Evidence-based influencing techniques for communication that persuades

and leads to desired change in behaviour.

For whom?

- anyone interested in influencing behaviour

- communication officers and communications staff

- policy makers and policy staff


- 1 or 2 days

- up to 10 participants

- Made to measure

Didactic methods

- interactive knowledge transfer

- analysing and learning from practical examples

- working on your own cases

Why should you attend?

We all deal with the behaviour of others on a daily basis. Often we want to influence this behaviour, either within our workplace or externally. When we do not get others to change their behaviour, it can result in frustration and conflict. In this session you will learn to look at behaviour from a different perspective.

Merely explaining what you want is not enough for behavioural change.  There are more effective, scientifically proven methods for influencing – methods from behavioural economics and social psychology.

You may already have heard of some of these:

  • nudging (giving people a gentle push in the right direction),
  • framing (setting the message in a certain context).


Block 1: Our fallible thinking:

  • How does our brain work? System-1 and system-2 thinking.
  • The shortcuts our brain takes and why these matter for influencing others.

Block 2: Framing - Persuading by framing the message in a specific way:

  • What is a frame?
  • Behavioural insight: people react differently to the same information, when it is framed differently.
  • Application: Frame the message in a positive, enticing way

Block 3: Principles of persuasion by Cialdini:

Our brain makes shortcuts when making decisions. Cialdini's famous 6 principles of persuasion help you make use of these shortcuts and to influence others with success.

Block 4: The EAST principles of the Behavioural Insight Team (BIT), UK:

To convince people:

  • You need to make the desired behaviour Simple and Attractive
  • Persuasive communication also makes use of the Social aspect and optimal Timing

Our approach

  • This workshop is fully interactive.
  • A good mix of interactive knowledge transfer and practical exercises and cases ensures you can immediately apply the new learnings in your daily work.
  • We work in small groups and provide a safe, inclusive learning environment. 



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