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Persuading Public Policy

November 2, 2018

Amber Palmer-Halma

Strategic Communicator

amberdpalmer@gmail.com

Introductions

  • Who I am
  • What I do
  • Who you are
  • One topic about which you want to persuade others to agree with you

Intros

Questions for me?

Questions for me?

Ask as you think of things

Communication

  • The process of sharing information

REMEMBER: The message received is more important than the message sent

Definitions

Persuasion

  • Moving someone to believe or act in a certain way

Greatest Challenge: Getting Others to Agree

Greatest Challenge: Getting Others to Agree

Dissonance Theory

  • From 1950s
  • Idea that we seek messages consistent with our own beliefs

Reality Check

Reality Check

We unconsciously work HARD to ignore data we don't agree with

Selective Perception

What do we do?

Selective Retention

Pew Research:

http://www.pewresearch.org/fact-tank/2018/08/23/republicans-and-democrats-agree-they-cant-agree-on-basic-facts/

What people aren't "up" on, they're "down" on

Remember

We Want to Persuade

What do we do?

We hope to use effective communication to convince others to agree with us and act toward our goal

Quick History of Op-Eds

Op-Eds as a Way to Reach Others

  • 700 words or less
  • Not the regular contributors
  • Different idea than what the paper "typically" expounds? Even better!
  • For a quick history and a look at a significant recent op-ed:

https://www.politico.com/magazine/story/2018/09/10/new-york-times-oped-defense-219745

Tips to Persuade

Tips to Persuade

Know your audience

ratio of rational to emotional

Be trustworthy

Know your goal

Establish your credibility

If you can't articulate this, you won't succeed

Call to action

Drills down the goal and gives a measurement

Ways to Test for Success

Ways to Test for Success

Does your communication do these things?

Answer "So what?"

Have a hook/strong finish?

Answer "Who cares?"

Follow the KISS principle? (Keep It Simple, Stupid)

Practice

Try it Out

Read through the op-ed provided and determine:

  • How does the writer "hook" you?

  • What does the writer want?

  • What techniques does the writer use to convince you?

  • How convinced are you?

Op-Eds

Op-Eds

https://www.washingtonpost.com/news/opinions/wp/2018/10/29/enough-platitudes-lets-name-names/?noredirect=on&utm_term=.164104dcbcfe

https://www.usatoday.com/story/opinion/2018/10/31/latino-voters-grab-chance-vote-against-donald-trump-election-column/1801733002/

https://www.huffingtonpost.com/entry/opinion-electoral-college-trump-president_us_5bbfa692e4b0bd9ed558283a

https://www.dallasnews.com/opinion/commentary/2018/10/31/can-return-civility-curiosity-empathy-humility

Got questions?

Got questions?

Feel free to contact me:

Amber Palmer-Halma

Director of Communications

Trachtenberg School of Public Policy & Public Administration

George Washington University

805 21st Street NW

Washington , DC 20052

202-994-8253

apalmerhalma@gwu.edu

tspppa.gwu.edu

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