1. CATEGORIES OF PERSUASION  Question of fact  Question of value  Question of policy

2. CREATING A PERSUASIVE MESSAGE  Beliefs conviction or confidence in the truth of something that is not based on absolute proof

3. CREATING A PERSUASIVE MESSAGE  Attitudes evaluative dispositions, feelings,or positions about oneself,others, events,ideas,or objectives.

4. CREATING A PERSUASIVE MESSAGE  Values Long lasting ideals that guides our behaviors

5. ORGANIZING A PERSUASIVE MESSAGE [problem-solution]  Describe the situation importance of the problem  Evaluate the situation as a problem Violates a value with your audience (seriousness of situation)

6. ORGANIZING A PERSUASIVE MESSAGE [problem/solution- cont.]  Propose a solution At least two components (major sub-points)  Argue for solution Results of the solution

7. ORGANIZING A PERSUASIVE MESSAGE [Monroe]  Attention step [introduction] “why should you care”  Need step [body#1] “consequences”  Satisfaction step [body #2] “how my solution could work

8. ORGANIZING A PERSUASIVE MESSAGE [Monroe-cont.]  Visualization step [body #3] “Show us how it could work”  Action step [conclusion #1] “what do you want us to do now”

9. PERSUASIVE STRATEGIES [enhance the speaker]  Establish common ground with the audience  Build credibility competence trustworthiness enthusiasm

10. PERSUASIVE STRATEGIES [Cognitive dissonance]  Holding two seemingly inconsistent views  Support a “double standard”

11. PERSUASIVE STRATEGIES [Contrast effect]  Comparing different facts to support your point results of your actions

12. PERFORM A PERSUASIVE MESSAGE [FOUR STEPS]  Set a clear purpose [specific purpose] [preview of main points]  Structure message Describe problem Describe solution Audience response

13. PERFORM A PERSUASIVE MESSAGE [FOUR STEPS]  Adapt to the audience Establish common ground Mold speech to fit positive audience response Be prepared to deal with hostile audience

14. PERFORM A PERSUASIVE MESSAGE [FOUR STEPS]  Establish speaker credibility Competence Character Charisma