Persuasive Communication Skill Development for Corporate Communication Practitioners in Sino-American Contexts

  • Patricia B. ScottEmail author


Getting our message across is harder today than it has ever been. Our audiences are more distracted than ever before due to the overwhelming barrage of information. Not only is there more information, but we also have drastically shortened attention spans. Our audiences have evolved to try to become more successful in the information age and have had to adapt how they listen. As a society, we have created many tools to help us find what we need and filter out what is not relevant. We live in an always-on world that provides instant gratification in a couple of mouse clicks.

Our audiences have now come to expect to get just what they want when they want it. This is the new audience. As communicators, it is essential that we also evolve how we transmit our messages to this new audience. This chapter will provide tools that can be used to help any presentation or conversation. Those corporate communication practitioners who will be most successful in this new environment will be those who can be concise, make the complex simple, and be the most relevant.


Information Entropy Attention Span Narrative Structure Word Choice Rule Number 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2015

Authors and Affiliations

  1. 1.Wharton SchoolUniversity of PennsylvaniaPhiladelphiaUSA

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