Persuasive introduces the Persuasion Matrix, a model for planning communication campaigns based in persuasion research, and provides 40 lessons in communications for managers, communicators, and students. It tracks decades of research and provides case studies about workplace and social issues, with key lessons in communications.

Format: Hardback
Length: 192 pages
Publication date: 01 October 2024
Publisher: Georgetown University Press

A novel model for planning effective communications campaigns Communications is a fast-growing profession. The need to create, edit, translate, and disseminate information through a variety of different platforms is creating an increased demand for people with these skills. Persuasive introduces the Persuasion Matrix, a model for planning communication campaigns based in persuasion research. Marrianne McMullen draws on her wide-ranging and high-profile career to share her hard-earned wisdom gleaned from her work as a journalist, with labor unions, with DC public schools, and on President Barack Obama's campaigns; she also served as an appointee in both his terms. McMullen tracks decades of research, providing a series of intricate and diverse case studies about workplace and relevant social issues. Persuasion theory and research is woven throughout the professional narratives and each career story closes with key lessons in communications. Persuasive guides researchers and practitioners to a point of reflection on the true value of engaged scholarship and communication activism. Highly engaging and concise, Persuasive is a professional memoir that provides 40 lessons in communications for managers, communicators in public or nonprofit sectors, and students of communications.

A novel model for planning effective communications campaigns

Communications is a fast-growing profession. The need to create, edit, translate, and disseminate information through a variety of different platforms is creating an increased demand for people with these skills.

Persuasive introduces the Persuasion Matrix, a model for planning communication campaigns based in persuasion research. Marrianne McMullen draws on her wide-ranging and high-profile career to share her hard-earned wisdom gleaned from her work as a journalist, with labor unions, with DC public schools, and on President Barack Obama's campaigns; she also served as an appointee in both his terms. McMullen tracks decades of research, providing a series of intricate and diverse case studies about workplace and relevant social issues. Persuasion theory and research is woven throughout the professional narratives and each career story closes with key lessons in communications. Persuasive guides researchers and practitioners to a point of reflection on the true value of engaged scholarship and communication activism.

Highly engaging and concise, Persuasive is a professional memoir that provides 40 lessons in communications for managers, communicators in public or nonprofit sectors, and students of communications.

Weight: 476g
Dimension: 229 x 152 x 23 (mm)
ISBN-13: 9781647124656