沟通策略

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1、 What is MC?oMC is the whole process of the communicator MC is the whole process of the communicator sending information in exchange for the sending information in exchange for the audiences reaction and response. (sending audiences reaction and response. (sending information to get things done)info

2、rmation to get things done)o管理沟通是指沟通者为了获取沟通对象的管理沟通是指沟通者为了获取沟通对象的反应和反馈而向对方传递信息的全部过程。反应和反馈而向对方传递信息的全部过程。Really a straight line? 图图2.1 A Model of MC Strategies Communicator strategy 沟通者策略沟通者策略 Audience strategy 听众策略听众策略 Message strategy 信息策略信息策略 Channel choice strategy 渠道选择策略渠道选择策略 Culture strategy 文化策

3、略文化策略三、管理沟通要素三、管理沟通要素（Elements of MC）o沟通者沟通者 Communicator (Who is initiating action?)o听众听众 Audience (positive, neutral, or negative ; key or secondary audiences )o沟通目标沟通目标 Communication Objective (solving problem)o环境环境 Cultural context (internal & external)o信息信息 Message (Consider how much informatio

4、n they need, what doubts theyre likely to have, how your proposal will benefit them?)o媒介媒介 Channel （speak, write, call, E-mail, meet, fax, produce a videotape, or hold a press conference )o反馈反馈 Response (Communication is not an act, but a process. ) Successful business communication depends on answe

5、ring a few crucial questions:o Have you mastered and organized all the relevant information?o Have you taken into account the personal and organizational context?o Have you defined a clear, achievable objective? o Have you considered the needs of your audiences?o Have you expressed yourself as clear

6、ly, vividly, and forcefully as possible? o Have you chosen the right communication channels? 有效管理沟通的检核表你是否已经掌握并组织好沟通过程中所有相关的信息?你是否了解或掌握好了有关个体和组织的背景资料和环境状况?你是否明确要实现和能实现的目标?你是否清楚听众的需要?你是否清晰、生动和有说服力地表达你的观点?你是否选择了正确的沟通渠道? 第一节第一节 沟通者策略沟通者策略 Who am I?Why am I doing this?How am I going to do it? Case 1： Yo

7、u are fresh from university and new in the company. Today you have the honor to make a speech on behalf of the new recruits at the welcome meeting which is to be attended by both the new comers and other staff members of the company, including the senior management. You are fully aware that this spe

8、ech could be extremely important for your future development in the company and you cannot afford to make any mistake. But you have never made a speech on such a big occasion and now you have sweaty palms and butterflies in your stomach. How would you prepare for this speech and what questions would

9、 you ask about yourself to ensure a success?Discussion:Ex. 1. Am I the same in other peoples eyes? Objective：Discrepancy in perception of self image1.In this exercise you work in small groups (5-7). Each person has a pencil and several sheets of paper; at the top of each sheet each individual writes

10、 the name of one of the other members of the group (including him/herself).2. Each individual then writes on the relevant sheet of paper either: 5 personal attributes, or 5 strengths/weaknesses which he / she perceives in each of the members of the group (including him/herself) .Self image of Teache

11、r Chen： 真诚、关心别人、幽默、好表现自己，有点孩子气、做事有原则，平时说话不多，有时有点冷漠，有点忧郁，骨子里的浪漫（双鱼座） conclusion: People dont always see you the way you see yourself.Ex. 2. Am I a good communicator? (1)评价标准评价标准：非常不同意/不符合（1分） 不同意/不符合（2分）比较不同意/不符合（3分） 比较同意/符合（4分）同意/符合（5分） 非常同意非常符合(6分) 测试问题测试问题：1I consider my audiences personality and

12、other characters when I give them opinions and comments.2I help them reflect on their own problems when I try to persuade.3I try to be honest even when I give them negative feedback.4Instead of being people-oriented, I try to be fact-oriented when I talk about problems with others.5I try to be objec

13、tive when I criticize.6Our relation is not undermined after the problem is solved.7I encourage in my audience a sense of self esteem and respect when I communicate with them.8I show sincere interest in what people say even if I dont agree with them.9I dont show arrogance or self superiority to peopl

14、e subordinate to me.10I try to find common grounds when I communicate with people with different opinions.11I try to be clear about my point and avoid ambiguity when giving feedback;12I try to communicate in an equal and respectful manner;13I use “I think” instead of “people think” when giving my ow

15、n opinions;14In discussion, I tend to tell my own understanding of the matter rather than make direct suggestions or advice;15I exchange ideas with my friends and colleagues on a regular or irregular basis. Self Diagnosis Self Assessment：If you get：80一90 you are an excellent communicator;7079 you ar

16、e above the average but still need to improve in certain regards;70 or less you need good training to become a good communicator Identify the 6 items where you score the lowest and work on them as your key tasks for this section. ！Ex. 2. Am I a good communicator?(1) Self Diagnosis 评价标准：评价标准：非常不同意非常不

17、符合(1分) 不同意/不符合(2分)比较不同意比较不符合 (3分) 比较同意比较符合(4分)同意/符合 (5分) 非常同意非常符合(6分)测试题：测试题： (1) I frequently exchange ideas with others about my own strengths and weaknesses in communication.(2) I dont feel offended or angry when other people give me negative opinions or feedback.(3) I am willing to reveal my fee

18、lings and share them with others.(4) I am clear about my personal style of collecting information and making decisions. (5) I am clear about my purpose and demands when initiating relations.(6) I have good intuition when dealing with ambiguous or uncertain issues.(7) I have a set of codes and princi

19、ples to guide and regulate my behavior. (8) I am always ready to take due responsibility for whatever confronts me, be it good or bad.Ex. 3. Am I a good communicator?(2) (9) I seldom feel anger, depression or anxiety before I know the reason. (10) I am clear about the reasons for possible conflicts

20、and fraction between me and other people. (11) I have at least one close friend with whom I can share information and feelings. (12) I ask others to do something only when I think it is worthwhile myself. (13) I dont do something before I make thorough analysis about how it will affect myself and ot

21、her people. (14) I insist that every week I have sometime of my own for self reflection. (15) I exchange ideas and thoughts with my close friend(s) on a regular or irregular basis. (16) I only pay attention to major opinions and facts when I communicate with my friends. (17) I always focus my attent

22、ion on the major topic and try to understand the speakers ideas. (18) While listening, I try to understand the speakers logic and reasoning. (19) I keep listening and dont interrupt even if I dont agree with the speaker. (20) I try my best to think rationally before I answer, disagree with or commen

23、t on other peoples ideas. Self Diagnosis Self Evaluation 100 or higher: you are among the top 25% communicators； 9299: you are among the second best 25% communicators；8591: you are a fairly good communicator but still need improving in many regards；84 or less: you need training to become a better co

24、mmunicator； Identify the 6 items where you get the lowest marks and work on them as your key tasks for this section.Ex. 3. Am I a good communicator?(2) ！ Question 1:Who am I?o Self cognition & positioning 自我认知自我认知 Who am I? Credibility Credibility how the audience think of me? What is my position? W

25、hat can I supply? Whats my objective? What style should I choose?Communicator strategyCommunicator strategy 1. Communicators credibility oInitial credibilitycredibility：Your audiences perception of you before you even begin to communicate; oAcquired credibilitycredibility： Your audiences perception

26、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) FactorBased onInitial Credibility Stress byAcquired Credibility Increase byRankHierarchical powerEmphasizing your title or rankAssociating y

27、ourself 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, com

28、petenceIncluding 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 audiences benefits; using nonverba

29、l 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表表2.1 2.1 影响可信度的因素和技巧影响可信度的因素和技巧 TV commercials: Clip1: safety beltClip2: 汽车1Clip3: 宝马Cli

30、p4: AccordWhat are the credibilities you saw in these commercials? 2. Communicators background表表2.2 沟通者自我背景测试框架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

31、? Question 2: Why am I doing this? (objective：as a result of this communication, )1. How to Get Control of Your Time and Your Life -By Alan Lakein (Best-seller 2007) 2. 许三多:不抛弃，不放弃3. 如何向领导打报告效果最好？ ObjectivesoGeneral objectiveoAction objectiveoCommunication objectiveEXAMPLES OF OBJECTIVES表表2.3 2.3 目标

32、实例目标实例Discussion: 1. What are your objectives in case discussion 1? 2. 某公司为了实现研究部门、制造部门、市场部门的有机协调，总经理决定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、市场几个部门间的高效协调对策，你认为总经理的总体目标、行为目标与沟通目标可能会是什么？总体目标：总体目标：为了实现公司内部各部门间的沟通行动目标：行动目标：要求各部门每个月协调讨论一次沟通目标：沟通目标：要求各部门负责人能够了解各部门工作的实际情况，并让各部门负责 人领会公司各个阶段的意图 oTELL: you are inform

33、ing or explaining; as a result of the communication, you want your audience to understand something you already know. oSELL: you are persuading; as a result of the communication, you want your audience to do something different.oCONSULT：you are conferring. You need some give-and-take with your audie

34、nce. You want to learn from them, yet control the interaction somewhat. oJOIN：you are collaborating. You and your audience are working together to come up with the content. Question 3: How am I going to do it? (Style)In tell/sell situations:oYou have sufficient informationoYou do not need to hear ot

35、hers opinions, ideas, or inputsoYou need or want to control the message content yourselfoYou need to show your power and authority and controlIn consult/join situations:oYou do not have sufficient informationoYou need to hear others opinions, ideas, or inputsoYou need or want to involve your audienc

36、e in coming up with the message contentoYou need to create a sense of participation and involvement （让别人服从你的决定的最容易的方式是什么？）When do these styles apply?Advantages & disadvantages of both styles: equalty or efficiency (公平或效率）EXAMPLES OF OBJECTIVES AND STYLESEXAMPLES OF OBJECTIVES AND STYLES 表表2.42.4 目标与

37、沟通形式实例目标与沟通形式实例 图2.2 Style Selection Audience InvolvementContent controltellsellconsultjoin2. 策略的选择 Case 4: Case 4: 李明义和白露李明义和白露 你是一家专门为航天工业提供零部件的生产企业的总经理，李明又是销售分公司经理，他直接向你负责。很长一段时期以来，李明义的分公司总是达不到计划的要求，销售员人均销售收入低于公司平均水平，而且李明义每月的报告总是迟交。在得到年度中期报告后，你决定找他谈谈，并约定了他。但当你准时到李明义办公室时，发现他不在。他的助手告诉你，李明义手下的一位销售部门

38、负责人刚刚过来作突然拜访，抱怨一些新员工上班迟到，中间休息时间太长。李明义马上与那位经理去销售部，打算给销售员们一番“精神”训话，激励他们勿忘业绩目标。当他回来的时候，你足足等了15分钟。你公司还有一位叫白露的管理人员，刚从国内某著名大学管理学院获得了MBA学位，最近加入了你的公司，任职于财务部门，负责财务计划小组内的工作。她是揣着非常有力的推荐与学历证明进入公司的。 但是，白露刚来时间不长，就发现她在加强个人声誉方面似乎有点不择手段。近来，你听到越来越多有关白露的议论，比如：她行为傲慢，自我推销，公开批评小组内其他成员的工作。当你第一次与她就小组业绩进行交谈时，她否认小组中存在问题。她宣称如

39、果有什么的话，那就是她正通过提高小组工作标准对小组业绩产生了正面影响。当听到了最近来自她同事的一系列抱怨后，你决定再次安排时间与白露谈谈。 问问题题这个案例中你的两个下属所存在问题的关键是什么?你将如何与李明义、白露交谈，使得你在解决问题的同时与下属的关系也得到加强?你将说什么、如何说，才可能有一个最好的结果?Case 2: You are chairman of the Students Union and now you want to decide where to go for a spring outing next week. What is the ideal style tha

40、t you may select when you talk with other students about this matter? Why? (Note: there are no RIGHT or WRONG answers to this question as long as you can justify them.)Homework: Choose either of the following two cases and answer the questions using communicator strategy. (150-200words)HOMEWORK:o观看士兵突击1-18集o阅读：How to Get Control of Your Time and Your Life -By Alan Lakein (Best-seller 2007)Note: written work due next week in class! No late paper will be accepted!