Assignment 2: Disseminating with Persuasion TD
This TD assignment will enhance your dissemination campaign and plan. While sharing your results through various means (PP presentations, Abstracts, Podium Presentations, Poster presentations, Manuscripts), sustained improvement extends beyond immediate outcomes. Implementing sustained improvement takes leadership skills that focus on your ability to influence and persuade others to continue the successful processes and eventually embed them into practice settings. This is part of your professional development plan as a DNP graduate.
The Art of Woo provides assessment tools for determining your persuasive abilities and how you apply this to your bigger dissemination campaign. The Evidence for Action (E4A) Dissemination Strategy Template is available for you to begin developing your dissemination plan, which includes identifying the audience(s) who need to know your findings, the desired action(s) to take, the relationships to be established, the communication techniques to be employed, and the materials required. This marks the beginning of the dissemination plan, which you will refer to as you progress through the course.
We have chosen a TD format for this assignment, allowing you to share your personal and organizational styles and approaches. It is anticipated that many of you are in similar settings (situations) and face the same challenges. Sharing and providing feedback and insights go a long way in creating camaraderie with your project team, strengthening your talents and skills, and offering each other insights for the next steps in dissemination, knowledge translation, and sustainment. Since many of you face similar challenges with your project teams and executive sponsors, we anticipate that you will be able to provide each other with practical feedback for real-world applications.
For example, consider communication channelsyour channels and those of your organization–(Interest-based persuasion authority, politics, rationality, inspiration, emotion (vision channel), and relationship) (Shell & Moussa, 2007). Every strategic leader has their own communication style, which allows their natural leadership traits to manifest themselves. The book highlights two approaches to communication (Thomas, 2016):
- Self-Oriented Versus Other-Oriented: Are you more aligned with tailoring your message for your audience? Or unmodified announcements? Some leaders are particularly attuned to their audience’s perspective. They are more focused on social considerations, existing relationships, the political environment, the channel someone may turn to, or other people’s interests.
- Volume Control: Loud or Quiet: What volume do you give off in your communication? As the book suggests, you may have noticed people at work who are more active in meetings, dominating the discussion, versus those who prefer to listen and quietly share their views when asked. How do you come across to others in persuasion moments? Are you quietly assertive, loud to the point where everyone needs to hear what you are communicating, or is it a natural transition between the two variables? How might this impact your dissemination plan?
While reading and completing your self-assessment to develop a dissemination plan and campaign, consider your present environment, stakeholders, values, and strategic priorities, and ascertain which communication approach best aligns with your natural persuasive leadership style.
Driver (Higher Volume and Self-Oriented Perspective)
Authority
According to Shell and Moussa, when individuals are high-volume and prefer to announce their perspective without much adjustment for their audience, other people are likely to experience them as demanding. They can be overly one-dimensional and like to persuade people by saying, “Do this my way, the right way, or you can hit the highway.” Of course, variability may change as the situation (and people) evolve.
Commander (Low Volume and Self-Oriented)
Rationality and Authority
A commander speaks from a position of quiet confidence and authority, using expertise combined with finesse to make a point in an understated way. The book describes JP Morgan as conducting himself with quiet trust and credibility. Morgan understood his persuasion style and had great skill in keeping cool in the heart of a crisis.
The Promoter (Higher Volume and Other-Oriented Perspective)
Interest-Based Persuasion, Relationship, Inspiration, and Emotion (The Vision Channel)
Promoters are outgoing, optimistic, assertive, gregarious, and friendly with a winning personality. When played well, this role features an out-front style and a gift for gaining and maintaining a wide circle of relationships.
The Chess Player:
(Lower Volume and Other-Oriented Perspective) Politics, Interest-Based Persuasion, Relationship, Inspiration, and Emotion (The Vision Channel)
According to Shell and Moussa, the chess player’s style involves plotting moves that bring about the desired outcome. Leaders with this personality type prefer to operate in more intimate settings, quietly managing strategic encounters behind the scenes. A Chess Player is an influential strategist who is less extroverted than the Promoter but shares with the Promoter a keen interest in what makes other people act in ways they do.
The Advocate – Moderate Volume and a Balance Between Self-Oriented and Other-Oriented Perspectives.
Rationality, Inspiration, and Emotion (The Vision Channel) and Relationship, Politics
The Advocate uses a full range of tools to get their points across. The Advocate strives for balance and persistence without shouting, mindful of the audience without losing perspective.
As a leader, you need to be self-aware of your strengths and weaknesses before you gain the skills to persuade. You need to understand your preferred communication channels, and likewise, you must consider the dynamics of your environment, organizational values, culture, people, and changing circumstances.
Selected References:
Shell, G. R. & Moussa, M. (2007). The art of woo: Using strategic persuasion to sell your ideas. Penguin Books. ISBN 978-0-14-311404-8
Thomas, G. (2016). The Art of Woo: The 5 Personal Persuasion Styles Every Strategic Leader Must Know.
Dissemination Strategy Template:
Chernitskiy, S. (2023). Designing A Dissemination Strategy: Turning Evidence Into Action
Rubric: TD
The Art of Woo: Disseminating with Persuasion 100 points (20%)
Due: 5/29-6/8/26
This assignment is a TD with one cross-posting. Limit your initial posting (items 1-3 below) to three short paragraphs (200-250 words) and a cross-posting to a 75-word comment. Use the Dissemination Strategy template as a guide for creating a dissemination plan, focusing on specific elements. You can attach your plan to the TD with your initial posting.
- Using your six-channel assessment survey and other tools from the Art of Woo, describe your persuasion style and how this is similar (or different) from your organization (project site). With these insights, how does your style inform your sustainability approach for the improvement plan? What strategies come naturally to you, and how does this align with the organizations culture, stakeholders, and executive sponsors’ strategic initiatives (as they relate to your project)? What specific actions support your style? A Dissemination Strategy template is provided for you to begin your dissemination plan. (40 points)
- Evaluate how the strategies you employ (see above) have been successful in winning others over. Have you incorporated these skills and abilities in your project planning and development stages? If so, is your dissemination plan an extension of what you had anticipated from the beginning of the improvement work? If not, what would you do differently? If so, what strategies will you continue to implement? (25 points)
- Consider your evaluation methods as they relate to the above. How do you know your dissemination plan is successful (or will be)? Remember, this is not just about positive outcomes from your immediate implementation. For example, reduced infection rates, improved discharge planning time, positive scores on wellness surveys, and other measures are results and findings from your QI project. How are you measuring the sustainability improvement that may have resulted from your project? (25 points)
- Cross-post to at least one peer and provide a short (75-word) commentary on their dissemination and sustainability plan. Consider how it follows a logical progression based on the persuasion styles of the student and the organization. What recommendations can you offer? (10 points)
=100 (20%)
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