In professional media disciplines like journalism, the ethics of persuasion have drawn some scholarly attention. The five guiding values of truthfulness, authenticity, respect, equity and social responsibility are defined by Baker and Martinson in a five-part exam (i.e., the importance of the common good).
Leaders utilize persuasion as a moral means of persuasion in order to move their people to action. Leaders can even study books and enroll in workshops to develop the abilities necessary to package and communicate ideas in a way that inspires followership. This practice is sometimes referred to as an art.
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