Chapter 6 Persuasion
“A baseline of trust must exist in order to effectively persuade people to accept a different point of view or participate in an activity that may vary from the status quo. People need to be informed and engaged,” said Susan Hoff, “before you can change their behavior.” Ms. Hoff is former Senior Vice President and Chief Communications Officer for Best Buy Company, a Fortune 500 retailer based in Richfield, Minnesota. “At Best Buy,” she said, “we use a variety of communication techniques to move people to the desired outcome.”1
Every communications plan developed and implemented at Best Buy includes a set of key messages, as well as elements focused on what Ms. Hoff calls “the head, the heart, ...
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