Grounded in extensive cognitive research on how we learn and observe, Communication and Persuasion in the Digital Age is designed to help executives and managers become successful communicators in person and in virtual contexts: from group discussions to presentations to social media.
Communication and Persuasion in the Digital Age
Certificate Track:
Management and Leadership
Location:
Cambridge, Massachusetts
Tuition:
$3,700 (excluding accommodations)
Program Days (for ACE Credit) 2
Advancements in technology and the rapid proliferation of digital media, data analytics, and online collaboration require executives to lead their organizations with sophisticated communication skills, adapted for these new ways of working. To be a successful leader today, you must be able to effectively persuade and influence at all levels, in person and virtually, and with supporting data.
Edward Schiappa and Ben Shields draw on cutting-edge communication research, theories of persuasion, studies on parasocial interaction, and empirical studies on compelling storytelling to help participants solve problems, make quality decisions, and motivate people. Session topics include speaking persuasively, visual persuasion, communicating quantitative information clearly, and adapting messages to audiences.
DAY 1
Persuading, Fast and Slow
How do we influence the beliefs, attitudes, and behaviors of others? The answer is persuasion, which can be subtle or obvious, effective or futile, depending on the communication strategies pursued.
This program introduces participants to two sets of persuasive theories—rational appeals that require and encourage “slow” thinking, and emotional appeals that encourage "fast" thinking. Theories taught include the Elaboration Likelihood Theory, Social Judgment Theory, and Narrative Transportation Theory.
After a presentation of these theories, the instructor will discuss examples applying them to specific communication challenges, and then assign a small group exercise for each table to do collaboratively.
Speaking Persuasively
Every professional is called upon to present ideas to inform or persuade others within the organization from time to time. Studies have shown that most professionals rank oral communication skills as very important to their career, yet often feel insufficiently educated on how to speak in public effectively.
This program provides 10 steps to effective public speaking, introduces persuasive appeals of ethos, logos, and pathos, and how to “perform” credibility. Lecture/discussion followed by practical assignment that culminates in each person giving an introduction to a speech to their table.
Telling a Compelling Story
When is a story more important than a set of facts or summary of statistics? This program focuses on the role of narrative in persuasion in order to unpack how one constructs a compelling story that resonates with difference audiences. We will include communication challenges such as adapting to internal and external audiences. Special emphasis on cross-generational communication within an organization, such as adapting to Millennials. Draws from Paul Smith’s Lead with a Story but integrates neurological research on the persuasiveness of compelling narratives. Will end with a table-side exercise involving narrative strategizing for different audiences.
Visual Persuasion
How do pictures communicate? How does the "meaning" of words and images differ, and how does that difference affect how we construct persuasive messages?
This program describes the cognitive differences between how images and words are processed (dual-coding theory) in order to understand why no portfolio of persuasive communication is complete without a strategic approach to visual persuasion. Describes the notions of visual semantics and syntax and how to strike "the responsive chord" with audiences. Will end with a table-side exercise involving the application of these ideas to managing one’s online identity (parasocial interaction).
DAY 2
Digital Comm 1: Communicating in Globally Distributed Teams
Today’s professionals necessarily rely on virtual contact with others in their organizations, whether such communication is by email, videoconferencing, or other online media. What sort of adaptations must professionals make when working in teams that are dispersed geographically?
This session draws on participants’ own experiences with geographically dispersed teams to map the landscape of challenges. It then goes more deeply into what research can tell us about the particular challenges of geographical configuration, trust, and mutual knowledge.
Digital Comm 2: Adapting Messages to Audiences
When is it more appropriate to send a text than an email, or meet face-to-face rather than send a letter? How does one adapt a message to difference audiences, from “messaging up” to the board of directors to “messaging down” to subordinates?
This program provides a framework for understanding task-oriented and relational-oriented communication, then uses that framework to different communication challenges involving different communication technologies. After describing the framework and applying it to various examples, each table will be given a communication challenge and will generate a communication strategy.
Arguing Civilly to Produce Good Decisions 1: How Argument Works
Just what makes for a "good argument"? How can arguments be analyzed simply and efficiently in order to make good decisions? The goal of this session is to enhance participants’ ability both to generate and to evaluate arguments. Describes common types of claims and forms of reasoning that are used in all contexts. Will end with a group exercise involving the evaluation of a sample argument.
Arguing Civilly to Produce Good Decisions 2: From Argument to Inquiry
What is the difference between "having an argument" and "making an argument"? Why do we often treat the idea of "arguing" as a bad thing to do? This program describes how "argument" is often misunderstood in our culture as a form of combat rather than as a tool of inquiry and truth seeking. Will describe the causes of “verbal aggression” and how to avoid it, and how to encourage norms of civil discourse within an organization. Will end with role-playing exercise to rehearse some of the best practices identified.
The program will help you leverage new communication skills and harness the power of persuasion to:
Effective communicators are valued at all levels of an organization. If your responsibilities include interacting in some shape or form with others, then this program is for you. Typical participants' areas of expertise tend to include:
Edward Schiappa is Professor and Head of Comparative Media Studies/Writing in MIT’s School of Humanities and Social Sciences, where he holds the John E. Burchard Chair of Humanities.
In 2009, Schiappa was named a Distinguished Scholar by the National Communication Association for his original research in persuasion, media effects, and argumentation. Among his research accomplishments is the Parasocial Contact Hypothesis, a theory of how mass media influences perceptions of social groups. He is former editor of the journal Argumentation & Advocacy and author of numerous books on persuasion and argumentation, most recently Argumentation: Keeping Faith With Reason (Pearson, 2014).
After graduating magna cum laude from Kansas State University, Schiappa earned his M.A. and Ph.D. in Communication Studies from Northwestern University. Before moving to MIT, Professor Schiappa was Director of Graduate Studies in Communication at Purdue University and Chair of the Department of Communication Studies at the University of Minnesota.
Ben Shields is a Lecturer in Managerial Communication at the MIT Sloan School of Management.
Shields teaches Communication for Leaders, Advanced Leadership Communication, and Social Media Management: Persuasion in Networked Culture.
Shields’s research focuses on the intersection of social media technologies, data analytics, and audience behavior in the sports, media, and entertainment industries. He has written three books: The Sports Strategist: Developing Leaders for a High-Performance Industry (Oxford University Press, 2015), The Elusive Fan: Reinventing Sports in a Crowded Marketplace (McGraw-Hill, 2006), and just released Social Media Management: Persuasion in Networked Culture in December 2016. He has also written numerous articles and book chapters on sports media and marketing communications.
Shields served previously as the Director of Social Media and Marketing at ESPN. He oversaw social media strategy for the ESPN brand and collaborated across the enterprise to develop and implement company-wide social strategy. He also worked on marketing strategy for several ESPN brands and sub-brands, including the SportsCenter “DaDaDa” campaign and the Emmy Award-winning “It’s Not Crazy, It’s Sports” brand campaign.
Shields holds a BS and MA in communication studies and a PhD in media, technology, and society, all from Northwestern University.
Sample Schedule—Subject to Change
| DAY 1 SAMPLE | |
| 8:00 AM - 8:45 AM | Registration and Continental Breakfast |
| 8:45 AM - 9:00 AM | Introductions |
| 9:00AM - 10:30AM | Persuading, Fast and Slow |
| 10:30 AM - 10:45 AM | Break |
| 10:45 AM - 12:15 PM | Persuasion as Compliance Gaining: Persuading One on One |
| 12:15 PM - 1:15 PM | Networking Lunch |
| 1:15 PM - 2:45 PM | Speaking Persuasively |
| 2:45 PM - 3:00 PM | Break |
| 3:00 PM - 4:30 PM | Visual Persuasion |
| 4:30 PM - 5:30 PM | Reception |
| DAY 2 SAMPLE | |
| 8:00 AM - 8:30 AM | Continental Breakfast |
| 8:30 AM - 10:00 AM | Defining Your Online Identity |
| 10:00 AM - 10:15 AM | Break |
| 10:15 AM - 11:45 AM | Communicating with Data |
| 11:45 AM - 12:45 PM | Networking Lunch |
| 12:45 PM - 2:15 PM | Telling a Compelling Story |
| 2:15 PM - 2:30 PM | Break |
| 2:30 PM - 4:00 PM | Adapting Messages to Audiences |
| 4:00 PM - 4:15 PM | Program Feedback |
| 4:15 PM - 4:30 PM | Adjournment |
In today's digital era, visual communication is king. We are constantly bombarded by visual stimuli that we decode rapidly and often without conscious thought. Did you know that words and images are actually processed in different parts of your brain? Are you the master of the visual messages that you are sending personally, professionally, and on behalf of your organization?
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VIEW“Successful digital marketers effectively communicate how social media tools help an organization accomplish its overall business goals,” Shields says. “Having the awareness and understanding of the role digital and social plays within the context of the larger organization is critical.”
VIEWScott B: I have to admit that I was expecting more. In general the material and concepts were good, but the examples are dated and even a little nostalgic. I would consider this an entry level course that's a good refresher if you work in a field that already requires some communication skills (ie marketing/sales). The social media piece was useful, but I didn't come away with anything that was behavior changing. I felt it was more of an argument for, rather than why/why not to participate. The class tip toes around the issues and perils of a mixed work + personal life social media brand management.
Randy C: I found the course to be very enjoyable and relevant to the communication challenges I face in my business. Dr. Schiappa and Dr. Shields both have fun and interactive teaching styles which kept the course interesting, and demonstrated many of the concepts they were discussing. The group activities were well designed, and reinforced the main concepts. Come prepared to be creative. I would recommend reading "Thinking Fast and Slow" by Daniel Kahneman before attending the class, as the concepts in this book help a lot to understand the course material.
Lily T: Guest speaker was good. Required more case studies.
Dan C: The course highlights things you should consider in terms of your digital brand and helps you to understand what goes into creating a persuasive message.
Anuj S: superb program, great faculty and content
Fabio De M: Practical guidelines to boost and manage your digital Identity!
Shawn H: An exceptional course that provides an excellent overview of the psychology of communication and how to improve personal communication skills and abilities.
Jessica G: Many concepts are, of course, not necessarily new or unheard of, but it was great to hear them again. Very interesting for me was the 2 route learning / making decisions concept. And how to adapt my communication accordingly.
Mariana Gonzalez S: I like the course and the networking but I was expecting more, something amazing, specially about the content and the activities. The class was about persuasion, and Power Point in black and white is not very persuasive.
Philip D: Overall I think it was a valuable learning experience. I was, however, a bit disappointed that the digital and social media part was focused more on the "person" and not the "organization." Being a business leader - the idea of team and organization trumps the person. The emphasis was on the person. Also, it would be more credible if the examples used were up to date. For example, the CEO of tangerine bank is no longer employed.
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"This course had great insights in regards to trends and changes in communications throughout history and ongoing. The learning material was very useful and I will implement many things from this course at my working environment as well as my personal life. The quality of the program material is outstanding, the faculty is great as well as the interaction between the participants throughout the course. Great course." - Geva R.
Visual Persuasion in the Digital Age
Discover why visual communication is king in today's digital era.
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