Having the power of persuasion is a valuable asset in PR, but learning this skill is not straightforward – persuasion is an art, not a science. Gay Collins, executive chairman of PR firm MHP, says being persuasive means maintaining a fine balance between being coercive and being articulate: “Push too far towards the former and you risk being viewed as being too demanding, even bullying, so it's important to strike the right tone.”

As with any endeavour, the secret is in the preparation. Collins says, “If a successful outcome is paramount, prepare your case for persuasion in advance. Work out what success would look like, what you'd be prepared to negotiate, what ground you wouldn't be happy to give up. Then go into battle.“

Use words wisely

Having a PR job means that you should know how to string two sentences together, and as Collins points out: “Being articulate helps in the art of persuasion. The masters of persuasion achieve their end goal without the receiver being aware they have been pushed into the decision, and who may even feel that they suggested the outcome themselves.“

But being good with words, isn’t the same as spinning a yarn. No matter how desperate you are to convince people, it is important not to exaggerate or tell lies. Julia Ruane, director at agency ChiCho Marketing, says: “Above all be honest and open, no-one is convinced by a liar or someone who is liberal with the truth.”

To get people’s interest, you have to think about whether you have anything to say that is of any interest to them. Ruane suggests starting a conversation along the lines “I know that you like X so I thought you’d be interested in hearing about Y“. She adds, “Don’t get upset if they’re not interested, just thank them for their time and leave it on a good note.“

Debatable skills

Using words to persuade requires talents in debating. In fact, Belinda Lawson, consultant at PR agency Keene, thinks that debating skills are the most essential tool for all aspiring PROs. She explains why: “Mainly because I have heard a thousand great thoughts shot down without due consideration because the presenter could not stand up to being questioned. Questioning and contesting is at the heart of the debater’s skill. They duck and dive like a living game of chess. Suddenly the presentation takes on a new and more intellectually challenging and, ultimately, much more useful role.“

Lawson concludes that thinking what counter arguments may be thrown in your path and working out how to respond helps you to understand your audience and test your proposition. “This is good for business, good for consensus and good for achieving the outcome.”

Written by Daney Parker