溝通策略講義

溝通策略CommunicationStrategyCHAPTERTWO1WhatisMC?MCisthewholeprocessofthecommunicatorsendinginformationinexchangefortheaudience’sreactionandresponse.(sendinginformationtogetthingsdone)管理溝通是指溝通者為了獲取溝通對(duì)象的反應(yīng)和反饋而向?qū)Ψ絺鬟f信息的全部過(guò)程。2Peopleoftenconfusetheactofcommunicatingwiththeprocessofcommunication.sentreceivedunderstoodComplied

BUTReallyastraightline?3圖2.1AModelofMCStrategies

Communicatorstrategy溝通者策略Audiencestrategy聽(tīng)眾策略Messagestrategy信息策略Channelchoicestrategy渠道選擇策略Culturestrategy文化策略4三、管理溝通要素（ElementsofMC）溝通者

Communicator(Whoisinitiatingaction?)聽(tīng)眾

Audience

(positive,neutral,ornegative;keyorsecondaryaudiences)溝通目標(biāo)

Communication

Objective(solvingproblem)環(huán)境

Culturalcontext(internal&external)信息

Message(Considerhowmuchinformationtheyneed,whatdoubtsthey’relikelytohave,howyourproposalwillbenefitthem?)媒介Channel（speak,write,call,E-mail,meet,fax,produceavideotape,orholdapressconference)反饋

Response(Communicationisnotanact,butaprocess.)

5Successfulbusinesscommunication

dependsonansweringafewcrucialquestions:

Haveyoumasteredandorganizedalltherelevantinformation?Haveyoutakenintoaccountthepersonalandorganizational

context?Haveyoudefinedaclear,achievableobjective?Haveyouconsideredtheneedsofyouraudiences?Haveyouexpressedyourselfasclearly,vividly,andforcefullyaspossible?Haveyouchosentherightcommunicationchannels?

6

有效管理溝通的檢核表你是否已經(jīng)掌握并組織好溝通過(guò)程中所有相關(guān)的信息?你是否了解或掌握好了有關(guān)個(gè)體和組織的背景資料和環(huán)境狀況?你是否明確要實(shí)現(xiàn)和能實(shí)現(xiàn)的目標(biāo)?你是否清楚聽(tīng)眾的需要?你是否清晰、生動(dòng)和有說(shuō)服力地表達(dá)你的觀點(diǎn)?你是否選擇了正確的溝通渠道?7第一節(jié)

溝通者策略CommunicatorstrategyWhoamI?WhyamIdoingthis?HowamIgoingtodoit?8Case1：

Youarefreshfromuniversityandnewinthecompany.Todayyouhavethehonortomakeaspeechonbehalfofthenewrecruitsatthewelcomemeetingwhichistobeattendedbyboththenewcomersandotherstaffmembersofthecompany,includingtheseniormanagement.Youarefullyawarethatthisspeechcouldbeextremelyimportantforyourfuturedevelopmentinthecompanyandyoucannotaffordtomakeanymistake.Butyouhavenevermadeaspeechonsuchabigoccasionandnowyouhavesweatypalmsandbutterfliesinyourstomach.Howwouldyouprepareforthisspeechandwhatquestionswouldyouaskaboutyourselftoensureasuccess?CommunicatorstrategyDiscussion:9Ex.1.AmIthesame

inotherpeople’seyes?

Objective：DiscrepancyinperceptionofselfimageInthisexerciseyouworkinsmallgroups

(5-7).Eachpersonhasapencilandseveralsheetsofpaper;atthetopofeachsheeteachindividualwritesthenameofoneoftheothermembersofthegroup(includinghim/herself).2.Eachindividualthenwritesontherelevantsheetofpapereither:5personalattributes,or5strengths/weaknesseswhichhe/sheperceivesineachofthemembersofthegroup(includinghim/herself).103.Therelevantsheetsarethendistributedtoeachmemberofthegroup.4.Eachmemberinturnthenreadsout:(a)theperceptionsbyothersofhim/herself,andmayaskforclarificationwherenecessary;(b)his/herperceptionofhim/herself.5.Thegroupdiscussesthediscrepancyinperceptionwhichemerge,andthereasonsforthese.11SelfimageofTeacherChen：真誠(chéng)、關(guān)心別人、幽默、好表現(xiàn)自己，有點(diǎn)孩子氣、做事有原則，平時(shí)說(shuō)話不多，有時(shí)有點(diǎn)冷漠，有點(diǎn)憂郁，骨子里的浪漫（雙魚座）

conclusion:

Peopledon’talwaysseeyouthewayyouseeyourself.12Ex.2.AmIagoodcommunicator?(1)評(píng)價(jià)標(biāo)準(zhǔn)：非常不同意/不符合（1分）不同意/不符合（2分）比較不同意/不符合（3分）比較同意/符合（4分）同意/符合（5分）非常同意／非常符合(6分)

測(cè)試問(wèn)題：1．Iconsidermyaudience’spersonalityandothercharacterswhenIgivethemopinionsandcomments.2．IhelpthemreflectontheirownproblemswhenItrytopersuade.3．ItrytobehonestevenwhenIgivethemnegativefeedback.4．Insteadofbeingpeople-oriented,Itrytobefact-orientedwhenItalkaboutproblemswithothers.5．ItrytobeobjectivewhenIcriticize.6．Ourrelationisnotunderminedaftertheproblemissolved.7．Iencourageinmyaudienceasenseofselfesteem

andrespectwhenIcommunicatewiththem.138．IshowsincereinterestinwhatpeoplesayevenifIdon’tagreewiththem.9．Idon’tshowarroganceorselfsuperioritytopeoplesubordinatetome.10．ItrytofindcommongroundswhenIcommunicatewithpeoplewithdifferentopinions.11．Itrytobeclearaboutmypointandavoidambiguitywhengivingfeedback;12．Itrytocommunicateinanequalandrespectfulmanner;13．Iuse“Ithink”insteadof“peoplethink”whengivingmyownopinions;14．Indiscussion,Itendtotellmyownunderstandingofthematterratherthanmakedirectsuggestionsoradvice;15．Iexchangeideaswithmyfriendsandcolleaguesonaregularorirregularbasis.SelfDiagnosis

14SelfAssessment：Ifyouget：80一90

youareanexcellentcommunicator;70—79

youareabovetheaveragebutstillneedtoimproveincertainregards;70orlessyouneedgoodtrainingtobecomeagoodcommunicator

Identifythe6itemswhereyouscorethelowestandworkonthemasyourkeytasksforthissection.！Ex.2.AmIagoodcommunicator?(1)SelfDiagnosis

15評(píng)價(jià)標(biāo)準(zhǔn)：非常不同意／非常不符合(1分)不同意/不符合(2分)比較不同意／比較不符合(3分)比較同意／比較符合(4分)同意/符合(5分)非常同意／非常符合(6分)測(cè)試題：(1)Ifrequentlyexchangeideaswithothersaboutmyownstrengthsandweaknessesincommunication.(2)Idon’tfeeloffendedorangrywhenotherpeoplegivemenegativeopinionsorfeedback.(3)Iamwillingtorevealmyfeelingsandsharethemwithothers.(4)Iamclearaboutmypersonalstyleofcollectinginformationandmakingdecisions.(5)Iamclearaboutmypurposeanddemandswheninitiatingrelations.(6)Ihavegoodintuitionwhendealingwithambiguousoruncertainissues.(7)Ihaveasetofcodesandprinciplestoguideandregulatemybehavior.(8)Iamalwaysreadytotakedueresponsibilityforwhateverconfrontsme,beitgoodorbad.Ex.3.AmIagoodcommunicator?(2)16

(9)Iseldomfeelanger,depressionoranxietybeforeIknowthereason.(10)Iamclearaboutthereasonsforpossibleconflictsandfractionbetweenmeandotherpeople.(11)IhaveatleastoneclosefriendwithwhomIcanshareinformationandfeelings.(12)IaskotherstodosomethingonlywhenIthinkitisworthwhilemyself.(13)Idon’tdosomethingbeforeImakethoroughanalysisabouthowitwillaffectmyselfandotherpeople.(14)IinsistthateveryweekIhavesometimeofmyownforselfreflection.(15)Iexchangeideasandthoughtswithmyclosefriend(s)onaregularorirregularbasis.(16)IonlypayattentiontomajoropinionsandfactswhenIcommunicatewithmyfriends.(17)Ialwaysfocusmyattentiononthemajortopicandtrytounderstandthespeaker’sideas.(18)Whilelistening,Itrytounderstandthespeaker’slogicandreasoning.(19)Ikeeplisteninganddon’tinterruptevenifIdon’tagreewiththespeaker.(20)ItrymybesttothinkrationallybeforeIanswer,disagreewithorcommentonotherpeople’sideas.SelfDiagnosis

17SelfEvaluation

100orhigher:youareamongthetop25%communicators；92—99:youareamongthesecondbest25%communicators；85—91:youareafairlygoodcommunicatorbutstillneedimprovinginmanyregards；84orless:youneedtrainingtobecomeabettercommunicator；

Identifythe6itemswhereyougetthelowestmarksandworkonthemasyourkeytasksforthissection.自我溝通技能診斷Ex.3.AmIagoodcommunicator?(2)！18

Question1:WhoamI?

Selfcognition&positioning自我認(rèn)知

WhoamI?

–

Credibility

Credibility–howtheaudiencethinkofme?Whatismyposition?WhatcanIsupply?

What’smyobjective?WhatstyleshouldIchoose?Communicatorstrategy19

1.Communicator’scredibilityInitialcredibility：Youraudience’sperceptionofyoubeforeyouevenbegintocommunicate;

Acquiredcredibility：Youraudience’sperceptionofyouafterthecommunicationhastakenplace

Howtopromoteyourcredibility?rank(身份地位)goodwill(良好意愿)expertise(專業(yè)知識(shí))image(外表形象)sharedvalues(共同價(jià)值)Self-cognition20FACTORSANDTECHNIQUESFORCREDIBILITYFactorBasedonInitialCredibilityStressbyAcquiredCredibilityIncreasebyRankHierarchicalpowerEmphasizingyourtitleorrankAssociatingyourselfwithsomeoneofhighrank(countersignature,introduction)GoodwillPersonalrelationship,“trackrecord”TrustworthinessReferringtorelationshipor“trackrecord”BuildinggoodwillbycitingaudiencebenefitsAcknowledgingconflictofinterest;offeringbalancedevaluationExpertiseKnowledge,competenceIncludingabiographyorresumeAssociatingyourselfwithorquotingsomeoneyouraudienceconsidersexpertImageAttractiveness,audiencedesiretobelikeyouEmphasizingattributesaudiencefindsattractiveBuildingyourimagebyidentifyingyourselfwithyouraudience’sbenefits;usingnonverbalandlanguageyouraudienceconsidersdynamicSharedvaluesMorality,standardsEstablishingacommongroundand/oryoursimilarities,atthebeginningofthecommunication;tyingthemessagetoyoursharedvalues21表2.1影響可信度的因素和技巧

222324TVcommercials:Clip1:safetybeltClip2:汽車1Clip3:寶馬Clip4:AccordWhatarethecredibilitiesyousawinthesecommercials?252.Communicator’sbackground表2.2溝通者自我背景測(cè)試框架·我的溝通目標(biāo)是否符合社會(huì)倫理、道德倫理?·在現(xiàn)有內(nèi)、外部競(jìng)爭(zhēng)環(huán)境下，這些目標(biāo)是否具有合理性?·我就這個(gè)問(wèn)題作指導(dǎo)性或咨詢性溝通的可信度如何?·是否有足夠的資源來(lái)支持我的目標(biāo)的實(shí)現(xiàn)?·我的目標(biāo)是否能得到那些我所希望的合作者的支持?·我的現(xiàn)實(shí)目標(biāo)是否會(huì)與其他同等重要的目標(biāo)或更重要的目標(biāo)發(fā)生沖突?·目標(biāo)實(shí)現(xiàn)的后果如何，能否保證我及組織能夠得到比現(xiàn)在更好的結(jié)果?Self-positioning26Question2:WhyamIdoingthis?

(objective：

asaresultofthiscommunication,……)ObjectivesGeneralobjectiveActionobjectiveCommunication

objective<士兵突擊>許三多，HowtoGetControlofYourTimeandYourLife

---ByAlanLakein(Best-seller2007)27EXAMPLESOFOBJECTIVES28表2.3目標(biāo)實(shí)例29Discussion:

1.Whatareyourobjectivesincasediscussion1?

2.某公司為了實(shí)現(xiàn)研究部門、制造部門、市場(chǎng)部門的有機(jī)協(xié)調(diào)，總經(jīng)理決定三個(gè)部門的負(fù)責(zé)人每月舉行一次例會(huì)，共同討論在研究開發(fā)、生產(chǎn)、市場(chǎng)幾個(gè)部門間的高效協(xié)調(diào)對(duì)策，你作為總經(jīng)理，你的總體目標(biāo)、行為目標(biāo)與溝通目標(biāo)是什么？總體目標(biāo)：為了實(shí)現(xiàn)公司內(nèi)部各部門間的溝通行動(dòng)目標(biāo)：要求各部門每個(gè)月協(xié)調(diào)討論一次溝通目標(biāo)：要求各部門負(fù)責(zé)人能夠了解各部門工作的實(shí)際情況，并讓各部門負(fù)責(zé)人領(lǐng)會(huì)公司各個(gè)階段的意圖30TELL:

youareinformingorexplaining;asaresultofthecommunication,youwantyouraudiencetounderstandsomethingyoualreadyknow.

SELL:

youarepersuading;asaresultofthecommunication,youwantyouraudiencetodosomethingdifferent.CONSULT：youareconferring.Youneedsomegive-and-takewithyouraudience.Youwanttolearnfromthem,yetcontroltheinteractionsomewhat.

JOIN：youarecollaborating.Youandyouraudienceareworkingtogethertocomeupwiththecontent.

Question3:HowamIgoingtodoit?

(Style)31Intell/sellsituations:YouhavesufficientinformationYoudonotneedtohearothers’opinions,ideas,orinputsYouneedorwanttocontrolthemessagecontentyourselfYouneedtoshowyourpowerandauthorityandcontrolInconsult/joinsituations:YoudonothavesufficientinformationYouneedtohearothers’opinions,ideas,orinputsYouneedorwanttoinvolveyouraudienceincomingupwiththemessagecontentYouneedtocreateasenseofparticipationandinvolvement

（讓別人服從你的決定的最容易的方式是什么？）Whendothesestylesapply?Advantages&disadvantagesofbothstyles:equaltyorefficiency(公平或效率）32EXAMPLESOFOBJECTIVESANDSTYLES

33表2.4目標(biāo)與溝通形式實(shí)例EXAMPLESOFOBJECTIVESANDSTYLES34

圖2.2StyleSelection

Audience