Communication Strategies

Communication and our actions are greatly influenced by the values, beliefs and the attitudes we hold about the different things in the world. For example the case of Steve, he holds a negative attitude towards women. He believes they are inferior to men .Thus feels that women are objects to be sexually harassed by men. Everybody communicates with each other for many different reasons. One of the reasons may be to behave or think in a way that one desires (Rokeach, 2000)

Attitudes refer to what an individual believes or feels towards something. Attitudes are mainly reflected in how a person acts according to her or his beliefs. Once attitudes are formed, it is very difficult to change. Attitudes are learned. People acquire attitudes during the socialization process from childhood to adolescence stages. Attitudes are global, evaluated and emotional. Attitudes are evaluated in that, having an attitude implies that you have already categorized and have some prejudgments of its net worth or value. Attitudes involve emotions, they express, love and hates, repulsions and attractions, dislikes and likes. Attitudes influence actions and thoughts. Attitudes allow people to categorise people, events and places.
They influence behaviour.they guide our actions and guide us to doing what we believe. Attitudes can be either positive or negative. Over time, attitudes may change (Wang, 1994). It takes efforts like in Steve case where Jack has to talk to him through the importance of having a high regard for women as equals. Steve agrees with Jacks, he changes his attitude and in turn, he becomes the most vocal and supporter of the policy of women at work place.

Values are ideals they are the guiding principles in an individuals life. Values are the overarching goals that individuals struggle to acquire. They are what individuals consider to good means and final actions. Values tend to conflict and collide, choices are hard to make.

Beliefs are the main components of attitudes. Either beliefs may be descriptive beliefs or they may be prescriptive beliefs. Descriptive beliefs are hypothesis that people have about the world in general.presriptive beliefs are statements expressing conceptions of the world with preferred end states, which people hold. Beliefs are the assumptions that individuals make about themselves, others and how they except things to be in the world. It is what individuals think things are, what the truth is and therefore the consequences that follow (Rokeach, 2000).

Influence examines the cause of individuals change whether the change is change of behavior, attitude or a change of belief. Influencing a change in an individuals behavior is known as compliance. Persuasion is inducing a change in an individuals attitude. Depending on an individuals perspective inducing a change in an individuals belief is referred to as either propaganda or education.

PERSUASION THEORY
Persuasion is defined as the successful intentional efforts of influencing a persons mental state and attitudes through communication the persuaded has some measure of freedom.

Persuasion is one of the effects of communication .It is achieved only through effective communication with a person. Persuasion involves the change of mental state that is ones beliefs, value and attitudes. The change in the mental state results to the change in behavior ,after Steve changes  his mind state about his opinion of women, his behavior too changes he becomes advocates for the women harassment policy at work place. The persuaders objective is to influence the actions of the other person. In persuasion theory and research, mental state is characterized by attitudes (Wang, 1994). The relationship between attitudes and persuasion may vary but a closely linked. Persuaders ultimate aim is the change of anothers behavior his objective is attained through the process of attitude change, since attitudes are the processors of behavior. Change of attitude is the principal determinant of behavioral change of an individual.persuasion theory can be applied in politics to change opinions of masses to vote your favored candidate, in business for advertising, and in conflicts and negotiations.

The process of persuasion theory involves two phases. The first phase requires that the communicator take an audience analysis to establish the beliefs, values, attitudes and motives of the audience on a specific issue or topic. He makes use of surveys, interviews or any other form of applied knowledge of the audience. In the second phase, the communicator is required to change the attitudes of the audience. This is done by trying to change the beliefs of the audience or by modifying the motives or values that drive the group to a more mature belief. There are four factors, that reinforce and facilitate the process of persuasion they include the following The credibility and reputation of the communicator. It facilitates the acceptance of the message by the receiver the level of persuasion is high if the producer of the message is considered reliable and credible (Rokeach, 2000). The order of statements is of great importance, it creates the flow of information hence determines whether it is convincing or not. Completeness of statement increases the level of persuasion if the message contains both contrasting and supporting statements regarding the opinions and views. If the audience agrees on certain opinion n and is not educated, it is advisable that the message includes only the merits of opinion supported. When it has negative effects of persuasion, relevant topics about the opinion is left out in the content of the message. Announcement of the conclusion, when a receiver is interested in the message it is advisable not to state the conclusion of the message.

Persuasion works best when its purposes are realistic, when it takes in to consideration the audience values, beliefs, motives and attitudes. Persuasion mainly strives for the following creating uncertainty, this is the case where the communicator is facing an audience that completely opposes her views. The way out is to destroy, some certainties in the audience mind. In such a situation, you attain success by reducing comfort with a defined attitude of the audience. Persuasion is aimed at reducing resistance if the audience opposition to the communicators is average, the communicator should move the audience attitude from a negative one to a neutral ground. This may be achieved by asking the audience to accept the validity of the communicators view and opinions, rather than hold what they are not sure. Persuasion may also be aimed at changing the attitude of his audience. This happens when the communicator is faced with a neutral and open-minded audience, and a group that holds no prior attitude. A persuader may also be interested in amplifying behavior where the audience is already moderately into the communicators views and attitudes. A communicator may be aimed at gaining behavior of the audience where he wants the group to take actions in accordance to his shared attitudes (Wang, 1994).

There are several strategies of promoting persuasion. A party may ask another party to look at a situation from his point of view, to try to take the role of the other party. This serve to make the other party understand his or her intentions. It lays down a good foundation for a harmonious relationship between the two parties. Another form of persuasion is where a part B indicates the complementary that are enhanced by taking the option. Party B may benefit in a way or the other from the option that party A seeks. There are also persuasive arguments to turn divisive issues in to problem that is common to parties and requires a mutually satisfactory solution (Wang, 1994). Reframing ensures the adversary to seethe issue on a different perspective and return from an already stated singular position to anew one that is shared. Interlocking conflicts is another kind of influence. Where parties A and B may be in a conflict over number of issues, they may share antagonist against whom they may join to work together against. The concern is shared and it is of greater importance than the parties are differences. Persuasion also arises through appeals to norms and common values (Rokeach, 2000).

Limitations of persuasion
Persuasion is a cost effective means of solving many conflicts. Persuasion does not require weapons and expensive research. The protagonist is able to get the counter part influenced to change his or her behavior and attitudes in a desired way. However, persuasion is not always successful. Efforts in persuasion are effective when they seek to build on already existing values beliefs and attitudes fewer efforts are required to change peoples values or to build new ones for them. Persuasion is mainly used in radios, televisions, newspapers, arts and education and those who do not enjoy or use such materials are less likely to be persuaded (Rokeach, 2000). Persuasion is best effective when a communicator is building on an already existing beliefs and values .an attempt to create or change peoples values and beliefs has proved highly ineffective. It is very difficult to change an existing culture.

Conclusion
Persuasion theory involves the change of individuals values, beliefs and attitudes. It involves an individual influencing anothers attitude to his desired attitude so that he may hold similar perspective as you. Change of attitudes ultimately leads to change of behavior or the way of doing things. For persuasion to take place communication must occur whether verbal or non-verbal. Communication helps to identify a persons values attitudes, values and attitudes, once the persuader is aware of ones stand he is able strategies on the best way to influence an individual. The process of persuasion requires that the speaker make claim that he supports adequately in such a way that the listeners appreciates them that is they are persuaded. Successful persuasion strategies call for the use of speaker credibility, arguments that are logical and psychological appeals.