munication.doc

Part munication Strategy


图21>.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
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

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?

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 municate
Acquired credibility (后天可信度): Your audience’s perception of you after munication 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)


Building goodwill by citing audience benefits
Referring to relationship or “track record”
Establishing mon ground and/or your similarities, at the beginning of munication; tying the message to your shared values
Morality, standards
Shared values
Building your image by identifying yourself with your audience’s benefits; using nonverbal and language your audience considers dynamic
Emphasizing attributes audience finds attractive
Attractiveness, audience desire to be like you
Image
Associating yourself with or quoting someone your audience considers expert
Including a biography or resume
Knowledge, competence
Expertise
Acknowledging conflict of interest;
offering balanced evaluation
Personal relationship, “track record”
Trustworthiness
Goodwill
Associating yourself with someone of high rank (countersignature, introduction)
Emphasizing your title or rank
Hierarchical power
Rank
Acquired Credibility Increase by
Initial Credibility Stress by
Based on
Factor
影响可信度的因素