Persuasive 40 Lessons in Communicating for the Common Good

✍ Scribed by Marrianne McMullen

• Publisher: Georgetown University Press
• Year: 2024
• Tongue: English
• Leaves: 192
• Category: Library

✦ Synopsis

A novel model for planning effective communications campaigns

Communications is a fast-growing profession. The need to create, edit, translate, and disseminate information through a variety of different platforms is creating an increased demand for people with these skills.

Persuasive introduces the Persuasion Matrix, a model for planning communication campaigns based in persuasion research. Marrianne McMullen draws on her wide-ranging and high-profile career to share her hard-earned wisdom gleaned from her work as a journalist, with labor unions, with DC public schools, and on President Barack Obama's campaigns; she also served as an appointee in both his terms. McMullen tracks decades of research, providing a series of intricate and diverse case studies about workplace and relevant social issues. Persuasion theory and research is woven throughout the professional narratives and each career story closes with key lessons in communications. Persuasive guides researchers and practitioners to a point of reflection on the true value of engaged scholarship and communication activism.

Highly engaging and concise, Persuasive is a professional memoir that provides 40 lessons in communications for managers, communicators in public or nonprofit sectors, and students of communications.

✦ Table of Contents

Contents
List of Illustrations

Preface

Acknowledgments

Introduction

Part One: Foundations

1: Learning to Work

2: The Cost of Coal

3: A Native Challenge

4: The Wrong Journalism Jobs

5: Stop the Presses

6: Reporting behind the Iron Curtain

7: Friendly Persuasion

Part Two: The Dayton Voice

8: Watchdogs

9: Streetwalkers and Rock Stars

10: You Are Free to Go

11: Heartbreaks on the Labor Beat

12: Bad Art and Crisis Management

13: Too Much Skin in the Game

Part Three: The Labor Movement

14: What Democracy Looks Like

15: The Right Message

16: Frontline Talkers

17: Getting Votes for Barack

18: Campaign Blunder

19: Authentic Voice

20: DC Culture Shock

21: Doing More with More

22: To the Mine Workers

Part Four: School Reform

23: School Reform Origin Story

24: Thin Contract Persuasion

25: Shoveling Message Manure

26: Cutting Turf for Toddlers

27: Cultural Incompetency

Part Five: The Obama Administration

28: Persuasion and Obamacare

29: Battle with the Bishops

30: Unaccompanied in San Antonio

31: Thorny Human Resource

32: Internal Communications Matters

33: Management Masters

34: Working with the White House, or Not

Part Six: Never Stop Learning

35: Coming Home to a City So Real

36: Building a Communications Team

37: Twittersphere

38: The Promise and Peril of AI

39: The Persuasion Plan

40: Love What You Do and Love Those You Do It With

Notes

Index

About the Author

✦ Subjects

40 lessosns, planning effective communications campaigns