Persuasion. Isn’t that what communication is all about? Effectively and ethically applying Richard Cialdini’s six principles of persuasion can make all the difference in whether a message has impact, or not. The six principles – reciprocity, scarcity, authority, consistency, liking, and consensus – are motivational levers. If we have a deep understanding of our target audience, we can calibrate them for maximum effect.

In this podcast, I discuss stakeholder analysis and the principles of persuasion as I reflect on my career as a communicator.

The major point I try to share in this podcast is this. Before you craft and deliver your messages, carefully analyze your audience and intentionally reflect on the power of persuasion.


Posted by Carl Zangerl, Faculty


From our reading list:

To learn more about the principles of persuasion, visit Cialdini’s site.