Persuasive

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Persuasive is a professional memoir that foregrounds 40 lessons in communications for practitioners and students as well as general readers, based on the author's wide-ranging and high-profile experience, including substantial work on President Barack Obama's campaigns (Illinois Senate, presidential in 2008, and re-election in 2012) as well as two administration appointments (Director of Public Affairs in Obama's first term and Deputy Assistant Secretary for External Affairs, Administration for Children & Families, U.S. Department of Health and Human Services, in his second term. Organized into six sections, the book introduces the Persuasion Matrix, a model for planning communication campaigns. Persuasion theory and research is woven throughout the accessible professional communication narratives. This highly engaging and concisely written book will interest communications professionals across all sectors and many fields"--