Product Overview

The case revolves around a job offer received by Vinita Upadhyay, a journalist working with a regional daily. Taking up the offer would mean a shift from journalism and require her to join the public relations industry. The case provides three different perspectives regarding this offer. It begins with Upadhyay’s perspective, followed by the views of Geet Sethi, who has offered her the job, and finally, that of Minesh Modi, who is her maternal uncle. The case is indicative of the challenges involved in persuading someone who is not open to arguments because of normative beliefs and internal biases.

Learning Objectives

The case provides participants an opportunity to discuss issues surrounding persuasion and resistance, including inherent biases, assumptions and normative beliefs that play a role in the way people react to persuasive communication. The case also highlights the role of framing and communicative tactics in successful persuasion. It can be a part of any basic or advanced level course on Persuasive Communication, Interpersonal Communication or Difficult Communication. The learning objectives would include understanding audience biases, understanding resistance to persuasion, role of credibility and trust in persuasion, significance of persuader-persuadee relationship, and framing persuasive messages.