Mcom 320: Formulating Information, Persuasion, and Recommendation

Overview

To transform the world through Christlike leadership, BYU Marriott students must communicate honestly, never seeking to deceive their audiences. In his 1988 talk entitled Christlike Communication, Elder Lionel Kendrick taught this about integrity in communication:

"Integrity is the core of our character. Without integrity, we have a weak foundation upon which to build other Christlike characteristics."  By providing credible information and constructing logical arguments, business communicators inform and persuade their audiences, who are the chief stakeholders of the communication.

Recognizing the distinction between informative and persuasive communication helps professionals clarify their objectives.

Informative communication aims to impart knowledge, educate, or update. Persuasive communication seeks to influence beliefs, attitudes, or actions. When you understand the difference, you can tailor your messages to achieve desired outcomes.

Informative communication is required when your audience needs facts, data, or instructions. Conversely, persuasive communication will inspire action, change perceptions, or negotiate agreements. Effectively conveying information will establish you as a knowledgeable, reliable communicator. Simultaneously, skillfully using persuasive rhetoric can enhance trust, credibility, and influence.

Understanding the nuances between informative and persuasive communication enables you to easily adapt and tailor your messages to varying situations, audiences, and goals. Whether delivering a training session, interviewing for a job, pitching an idea, communicating quarterly updates, or negotiating contracts, you will understand what strategy to use to meaningfully connect with your audience.

Regardless of whether you are informing or persuading, ethically use rhetorical strategies so you do not manipulate or deceive the audience. Accurately report information and present fallacy-free persuasive arguments. Act with integrity, which leads to Christlike leadership and communication.

Whether informing or persuading, ethical communicators focus on what the audience needs to know, feel, and do. Focusing on audience benefit does not mean telling the audience what it wants to hear; sometimes the audience needs difficult--even upsetting--information. Christlike communicators use proven strategies to deliver even the most difficult news.

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