In trying to create meaningful change, telling people what to do rarely works and can in fact backfire. Instead, the profession needs to win over stakeholders by building trust and demonstrating sophisticated influence and persuasion skills. In this practical session, Dr Rob Yeung will look at research-based strategies and tactics that have been shown to lead to higher levels of stakeholder engagement and behaviour change

This webinar was first broadcast at ACCA's annual flagship virtual conference - Accounting for the Future 2021