Writing Workshop – IABC – “Influencing Your Audience…”

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A Skill-Sharpening Writing Workshop




Tuesday, Nov. 15th, 2011


Co-sponsored by IABC Philadelphia and LaSalle University


If you were asked to construct a persuasive message, would you know where to begin? Beyond using please and thank you, many people are lost.


PR and communications professionals are called on frequently to write messages that will influence an audience. Perhaps they need to convince senior management that their idea is better than someone else’s, or maybe they want to persuade employees to change their opinion about a new policy change. Persuasive appeals often require overcoming resistance or swaying the skeptics. Yet, the psychology of persuasion is rarely taught in college or in MBA programs, and it seldom appears on conference brochures.

This workshop will explore what behavioral scientists have found to be reasons why people change their opinion or agree to certain requests. We will look at techniques you can use when you craft messages, for a written communication or for a speech, so that you influence the reader’s thought process. You’ll learn:


  • How to open a persuasive message or speech when the audience is resistant or indifferent
  • How to position information for maximum impact
  • Why your credibility is essential to your persuasiveness and what you can do to strengthen your image if the audience does not have a favorable view of you
  • How to use five principles of behavioral psychology to induce people to accept your point of view





Ken O’Quinn is a professional writing coach who conducts workshops for Fortune 500 companies and global PR firms. Following a journalism career with the Associated Press, he started Writing With Clarity, and for 15 years has helped thousands of communicators to write more effectively and confidently.


His clients include the corporate communications departments at Chevron, Visa, UPS, Campbell Soup, Oracle, Intel, Sprint, Re/Max, John Deere, Fidelity Investments, and L.L. Bean. PR clients include Burson-Marsteller, Edelman, Porter Novelli, and Fleishman Hillard. He also is a writing instructor for the National Investor Relations Institute.


Ken has been a guest speaker at the IABC, PRSA, and NIRI international conferences, and his writing has appeared in the Harvard Management Communication Letter and the Journal of Employee Communication Management. He is the author of Perfect Phrases for Business Letters (McGraw-Hill).




Who should attend:  PR and Communications professionals and students who want to improve their writing and persuasion skills


When:   Tuesday, Nov. 15, 2011 from 9:00 a.m. to Noon


Where:            LaSalle University

Metroplex Corporate Center
4000 Chemical Road
Suite 110
Plymouth Meeting, PA 19462


Conveniently located at the intersection of Germantown Pike and Chemical Road at the junction of the Mid-County Interchange (I-476, the Blue Route, the Pennsylvania Turnpike and its Northeast Extension).  Ample free parking.  For directions, see: http://www.lasalle.edu/admiss/grad/metroplex/content.php?section=direction&page=index


Fee:     IABC members $60

Non-members $75

Students and LaSalle faculty $35


Includes Continental breakfast and participation in raffle for a copy of Ken’s book.


To register and pay:  If you are an IABC Philadelphia member, watch for a Cvent invitation coming your way soon.  You can also check the IABC Philadelphia website — http://philadelphia.iabc.com/ — for details.  Click Upcoming Events.


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