In the business world, the majority of communication is aimed at persuading or informing others
Published on Thursday 14th April 2016
Figure One: Communication, Source: Google Images
In today’s business environment, most communication is centred on the concept and belief of persuading or informing others to align with company policies and objectives or to purchase the company’s goods and services (Cenere et al., 2015, p. 113). Dijkstra (2009) suggests that most businesses utilise persuasive communication with the desired outcome to motivate people to respond in accordance to their proposal.
Hasford (2015) suggests that persuasive communication is a commonly used technique in changing consumer’s beliefs and attitudes. Tessier (2015) reinforces that for persuasive communication to effectively change the attitudes and beliefs of consumer’s, messages need to be centred on the consumer’s beliefs and opinions in order for them to comply with the company’s objectives.
It could be argued that most employees utilise persuasion in the business sector with the outcome of getting their target audience to do or believe in something. Walker (2008) strongly emphasises that sales people are always selling goods or services to consumers, this being in the form of selling ideas, selling themselves, the company’s products and services, or the organisation’s reputation.
Understanding the market demographics’ beliefs and attitude will enable the individual to shape the message that is most likely to be recognised amongst the company’s target audience (Communication skills: persuasion, audience analysis, 2004). Walker (2008) argues that by individuals knowing if the target audience holds an opinion, attitude, or a belief towards a specific product, will influence the channel of communication and the message that one communicates, leading to a more successful outcome.
When informing or persuading in the business environment, professional communicators must give the audience sufficient reason to do or believe in what they have communicated to them (Communication Skills for Business Professionals, 2015). As a result, the audience must believe that they will gain something out of the company’s proposal (Cenere et al., 2015 p. 118).
The role of the professional communicator in informing and persuading the target audience is continually expanding and if executed correctly will produce positive results for not just the business but for those of which the campaign is being targeted at (CQUniversity, 2016).
Communication skills: persuasion, audience analysis. (2004). Retrieved from The Total Communicator: http://totalcommunicator.com/vol2_4/knowaudience.html
CQUniversity Australia. (2016). COMM11003 – Communication in Professional Contexts: Study Guide. Rockhampton, Qld. https://moodle.cqu.edu.au/course/view.php?id=3697
Dijkstra, A, Schakenraad, R, Menninga, K, Buunk, AP, & Siero, F 2009, ‘Self-discrepancies and involvement moderate the effects of positive and negative message framing in persuasive communication’, Basic and Applied Social Psychology, vol. 31, no. 3, pp. 234-243. [29 March 2016].
HASFORD, J, HARDESTY, DM, & KIDWELL, B 2015, ‘More Than a Feeling: Emotional Contagion Effects in Persuasive Communication’, Journal of Marketing Research (JMR), vol. 52, no. 6, pp. 836-847. [29 March 2016].
P. Cenere, R. Gill, C. Lawson, M. Lewis, (2015), Communication Skills for Business Professionals. Australia: Cambridge University Press.
Tessier, D, Sarrazin, P, Nicaise, V, & Dupont, J 2015, ‘The effects of persuasive communication and planning on intentions to be more physically active and on physical activity behaviour among low-active adolescents’, Psychology & Health, vol. 30, no. 5, pp. 583-604 22p. [29 March 2016].
Walker, R. (2008). Strategic Management Communication for Leaders.