3. 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
5. 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)Self-cognition
6. FACTORS AND TECHNIQUES FOR CREDIBILITYFactorBased onInitial Credibility Stress byAcquired Credibility Increase byRankHierarchical powerEmphasizing your title or rankAssociating yourself with someone of high rank (countersignature, introduction)GoodwillPersonal relationship, “track record”
TrustworthinessReferring to relationship or “track record”Building goodwill by citing audience benefitsAcknowledging conflict of interest;
offering balanced evaluationExpertiseKnowledge, competenceIncluding a biography or resumeAssociating yourself with or quoting someone your audience considers expertImageAttractiveness, audience desire to be like youEmphasizing attributes audience finds attractiveBuilding your image by identifying yourself with your audience’s benefits; using nonverbal and language your audience considers dynamicShared valuesMorality, standardsEstablishing a common ground and/or your similarities, at the beginning of the communication; tying the message to your shared values
15. TELL: you are informing or explaining; as a result of the communication, you want your audience to understand something you already know.
SELL: you are persuading; as a result of the communication, you want your audience to do something different.
CONSULT:you are conferring. You need some give-and-take with your audience. You want to learn from them, yet control the interaction somewhat.
JOIN:you are collaborating. You and your audience are working together to come up with the content. communication style
16. In tell/sell situations:
You have sufficient information
You do not need to hear others’opinions, ideas, or inputs
You need or want to control the message content yourself
In consult/join situations:
You do not have sufficient information
You need to hear others’opinions, ideas, or inputs
You need or want to involve your audience in coming up with the message content
17. EXAMPLES OF OBJECTIVES AND STYLES
18. 表2.4 目标与沟通形式实例EXAMPLES OF OBJECTIVES AND STYLES
28. Keys for Audience CommunicationWhat do the audiences need?
What can I ‘supply’?
How can you integrate the need with the supply?
How can you realize the integration from information and channel strategies?
29. 一、沟通对象的特点分析Who are they? 他们是谁?
What do they know? 他们了解什么?
What do they feel? 他们感觉如何?Audience strategy
30. 1. Who are they?(1) Who should be included in your audience? 哪些人属于受众范畴
Primary 主要听众,又称直接听众
Secondary 次要听众,又称间接听众
Gatekeeper 守门人
Opinion leader ”意见领袖“
Key decision-maker 关键决策者
思考:假如你是一家广告公司的财务经理助理。你的老板让你起草一份关于客户新推出的一个产品市场营销策划书。为了成功起草这份报告,你如何考虑该报告的受众?
31. 1. Who are they?(2) How can you find out about your audience?
怎样了解你的受众
As individuals 个体分析
As a group 团体分析
32. 2. what do they know?How much background information do they need?
Low background needs; High background needs; Mixed background needs
How much new information do they need?
High information needs; Low information needs; Mixed information needs
What are their expectations and preferences?
Style preferences; Channel preferences; Standard length and format preferences
33. 3. What do they feel?他们感觉如何 ?How interested are they in your message?
受众对你的信息感兴趣程度如何
What is their probable bias: positive or negative?
Is your desired action easy or hard for them?
你所要求的行动对受众来说是否容易做到
Easy or hard for them; Hard for them
34. 二、激发受众兴趣How can you motivate them?1. Motivate through audience benefits
以明确受众利益激发兴趣
Tangible benefits
具体好处
Career or task benefits
事业发展和完成任务过程中的利益
35. 二、How can you motivate them?2. Motivate through credibility
通过可信度激发受众
Shared-value credibility and the “common ground” technique
通过确立“共同价值观”的可信度与“共同出发点”技巧激发受众
Goodwill credibility and the “reciprocity” technique
以传递良好意愿与“互惠”技巧激发受众
Rank credibility and punishment technique
运用地位可信度与惩罚技巧激发受众
36. 二、How can you motivate them?3. Motive through message structure
通过信息结构激发受众
Opening 开场白
Body of the message 主体
the “inoculation” technique; the “foot in the door” technique; the “door in the face” technique; the two-sided technique
Ending 结尾
53. 第三节 信息策略How can you emphasize a message?
怎样强调信息
How can you organize a message?
如何组织信息 Message strategy
54. 一、How can you emphasize a message? AUDIENCE MEMORY CURVE
Most
Least
Beginning End
55. 一、How can you emphasize a message?Using the direct approach
直接切入主题的策略
Advantages: improves comprehension; is audience-centered; saves time
When to use the direct approach
Using the indirect approach
间接靠入主题的策略
When to use the indirect approachMessage strategy
56. 二、如何组织信息 How can you organize a message? 1. Objective definition 目标确定
注意灵活原则
明确主导目标
界定好总体目标、战略、策略和任务之间的关系
61. 3. Content & StructureCombining content, argument, and structure
内容、论证和结构的整合
从信息的论证分析
Two types of logical argument:
Deductive: moves from the general to the specific
Inductive: moves from the specific to the general
e.g. Deductive logic
major premise “We need a safer workplace”
minor premise “My proposal will make our workplace safer”
conclusion: “Therefore, we should adopt my proposal.”
提出具有说服力的论据
合理安排信息结构
67. ●I Recommend (我建议) ●Speak Out (畅所欲言) ●G.M Dialogue (总经理座谈会) ●Newspaper and Magazines (报纸与杂志) ●DBS (每日简报) ●Townhall Meeting (员工大会) ●Education Day(教育曰) ●Notice Board (墙报) ●Hot Line (热线电话) ●ESC (职工委员会) ●589 Mail Box (589信箱)
68. 1. Writing or speaking? 书面或口头
Writing: need to keep a permanent record, to get across a great deal of detail, to use precise and studied wording, or to have your audience process your message quickly.
Speaking: need a “richer” communication, less rigidity and permanence, and no permanent record at this time.
2. Formal or informal? 正式或非正式
Formal channel: legal negotiations or when you need to communicate key ideas and facts.
Informal channel: when you need to gain new ideas from others. Channel choice strategy
69. 3. Individual or group? 个体或群体
Individual channel: to build an individual relationship, gain an individual response, and secure highly private and confidential matters.
Group channel: to build group relationships or identity, to gain group response, to avoid excluding people, or to make sure all the audience hears your message at the same time.
4. Immediate response/Control over message being receives? 即时反应或控制信息的接收
Need immediate response: consider individual channels or group channels.
Do not need immediate response: consider writing channels or voice mail. Channel choice strategy
70. 5. Privacy or not? 应否私下交流
Privacy important: Choose writing, voice mail, or some forms of electronic meetings.
Privacy not important: Any group channel except electronic meeting is appropriate.
6. High audience participation or not?
听众参与度的高低
High audience participation: Choose from among one-to-one channels or meeting channels.
Low audience participation: Choose from among writing, voice mail, or presentations. Channel choice strategy
71. 7. Audience in same place or not?
听众是否处于同一地理位置
Geographically dispersed audience: Choose any form of writing or audio or video channels of speaking.
Audience in the same place: Choose any form of face-to-face communication. Channel choice strategy
75. Other considerations 其他因素
Style 风格
Language 语言
Nonverbal messages 非文字信息
Body and voice 形体与声音
Space and objects 空间与实物
Greetings and hospitality 问候与好客程度Culture strategy
76. Case 8: 欧亚国际贸易公司 讨论:
1.欧亚国际贸易公司面临哪些内部文化冲突和外部挑战?
2.欧亚国际贸易公司应该如何调整它的政策,使之和现实相符合?
3.陈明德能给他的地区经理们提供哪些额外支持?
4. 请你试着给陈明德提供一份差异化管理的策略思路。
79. Peter Drucker argues that downward communication is impossible [Downward communication] cannot work, first, because it focuses on what we want to say. But we know that all [the communicator] does is utter, communication is the act of the recipient…[All] one can communicate downward are commands, that is, prearranged signals. One cannot communicate downward anything connected with understanding, let alone with motivation. This requires communication upward, from those who perceive to those who want to reach their perception.
This does not mean that managers should stop working on clarity in what they say or write. Far from it. But it does mean that how we say something comes only after we have learned what to say. And this cannot be found out by “talking to”, no matter how well it is being done. “Letters to the Employees…”will be a waste unless the writer knows what employees can perceive, expect to perceive, and want to do. They are a waste unless they are based on the recipients’ rather than the emitter’s perceptions.
81. CHOOSING THE MEDIA TO SEND TOUGH MESSAGES Personal Conversation 个人谈话
Electronic Communication 电子沟通
Small Group Meetings 小组会议
Large Group Meetings 大组会议
Live Broadcast 实况广播
Videotape 录像带
Letter 信
Word of Mouth, or the Grapevine 口头表达或传闻
Negotiation 谈判
82. These are some considerations to address when you are choosing media in a tough downward communication situation: Consistency 一致性
Timeliness 及时
Modulation 调整
Feedback 反馈
Follow-up 贯彻
83. Case 9: 石油集团裁员 1998年底广州某跨国石油公司因在中国的业务进展不顺利,为降低成本,力争1999年收支平衡,进行大规模的公司改革,并进行机构调整。其中的措施之一就是裁员。为了保证裁员工作的顷利进行,使得留下来的人员对公司继续保持信任和归属感,也要使得离开的人员正确理解此次裁员工作的必要性,不至于在社会上对公司造成不良影响,公司采取了积极的沟通方式一一在公司的内部网络上发布“员工通讯”,提前三个月把公司的改革信息循序渐进地传递给公司员工。 公司油品业务部门是公司在中国雇佣员工人数最多的部门,约占总员工人数的70%,油品部门任何的改动对整个公司的运作都有着举足轻重的作用。从开始展露裁员苗头到真正实施历时3个月,每次发这种消息大部分
87. COMMUNICATION STRATEGY CHECKLIST1. Communicator Strategy
What is your communication objective?
What communication style do you choose: tell, sell, consult, or join?
What is your credibility: rank, goodwill, expertise, image, shared values?
2. Audience Strategy
Who are they: primary, secondary, gatekeeper, opinion leader, key decision-maker? How can you analyze them: as individuals? as a group?
What do they know: necessary background information and new information, expectations for style, channel, and format?
What do they feel: interest level, probable bias, hard or easy for them?
88. COMMUNICATION STRATEGY CHECKLIST3. Message Strategy
How can you emphasize: direct or indirect?
How can you organize a strategic message?
4. Channel Choice Strategy
Writing or speaking? formal or informal? immediate response needed? privacy needed? audience in same place or not? individual or group? high audience participation needed or not?
89. COMMUNICATION STRATEGY CHECKLIST5. Culture Strategy
How does the culture affect the communicator strategy: objective, style, credibility?
How does the culture affect the audience strategy: selection and motivation?
How does the culture affect the message strategy: direct or indirect?
How does the culture affect the channel choice strategy?
90. Case 10: 公司来了“洋经理” 试分析该案例中所发生的三件事(七项规定、“让合适的人作合适的事”、与合作方的谈判)中,“洋经理”所采取的沟通策略。