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The science of persuasive communication with Nicole Thomson-Pride (2019)

In this episode of Govcomms ‘From the Vault’, we revisit our insightful conversation with Nicole Thomson-Pride. Nicole is a professional speechwriter and communication coach with experience working across the Australian government, private sector and not-for-profit organisations. Her previous workplaces include the New South Wales Government, Department of Prime Minister and Cabinet, and Department of Defence.

Nicole's passion for communication emerged at a young age, when she had a work experience placement at CLEO magazine at just 13 years old. This passion led her to successfully complete an undergraduate and postgraduate qualification in the field. Today, Nicole excels as a professional speechwriter, with keen interest in understanding human cognition to write speeches that can better influence and persuade.

In today's ever-evolving landscape, characterised by increasingly complex issues, Nicole stresses the importance of having some of the smartest people in the country working in communication, because good communication can help shape and change the world.

Discussed in this episode:

  • JFK and using cognitive understanding to underpin his greatest speeches
  • Emotional decision-making at the crux of human beings
  • Placing audiences in a threat or reward state, using the the NeuroLeadership Institute's SCARF (Status, Certainty, Autonomy, Relatedness, Fairness) Model®
  • Finding the balance of art and science in communications
  • The current opportunity for communicators to be creative

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