The Importance of Communication Competence for Persuasive Communication

Abstract

Persuasive communication is increasingly recognized as a fundamental process in organizational, political, and social contexts. This article argues that communication competence is a key determinant of the effectiveness of persuasive communication. Persuasive communication is defined as a symbolic, intentional process through which communicators aim to influence others’ attitudes, beliefs, or behaviors. The article examines three major models of communicative competence (Munby, Canale & Swain, Bachman) and evaluates their applicability to persuasive communication. The methodology relies on theoretical analysis, synthesis of existing literature, and comparative examination of classical and contemporary models of communicative competence, supplemented by an updated review of recent sources (2020 – 2024). The main theoretical contribution is the development of an integrated conceptual framework linking communicative competence dimensions directly to persuasive strategies and mechanisms. Conclusions highlight the theoretical implications for communication studies.