溝通策略講義

溝通策略CommunicationStrategyCHAPTERTWOWhatisMC?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。Peopleoftenconfusetheactofcommunicatingwiththeprocessofcommunication.sentreceivedunderstoodComplied

BUTReallyastraightline?

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.)

Successfulbusinesscommunication

dependsonansweringafewcrucialquestions:

Haveyoumasteredandorganizedalltherelevantinformation?Haveyoutakenintoaccountthepersonalandorganizational

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

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?第一節(jié)

溝通者策略CommunicatorstrategyWhoamI?WhyamIdoingthis?HowamIgoingtodoit?

Case1：

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

inotherpeople’seyes?

Objective：DiscrepancyinperceptionofselfimageInthisexerciseyouworkinsmallgroups

(5-7).Eachpersonhasapencilandseveralsheetsofpaper;atthetopofeachsheeteachindividualwritesthenameofoneoftheothermembersofthegroup(includinghim/herself).2.Eachindividualthenwritesontherelevantsheetofpapereither:5personalattributes,or5strengths/weaknesseswhichhe/sheperceivesineachofthemembersofthegroup(includinghim/herself).3.Therelevantsheetsarethendistributedtoeachmemberofthegroup.4.Eachmemberinturnthenreadsout:(a)theperceptionsbyothersofhim/herself,andmayaskforclarificationwherenecessary;(b)his/herperceptionofhim/herself.5.Thegroupdiscussesthediscrepancyinperceptionwhichemerge,andthereasonsforthese.SelfimageofTeacherChen：：真誠(chéng)誠(chéng)、、關(guān)關(guān)心心別別人人、、幽幽默默、、好好表表現(xiàn)現(xiàn)自自己己，，有有點(diǎn)點(diǎn)孩孩子子氣氣、、做做事事有有原原則則，，平平時(shí)時(shí)說(shuō)說(shuō)話話不不多多，，有有時(shí)時(shí)有有點(diǎn)點(diǎn)冷冷漠漠，，有有點(diǎn)點(diǎn)憂憂郁郁，，骨骨子子里里的的浪浪漫漫（（雙雙魚(yú)魚(yú)座座））conclusion:Peopledon’’talwaysseeyouthewayyouseeyourself.Ex.2.AmIagoodcommunicator?(1)評(píng)價(jià)價(jià)標(biāo)標(biāo)準(zhǔn)準(zhǔn)：非常常不不同同意意/不不符符合合（（1分分））不不同同意意/不不符符合合（（2分分））比較較不不同同意意/不不符符合合（（3分分））比比較較同同意意/符符合合（（4分分））同意意/符符合合（（5分分））非常常同同意意／／非非常常符符合合(6分分)測(cè)試試問(wèn)問(wèn)題題：1．．Iconsidermyaudience’’spersonalityandothercharacterswhenIgivethemopinionsandcomments.2．．IhelpthemreflectontheirownproblemswhenItrytopersuade.3．．ItrytobehonestevenwhenIgivethemnegativefeedback.4．．Insteadofbeingpeople-oriented,Itrytobefact-orientedwhenItalkaboutproblemswithothers.5．．ItrytobeobjectivewhenIcriticize.6．．Ourrelationisnotunderminedaftertheproblemissolved.7．．IencourageinmyaudienceasenseofselfesteemandrespectwhenIcommunicatewiththem.8．．IshowsincereinterestinwhatpeoplesayevenifIdon’’tagreewiththem.9．．Idon’’tshowarroganceorselfsuperioritytopeoplesubordinatetome.10．．ItrytofindcommongroundswhenIcommunicatewithpeoplewithdifferentopinions.11．．Itrytobeclearaboutmypointandavoidambiguitywhengivingfeedback;12．．Itrytocommunicateinanequalandrespectfulmanner;13．．Iuse““Ithink””insteadof““peoplethink””whengivingmyownopinions;14．．Indiscussion,Itendtotellmyownunderstandingofthematterratherthanmakedirectsuggestionsoradvice;15．．Iexchangeideaswithmyfriendsandcolleaguesonaregularorirregularbasis.SelfDiagnosisSelfAssessment：Ifyouget：80一一90youareanexcellentcommunicator;70——79youareabovetheaveragebutstillneedtoimproveincertainregards;70orlessyouneedgoodtrainingtobecomeagoodcommunicatorIdentifythe6itemswhereyouscorethelowestandworkonthemasyourkeytasksforthissection.！Ex.2.AmIagoodcommunicator?(1)SelfDiagnosis評(píng)價(jià)標(biāo)準(zhǔn)準(zhǔn)：非常不同同意／非非常不符符合(1分)不不同同意/不不符合(2分)比較不同同意／比比較不符符合(3分)比比較較同意／／比較符符合(4分)同意/符符合(5分)非非常常同意／／非常符符合(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)(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.SelfDiagnosisSelfEvaluation100orhigher:youareamongthetop25%communicators；92—99:youareamongthesecondbest25%communicators；85—91:youareafairlygoodcommunicatorbutstillneedimprovinginmanyregards；84orless:youneedtrainingtobecomeabettercommunicator；Identifythe6itemswhereyougetthelowestmarksandworkonthemasyourkeytasksforthissection.自我溝通通技能診診斷Ex.3.AmIagoodcommunicator?(2)！Question1:WhoamI?Selfcognition&positioning自我認(rèn)知知WhoamI?–CredibilityCredibility––howtheaudiencethinkofme?Whatismyposition?WhatcanIsupply?What’’smyobjective?WhatstyleshouldIchoose?Communicatorstrategy1.Communicator’’scredibilityInitialcredibility：Youraudience’sperceptionofyoubeforeyouevenbegintocommunicate;Acquiredcredibility：Youraudience’sperceptionofyouafterthecommunicationhastakenplaceHowtopromoteyourcredibility?rank(身份地地位)goodwill(良好意意愿)expertise(專業(yè)知知識(shí))image(外表形形象)sharedvalues(共同價(jià)價(jià)值)Self-cognitionFACTORSANDTECHNIQUESFORCREDIBILITYFactorBasedonInitialCredibilityStressbyAcquiredCredibilityIncreasebyRankHierarchicalpowerEmphasizingyourtitleorrankAssociatingyourselfwithsomeoneofhighrank(countersignature,introduction)GoodwillPersonalrelationship,“trackrecord”TrustworthinessReferringtorelationshipor“trackrecord”BuildinggoodwillbycitingaudiencebenefitsAcknowledgingconflictofinterest;offeringbalancedevaluationExpertiseKnowledge,competenceIncludingabiographyorresumeAssociatingyourselfwithorquotingsomeoneyouraudienceconsidersexpertImageAttractiveness,audiencedesiretobelikeyouEmphasizingattributesaudiencefindsattractiveBuildingyourimagebyidentifyingyourselfwithyouraudience’sbenefits;usingnonverbalandlanguageyouraudienceconsidersdynamicSharedvaluesMorality,standardsEstablishingacommongroundand/oryoursimilarities,atthebeginningofthecommunication;tyingthemessagetoyoursharedvalues表2.1影影響響可信信度的的因素素和技技巧TVcommercials:Clip1:safetybeltClip2:汽車1Clip3:寶馬Clip4:AccordWhatarethecredibilitiesyousawinthesecommercials?2.Communicator’sbackground表2.2溝通者者自我我背景景測(cè)試試框架架·我的溝溝通目目標(biāo)是是否符符合社社會(huì)倫倫理、、道德德倫理理?·在在現(xiàn)有有內(nèi)、、外部部競(jìng)爭(zhēng)爭(zhēng)環(huán)境境下，，這些些目標(biāo)標(biāo)是否否具有有合理理性?·我我就這這個(gè)問(wèn)問(wèn)題作作指導(dǎo)導(dǎo)性或或咨詢?cè)冃詼蠝贤ǖ牡目尚判哦热缛绾?·是是否有有足夠夠的資資源來(lái)來(lái)支持持我的的目標(biāo)標(biāo)的實(shí)實(shí)現(xiàn)?·我我的目目標(biāo)是是否能能得到到那些些我所所希望望的合合作者者的支支持?·我我的現(xiàn)現(xiàn)實(shí)目目標(biāo)是是否會(huì)會(huì)與其其他同同等重重要的的目標(biāo)標(biāo)或更更重要要的目目標(biāo)發(fā)發(fā)生沖沖突?·目目標(biāo)實(shí)實(shí)現(xiàn)的的后果果如何何，能能否保保證我我及組組織能能夠得得到比比現(xiàn)在在更好好的結(jié)結(jié)果?Self-positioningQuestion2:WhyamIdoingthis?(objective：asaresultofthiscommunication,…………)ObjectivesGeneralobjectiveActionobjectiveCommunicationobjective<士兵突突擊>許三多多，HowtoGetControlofYourTimeandYourLife---ByAlanLakein(Best-seller2007)EXAMPLESOFOBJECTIVES表2.3目目標(biāo)標(biāo)實(shí)例例Discussion:1.Whatareyourobjectivesincasediscussion1?2.某公司司為了了實(shí)現(xiàn)現(xiàn)研究究部門門、制制造部部門、、市場(chǎng)場(chǎng)部門門的有有機(jī)協(xié)協(xié)調(diào)，，總經(jīng)經(jīng)理決決定三三個(gè)部部門的的負(fù)責(zé)責(zé)人每每月舉舉行一一次例例會(huì)，，共同同討論論在研研究開(kāi)開(kāi)發(fā)、、生產(chǎn)產(chǎn)、市市場(chǎng)幾幾個(gè)部部門間間的高高效協(xié)協(xié)調(diào)對(duì)對(duì)策，，你作作為總總經(jīng)理理，你你的總總體目目標(biāo)、、行為為目標(biāo)標(biāo)與溝溝通目目標(biāo)是是什么么？總體目目標(biāo)：：為了實(shí)實(shí)現(xiàn)公公司內(nèi)內(nèi)部各各部門門間的的溝通通行動(dòng)目目標(biāo)：：要求各各部門門每個(gè)個(gè)月協(xié)協(xié)調(diào)討討論一一次溝通目目標(biāo)：：要求各各部門門負(fù)責(zé)責(zé)人能能夠了了解各各部門門工作作的實(shí)實(shí)際情情況，，并讓讓各部部門負(fù)負(fù)責(zé)人領(lǐng)會(huì)會(huì)公司司各個(gè)個(gè)階段段的意意圖TELL:youareinformingorexplaining;asaresultofthecommunication,youwantyouraudiencetounderstandsomethingyoualreadyknow.SELL:youarepersuading;asaresultofthecommunication,youwantyouraudiencetodosomethingdifferent.CONSULT：youareconferring.Youneedsomegive-and-takewithyouraudience.Youwanttolearnfromthem,yetcontroltheinteractionsomewhat.JOIN：youarecollaborating.Youandyouraudienceareworkingtogethertocomeupwiththecontent.Question3:HowamIgoingtodoit?(Style)Intell/sellsituations:YouhavesufficientinformationYoudonotneedtohearothers’opinions,ideas,orinputsYouneedorwanttocontrolthemessagecontentyourselfYouneedtoshowyourpowerandauthorityandcontrolInconsult/joinsituations:YoudonothavesufficientinformationYouneedtohearothers’opinions,ideas,orinputsYouneedorwanttoinvolveyouraudienceincomingupwiththemessagecontentYouneedtocreateasenseofparticipationandinvolvement（讓別人服服從你的決決定的最容容易的方式式是什么？？）Whendothesestylesapply?Advantages&disadvantagesofbothstyles:equaltyorefficiency(公平或效率率）EXAMPLESOFOBJECTIVESANDSTYLES表2.4目標(biāo)與溝通通形式實(shí)例例EXAMPLESOFOBJECTIVESANDSTYLES圖2.2StyleSelectionAudienceInvolvementContentcontroltellsellconsultjoin2.策略的選擇擇Case4:李明義和白白露你是一家專專門為航天天工業(yè)提供供零部件的的生產(chǎn)企業(yè)業(yè)的總經(jīng)理理，李明又又是銷售分分公司經(jīng)理理，他直接接向你負(fù)責(zé)責(zé)。很長(zhǎng)一一段時(shí)期以以來(lái)，李明明義的分公公司總是達(dá)達(dá)不到計(jì)劃劃的要求，，銷售員人人均銷售收收入低于公公司平均水水平，而且且李明義每每月的報(bào)告告總是遲交交。在得到到年度中期期報(bào)告后，，你決定找找他談?wù)?，，并約定了了他。但當(dāng)當(dāng)你準(zhǔn)時(shí)到到李明義辦辦公室時(shí)，，發(fā)現(xiàn)他不不在。他的的助手告訴訴你，李明明義手下的的一位銷售售部門負(fù)責(zé)責(zé)人剛剛過(guò)過(guò)來(lái)作突然然拜訪，抱抱怨一些新新員工上班班遲到，中中間休息時(shí)時(shí)間太長(zhǎng)。。李明義馬馬上與那位位經(jīng)理去銷銷售部，打打算給銷售售員們一番番“精神””訓(xùn)話，激激勵(lì)他們勿勿忘業(yè)績(jī)目目標(biāo)。當(dāng)他他回來(lái)的時(shí)時(shí)候，你足足足等了15分鐘。。你公司還還有一位叫叫白露的管管理人員，，剛從國(guó)內(nèi)內(nèi)某著名大大學(xué)管理學(xué)學(xué)院獲得了了MBA學(xué)位，最近近加入了你你的公司，，任職于財(cái)財(cái)務(wù)部門，，負(fù)責(zé)財(cái)務(wù)務(wù)計(jì)劃小組組內(nèi)的工作作。她是揣揣著非常有有力的推薦薦與學(xué)歷證證明進(jìn)入公公司的。但是，白露露剛來(lái)時(shí)間間不長(zhǎng)，就就發(fā)現(xiàn)她在在加強(qiáng)個(gè)人人聲譽(yù)方面面似乎有點(diǎn)點(diǎn)不擇手段段。近來(lái)，，你聽(tīng)到越越來(lái)越多有有關(guān)白露的的議論，比比如：她行行為傲慢，，自我推銷銷，公開(kāi)批批評(píng)小組內(nèi)內(nèi)其他成員員的工作。。當(dāng)你第一一次與她就就小組業(yè)績(jī)績(jī)進(jìn)行交談?wù)剷r(shí)，她否否認(rèn)小組中中存在問(wèn)題題。她宣稱稱如果有什什么的話，，那就是她她正通過(guò)提提高小組工工作標(biāo)準(zhǔn)對(duì)對(duì)小組業(yè)績(jī)績(jī)產(chǎn)生了正正面影響。。當(dāng)聽(tīng)到了了最近來(lái)自自她同事的的一系列抱抱怨后，你你決定再次次安排時(shí)間間與白露談?wù)務(wù)?。[問(wèn)題]這個(gè)案例中中你的兩個(gè)個(gè)下屬所存存在問(wèn)題的的關(guān)鍵是什什么?你將將如何與李李明義、白白露交談，，使得你在在解決問(wèn)題題的同時(shí)與與下屬的關(guān)關(guān)系也得到到加強(qiáng)?你你將說(shuō)什么么、如何說(shuō)說(shuō)，才可能能有一個(gè)最最好的結(jié)果果?Case2:YouarechairmanoftheStudentsUnionandnowyouwanttodecidewheretogoforaspringoutingnextweek.Whatistheidealstylethatyoumayselectwhenyoutalkwithotherstudentsaboutthismatter?Why?(Note:therearenoRIGHTorWRONGanswerstothisquestionaslongasyoucanjustifythem.)Homework:Chooseeitherofthefollowingtwocasesandanswerthequestionsusingcommunicatorstrategy.(150-200words)HOMEWORK:觀看《士兵突擊》1-18集閱讀：HowtoGetControlofYourTimeandYourLife---ByAlanLakein(Best-seller2007)Note:writtenworkduenextweekinclass!Nolatepaperwillbeaccepted!!9、靜夜四四無(wú)鄰，，荒居舊舊業(yè)貧。。。12月-2212月-22Sunday,December25,202210、雨中黃黃葉樹(shù)，，燈下白白頭人。。。02:58:5802:58:5802:5812/25/20222:58:58AM11、以我獨(dú)沈久久，愧君相見(jiàn)見(jiàn)頻。。12月-2202:58:5802:58Dec-2225-Dec-2212、故人江海別別，幾度隔山山川。。02:58:5802:58:5802:58Sunday,December25,202213、乍見(jiàn)翻疑夢(mèng)夢(mèng)，相悲各問(wèn)問(wèn)年。。12月-2212月-2202:58:5802:58:58December25,202214、他鄉(xiāng)鄉(xiāng)生白白發(fā)，，舊國(guó)國(guó)見(jiàn)青青山。。。25十十二二月20222:58:58上上午02:58:5812月月-2215、比比不不了了得得就就不不比比，，得得不不到到的的就就不不要要。。。。。。十二二月月222:58上上午午12月月-2202:58December25,202216、行行動(dòng)動(dòng)出出成成果果，，工工作作出出財(cái)財(cái)富富。。。。2022/12/252:58:5802:58:5825December202217、做做前前，，能能夠夠環(huán)環(huán)視視四四周周；；做做時(shí)時(shí)，，你你只只能能或或者者最最好好沿沿著著以以腳腳為為起起點(diǎn)點(diǎn)的的射射線線向向前前。。。。2:58:58上上午午2:58上上午午02:58:5812月月-229、沒(méi)有失失敗，只只有暫時(shí)時(shí)停止成成功！。。12月-2212月-22Sunday,December25,202210、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒(méi)有。