Tahun:
2010
Persuasive Communication within the Organization: A Study about the Role of Experiential Communication in Gaining Audience’s Trust
by
Bambang Sukma Wijaya
Department of Communication Studies of Bakrie University
Jl. HR Rasuna Said Kav. C-22, Kuningan, Jakarta
E-mail: bambang.sukma@bakrie.ac.id
Abstract
Persuasive communication holds a vital role within an organization. By means of a good persuasive communication, audience’s trust can be obtained and all elements within the organization can involve actively and productively in order to achieve the objectives of the organization. The problem is, to obtain audience’s trust or the message recipient’s trust is not easy. As a matter of fact, trust is the core of persuasion. Therefore, through the learning of persuasive communication within the organization, the author offers a new concept of communication model, namely Experiential Communication Model. Through the Experiential Communication Model, message recipients are not only capturing and understanding the gist of the delivered message, but are also directly experiencing the truth from the meaning of message. Consequently, communicator will not speak worthlessly, but directly proves the correctness of his words.
Key words: Persuasive Communication, Experiential Communication, Audience’s Trust