'Don't Just Assert, Argue', A Compilation of 45 Argumentation Strategies

James Choi, Senior Vice President & Partner at FleishmanHillard Korea published ‘Don’t Just Assert, Argue’, A Compilation of 45 Argumentation Strategies. The book presents proven argumentation strategies based on 25 years of experience in crisis management.

In a crisis, companies become vulnerable not because of their message, but because of poor argumentation, according to James Choi. He emphasizes that even clear facts can be doubted if the reasoning behind them is weak. In contrast, he says, a difficult situation can be made understandable if it is supported by a logical and well-structured argument.

According to Yvonne Park, President of FleishmanHillard Korea, persuasive leadership is now a vital skill for leaders in an uncertain world. She states that true persuasion lies in the quality of argumentation, which requires considering stakeholder dynamics, the spirit of the times, and social emotions. For this reason, she recommends the book as essential reading for business leaders and policymakers alike.

For article: 플레시먼힐러드 최승호 대표, 45가지 논증전략 집약한 ‘주장하지 말고 논증하라’ 출간 – 조선비즈