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All Journal Sinergi International Journal of Communication Sciences
Khansa Naurah Khalilah
IPB University
Languange, Linguistic, Communication & Media

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The Implementation of Persuasive Communication by Account Executives in the Pitching Process at PT Karya Digital Madani Khansa Naurah Khalilah; Vivien Febri Astuti
Sinergi International Journal of Communication Sciences Vol. 4 No. 2 (2026): May 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijcs.v4i2.929

Abstract

The creative industry continues to grow, increasing the importance of Account Executives as the link between clients and agencies. This study analyzes how persuasive communication is implemented by the Account Executive during the pitching process at PT Karya Digital Madani. A qualitative method was used through active participation, observation, and a literature review. The findings indicate that persuasive communication is effective when Account Executives apply the elements of attention, comprehension, learning, acceptance, and message retention based on Hovland’s model. This study adds a distinctive contribution by examining persuasive communication specifically within the pitching stage, an area rarely detailed in previous studies that mainly focus on general Account Executive roles. The findings show that strong client relationships, communication skills, and real needs for social media management support the pitching process, while differing expectations, limited client knowledge, and incomplete information become obstacles. The study concludes that effective and adaptive persuasive communication is essential for successful pitching and agreement building.
Co-Authors Vivien Febri Astuti