuasive communication and have published widely on the topic

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Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Persuasive Communication with these activities:
Review Foundational Concepts
Strengthen your understanding of core principles of persuasion by reviewing relevant concepts before the course begins.
Browse courses on Persuasion
Show steps
  • Review course syllabus to identify key topics
  • Read introductory articles or watch videos on persuasion
  • Attend a workshop or presentation on public speaking
Resource Collection
Build your knowledge base by compiling resources related to different aspects of persuasion.
Show steps
  • Categorize key concepts and topics
  • Search for articles, books, and videos
  • Summarize and organize your findings
Video Tutorials
Enhance your knowledge and skills by exploring video tutorials on specific aspects of persuasion.
Show steps
  • Identify specific areas where you need additional support
  • Search for reputable video tutorials on those topics
  • Take notes and practice the techniques demonstrated
Five other activities
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Show all eight activities
Peer Feedback Sessions
Gain valuable insights and improve your communication skills through feedback from peers.
Show steps
  • Find a study partner or form a small group
  • Take turns practicing speeches
  • Provide constructive feedback to each other
Community Outreach
Apply your communication skills in a real-world context by participating in community events or initiatives.
Show steps
  • Identify organizations or groups where you can contribute
  • Offer your help in areas related to persuasion or public speaking
  • Plan and deliver presentations or speeches
Exercises and Drills
Reinforce your understanding of persuasive techniques through targeted exercises and drills.
Show steps
  • Complete practice exercises from the course materials
  • Attend workshops or join online communities to participate in guided drills
  • Use online tools or apps to practice delivering speeches
Speech Development
Develop your persuasive abilities by crafting and delivering speeches on various topics.
Show steps
  • Choose a topic relevant to the course syllabus
  • Research and gather credible sources
  • Draft and revise your speech
  • Practice your delivery
Immersive Workshop
Intensify your learning experience by participating in a comprehensive workshop designed for in-depth exploration of persuasion.
Browse courses on Leadership Communication
Show steps
  • Identify and register for a high-quality workshop
  • Actively engage in all workshop activities
  • Network with other attendees and experts

Career center

Learners who complete Persuasive Communication will develop knowledge and skills that may be useful to these careers:
Lawyer
Lawyers are responsible for representing clients in legal matters. They may also advise clients on legal issues, draft legal documents, and argue cases in court. Persuasive Communication can be very useful to Lawyers, as it can help them to develop the skills they need to communicate effectively with their clients and to persuade judges and juries to accept their arguments.
Speechwriter
Speechwriters are responsible for writing speeches for public figures, such as politicians, business leaders, and celebrities. They may also conduct research, develop speech outlines, and edit speeches. Persuasive Communication can be very useful to Speechwriters, as it can help them to develop the skills they need to communicate effectively with their audiences and to persuade them to accept their clients' messages.
Sales Manager
Sales Managers are responsible for leading and motivating sales teams. They may also develop sales strategies, set sales targets, and negotiate with customers. Persuasive Communication can be very useful to Sales Managers, as it can help them to develop the skills they need to communicate effectively with their teams and to persuade customers to buy their products or services.
Public relations manager
Public Relations Managers are responsible for managing the public image of their organizations. They may develop and implement public relations campaigns, write press releases, and give speeches to the media. Persuasive Communication can be very useful to Public Relations Managers, as it can help them to develop the skills they need to communicate effectively with the public and to persuade them to think favorably about their organizations.
Management Consultant
Management Consultants are responsible for advising businesses on how to improve their operations. They may also develop business plans, conduct market research, and implement change management programs. Persuasive Communication can be very useful to Management Consultants, as it can help them to develop the skills they need to communicate effectively with clients and to persuade them to accept their recommendations.
Marketing Manager
Marketing Managers are responsible for developing and implementing marketing campaigns. They may also conduct market research, develop marketing budgets, and manage marketing teams. Persuasive Communication can be very useful to Marketing Managers, as it can help them to develop the skills they need to communicate effectively with their teams and to persuade customers to buy their products or services.
Arbitrator
Arbitrators are responsible for resolving disputes between parties. They may also hear arguments from lawyers and issue binding decisions. Persuasive Communication can be very useful to Arbitrators, as it can help them to develop the skills they need to communicate effectively with lawyers and litigants and to persuade them to accept their decisions.
Advertising Manager
Advertising Managers are responsible for developing and implementing advertising campaigns. They may also conduct market research, develop advertising budgets, and manage advertising teams. Persuasive Communication can be very useful to Advertising Managers, as it can help them to develop the skills they need to communicate effectively with their teams and to persuade customers to buy their products or services.
Negotiator
Negotiators are responsible for representing their clients' interests in negotiations. They may also develop negotiation strategies, prepare for negotiations, and negotiate agreements. Persuasive Communication can be very useful to Negotiators, as it can help them to develop the skills they need to communicate effectively with other parties and to persuade them to accept their clients' proposals.
Judge
Judges are responsible for presiding over trials and making legal decisions. They may also hear arguments from lawyers and issue rulings on legal matters. Persuasive Communication can be very useful to Judges, as it can help them to develop the skills they need to communicate effectively with lawyers and litigants and to persuade them to accept their rulings.
Politician
Politicians are responsible for making laws and policies that affect the lives of their constituents. They may also represent their constituents' interests to government agencies and other organizations. Persuasive Communication can be very useful to Politicians, as it can help them to develop the skills they need to communicate effectively with their constituents and to persuade them to support their policies.
Mediator
Mediators are responsible for helping disputing parties to reach agreements. They may also facilitate negotiations and draft settlement agreements. Persuasive Communication can be very useful to Mediators, as it can help them to develop the skills they need to communicate effectively with disputing parties and to persuade them to reach agreements.
Investment Banker
Investment Bankers are responsible for advising companies on mergers and acquisitions, capital raising, and other financial transactions. They may also develop financial models, conduct due diligence, and negotiate deals. Persuasive Communication may be useful to Investment Bankers, as it can help them to develop the skills they need to communicate effectively with clients and to persuade them to accept their advice.
Financial Analyst
Financial Analysts are responsible for analyzing financial data and making investment recommendations. They may also develop financial models, conduct due diligence, and write research reports. Persuasive Communication may be useful to Financial Analysts, as it can help them to develop the skills they need to communicate effectively with clients and to persuade them to accept their recommendations.
Minister
Ministers are responsible for leading religious services and providing spiritual guidance to their congregations. They may also perform administrative tasks, such as managing church finances and organizing events. Persuasive Communication may be useful to Ministers, as it can help them to develop the skills they need to communicate effectively with their congregations and to persuade them to follow their teachings.

Reading list

We've selected eight books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Persuasive Communication.
This ancient text foundational work on persuasive communication, providing insights into the essential elements of rhetoric and argumentation.
This classic work on persuasion explores the psychological principles that influence human behavior, providing insights into how to effectively persuade others.
Delves into the psychological principles behind influence and persuasion, providing practical strategies for increasing your influence in various settings.
Introduces the concept of pre-suasion, arguing that what happens before a persuasive message is delivered can have a significant impact on its effectiveness.
Delves into the art of effective language use, offering practical tips for crafting persuasive and impactful speeches and writings.
Provides a practical framework for crafting compelling brand stories that resonate with audiences and drive action.
Offers practical techniques for navigating difficult conversations and persuading others in a non-confrontational manner.

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