… a core concept in Communication Skills and Atlas 109

Concept description

Merriam-Webster defines persuasion as “the act of causing people to do or believe in something” and Professor Gary Orren asserts that persuasion is the “key to effective communication among practitioners, the people who are trying to make things happen in the world” and, thus, “persuasion is and the key to leadership.”

Orren suggests that persuasion is one of the three tools available to influence others, and uses a 3-Ps pneumonic:

  1. power: command, assertion, force, coercion, force
  2. payment: material incentives, reward, compensation, negotiation, exchange, bargaining, transaction
  3. persuasion: communicating with others in a way that induces them to voluntarily think or act differently


Merriam-Webster at and Gary Oren, PowerPoint presentation in 2005 to the Mortgage Bankers Association, uploaded to the Atlas at Persuasion: The Science and Art of Effective Influence (minutes 2:00 to 3:00) and Persuasion: The Science and Art of Effective Communication, accessed 17 January 2016.

Normed topic and synthetic course with which the concept is primarily associated

This concept is primarily associated with the core normed topic Practices of Persuasion and is included in the synthetic course outline Atlas109 Leadership and Communication Skills.

Page created by: Ian Clark, last modified on 12 February 2016.

Image:, at, accessed 17 January 2016.