管理沟通策略模型.pptxVIP

Part 2 Communication Strategy 图2.1 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Communicator strategy 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 clearCommunicator strategy 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? Self-cognition 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 to communicate Acquired credibility (后天可信度)： Your audience’s perception 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) FACTORS AND TECHNIQUES FOR CREDIBILITYFactorBased onInitial Credibility Stress byAcquired Credibility Increase byRankHierarchical powerEmphasizing your title or rankAssociating yourself 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, competenceIncluding 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 audience’s benefits; using nonverbal 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2.1 影