Persuasive Communication
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                      Persuasive Communication
                              Persuasive  
                            Communication
          COHERENT            SYSTEMATIC         CONSISTENT
                                                   TARGETED
        MISSION                                    TAILORED
         VISION            COMMUNICATION 
                                PLAN               EVIDENCE-
        VALUES                                       BASED
                                                                  3
            Persuasive Communication
   External vs Internal Communication?
    Internal communications is different from 
     organizational communication
     … But needs same professionalism
    Communication with members also calls for a 
     strategic approach
     … And for the development of the right tools
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                                                      Persuasive Communication
    Strategic approach to Communication with 
    Members – what does it entail?
                               DDEFEFIINNEE  TTHHE E                    MMOOBBIILLIIZZEE                      UUSSEE  TTHHE E MMOOSSTT  
                                   GGOOALALSS                                TTHHE E                             EFEFFFEECCTTIIVE VE 
                                                                      RREESSOOUURRCECESS                             TTOOOOLLSS
                                            1                                  2                                          3
                                            1                                  2                                          3
                                                                                                                                                                 5
                                           Persuasive Communication
   Strategic approach to Communication with 
   Members – what does it entail?
       DDEFEFIINNEE  TTHHE E 
          GGOOALALSS                   Recruit new members?
                                       Win the loyalty of current members?
                 1                
                 1                      Boost the knowledge and skills of members 
                                  e.g. through training?
                                       Mobilize members to deal with a specific issue 
                                  e.g. lobbying?
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