The ability to communicate effectively is essential in business (O’Rourke, 2010). In order to provide information, convey a message, and explain an idea, communication tools must be applied daily (N, 2005). The most important communication tool is the persuasive (N, 2005). This is due to the fact that whatever is being conveyed at the workplace requires a degree of persuasion (N, 2005). Hence, persuasion is the ability to move an individual or group into action. Boyer and Stoddard (2011), describe persuasion as “the act of getting a sentient being other than yourself to adopt a particular belief or pursue a particular action (p. 1). Therefore, in order for persuasion to be effective a level of trust between the parties must exist (O’Rourke, 2010). Thus, the challenge for Lynne Cribari, Manager of Corporate participation for the USOC, was to gain a level of trust from potential corporate sponsors by applying a persuasive message (O’Rourke, 2010).
An effective persuasive message consists of these factors: “it