商务沟通材料第五章.pptVIP

Lecturer: Sam Wang sunwahschoolsam@163.com Business Communications Communication and Strategy Outline Communication Strategy Communicator strategy objectives, credibility Audience strategy who, what do they know, audience motivation Message strategy audience memory curve Channel strategy Integration of strategies Learning Objectives After studying the material in this chapter you should be able to: explain the core elements of a communication strategy define your communication objectives improve your credibility when communicating conduct an audience analysis select an appropriate communication channel construct an effective message strategy Communication Strategy Four main elements in an effective communication strategy: communicator strategy audience strategy channel strategy message strategy Elements map onto communication model Strategies Mapped onto Communication Model Communicator Strategy Two key considerations: objectives credibility Objectives General objectives reason for communicating – what you are trying to accomplish, problem you want to solve Action objectives specific steps – measurable within timeframe Credibility Your credibility is always a factor in communication success Credibility based on: trustworthiness reliability fairness integrity expertise credentials image attractiveness status power shared values beliefs A job rejection letter Dear [Applicant]: Thank you for your recent inquiry into the position open at [Your Business]. We certainly appreciate your interest in working for our business. After reviewing your credentials, we have determined that your qualifications do not suit our needs at this time. [Include this only if you intend to do it.] We will keep your application on file for future reference. Again, thank you for your interest in [Your Business]. Sincerely, [Your Name] [Your Title] [Your Business] Audience Strategy Who is your audience? What do you know about your audience? What does your audience know about you