The Art of Persuasion: How to Deliver a Compelling Presentation to Any Audience


Public speaking comes with communicators’ job description, and these executives have to do it in so many capacities: presenting campaign results to senior management, pitching ideas to clients, holding press conferences, delivering presentations at conferences—the list goes on and on. To make it all the more challenging, each of these scenarios requires some degree of persuasive communication—the act of influencing a decision—be it to get a bigger budget, win a new account, gain employee buy-in, convince a reporter to cover (or not cover) a story about your company or inspire customers to buy your product or service. Regardless of your audience and objective, there are a few elements that are always required for a presentation to be successful: thorough preparation, compelling content and a poignant delivery. To incorporate this trifecta into every presentation and, in turn, persuade the audience to take a certain action, communications execs should consider the following strategies. â–¶ Know your audience.

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