Persuasive Communication: What Makes Messages Persuasive?

Understand what makes message persuasive and how to develop persuasive messaging

What makes one message more convincing than another? In a noisy world, knowing the answer to this question is crucial. In this course you will discover the processes strategic communication professionals in fields such as public relations, marketing and advertising use to develop persuasive communication. More importantly you will learn strategies for evaluating your own organization’s efforts at developing more persuasive messaging strategies.

What topics will you cover?

• What is strategic communication
• What are “persuasive campaigns” and “persuasive messages.”
• Tailoring messages to specific audiences
• Message factors that impact message persuasiveness
• How media choice impacts persuasiveness
• Assessing and evaluating message effectiveness.

The Brian Lamb School of Communication is one of the world’s leading communication programs. The lead instructor, Dr. Bart Collins, directs the Lamb School’s Master of Science program in Communication, and the graduate certificate program in strategic communication management. He also teaches coursework in principles of persuasion and social influence.

The course is ideal for anyone considering postgraduate study, such as Purdue’s three-course online Graduate Certificate in Strategic Communication Management or ten-course online Master of Science in Communication.