PERSUASION SKILLS.

                             THE ROLE OF PERSUASION SKILLS.

To change a somebody psychological thinking is so difficult, it need more knowledge and skills that a communicator should have process to change the attitude, behavior, believes and perception towards a certain idea, products, services or an innovation.  The following are the roles of persuasion skills.

·         It helps to the audience to change their attitude through the opinion leadership. According to two steps flow of communication it states that “media information is channel to the masses through opinion leadership.” Therefore opinion leader seems to be similar to those they influence (audience) based on personality, interests, demography and their social or economic factor, so these leaders tend to change others attitudes and behaviors.

 Any persuasion process is the learning process whereby for somebody to be persuaded should understand the messages if there will be no understanding of the messages means that the persuasion process will fail. According to Hovland learning theory of persuasion states that for a person or receiver to be persuaded needs an attention of the messages, needs to comprehension, needs to yield the messages and needs attention of messages.

 Persuasion skills helps  to understand the believes and biases of the target audience. According to social judgment theory it states that when trying persuading people you should think that any persuading process is judgmental process because it based on a perception because you want to change the attitudes of the people or society.

WRITTEN BY SANDULI NEEMA R.