Part 2 Communication Strategy
Part 2 Communication Strategy
信息 渠道选择 沟通者 听众(读者) 反应 文化背景 图21管理沟通策略模型 Communicator strategy沟通者策略 Audience strategy 听众策略 Message strategy 信息策略 Channel choice strategy渠道选择策略 Culture strategy 文化策略
图2.1 管理沟通策略模型 Communicator strategy 沟通者策略 Audience strategy 听众策略 Message strategy 信息策略 Channel choice strategy 渠道选择策略 Culture strategy 文化策略
Communicator strateg 第一节沟通者策略 沟通主体分析的基本问题 Self-cognition自我认知 Who am I?- Promoting credibilit * Self-position自我定位 Where am I?Make your position clear Make your capability clear Make your quality clear Make your value clear
第一节 沟通者策略 一、沟通主体分析的基本问题 Self-cognition 自我认知 Who am I? — Promoting Credibility Self-position 自我定位 Where am I?— Make your position clear — Make your capability clear — Make your quality clear — Make your value clear
Communicator strategy 讨论: 你是一位刚从学校毕业才到公司报到的年轻人, 公司在每年都要召开一次对新员工的欢迎大会, 参加大会的除了刚分配来的员工,还有不同年龄 层次的老员工,以及公司的主要领导。很荣幸 公司安排你在这次大会上代表全部新来员工作个 演讲。你也认识到,这是一次只能成功不能失败 而且对你的发展可能是一个机遇的重要演讲,可 你从来没有在这样大的场合中演讲过,你想到这 些就感到很紧张。那么,你将采取什么措施,来 最大程度地保证这次演讲的成功?
讨论： 你是一位刚从学校毕业才到公司报到的年轻人， 公司在每年都要召开一次对新员工的欢迎大会， 参加大会的除了刚分配来的员工，还有不同年龄 层次的老员工，以及公司的主要领导。很荣幸， 公司安排你在这次大会上代表全部新来员工作个 演讲。你也认识到，这是一次只能成功不能失败、 而且对你的发展可能是一个机遇的重要演讲，可 你从来没有在这样大的场合中演讲过，你想到这 些就感到很紧张。那么，你将采取什么措施，来 最大程度地保证这次演讲的成功?
Saifcogil gion 1. Communicators credibility 沟通者的可信度 * Initial credibility(初始可信度): Your audience's perception of you before you even begin to communicate * Acquired credibility(后天可信度):Your audience s perception of you atter the communication has taken place How to promote your credibility rank(身份地位) goodwill(良好意愿) expertise(专业知识) Image(外表形象) shared values(共同价值)
1. Communicator’s credibility 沟通者的可信度 Initial credibility (初始可信度)：Your audience’s perception of you before you even begin to communicate Acquired credibility ( 后天可信度 ) ： Your audience’s perception of you after the communication has taken place ? How to promote your credibility ? rank ( 身 份 地 位 ) goodwill ( 良 好 意 愿 ) expertise (专业知识) image (外表形象) shared values (共同价值)
FACTORS AND TECHNIQUES FOR CREDIBILITY Factor Based on Initial Credibility Acquired Credibility Stress by Increase by Rank Hierarchical Emphasizing your title Associating yourself with someone power or rank of high rank(countersignature, introduction) Goodwill Personal Referring to relationship Building goodwill by citing relationship,or"track record audience benefits “ track record Acknowledging conflict of interest Trustworthiness offering balanced evaluation Expertise Knowledge, Including a Associating yourself with or quoting competence biography or resume someone your audience considers expert Image Attractiveness, Emphasizing Building your image by identifying audience attributes audience yourself with your audience's benefits desire to be finds attractive using nonverbal and language your lik e you audience considers dynamic Shared Morality Establishing a common ground and/or your similarities, at the values standards beginning of the communication; tying the message to your shared values
Factor Based on Initial Credibility Stress by Acquired Credibility Increase by Rank Hierarchical power Emphasizing your title or rank Associating yourself with someone of high rank (countersignature, introduction) Goodwill Personal relationship, “track record” Trustworthiness Referring to relationship or “track record” Building goodwill by citing audience benefits Acknowledging conflict of interest; offering balanced evaluation Expertise Knowledge, competence Including a biography or resume Associating yourself with or quoting someone your audience considers expert Image Attractiveness, audience desire to be like you Emphasizing attributes audience finds attractive Building your image by identifying yourself with your audience’s benefits; using nonverbal and language your audience considers dynamic Shared values Morality, standards Establishing a common ground and/or your similarities, at the beginning of the communication; tying the message to your shared values
表2.1影响可信度的因素和技巧 因素 建立基础 对初始可信度的强调 对后天可信度的加强 身份 地位 等级权力 强调你的头衔或地位将你与地位很高的某人联系起来(如共同署 名或进行介绍) 良好个人关系、长期记录涉及关系或长期记录通过指出听众利益来建立良好意愿 意愿 值得信赖 承认利益上的冲突,做出合理的评估 专业 知识 知识和能力包括经历和简历 将你自己与听众认为是专家的人联系起来, 或引用他人话语 外表吸引力,听众具有强调听众认为有吸引|通过认同你的听众利益来建立你的形象;运 形象喜欢你的欲望 力的特质 用听众认为活泼的非语言表达方式及语言 共同 价值 道德准则在沟通开始就建立共同点和相似点,将信息与共同价值结合起来
表2.1 影响可信度的因素和技巧 因素 建立基础 对初始可信度的强调 对后天可信度的加强 身份 地位 等级权力 强调你的头衔或地位 将你与地位很高的某人联系起来（如共同署 名或进行介绍） 良好 涉及关系或长期记录 通过指出听众利益来建立良好意愿 意愿 个人关系、长期记录 值得信赖 承认利益上的冲突，做出合理的评估 专业 知识 知识和能力 包括经历和简历 将你自己与听众认为是专家的人联系起来， 或引用他人话语 外表 形象 吸引力，听众具有 喜欢你的欲望 强调听众认为有吸引 力的特质 通过认同你的听众利益来建立你的形象；运 用听众认为活泼的非语言表达方式及语言 共同 价值 道德准则 在沟通开始就建立共同点和相似点，将信息与共同价值结合起来
2.沟通者自我背景 表22沟通者自我背景测试框架 我的沟通目标是否符合社会伦理、道德伦理? 在现有内、外部竞争环境下,这些目标是否具有合理性? 我就这个问题作指导性或咨询性沟通的可信度如何? 是否有足够的资源来支持我的目标的实现? 我的目标是否能得到那些我所希望的合作者的支持? 我的现实目标是否会与其他同等重要的目标或更重要的 目标发生冲突? 目标实现的后果如何,能否保证我及组织能够得到比现 在更好的结果?
2. 沟通者自我背景 表2.2 沟通者自我背景测试框架 · 我的沟通目标是否符合社会伦理、道德伦理? · 在现有内、外部竞争环境下，这些目标是否具有合理性? · 我就这个问题作指导性或咨询性沟通的可信度如何? · 是否有足够的资源来支持我的目标的实现? · 我的目标是否能得到那些我所希望的合作者的支持? · 我的现实目标是否会与其他同等重要的目标或更重要的 目标发生冲突? · 目标实现的后果如何，能否保证我及组织能够得到比现 在更好的结果?
二、目标和策略的确定 1.沟通目标的确定 * General objectives总体目标 * Action objectives行动目标 * Communication objectives沟通目标 例:某公司为了实现研究开发部门、制造部门和市场 部门的有机协调,公司总经理决定这三个部门的负 责人每月举行一次例会,共同讨论在研究开发、生 产、市场几个部门之间如何高效协调的对策
二、目标和策略的确定 1. 沟通目标的确定 General objectives 总体目标 Action objectives 行动目标 Communication objectives 沟通目标 例：某公司为了实现研究开发部门、制造部门和市场 部门的有机协调，公司总经理决定这三个部门的负 责人每月举行一次例会，共同讨论在研究开发、生 产、市场几个部门之间如何高效协调的对策
EXAMPLES OF OBJECTIES General Action Communication Communicate Report X times per X time As a result of this presentation, my boss departmental period will learn what my department res ul accomplished this month Increase Contract with X number of As a result of this letter, the client will customer base clients per X tim d sign the contract Develop a Maintain annual As a result of this e-mail, the accountant sound financial debt-to-equity ratio of no will give me the pertinent information for position greater than X my report As a result of this report, the board will approve my recommendations Increase the Hire X number by x date As a result of this meeting, we will come number up with a strategy to accomplish our goal women hired As a result of this presentation, at least X number of women will sign up to interview with my firm Maintain See X amount by X date As a result of this memo my boss will market share approve my marketing plan As a result of this presentation, the sales representatives will understandour product enhancements
EXAMPLES OF OBJECTIVES General Action Communication Communicate departmental results Report X times per X time period As a result of this presentation, my boss will learn what my department accomplished this month Increase customer base Contract with X number of clients per X time period As a result of this letter, the client will sign the contract Develop a sound financial position Maintain annual debt-to-equity ratio of no greater than X As a result of this e-mail, the accountant will give me the pertinent information for my report As a result of this report, the board will approve my recommendations Increase the number of women hired Hire X number by X date As a result of this meeting, we will come up with a strategy to accomplish our goal As a result of this presentation, at least X number of women will sign up to interview with my firm Maintain market share See X amount by X date As a result of this memo, my boss will approve my marketing plan As a result of this presentation, the sales representatives will understand our product enhancements