1. UNIVERSITY OF CENTRAL PUNJAB, LAHORE
Communication and Professional Development
Topic: Persuasive Message
Submitted By:
Sana Riaz (0185)
Saira Khalid (0201)
Aatka Shakir (0047)
Sehrish Masood (0077)
Submitted To:
Sir Aleem
Date of submission:
2nd-February-2013

2. PERSUASIVE MESSAGE
Definition:
Persuasive communication may be defined as communication that convinces others to think or act as the
person doing the communicating wishes.
OR
Persuasion is the attempt to change someone’s attitudes, beliefs, or actions.
Purpose of Persuasive Messages
We create persuasive message when
 you want your reader to do something.
 to act
 to accept a point of view
 In short you make your reader to support, believe and act in your favor.
Persuasive Process:
It consists of following
1. Sender
2. Receiver
3. Message
4. Channel
1) Sender
Sender must have
Credibility: So that people may believe
Attraction: So that people may attract
Fame: So that people may consider

3. 2) Receiver:
Following points must be considered about the receiver
o Attention
o Interest
o Desire
o Action
Attention:
 Make your audience want to hear about your problem or idea.
 Write a brief and engaging opening sentence
 Be sure to find some common ground on which to build your case.
Interest:
 Explain the relevance of your message to your audience.
 Continuing the theme you started with, paint a more detailed picture with words.
 Get your audience thinking, “This is an interesting idea;
Desire:
 Make audience members want to change by explaining how the change will benefit them.
 Reduce resistance by thinking up and answering in advance any questions your audience might
have.
 If your idea is complex, explain how you would implement it.
Action:
 Suggest the action you want readers to take. Make it more than a statement such as “Please institute
this program soon,” or “Send me a refund.”
 This is the opportunity to remind readers of the benefits of taking action.
 The secret of a successful action phase is making the action easy.

4. Types of Appeal in Persuasive Messages
Emotional appeals
An emotional appeal calls on human feelings, basing the argument on audience need to sympathies.
Logical appeals
A logical appeal calls on human reason. In any argument you might use to persuade an audience, you
make a claim and then support your claim with reasons or evidence.
3) Message:
Plan Your Message
o Analyzing Your Situation
o Gathering Information
o Selecting the Right Medium
o Organizing Your Information
Write Your Message
To establish credibility in persuasive messages, try to go beyond these characteristics by
o Using simple language.
o Supporting your message with facts
o Being an expert
o Being objective.
Complete Your Message:
At the end we complete our message with respect to all the necessary detail.
4) Channel:
It means through channel we want to convince our audience . It must be selected according to our
audience.

5. Persuasive Message:
Topic of persuasive message: ELECTRICITY CRISES
Our beloved country is suffering from electricity crises. Either we consider,
o Hospitals
o Educational Institutes
o Homes
o Businesses
o Industries
All the sectors of our economy and our lives are badly affected by this crisis. We are appealing that no
doubt government needs to have attention on this matter but some of the responsibility lies on us that is not
to be spendthrift in case of electricity. We should consume less energy considering it beneficial for the
country.
At the end we are APPEALING to
Save Energy