Abstract
M.Ed.
It became apparent in this study that persuasive communication can play an important part in managerial communication. Persuasive communication implies that appeals are made to reason (logos) and emotion (pathos) to change a given attitude for the benefit of the organization and the individual. This can only be achieved if the trustworthiness (ethos) of the persuader can be relied upon. Persuasion is not a coercive measure - the persuadee is led to change his attitude on his own initiative ...