<em><strong>“I have sat with countless patients and families to discuss grim prognoses: It’s one of the most important jobs physicians have. It’s easier when the patient is 94, in the last stages of dementia and has a severe brain bleed. For young people like me – I am 36 – given a diagnosis of cancer, there aren’t many words.”</strong></em>
– Paul Kalathanithi, The New York Times*

Can you imagine having to deliver messages like the late Dr. Kalathanithi describes in the quote above? Sometimes we communicate because we have really terrible news or we’re trying to completely change someone’s attitudes or beliefs. These are high-stake, high-bar communications. Other times, we just want to teach something or pass on great information. This is easier.

In this module, we’ll discuss the different approaches to communication, based on the type of information we’re trying to convey. Taking the time to tailor our messages appropriately will increase the chance of achieving our purposes. We’ll talk about both positive and negative messages, as well as the differences between informing an audience and persuading them. We’ll then focus on persuasive writing in particular – how can we convince an audience when they have many competing requests?

As we cover these topics, think about the types of messages you’re asked to deliver. Are they more persuasive or informative, positive or negative? How does someone successfully convince you to change your beliefs or actions? What kind of proof or evidence have they used?

<strong>By the end of this module, I want you to understand and apply the following principles:</strong>
<blockquote>
<ul>
 	<li><strong>Understand the principles behind delivering positive and negative messages.</strong></li>
 	<li><strong>Differentiate an informative presentation from a persuasive presentation.</strong></li>
 	<li><strong>Draft persuasive messages that can change your audience’s beliefs, opinions or actions.</strong></li>
</ul>
</blockquote>
Ready? Let's get started.

<hr />

<h2 class="mb-0 h3">Positive and Negative Messages</h2>
[video width="1280" height="720" mp4="https://tesoll.com/wp-content/uploads/2020/12/UBCBUS2B2017-V002800_DTH.mp4"][/video]

&nbsp;
<h2 class="mb-0 h3">Informative Versus Persuasive Speaking</h2>
What does it take to inform an audience versus persuade them? In this video, I’ll discuss the similarities and differences between these two forms of public speaking.

[video width="1280" height="720" mp4="https://tesoll.com/wp-content/uploads/2020/12/UBCBUS2B2017-V000800_DTH.mp4"][/video]
<h2></h2>
<h2 class="mb-0 h3">Writing to Persuade</h2>
Persuasive writing has the same goals as persuasive speaking. You're trying to change someone's attitudes, beliefs, or actions. This video covers how to make your persuasive writing stand out.

[video width="1280" height="720" mp4="https://tesoll.com/wp-content/uploads/2020/12/UBCBUS2B2017-V002400_DTH.mp4"][/video]

&nbsp;
<h2 class="mb-0 h3">In the Field Interview 4</h2>
Throughout the Business Communications course, we will be showcasing experts in areas that we are discussing in each module. These <em>In the Field</em> interviews will provide you with real-world examples of how the concepts covered are applied in actual business settings.

This <em>In the Field</em> interview is with Michael Byers, who holds a Canada Research Chair (Tier 1) in Global Politics and International Law. His work focuses on issues of Arctic sovereignty, climate change, the law of the sea, and Canadian foreign and defence policy. He holds major research grants from ArcticNet and the Social Sciences and Humanities Research Council of Canada.

Dr. Byers has been a Fellow of Jesus College, Oxford University, and a Professor of Law at Duke University. He has also taught as a visiting professor at the universities of Cape Town and Tel Aviv. Dr. Byers is the author of the national bestseller Intent for a Nation and, most recently, Who Owns the Arctic? He is a regular contributor to the Globe and Mail, Toronto Star, and Ottawa Citizen.
<blockquote>
<ul>
 	<li><strong>UBC Profile</strong>: <a href="http://politics.ubc.ca/persons/michael-byers/" target="_blank" rel="noopener noreferrer">http://politics.ubc.ca/persons/michael-byers/</a></li>
 	<li><strong>Twitter: </strong><a href="https://twitter.com/michael_byers" target="_blank" rel="noopener noreferrer">https://twitter.com/michael_byers</a></li>
</ul>
</blockquote>
[video width="1280" height="720" mp4="https://tesoll.com/wp-content/uploads/2020/12/UBCBUS2B2017-V001500_DTH.mp4"][/video]

&nbsp;
<h1>Access the Final Assessment Here:</h1>