Harvard professor Garry Orren delivered a master class on persuasion at the Forum on 11 March, outlining the main ways we can influence others – command, negotiation and persuasion. He covered issues in a context which the audience (senior public servants and State board members) were likely to encounter.

The seminar addressed the role of influence in both the adoption and implementation of policy. Persuasion plays a key role in both, even for politically neutral civil and public servants. Orren has advised private and public bodies on effective persuasion strategies to achieve goals.

Professor Orren suggested that most public servants are logos oriented with a strong belief in the importance of logical and coherent arguments around areas which are often complex. This is a necessary but not sufficient requirement for persuasion.

The principles of persuasion include

• Simplicity- the message must be simple and comprehensible
• Knowing the audience
• Authority/ credibility which requires expertise and trustworthiness
• Salience – the topics should be important to the audience
• Reciprocity- we are more likely to persuade someone if we give them something
• Liking – we are more likely to be persuaded by persons we know and like

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Professor Gary Orren is Professor of Public Policy and Management at the Harvard Kennedy School of Government. He has advised major corporations and government agencies around the world. His diverse audiences — CEOs, corporate boards, civil servants — attest to the fact that the principles of influence and persuasion he presents are extremely relevant to the public sector and private sector alike.