In this blog post, you will get a few short and actionable insights into the mechanics of persuading (not manipulating) someone.
Here we go:
Persuasion Techniques
Persuasion Techniques
Persuasion techniques can be applied in various contexts, including public relations, marketing, sales, politics, and interpersonal communication, to persuade others effectively.
Here are examples of persuasion techniques:
Priming. Proactively introducing subtle cues or stimuli to influence subsequent behaviour or attitudes. 1Silfwer, J. (2023, December 3). Priming in PR: The Subtle Art of Pre-Suasion. Doctor Spin | The PR Blog. https://doctorspin.net/priming-in-pr/
Attractiveness (halo effect). Physically attractive individuals tend to be rated more favourably regarding personality traits. 4Silfwer, J. (2023, December 17). The Halo Effect. Doctor Spin | The PR Blog. https://doctorspin.net/halo-effect/
Norm of reciprocity. Capitalising on the social norm that individuals feel obligated to repay favours or kindness makes them more receptive to persuasion. 9Cialdini, R. B. (2009). Influence: The psychology of persuasion (Rev. ed.). HarperCollins.
Authority. Leveraging the influence of respected or authoritative figures to endorse or support a particular message, product, or course of action. 10Cialdini, R. B. (2009). Influence: The psychology of persuasion (Rev. ed.). HarperCollins.
Consistency (or Commitment). Encouraging small commitments that lead to larger ones by emphasizing past actions or statements. See also the foot-in-the-door technique and the sunk cost fallacy. 11Cialdini, R. B. (2009). Influence: The psychology of persuasion (Rev. ed.). HarperCollins.
Liking (or likeness). Building rapport and trust by finding common ground or highlighting similarities between oneself and the audience. 12Cialdini, R. B. (2009). Influence: The psychology of persuasion (Rev. ed.). HarperCollins.
Heuristic anchoring. Introducing an initial reference point (anchor) to influence subsequent judgments or decisions.
Emotional appeal. Evoking happiness, fear, or sadness to sway opinions or actions.
Contrast principle. Highlighting differences to make options seem more favourable or unfavourable in comparison.
Association. Connecting a product, idea, or person with positive or desirable attributes.
Flattery. Complimenting or praising individuals for winning their favour or coöperation.
Fear appeal. Warning of negative consequences to motivate action or compliance.
Foot-in-the-door technique. Starting with a small request or commitment before making a larger one.
Door-in-the-face technique. Making a large request that is likely to be refused, followed by a more minor, more reasonable request.
Reverse psychology. Encouraging someone to do the opposite of what is suggested, knowing they may rebel against the suggestion.
Inoculation theory. Preemptively addressing counterarguments or objections to strengthen resistance to persuasion attempts.
Battle of wit. Using wit or comedy to disarm resistance and make a message more memorable.
Repetition. Reinforcing a message or idea through repeated exposure.
Self-perception theory. Influencing behaviour by leading individuals to believe that their actions are consistent with their self-image.
Mirroring. Subtly imitating the behaviour, language, or mannerisms of the person you’re trying to persuade to create a sense of rapport and connection.
Pacing and driving. Matching the pace of communication with the target audience before gradually guiding them towards the desired outcome.
Authority jargon. Using technical language or terminology associated with expertise to enhance credibility and influence.
Contrast principle. Presenting options in a sequence that highlights their differences, making the preferred option appear more favourable.
Urgency. Creating a sense of immediate necessity or time pressure to prompt swift action or decision-making.
Salience. Emphasising specific aspects or features of a message or product to make it stand out and capture attention.
Identity appeal. Aligning a message or product with the target audience’s values, beliefs, or identity to foster a sense of belonging or affiliation.
Exclusivity. Limiting or excluding a product, offer, or opportunity to a select group enhances its perceived value and desirability.
Embedded commands. Subtly embedding directives or commands within sentences to influence behaviour without overtly stating them.
In-group/out-group bias. Exploiting the tendency of individuals to favour members of their group (in-group) over those outside the group (out-group) to garner support or compliance.
Linguistic fluency. Presenting information concisely and fluently to enhance persuasiveness and credibility.
Emotional contagion. Eliciting specific emotions in individuals and leveraging their contagious nature to influence attitudes, opinions, or behaviours.
Foot-in-the-mouth technique. Intentionally making a small error or concession in an argument or negotiation to build trust and rapport with the other party.
Endowment effect. Emphasising ownership or possession of a product or idea to increase its perceived value and desirability.
Mystery. Generating curiosity or intrigue by withholding information or details prompts individuals to seek further engagement or information.
Persuasion is about getting someone to comply because they want to. A manipulator always has his best self-interest in mind, whereas a persuader must see the world through the eyes of others.
Viv Segal
“PR means telling the truth and working ethically – even when all the media want is headlines and all the public wants is scapegoats. Public relations fails when there is no integrity.”
Persuasion and Professional Integrity
To succeed with persuasion techniques in public relations, abide by these principles:
Tell the truth. Be transparent and honest in your communication to build trust and credibility. Avoid making exaggerated or false claims in your PR efforts. This can damage your credibility and trustworthiness, possibly leading to legal issues. Always strive for honesty and transparency in your communications.
Know your audience. Understanding your publics is paramount when using persuasion in PR. Tailor your message to resonate with their values, needs, and concerns. Use ethos, pathos, and logos to build a compelling narrative. Ethos establishes credibility and trust, pathos appeals to emotions, and logos provides logical reasoning. Remember, authenticity is critical.
Monitor the media. Monitor and evaluate the effectiveness of your PR efforts regularly. Use analytics tools to track key metrics and gain insights into your audience’s behaviour and preferences. Listen to your audience’s feedback and concerns and respond promptly and respectfully. This will help you refine your PR strategies and make them more effective.
Respect the context. Be mindful of cultural differences and sensitivities when communicating with a diverse audience. What works in one culture may not work in another, and specific messages may be perceived as offensive or inappropriate.
Connect through stories. Leverage storytelling to make your message more engaging and memorable. Stories are inherently persuasive and can help you connect deeply with your audience.
Stay consistent. It’s crucial to maintain a consistent brand voice across all communication channels. This helps reinforce your brand identity and makes your message more recognisable and impactful. One of the most common mistakes is not having a clear and consistent message. Ensure all communications align with your brand values and objectives to avoid this.
Speak through action. Don’t ignore negative feedback or crises. Address them promptly and professionally, and use them as opportunities to demonstrate your commitment to customer service and continuous improvement.
Please note: Persuasion is not about coaxing anyone into compliance; that’s manipulation or coercion, not persuasion.
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at Spin Factory and KIX Communication Index. Before that, he worked at Whispr Group NYC, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
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