管理沟通双语Chap002

Choose channels based on the audience, purpose, and situation
2-14
Channels
Pick the best channel for each situation:
Instructor who wants to cancel class Small non-profit organization who needs to reach contributors Product recall notifications Notice to all employees about new smoking policy outside corporate offices
People you work closely with Myers-Briggs類型指標Type Indicator – preference test that shows 4 types
Introvert-Extrovert Sensing-Intuitive Thinking-Feeling Perceiving-Judging
Which type are you?
ISTJ
ISTP
ISFJ
ISFP
INFJ
INFP
INTJ
INTP
ESTP ESFP ENFP ENTP
ESTJ ESFJ ENFJ ENTJ
2-7
Myers-Briggs Personality Types, continued…
Thinking – uses objective logic to make decisions Feeling – makes decisions that feel right Judging – likes closure, certainty Perceptive – likes possibilities
What do they already know? Does their knowledge need to be updated? What do they need to know to appreciate your points?
2-16
Six Questions to Analyze Audiences, continued…
In informative messages
Benefits = reasons to comply with announced policies
In persuasive messages
Benefits = reasons to act
In negative messages
2-18
Six Questions to Analyze Audiences, continued…
6. How will audience use document?
Under what physical conditions will they use it? What purpose will document serve? Reference Guide Basis of lawsuit
2-9
Analyze Organization Members
Organizational culture – set of values, attitudes, and philosophies
Shows in myths, stories, heroes, & documents Shows in use of space, money, and power
2-4
Analyze Your Audiences
Individuals Group members
Demographics Psychographics
Organization members
Culture Discourse community(一致性)
2-5
Analyze Individuals
Demographic (quantity) features
Age – Education – Income – Race – Sex
Psychographic (quality) features
Values – Beliefs – Goals – Lifestyles VALS (Values & Lifestyle) profile used
2-3
Identify Your Audiences, continued…
Auxiliary – encounters message but does not interact with it (read-only) Watchdog – may exert economic, legl power later
2-10
To Analyze Organization Culture, Ask
Is organization tall or flat? How do people get ahead? Is diversity or homogeneity valued? Is sociability important? How formal are behavior, language, and dress? What does the work space look like? What are the organization’s goals?
2-13
Channels
Communication channels – means by which you convey your message Channels vary by
Speed, accuracy, and cost Number of messages carried Number of people reached Efficiency and goodwill
Benefits not used
2-21
Four Criteria for Audience Benefits
1. Adapt benefits to audience 2. Stress intrinsic and extrinsic ones
Intrinsic– built in Extrinsic – added on
2-15
Six Questions to Analyze Audiences
1. How will audience react at first?
Will they see message as important? What is their experience with you?
2. How much information do they need?
3. What obstacles must you overcome?
Is audience opposed to your message? Will it be easy to do as you ask?
4. What positives can you emphasize?
What are benefits for audience? What do you have in common with them?
2-6
Myers-Briggs Personality Types
Introvert – gets energy from within Extrovert – gets energy from interacting with others Sensing – gets information from 5 senses Intuitive – sees relationships
2-2
Identify Your Audiences
Gatekeeper – may stop message or send it on Primary - decides or acts on basis of message Secondary –comments on message or implements ideas
2-12
To Analyze Discourse Community, Ask
What channels, formats and styles are preferred for communication? What do people talk about? What topics are not discussed? What kind of evidence and how much is needed to be convincing?
2-19
Audience Benefits
Advantages audience gets from
Using your services Buying your products Following your policies Adopting your ideas
2-20
Audience Benefits, continued…
2-11
Analyze Organization Members, continued…
Discourse community - people who share assumptions about:
What media, formats, and styles to use What topics to discuss and how What constitutes convincing evidence