Abstract The primary aim of this paper is to assess the power of persuasive communication in influencing the attitudes and conduct of civil and public servants in Calabar South. The work is intended to explore how persuasive communicators can strategically communicate in a way that can bring about positive changes in the area under investigation. The theoretical framework is the Elaboration Likelihood Model, which examines how people process and respond to persuasive messages. To gather data, a survey approach with a questionnaire and interviews were the primary means of data collection. 250 copies of the questionnaire were distributed to the sampled respondents in the area and six key interviews were conducted. The study revealed that persuasive communication is indeed an asset, especially when strategically applied to changing attitudes and behaviours. The most effective way to achieve positive changes is through strategic communication tactics such as dialogue and town hall meetings, rather than through cohesion such as intimidation, suppression, and propaganda. This allows civil and public servants to engage with the persuasive communicator, share their thoughts, and internalize the message better. In conclusion, persuasive communication is a powerful tool for promoting positive changes in the attitudes and behaviours of civil and public servants in Calabar South. Therefore, persuasive communicators should use strategic communication tactics to achieve their set goals effectively, particularly among civil and public servants in the area of study. Key Words: Evaluating, Strategic, Psychosocial, Correlates, Persuasive, Communication. About the Authors * Presly Ogheneruke Obukoadata, Ph.D., is an Associate Professor in the Department of Mass Communication, University of Calabar, Calabar, Nigeria. His research biases are in the areas of brand and strategic communication, media ecology, metacommunication and currently investigating the intersection, integration, implications and annexation of communication by new technologies. ** James Usang Effiom is a doctoral candidate and lecturer in the Department of Mass Communication, University of Cross River State, Calabar, Cross River State, Nigeria with research interests in Public Relations and Organisational Communication. JCMR Journal of Communication and Media Research, Vol. 16, No. 1, April 2024, pp. 153- 165 © Association of Media and Communication Researchers of Nigeria (AMCRON). Article Citation Obukoadata, P. O. & Effiom, J. U. (2024). An evaluation of psycho-social persuasive communication correlates among civil and public servants in Calabar South, Nigeria. Journal of Communication and Media Research, 16 (1): 153-165. Full Article Words: 8,233 Pages: 13 To access full article, click on downlo
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