Most times when communicators talk about “Integrated Communications” they are referring to a mix of media and message delivery. However, integrated communications should also include a mix of communication techniques or, as we like to call them “Persuasion Techniques.”
There are six techniques. We try to deploy several on behalf of our clients, because if you stick to one or two, your communication sounds monotonous.
Now, not every technique will resonate with your audience. As part of the strategic planning process, you need to consider which ones are more effective apropos to your audience segments. For example, “Appeal of Authority” works well among audiences in organizations with chains of command. On the other hand, more independent minded audiences will be more persuaded by “Social Proof/Evidence.”
| Persuasive Techniques | Description |
| Appeal of Authority | Important people and those in authority can help make communications more convincing. |
| Repetition | If information is presented consistently and in repeating patterns, people will remember it and believe it. |
| Social Proof/Evidence | People will look to facts and proof points from peers to help support their own actions and opinions. |
| Commitment | Once committed to a path, people are more likely to follow it than to make a change. |
| Bandwagon | People prefer to associate with like-minded groups and to feel as if they belong. |
| Trust | When people trust an organization and brand, they are more likely to be persuaded. |
So, audit of your comms efforts. See which persuasion techniques you’ve been using. And, then decide if you have the right mix given your target audiences. You might find, like life, a little variety may spice your messaging up.
If you are interested in following up, feel free to reach out to me at mtinati@kineticsmarcom.com!