ABSTRACT
Event managers are in the communication and persuasion business. This chapter will first explain why communication and persuasion theory are relevant for an event manager. We will then look at communications theory, drawing on empirical research from journalism, media studies and political science. The last section, persuasion, is heavily influenced by work within the field of psychology, addressing both cognitive (thought process) and heuristic (peripheral cues) factors. For an event manager to be effective they need to get their message across. By the end of this chapter students will be able to:
Understand the importance of communication to event managers.
Assess the relevance of key communication theories.
Evaluate key models of the persuasion process.
Assess the applicability of persuasion strategies.
