A key tool in the public affairs landscape is persuasion. Like any skill, it’s important to refine and polish the ability to influence others – whether in writing or in conversation. Recently, a group of DCI team members, ranging from account associates to directors, participated in an in-house training led by DCI Partner Chris Myers. The group delved into the book Influence: The Psychology of Persuasion by social psychologist Dr. Robert Cialdini and discussed its application to the public affairs world. In his book, Cialdini identifies six principles to persuasion. Through a lively discussion, the team compared Cialdini’s principles to their own experience in the public affairs field. The team analyzed the following three principles and their strong ties to the industry:

• Commitment and Consistency

Cialdini notes part of being persuasive stems from commitment and consistency. A personal commitment to follow through on something fosters trust and credibility in yourself and those around you. The DCI team members participating in the training noted the qualities were also paramount to the identity of DCI Group. Being a problem-solving firm, many DCI members find that consistency and the commitment to go above and beyond for clients is essential. Citing DCI Group’s reputation for client satisfaction, the team noted that this commitment and consistency in projects increases the client’s level of trust. Hence, as emphasized by Cialdini, commitment and consistency are powerful motivators which persuade our clients to trust that quality results will be delivered.

• Liking

DCI team members agreed that while it might seem obvious, clients and teammates are more likely to be persuaded by those they deem likable. Cialdini states the principle of “liking” plays an essential role in developing relationships with potential clients, current clients, business growth, and even the output of teams. During the training, the group noted this to be true based on their experience as well. When clients like working with them personally, or the whole DCI team, they are more likely to trust DCI to implement their strategies and consider their advice. Therefore, it is important to establish a rapport or connection with clients or perspective clients and identify commonalities.

• Consensus and Social Proofing

Consciously or subconsciously, people pay attention to the opinions of others. In the public affairs field, consensus and social proofing are powerful tools of persuasion. In the training, DCI team members reflected on how this principle is leveraged to attract perspective clients and launch new strategies. Case studies and positive anecdotes from other clients can influence a potential client’s opinion of the firm and add to its credibility.

There is no doubt that persuasion drives public affairs – it plays a role in every aspect of the field, from client interactions to new business propositions, to internal meetings with colleagues. Therefore, it should be a skill that everyone, especially those in public affairs, takes care to bolster.

As a people-centric business (stakeholders, clients, etc.) – to maximize our ability to best serve others, we must be able to persuade others to trust us and our expertise. If we can’t convince others to listen to us, then our work won’t be impactful.