Unit VI persuasion

Reading_________________________________________________________

Write out any terms that you did not understand in the reading. Look at its context, and try to figure out the meaning. Discuss these terms with your classmates.

Authority vs persuasion17

What is persuasion? It is the conscious manipulation of face-to-face communication to induce others to take action. How is persuasion different from authority or power? All three are means of influence; that is, they focus on getting other people to do what you want them to do. However, power and authority are means of making others do something they otherwise would not have done, and persuasion preserves others' freedom to do whatever they want after you have tried to convince them to choose a certain course of action. Persuadees feel they are acting of their own accord within the goals and guidelines set for them.

Authority represents the rights that go with a managerial position and, for the most part, it's an effective device for gaining subordinates' compliance with requests. However, it has its limitations. Authority is of little value in dealing with peers, superiors, or those outside your direct command; it's constrained by employees' perception of your legitimate rights; it's not likely to motivate employees; and it's more suitable for autocratic than democratic organizations.

Authority works well with subordinates. Unfortunately, your interpersonal rela­tions in an organization are not confined to dealing with people who work directly for you. You'll need your boss's cooperation, but you can't get that through authority. You'll be in meetings where you'll need the support of other managers who are at the same level as you. That support can't be obtained through authority. At times, you'll undoubtedly find yourself needing the assistance of others - inside and outside the organization - to get your job done. For example, you might need a report from another department outside your chain of command or a favor from a supplier. Again, authority won't work. What you'll need in these varied situations is the ability to persuade.

Authority also has its limits. Every employee sets up a psychological line that defines the boss's authority. If you want your employees to do something that crosses that line - to work overtime, to assume an additional project, to take on an unpleasant task, or the like - authority isn't likely to be effective. At times when authority won't work, persuasion often can.

Even in situations where you have authority and know it will work, you might not want to use it because it might have negative traits. Authority implies obligation. Remember, no matter how good your idea is, its final effectiveness will depend on how well it's executed by others.

Finally, authority is inconsistent with humanistic-democratic values. Many organizations — especially small ones and those that employ a preponderance of professionals — are organized around participative principles. Authority and control are replaced by openness, trust, and democratic management practices. In such organizations, persuasion is the only viable means to get people to do what you want them to do.

Comprehension___________________________________________________