Theme 5 - Communication

Influencing People

Influence is a powerful, yet rarely recognised force that can be defined as interpersonal processes that lead to changes in the beliefs, feelings, or behaviours of another person. (Forsyth, 1995).

Other people may alter the way we think and act with subtle pressure and power, just as we can alter their thinking and actions. It is important to be aware that when your influence touches on the beliefs or attitudes of others then emotional reactions are likely to occur.

When you attempt to influence people in your community or group you need to be very clear about the nature of the influence. Factors that affect your influence are:

• Your position in the community
• How much power you have in the community
• How the community views you - are you seen positively, negatively, or neutrally?
• How much support you have
• Your skills of communication and persuasion
• Your past performance(s)

The use of key champions relies on the benefits of influence. Influence can be used to benefit your community by helping others to view change positively. Influence can also be used to direct people and communities into actions that are not for the benefit of the majority however, so please use influence wisely and responsibly.