PRSA Conference Wrap-Up: Leading Your Organization Takes Strategy

The validity of communications as both a science and an art is not just a modern-day battle. The concept dates back thousands of years to a time when Aristotle - responding to Plato's defamation of the pursuit as a knack, not an art - championed rhetoric as "the faculty of observing in any given case all the available means of persuasion." The fact that rhetoric is all but gone from the educational curricula of the 21st century doesn't mean communications experts can't use the skill. Far from it: you would be hard pressed to cite a time when communicators aren't using persuasion in one form or another. The uses range from persuading a client to take one avenue over another to persuading their CEO of their inherent leadership and management qualities.

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