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Online course

Persuasive Communication: What Makes Messages Persuasive?

Understand what makes message persuasive and learn how to develop more persuasive messaging for PR, marketing and advertising.

Free:

  • Access to the course for its duration + 14 days, regardless of when you join (this includes access to articles, videos, peer review steps, quizzes)
  • No certificate

Upgraded:

  • Unlimited access to the course, for as long as it exists on FutureLearn (this includes access to articles, videos, peer review steps, quizzes)
  • A Certificate of Achievement when you complete the course

Find out more

Persuasive Communication: What Makes Messages Persuasive?

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Understand what makes message persuasive and how to develop persuasive messaging

What makes one message more convincing than another? In a noisy world, knowing the answer to this question is crucial. In this course you will discover the processes strategic communication professionals in fields such as public relations, marketing and advertising use to develop persuasive communication. More importantly you will learn strategies for evaluating your own organization’s efforts at developing more persuasive messaging strategies.

What topics will you cover?

  • What is strategic communication
  • What are “persuasive campaigns” and “persuasive messages.”
  • Tailoring messages to specific audiences
  • Message factors that impact message persuasiveness
  • How media choice impacts persuasiveness
  • Assessing and evaluating message effectiveness.

The Brian Lamb School of Communication is one of the world’s leading communication programs. The lead instructor, Dr. Bart Collins, directs the Lamb School’s Master of Science program in Communication, and the graduate certificate program in strategic communication management. He also teaches coursework in principles of persuasion and social influence.

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Skip to 0 minutes and 2 secondsHello. I'm Bart Collins and I'm with the Brian Lamb School of Communication in Purdue University. And in this three week course we're gonna spend a lot of time talking about components of the persuasive process. But in a nutshell, persuasions about changing strategically and systematically in the context that we're talking about. Either beliefs, attitudes, or behaviors in a target population. And this involves the systematic development of persuasive messages or even collection of messages what we might call campaigns. Over the next three weeks our goal is to introduce you to this concept of persuasion in strategic communication concepts, such as PR marketing and advertising through short lectures, recommended readings, and even insights from industry professionals.

Skip to 0 minutes and 52 seconds We hope to help you understand some of the basic ideas associated with persuasion, and how you can apply these concepts, in your own organization to help improve the type of work you're doing.

When would you like to start?

  • Date to be announced

What will you achieve?

By the end of the course, you'll be able to...

  • Describe the key elements of a persuasive message
  • Identify audience characteristics that need to be taken into account in persuasive message design
  • Evaluate message strategies that are most likely to be persuasive in a given situation
  • Identify media that will maximize message effectiveness
  • Develop strategies for measuring campaign and messaging success

Who is the course for?

It is expected that learners in this course be working professionals who are interested in communication processes underlying the management and development of persuasive messages to stakeholders of their organizations.

Who will you learn with?

Bart Collins

Bart Collins is a faculty member in the Brian Lamb School of Communication at Purdue University. He studies persuasion, and and directs the School's Online MS program in Strategic Communication.

Who developed the course?

One of the four best public universities in the US, Purdue delivers an engaging learning experience and a world-class degree.

Free:

  • Access to the course for its duration + 14 days, regardless of when you join (this includes access to articles, videos, peer review steps, quizzes)
  • No certificate

Upgraded:

  • Unlimited access to the course, for as long as it exists on FutureLearn (this includes access to articles, videos, peer review steps, quizzes)
  • A Certificate of Achievement when you complete the course

Find out more

Get extra benefits, upgrade this course. For $79 you’ll get:

Unlimited access

Upgrading will mean you get unlimited access to the course.

  • Take the course at your own pace
  • Refer to the material at any point in future

If you’re taking a course for free you have access to the course for its duration + 14 days, regardless of when you join. If you upgrade the course you have access for as long as the course exists on FutureLearn.

A Certificate of Achievement

Upgrading means you’ll receive a Certificate of Achievement when you complete the course.

  • Prove your success when applying for jobs or courses
  • Celebrate your hard work
  • Display on your Linkedin or CV

To receive a Certificate of Achievement you need to mark 90% of the steps on the course as complete.