Hello, all,
I just wanted to weigh in quickly on the persuasion techniques.  That's what
I'm currently doing as I'm working on my MA:  teaching persuasion.
1.  What I tell my students is this:  start with an idea of what you want
the audience to be.  Do you want them to be breastfeeding advocates?  Begin
by addressing them as BF advocates.  Then explain to them why they are BF
advocates.  "I know that you're busy with the paperwork of being a nurse,
but isn't your main goal helping babies to survive?  No one wants a baby to
die on his/her watch, and one of the most important things that you can do
to assure that is by having an involved mother who is breastfeeding her
child.  A mother who is breastfeeding and who is that interested in making
sure that her child survives will actually assist you in doing your job:
making sure that baby survives!"  So now, everyone is a BF advocate whether
they really buy into the program or not because you've tied it together so
neatly.
2.  Then figure out what arguments it would take to build a bridge from
their seats to your action.  In other words:  what would move them to
action?  Treat them as though they are now BF advocates like you have cast
them.  Focus on those BF advocate arguments that move you.  (Now, you've got
to stick with *ONE* target audience.  If you choose BF advocate, your
argument will be different than if you choose taxpayer.  Yes, taxpayer is a
valid target audience.  For that you would probably focus on the
obesity/medical problems associated with not BF and the actual total cost to
the public.)  Start where they are:  "I know that you are overworked and do
not have time to do your charting without staying after your shift as it is.
Although there must be an investment of time upfront with a breastfeeding
mother to ensure that she gets BF off to a good start, you are actually
going to save time in the long run by..."  (I know that there is probably
evidence out there to support these sorts of things, but I don't have them
at my fingertips.  I'm an attorney and teacher, not an IBCLC, etc.)  So you
take the counterargument (what they would say against your position),
acknowledge it, examine it, neatly poke holes in it, and then abandon it.
You can do this an infinite number of times (wash, rinse, repeat as
necessary).  But the trick is to stick with the basic target audience.
Now that you know this persuasion trick, you can apply this to your letter
to the FCC/Congress/local news station, etc.  I actually teach a whole
course in Public Speaking where we go over persuasion in depth with a whole
lot more information.  This is just the scratched surface.  My last trick
that I'll leave you with is this:  The Rule of 3.  Most people can remember
things in groups of 3, so if you keep your argument focused on three areas,
you are better off.  If you're persuading a nurse that BF is better, you
might have the three areas being:  In the patient's room (better outcome for
mother and baby in the hospital and at home, etc.), in the nursery (less
babies stuck together disturbing each other and taking attention away from
the ones who need more attention, or whatever is most compelling), and at
the nurses' station (more time to do your charting/or whatever).
I would love for someone with the information and experience to take my
basic structure and to expand it with real evidence.  If I could get someone
to do that I would be happy to help tweak it into a basic persuasive
presentation that all could share.
Make sense?  Need more explanation?    Want to take my course? ;-D
Shannon Lee Denney, BA, JD


Date:    Sun, 7 Aug 2005 22:24:17 -0700
From:    Jeanette Panchula <[log in to unmask]>
Subject: formula?  ABM? - Changing minds/communication

Diane Weissinger said:

"The reason is a comment I remember from someone years ago that if you want
to change a person, it's best to be like him in every way except the way in
which you want him to change."

.and I have to agree and give an example - in all my years of educating and
observing others educating health care professionals I have never seen
someone as effective as Carol Melcher (I hope some of you saw her
presentation at ILCA).

I've been learning from her, and I've observed her using her methods of
actually AGREEING and coming CLOSER to those who say things that are
negative about "baby friendly" or breastfeeding.

For Example: a nurse says "I can't do all that care - I'm too busy charting
and making sure the baby lives!" and Carol gets closer to her and agrees
"Yes, it's true - you have a VERY important job and you MUST assure the
baby's life above all." and then is quiet.  Usually the other members in the
audience mention how THEY have been able to assure baby's life AND allow
skin to skin - or the person herself says "well, I guess I COULD give it a
FEW MINUTES."

If we just ARGUE with the nurse and say "yes you can!".she just pulls back
and says "no I can't" - but by getting closer to her position, they can
often find a way of collaborating and problem solve.

It may take a lot of self-control to agree - but you may find that in the
end, you've created an ally instead of an opponent.


Jeanette Panchula, BSW, RN, PHN, IBCLC
Vacaville, California

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