How to Persuade Others using Behavioural Science

A Masterclass for Public Servants

Free Online Masterclass | Exclusive for Public Servants & Policymakers



An important part of being an effective public servant is being able to make a persuasive argument on anything from revising a policy or programme, to spending money or making a change in a team.

In this free online masterclass, we showed you how to be more compelling, persuasive and memorable by using techniques backed by behavioural science when you’re communicating with others (and what’s at stake if you don’t).

Who is it for?

Whether you are new to the public service or a seasoned professional, honing your skills according to the principles of behavioural science can help improve the way you communicate.

What’s included:

  • How to use behavioural science to speak in a memorable way
  • How to more effectively listen to and understand the person you’re trying to persuade
  • The concepts of salience, social proof, priming, loss aversion and more
  • The importance of strategically ordering your key points for more impact

Who spoke

Lisa Witter, Apolitical’s co-founder and executive chair (@lisamwitter). She’s an expert and author on applying behavioural science to effective communications. For six years she was a member of the World Economic Forum’s Global Agenda Council on Brains and Behavior. She brings more than 20 years of experience in communications and storytelling to make this a lively, practical and fun event.



Open to all participants from the public service, civil society, and academia. If you are not yet a member of Apolitical, you will be taken to a sign up page that will automatically register you for the workshop.