Persuasion in business is more than just getting other people to be receptive to your opinions and beliefs. Leaders understand that persuasion is a core aspect of communication that is needed for strong relationships and performance in business.

Psychological needs illustrate a basic way of reaching people. Based on Abraham Maslow’s hierarchy of needs, once people have food and shelter, they must receive safety, belonging and mattering. “Without these three essential keys, a person cannot perform, innovate, be emotionally engaged, agree, or move forward,” according to Inc. “Safety, belonging, and mattering are essential to your brain and your ability to perform at work, at home, and in life overall. The more we have of them the greater the success of the company, the relationship, the family, the team, the individual.”

Leaders can not only persuade people by being aware of these needs — it’s vital for simply connecting with others. People won’t be persuaded, be able to work or be able to build a meaningful professional relationship if they don’t feel safe in taking risks (safety), feeling connected (belonging) and feeling like they’re valued (mattering). Three influencing phrases create safety, belonging and mattering in communication.

• “What if…?” This removes ego and reduces emotion. You’re not forcing a position, which enables someone to brainstorm a solution more easily with you.
• “I need your help.” This engages the subordinate person in a temporary transfer of power. It can be effective in changing a person’s behavior or for taking on more responsibility.
• “Would it be helpful if…?” This shifts the focus from the problem to a possible course of action or positive action.

Persuasion doesn’t necessarily require  bold tactics that change people’s minds and exploit their thoughts and feelings. Leaders can learn how to meet people where they’re at. The following sections explore some persuasion methods and techniques.

Cialdini’s Principles of Persuasion

Robert Cialdini, best-selling author and an expert in the science of influence, established six famous principles of persuasion in his classic book Influence. Leaders can adopt these principles ethically to connect with and persuade people.

1.    Reciprocity

People are obliged to give back in the form of a behavior, gift or service that they have first received.

In a series of studies at restaurants, researchers found that when servers provided a single mint along with the bill to diners, tips increased by about 3 percent. When the gift was doubled to two mints, tips quadrupled to 14 percent. Interestingly, if the waiter provided one mint, started to walk away from the table, but paused, turned back and said, “For you nice people, here’s an extra mint,” tips increased to 23 percent.

The key is being the first to give and ensuring that what is given is personalized and unexpected. Leaders can use this principle for project outcomes and professional development plans.

2.    Scarcity

People want more of what may not be available.

In 2003, British Airways announced that they would no longer operate the twice daily London to New York Concorde flight due to economic reasons. Sales for available flights increased dramatically the next day.

The key is helping people understand what is unique about your proposition and what they stand to lose if the proposition is not considered. Leaders can use this principle for limited opportunities/roles in the organization.

3.    Authority

People follow the lead of credible, knowledgeable experts.

The key is indicating the importance of signaling to people as to what makes someone an authority before making an attempt at influencing that person. One real estate group saw a 20 percent rise in the number of appointments and a 15 percent increase in the number of signed contracts by using the following type of statements.

• (for customers interesting in letting/renting a property) “Lettings? Let me connect you with Sandra, who has more than 15 years’ experience letting properties in this area.”
• (for customers interesting in information about selling properties) “Speak to Peter, our head of sales. He has more than 20 years’ experience selling properties. I’ll put you through now.”

4.    Consistency

People like to be consistent with things they have previously said or done.

One study found that few homeowners would erect an unsightly wooden board on their front lawn to support a Drive Safely campaign in their neighborhood. This wasn’t the case in a similar neighborhood, where four times as many homeowners were willing to do this. The reason is that 10 days prior, they agreed to place a small postcard in their front window supporting the campaign.

The key is finding voluntary, active and public commitments (ideally in writing) to start on the path of consistency. Leaders can use this principle by aligning proposals with others’ goals and priorities.

5.    Liking

People prefer to say yes to those they like. People like people who are similar to them, people who pay them compliments and people who cooperate with them towards mutual goals.

Studies conducted with MBA students at two business schools involved group of students told two separate things.

• “Time is money. Get straight down to business.” Around 55 percent came to an agreement.
• “Before you begin negotiating, exchange some personal information with each other. Identify a similarity you share in common then begin negotiating.” In this group, 90 percent were able to come to successful and agreeable outcomes that were worth 18 percent more to both parties.

The key is finding areas of similarity and genuine compliments to give before getting to business.

6.    Consensus

People will look to others’ actions and behaviors to determine their own, especially when they’re feeling uncertain.

Small cards in hotels that persuade guests to reuse their towels and linens have about 35 percent compliance. When the card changes the text to reflect a simple fact in the industry — “75 percent of our guests reuse their towels at some time during their stay, so please do so as well” — towel reuse rises by 26 percent. A final iteration, stating a simple fact without any attempt at persuasion, leads to a 33 percent in reuse: “75 percent of people who have stayed in this room have reused their towel.”

The key is instead of relying on the ability to persuade others, pointing to what others (especially “many similar others”) are already doing can be effective. Leaders can use this to point out what successful workers are doing in similar roles to be more productive.

Persuasion Methods and Techniques

Leaders need to focus on and develop skills that help with persuasion. As seen from the psychological needs that people have and Cialdini’s principles of persuasion, a lot of it involves soft-skills and relationship building. Leaders should be working to connect to people, build relationships with them and see mutual connections to establish common ground. Then expressing ideas comes more naturally and the person will be open to hearing them.

Fast Company illustrates another way to persuade others, from Dale Carnegie’s book How to Win Friends and Influence People. Here are the table of contents, which are effective strategies and ideas for persuasion.

• The only way to get the best of an argument is to avoid it.
• Show respect for the other person’s opinions. Never say, “You’re wrong.”
• If you are wrong, admit it quickly and emphatically.
• Begin in a friendly way.
• Get the other person saying “yes, yes” immediately.
• Let the other person do a great deal of the talking.
• Let the other person feel that the idea is his or hers.
• Try to see things from the other person’s point of view.
• Be sympathetic with the other person’s ideas and desires.
• Appeal to the nobler motives.
• Dramatize your ideas.
• Throw down a challenge.

These techniques transform persuasion to a deeper, more personal level, which is arguably what needs to happen if persuasion will occur at all.

Advancing Your Career

Influencing others can lead to success for everyone involved. An online bachelor’s in business administration or online MBA from Concordia University Texas will give you the necessary skills to succeed in helping organizations thrive. Learn in a flexible, convenient online environment with a schedule that fits your life.

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Voice technology has become a  part of daily life for consumers. Forty percent of adults now use voice search once per day, and according to Google, 72 percent of people who own a voice-activated speaker — like the Amazon Echo or Google Home — say their devices are used often in their daily routines.

Voice-activated speaker owners told Google that talking to their devices helps them get things done quickly and efficiently. Here are the top reasons people are turning to these devices:

1. It allows them to easily multitask.
2. It enables them to do things faster than with other devices.
3. It empowers them to get answers and information instantly.
4. It makes daily routines easier.

As voice technology and its associated devices, apps and other solutions increase in popularity, so, too, will the impact voice tech has on business.

Voice Tech Is Becoming Standard

By 2020, 50 percent of all searches will be voice searches, and there will be 21.4 million smart speakers in the United States. The global speech and voice recognition market, valued at about $6 billion in 2017, is likely to reach $18 billion by 2023.

Voice tech is present in several products. Consumers can control products and services with their voices to shop, stream music, change lighting and thermostats, lock doors, interact with vehicles and use alarm systems, televisions, appliances and more.

Users are implementing voice tech for purchasing products. Nearly 50 percent of people use voice search when researching products. Google found that owners of voice-activated speakers are open to receiving information and offers from brands.

• 52 percent would like to receive information about deals, sales and promotions
• 48 percent would like to receive personalized tips and information to make life easier
• 42 percent would like to receive information about upcoming events or activities
• 39 percent would like to receive options to find business information (such as store locations and hours)
• 38 percent would like to receive access to customer service or support

Voice-activated technology is “a new playground for brands,” according to Google.

Voice Technology and Government Regulations

Privacy and data concerns surround voice technology. Personalization helps voice tech systems be as useful as possible, according to The Economist, and devices have access to calendars, emails and other sensitive information. One complication is that these devices are always listening, just waiting to be activated.

“Police investigating a murder in Arkansas, which may have been overheard by an Amazon Echo, have asked the company for access to any audio that might have been captured,” according to The Economist. “Amazon has refused to cooperate, arguing (with the backing of privacy advocates) that the legal status of such requests is unclear. The situation is analogous to Apple’s refusal in 2016 to help FBI investigators unlock a terrorist’s iPhone; both cases highlight the need for rules that specify when and what intrusions into personal privacy are justified in the interests of security.”

In addition to these types of challenges for businesses, there is also opportunity. Regulations in the auto industry have helped advance hands-free driving, leading to voice-activated systems in vehicles. Forbes reported how voice tech in vehicles could soon lead to systems becoming personal assistants, travel companions and even a sympathetic ear to drivers.

Branding, Voice Tech and Emotional Connections

Google has found that people are saying “please,” “thank you” and “sorry” to their voice-activated speakers, and 41 percent of owners say it feels like they’re talking to a friend or another person. “People perceive the devices as more than just an electronic toy, they’re more akin to another person or a friend.”

This is reflected in other findings. “In our research, when people voiced a question involving a brand name, their brain activity showed a significantly stronger emotional response compared to people typing that same question,” Ida Siow, head of planning, Singapore and SEA at J. Walter Thompson Worldwide, told Forbes. “There is no doubt that voice builds emotional affinity, and a resounding 72 percent of users [in Singapore] wanted brands to have unique voices and personalities for their apps. The implication for brands is huge — it’s no longer just about right time, right message, right place — brands need to ensure they are developing the right voice, too.”

Understanding the Technological Challenges of Modern Business

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Media law in America is about as old as the country itself, with freedom of the press outlined clearly in the Constitution. Throughout history, various media law cases have offered further clarity on how freedom of the press works. These cases have defined how American journalists do their jobs, affecting all eras of journalism and continuing to change today.

Near v. Minnesota

The first notable case regarding media law came more than a century after the Constitution first outlined freedom of the press. Near v. Minnesota was the first case to cover the concept of prior restraint, or censorship imposed by the government before publication in the media. The 1931 case involved Minnesota newspaper publisher J.M. Near, who was banned from publishing, selling or distributing his paper due to complaints of it being a public nuisance. The U.S. Supreme Court found that except in rare cases, any form of censorship is unconstitutional.

Branzburg v. Hayes

The only case where the Supreme Court has considered the concept of reporter’s privilege, Branzburg v. Hayes in 1972 found that reporters cannot avoid testifying before a criminal grand jury. Paul Branzburg of The Courier-Journal in Louisville, Kentucky, wrote two articles concerning drug use in Kentucky that did not identify manufacturers and users of hashish. Law enforcement personnel subpoenaed Branzburg to name his confidential sources. He refused, citing reporter’s privilege, and was held in contempt. The case made its way to the Supreme Court. In a 5-4 decision, the Supreme Court ruled that “requiring reporters to disclose confidential information to grand juries served as ‘compelling’ and ‘paramount’ state interest and did not violate the First Amendment,” the Illinois Institute of Technology’s law school explains.

New York Times Co. v. Sullivan

This critical case created the “actual malice” standard to be met before reporting can be considered defamation or libel. The case began when The New York Times carried a full-page ad soliciting funds to defend Dr. Martin Luther King Jr. in an Alabama court case in March 1960. The ad inaccurately described the actions of police departments, attributing some to the wrong force. L.B. Sullivan, public safety commissioner in Montgomery, Alabama, sued the Times for defamation, despite not having been named in the ad. Under Alabama law, Sullivan did not have to prove that he was harmed. The Supreme Court ruled unanimously that the First Amendment protects the publication of all statements, even false ones, about the conduct of public officials. It made clear the only exception was “actual malice,” when statements were known to be false. Given that the Times retracted the incorrect statements, Sullivan’s case for defamation collapsed.

New York Times Co. v. United States

Known as the “Pentagon Papers Case,” The New York Times posited that the Nixon administration was preventing the Times and Washington Post from publishing classified materials regarding American activity in Vietnam. The Nixon administration argued that the reporting would compromise national security. The Supreme Court ruled 6-3 in favor of the Times and Post, saying that the vague word “security” could not be used as a reason for violating the First Amendment. This case has allowed journalists to pursue classified information in the interest of informing the American people.

Blumenthal v. Drudge

On Aug. 10, 1997, Matt Drudge, owner and operator of the conservative online publication called the Drudge Report, published negative statements about Sidney Blumenthal, a former White House assistant. Despite Drudge retracting and apologizing for the post, Blumenthal and his wife filed a defamation lawsuit against him and America Online, which was hosting the Drudge Report at the time. The court found that America Online was not liable but refused to dismiss the case against Drudge. Blumenthal settled, citing financial limitations to continue the case, but the court’s decision to deny dismissal showed that defamation laws apply on the internet.

Obsidian Finance Group v. Crystal Cox

This case also concerned online defamation. It involved Obsidian Finance Group, which sued blogger Crystal Cox for accusing the company and its founder, Kevin Padrick, of corrupt and fraudulent conduct. The court found that while the majority of the posts were opinion, there were some that contained factual assertions and were thus defamatory. This was the first time a blogger had been found guilty of defamation. Because Cox was a blogger and not a journalist, she was not protected by Oregon’s media shield laws.

Understanding the Importance of Media Law Cases

Media law will remain a critical part of journalism. At Concordia University Texas, we offer students comprehensive training to begin a career in the rewarding field of communication. With our fully online Bachelor of Arts in Communication, you can pursue a career in journalism, public relations and other lines of work. Whether you’re looking for a fresh start or want to earn a new credential, we can help you maintain your personal and work responsibilities while pursuing your goals.

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The internet has fundamentally altered American society, and journalism is no exception. In fact, the media climate is evolving at a rapid pace. How are journalists delivering the news and informing the public amid widespread changes in technology?

The Journalism Landscape

Journalism in the digital age consists of broadcast journalism, print journalism and internet journalism. Understanding the state of all three forms of journalism shows the impact of technology on journalism.

Broadcast Journalism

Television

On June 1, 1980, CNN became the first 24-hour TV news operation. The station’s success inspired several other TV news stations, including Fox News Channel, MSNBC, Headline News, Bloomberg Television and more. The 24-hour news cycle allowed for rolling news coverage at all hours. It completely altered the way broadcast news works, from national to local stations.

Less than 20 years after CNN launched, the internet began to change broadcast journalism. Now broadcast news outlets all maintain an online presence. Many broadcast journalists are “web first” and have an obligation to maintain an internet identity that in some cases supersedes their broadcast personality. This is especially the case in local newsrooms, where local journalists share their reporting across digital platforms. They are often encouraged to offer extra content for sharing outside a broadcast through digital means, whether that be extra interviews or analysis.

Radio

Americans have been listening to radio news since it became widespread in the 1930s. The first radio stations were operated by community radio ventures that shared local news and other important information. Soon enough, national news bulletins became the norm.

Today’s radio landscape is operated by massive media conglomerates like iHeartMedia, which alone owns over 800 radio stations across the country. Radio journalism can be found in public media stations around the country that still offer local reports on the radio. News can also be heard in news breaks in between radio programs and music. There are also a significant number of talk news radio stations and programs that are aligned with political ideologies.

Print Journalism

Newspapers

The digital age has affected print journalism the most. According to the American Society of News Editors, newsroom jobs dropped 10.4 percent in 2014. That’s a total of 3,800 jobs lost in one year. These cuts are coming because of the bottoming out of circulation. In a 2015 report, Brookings found that newspaper circulation per capita declined from 35 percent in the 1940s to under 15 percent in 2014.

This has led many to ask if the death of print journalism is near. Several newspapers have closed shop or reduced distribution schedules. In recent years, several large newspaper chains have filed for bankruptcy. Papers like the Rocky Mountain News, Tucson Citizen and Tampa Tribune have shut down. Others like The Times-Picayune in New Orleans, Detroit Free Press and Seattle Post-Intelligencer have all reduced distribution.

Decreases in circulation aren’t the only revenue issue for newspapers. In 2014, Slate reported that print ad revenue was officially the lowest it had been since the data had been tracked. This problem isn’t just limited to print versions of a paper; digital ads aren’t growing fast enough either.

The saving grace for some papers has been the dawn of paywalls. Many papers, including The New York Times, Washington Post, Wall Street Journal and more, lean on online access plans to help bolster revenues from lagging circulation. While that works for larger national papers, the jury is still out on whether paywalls can be a long-term revenue solution.

Magazines

Like their newspaper cousins, magazines have seen their share of decline. According to a Pew Research Center study from 2015, sales of newsstand copies fell 14 percent in 2014. Like the newspaper industry that has seen its biggest names weather declines well, the magazine industry’s biggest names have weathered the storm as well. The Atlantic, Rolling Stone and New York Magazine saw growth in 2014.

Magazines have tried for several years to develop fully digital versions designed for tablets and other mobile devices. The subscriber base of digital magazines doubled from 2012 to 2013, according to a report in Wired magazine. There are even a few services that have positioned themselves as “the Netflix for magazines” that allow subscribers to access countless options. Texture and others are becoming a popular alternative to the traditional print subscription.

Internet Journalism

While both broadcast stations and print publications have committed to internet journalism ventures, there has been tremendous growth in online-only outlets as well. The Bureau of Labor Statistics reports that more people work in internet publishing and broadcasting than newspapers. While the growth of internet journalism is helping many journalists displaced by shrinking newsrooms, it’s fair to say that digital-only media is fundamentally different.

In an effort to make the digital news media more effective, many internet news outlets develop content that’s designed for easy sharing. BuzzFeed pioneered a style that leans on aggregation. This style brings together existing content to inform readers, often drawing out important points for easy skimming. BuzzFeed and other outlets often accompany these points with images and animations for humorous effect. Critics, who believe this style is scant on reporting and isn’t “true” journalism, complain about the “BuzzFeedification” of news. However, the continued growth of outlets like BuzzFeed, Mic and others demonstrates their success.

While the proliferation of super-short and aggregated content continues, there has been a counter revolution of longform journalism designed for the internet. Websites like Longreads and Longform have worked to push the movement forward by sharing the internet’s best writing. Longform content gives unique free space for outlets to create interactive design elements to help users gain even more from the content. In many ways, longform offers an element that traditional print media couldn’t dream of. And even outlets like BuzzFeed have embraced longform journalism in the digital age.

New Gateways for Journalism

Technology continues to evolve in a way that’s completely altering mass communication. Here are a few of the new gateways that journalists are using to reach their audiences.

Social Media

The emergence of social networking has already taken hold across the industry of journalism. News outlets have a presence across Facebook, Twitter and Instagram at a minimum. Social media has given journalists the ability to reach their audiences immediately, with the added benefit of audience response. It’s given way to citizen journalism and quick access to eyewitnesses of events.

Live-Streaming

In many ways an extension of social media, live-streaming video has become one of the latest trends in new media. Periscope, Facebook Live and Snapchat are allowing news outlets to reach audiences live on the scene. These user-friendly services are drawing huge audiences. A June 2016 sit-in over gun control in the House of Representatives resulted in 3 million streams, according to Facebook. Live-streaming products allow the media to develop content that’s streaming-only at a margin of the cost of a traditional news program. “It’s going to replace live television,” former BuzzFeed Chief Operating Officer Jon Steinberg told Mashable.

Leaks and the Evolution of Ethics

In 2010, Julian Assange and his WikiLeaks group released a treasure trove of classified U.S. military and diplomatic documents to the public. Assange and WikiLeaks collaborated with The New York Times and other traditional media outlets to parse through the information. This event prompted several questions about how journalists do their jobs in the 21st century.

The increased ability for news outlets to publish leaked information in the digital realm has an impact on the relationship between journalists and government officials. With recent WikiLeaks events having an impact on politics, there are some who question whether leakers should be considered “sources” or “political actors.” Is it ethical or legal for journalists to work alongside those interested in making a large-scale impact on the American government?

In an interview with the Center of Foreign Relations, media policy expert C.W. Anderson described how WikiLeaks’ actions speak to the staying power of well-respected media. “The fact that Assange and WikiLeaks did collaborate with traditional news organizations … actually speaks very highly and speaks well of the continued power of traditional news media,” he said. For critics and onlookers who feel that some facets of journalism are dying, Assange’s actions serve as an important sign that the mainstream media isn’t going anywhere.

Journalism in the Digital Age and CTX

Technology will continue to have an impact on journalism and mass communication. At Concordia University Texas, students in our online Bachelor of Arts in Communication degree program learn mass media history and theory. Graduates are equipped to understand trends and advances in communication that are relevant to career success. Our online program allows you to balance your degree program with your work schedule and personal commitments.

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