IABC Masterclass: The Art and Behavioural Science of Persuasion and Influence

Presented by: Anne Wickham, Managing Director, Boxing Clever

This engaging and practical Masterclass will empower communication professionals to elevate their influence and impact through the science of persuasion. Across three dynamic sessions, participants will explore how to cut through the noise of today’s complex information landscape, apply behavioural insights to better understand and reach their audiences, and use proven tools to confidently influence stakeholders and decision-makers. The program blends critical thinking, behavioural science, and modern engagement strategies to help participants navigate an era of information overload, polarisation, and AI-generated content. Participants will leave with a toolkit of practical techniques to identify bias, reframe issues for support, select the right channels, and confidently pitch ideas that stick. Ideal for professionals seeking to strengthen their strategic communication skills, this Masterclass will equip you to ask better questions, make smarter decisions, and drive meaningful change—whether you're engaging the public, stakeholders, or internal leaders.