Abstract

The article examines the elements of persuasive communication and their specific use to achieve maximum persuasive impact. The purpose is to analyze persuasive communication from the perspective of communication management and to explore how the elements communicator, message, and audience can be adapted to managerial, political, and corporate contexts. The study applies a conceptual-theoretical methodology combined with a case study approach, analyzing practical examples from political campaigns, corporate communication strategies, and crisis management. The originality of the article lies in the proposal of a conceptual framework for persuasive communication management that integrates traditional persuasive models with contemporary developments in digital and AI-mediated communication. The conclusions highlight the theoretical contribution of linking classical elements of persuasion to modern organizational contexts and provide practical implications for communicators, managers, and policy makers.

JEL: D83, M10, О33