Event managers are in the communication and persuasion business. This chapter will first explain why communication and persuasion theory are relevant for an event manager. We will then look at communications theory, drawing on empirical research from journalism, media studies and political science. The last section, persuasion, is heavily influenced by work within the field of psychology, addressing both cognitive (thought process) and heuristic (peripheral cues) factors. For an event manager to be effective they need to get their message across. By the end of this chapter students will be able to:

Two of the core skills that event managers require are to communicate effectively by reaching their key audiences, and then to persuade them to act in the desired way. We can identify at least four areas beyond overt promotional activities where communication and persuasion theory may play a key role.