Experiential Communication Model in the Organizational Communication: A Study of Persuasive Technique in order to Gain Audience’s Trust

by: B. S. Wijaya


Abstract: Persuasion holds a vital role within an organization. By means of a good persuasive communication, audience’s trust can be obtained and all elements within the organization can involve actively and productively in order to achieve the objectives of the organization. The problem is, to obtain audience’s trust or the message recipient’s trust is not easy. As a matter of fact, trust is the core of persuasion. Therefore, by examining the persuasive communication within the organization, the author offers a new concept of communication model, namely Komunikasi Berasa Model or Experiential Communication Model or Experientially-Meaningful Communication Model. Through this Komunikasi Berasa Model, message recipients are not only capturing and understanding the gist of the delivered message, but are also directly experiencing the truth by message verification. Consequently, communicator will not speak worthlessly, but directly proves the correctness of his words. Several dimensions of Komunikasi Berasa Model are: Sensorial Experience & Meaningful (EM)-ness (Keberasaan Indrawi), Emotional EM-ness (Keberasaan Emosional), Rational EM-ness (Keberasaan Rasional),  Relevant EM-ness (Keberasaan Relevansional), Beneficial EM-ness (Keberasaan Benefisial), and Social EM-ness (Keberasaan Sosial).

Keywords: Experiential Communication, Komunikasi Berasa Model, Organizational Communications, Persuasion, Audience’s Trust

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