IABC Master Class: The Art and Behavioural Science of Persuasion and Influence
This engaging and practical master class will empower communication professionals to elevate their influence and impact through the science of persuasion. Across three dynamic sessions, participants will explore how to cut through the noise of today’s complex information landscape, apply behavioural insights to better understand and reach their audiences, and use proven tools to confidently influence stakeholders and decision-makers.
The program blends critical thinking, behavioural science, and modern engagement strategies to help participants navigate an era of information overload, polarisation, and AI-generated content. Participants will leave with a toolkit of practical techniques to identify bias, reframe issues for support, select the right channels, and confidently pitch ideas that stick.
Presenter: Anne Wickham
Dates:
- 5 November | 2 p.m. - 3 p.m. CT | Engagement challenges and traps in today’s VUCA environment
- 11 November | 2 p.m. - 3 p.m. CT | The power of behavioural science to influence people
- 19 November | 2 p.m. - 3 p.m. CT | Practical tools and persuasion techniques
Register Now
Who Should Attend?
Ideal for professionals seeking to strengthen their strategic communication skills, this master class will equip you to ask better questions, make smarter decisions, and drive meaningful change — whether you're engaging the public, stakeholders, or internal leaders.
Course Highlights
Session 1 – Engagement challenges and traps in today’s VUCA (volatile, uncertain, complex, ambiguous) environment
This session examines the impacts of information overload, AI sludge and a lack of nuance in political and social debate - and the key challenges communicators therefore need to solve.
Learning Outcomes:
- Understand the impacts that AI is having on the (increasing) quantity and (decreasing) quality of information.
- Be able to recognise dubious data and watch out for inbuilt bias.
- Know how to ask insightful questions that get to the bottom of the actual problems your communication or engagement needs to solve.
Session 2 – The power of behavioural science to influence people
How people feel, the context in which they are making choices, and their values, motivations and beliefs are better determinants of their behaviours than quantitative surveys and traditional segmentation methods.
This session will delve into behavioural science using real life case studies and help participants think strategically about what’s really driving the choices their stakeholders and target audiences make.
Learning Outcomes:
- Know how to think strategically about the real problems that communication needs to solve.
- Be able to ask good questions and frame issues in ways that target audiences support.
- You will be able to select communication channels and approaches that engage audiences where they already are.
Session 3 – Practical tools and persuasion techniques
This session will bring together what we’ve covered already into a master class in the art of persuasion and how you can more effectively engage your leaders and clients at work.
Learning Outcomes:
- Discover approaches to increase influence when engaging with leaders and clients.
- Frame communication and choose language that resonates best with the audiences you wish to influence.
- Develop a personalized action plan to enhance influence, secure a seat at the table, and drive meaningful connections.
Ready to take your thought leadership to the next level? Register now and unlock the art and science of persuasion and influence!