Persuasive

40 Lessons in Communicating for the Common Good

By: Marrianne McMullen

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Hardcover | 1 August 2024

At a Glance

Hardcover
192 Pages

Dimensions(cm)
22.9 x 15.2 x 2.3

Hardcover

RRP $57.99

$49.75

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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.

Industry Reviews

"Marrianne McMullen has played many roles as a communications professional—journalist, entrepreneur, public servant, and advocate. She takes you backstage to reveal the inner workings of stories that change hearts and minds."—Matthew Kohut, managing partner, KNP Communications

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