Persuasive Strategies in

Business Communication
• The importance of persuasive communication in business.
• The three major forms of persuasive communication:
advertising, conflict management, and negotiation
• The advertising communication process.
• The various element of an effective advertisement.
• The various strategies involved in conflict resolution process.
• The role of a mediator in conflict management.
• The effective use of language in conflict resolution.
• Negotiation and the two basic approaches to negotiation.
• The guideline for successful negotiation.
• The nuance of intercultural negotiation.
Persuasive tasks
• Advertising
• Negotiation.
• Conflict Resolution.
• Advertising can be defined as a communication
process, a marketing process, an economic
process, a social process, a public relation process
or an information and persuasion process. It is a
non personal communication of information
usually paid for and usually persuasive in nature,
about products(goods and services) or ideas by
identified sponsors through various media.
 A Basic Communication Model

Noise

(S) (M) (C) (M) (R)

Source/Sender Coded Message Channel Decoded Message Receiver
(The advertiser) (The Agency) (Media) (Interpretation) (Target Audience)

Feedback
Three Communication Concept:

• Sign.
• Field of experience.
• Meaning not transmitted in the
communication
Advertising Communication
The eight elements of the communication process are:
• Source
• Encoding
• Message
• Channel
• Receiver
• Decoding
• Feedback
• Noise
AIDA:

• Attention
• Interest
• Desire
• Action
Conflict Management
 Principles :
• Caring about what others are saying is the key to good
communication.
• There is always new information to learn from a communication.
• Good communication requires focused energy.
• Effective communication demands joint effort between speaker
and listener.
• Communication is different from persuading. Evaluating, and
problem solving.
• One should understand other people’s difficulty in communicating.
• The best communication occurs when people are genuine and
natural.
Sources of organizational conflicts

• Change
• Conflicting goals and objectives.
• Limited resources
Five strategies for managing conflicts or
stressful situations:

• Collaborating
• Compromising
• Accommodating
• Competing
• Avoiding
Stages of Mediation
• Stage one-Introduction:initial statement of intentions
• Stage two-Problem determination: parties statements
• Stage three-Problem identification: clarification of
presentation and underlying problems and statement of
parties intent to resolve conflict
• Stage four-Generation and evaluation of objects: creative
thinking/brainstorming/idea generation
• Stage five-Selection of options: testing for workability
• Stage six-Agreement/no agreement/partial agreement