管理沟通英文课件 (5)

Five factors will generally affect your credibility:

Rank Goodwill Expertise Image Shared Values
Begin by emphasizing your initial credibility and work to increase your acquired credibility with the audience.
Choosing an Appropriate Style
Low
Content Control
High Low Audience Involvement High
Choosing an Appropriate Style
Low
Content Control
High Low Audience Involvement High
Message Strategy
Consider emphasis and organization.
Using the direct approach.
“The committee recommends this policy for three reasons: it will be cheaper, faster, and longer lasting.”
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Communication Strategy
As you formulate communication strategy, you should also consider:
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Your communication objectives. What do you want from this interaction? Your communication style. How will you approach your subject and your audience? Your credibility. What does your audience think of you, and how will that affect their response?
Choosing an Appropriate Style
Low
Content Control
High Low Audience Involvement High
Choosing an Appropriate Style
Low
Content Control Tell High Low Audience Involvement High
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Four choices emerge for you to select from:

Tell Consult

Sell Join
Choosing an Appropriate Style
Low
Content Control
High Low Audience Involvement High
How Can You Motivate Them?
Shared Values and Common Ground: Begin with views and values you hold in common, then move to areas where disagreement is more likely. Goodwill and Reciprocity: This is a form of bargaining. You gain a concession by granting a favor. Rank and Reward/Punishment: Though inappropriate for most audiences, the removal of privileges or threats to do so may motivate the response you want. Message Structure: Arrangement of your message may help through inoculation techniques, segmented actions (“foot in the door”), or two-sided arguments.
Primary Audience: who will receive your written or spoken message directly? Secondary Audience: consider any hidden audiences who will receive your message indirectly. Gatekeepers: Is there someone you need to route your message through who might filter or block it? Opinion Leaders: Who has significant influence over members of the audience? Key Decision-Makers: Who has power to influence the outcome of the communication?
Style Preferences (formal or informal, direct or indirect)? Channel Preferences (paper, e-mail, face-to-face, group or individual)? Length and Format Preferences (how should this message appear to your audience)?
Audience Strategy
Involves answering four sets of questions: Who are they? What do they know? What do they feel? How can you motivate them?
Who Are They?
Choosing an Appropriate Style
Low Consult Content Control Tell High Low Audience Involvement High Sell Join
The Tell / Sell Styles
Feature lower audience involvement and higher content control. Use the tell style to inform and the sell style to persuade. In these situations:
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How Do They Feel?
What’s their level of interest in your message? What’s their probable bias: positive, negative, or neutral? How difficult is your desired outcome for them? Will this be relatively easy for them to buy into, or somewhat difficult?
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you do not have sufficient information, you need to hear other’s opinions, ideas, or input, you want to involve your audience in content.
Communication Credibility
Communication Strategy
Communication Strategy
Always involves five basic considerations:
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Communicator: who should send this message? Audience: who should receive this message? Message: what should we say? Channel Choice: how should we send this message? Cultural Context: what cultural factors will affect this attempt at communication?
Choosing an Appropriate Style
Low
Content Control Tell High Low
Sell
Audience Involvement
High
Choosing an Appropriate Style
Low Consult Content Control Tell High Low Audience Involvement High Sell
n n n
you have already sufficient information, you don’t need to hear other’s opinions or ideas, you need or want to control message content yourself.
The Consult / Join Styles
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Communication Objectives
Defining your objectives will make you more efficient and effective as a communicator.

General Objective: “Improve corporate cash flow.” Action Objective: “Reduce accounts receivable aging to 30 days or less.” Communication Objective: “As a direct result of this letter/phone call/personal contact, this client will be motivated to pay the account.”
Feature higher audience involvement and lower content control Use the consult style to gather information or learn from the audience. Use the join style to collaborate with members of the audience. In these situations:
What Do They Know?
How much background information do they need? How much new information do they need? What are their expectations and preferences?
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Communication Style
Your choice of communication style will depend on two key factors:
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Audience Involvement: Will this audience be more passive or more active as we communicate? Content Control: How much control will we need over the content of this communication.
Using the indirect approach.