How to develop a persuasive press release: Persuasion and the Tone

Tone is very important in terms of gaining compliance and attention from audiences. Using the tone that indicates the audience benefits becomes the significant tool that will help you to hold their obedience. Please note that threatening sound does not help you to be a successful persuader.

Guffey, Rhodes, and Rogin (2011), the authors of book titled Business communication: Process and product, suggested that the following techniques would help the persuaders to improve the tone of requests.

· Avoid sounding
preachy or parental.  People don’t want to be lectured
or instructed in demeaning manner. No one likes to be treated lie a child. 

· Don’t pull rank. Effective persuasion doesn’t result for the status or authority. People want to be recognized as individuals of worth. Pulling rank may secure compliance but not buy-in.

· Avoid making threats. People may comply when threatened, but their compliance may disappear over time. For example, many drivers follow the speed limit only when a patrol car is near. Threats also may result in retaliation, reduced productivity, and low morale.

· Soften your words when persuading upward. When you must persuade someone who has more clout than you, use words such as suggest and recommend. Craft sentence that begin with it might be a good idea to … make suggestions without threatening authority.

· Be enthusiastic. Convey your passion for an idea through your body language, voice and words. When you enthusiastically request something to be done, people feel more confident that they can do it.

· Be positive and likable. If people feel positively toward you and perceive you as a friend, they are more likely to agree with you. Use sincere compliments and praise. Describe what a positive impact others have had. Offer to reciprocate if you are asking a favor (p. 275).

Watch this clip, it can help improve your persuasive skills