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象的反應和反饋而向對方傳遞信息的全部過程。Peopleoftenconfusetheactofcommunicatingwiththeprocessofcommunication.sentreceivedunderstoodComplied

BUTReallyastraightline?

圖2.1AModelofMCStrategies

Communicatorstrategy溝通者策略Audiencestrategy聽眾策略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?)聽眾

Audience

(positive,neutral,ornegative;keyorsecondaryaudiences)溝通目標

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程中所有相關的信息?你是否了解或掌握好了有關個體和組織的背景資料和環(huán)境狀況?你是否明確要實現(xiàn)和能實現(xiàn)的目標?你是否清楚聽眾的需要?你是否清晰、生動和有說服力地表達你的觀點?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：：真誠誠、、關關心心別別人人、、幽幽默默、、好好表表現(xiàn)現(xiàn)自自己己，，有有點點孩孩子子氣氣、、做做事事有有原原則則，，平平時時說說話話不不多多，，有有時時有有點點冷冷漠漠，，有有點點憂憂郁郁，，骨骨子子里里的的浪浪漫漫（（雙雙魚魚座座））conclusion:Peopledon’’talwaysseeyouthewayyouseeyourself.Ex.2.AmIagoodcommunicator?(1)評價價標標準準：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)測試試問問題題：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評價標準準：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)image(外表形形象)sharedvalues(共同價價值)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試試框架架·我的溝溝通目目標是是否符符合社社會倫倫理、、道德德倫理理?·在在現(xiàn)有有內(nèi)、、外部部競爭爭環(huán)境境下，，這些些目標標是否否具有有合理理性?·我我就這這個問問題作作指導導性或或咨詢詢性溝溝通的的可信信度如如何?·是是否有有足夠夠的資資源來來支持持我的的目標標的實實現(xiàn)?·我我的目目標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)實目目標是是否會會與其其他同同等重重要的的目標標或更更重要要的目目標發(fā)發(fā)生沖沖突?·目目標實實現(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)在在更好好的結結果?Self-positioningQuestion2:WhyamIdoingthis?(objective：asaresultofthiscommunication,…………)ObjectivesGeneralobjectiveActionobjectiveCommunicationobjective<士兵突突擊>許三多多，HowtoGetControlofYourTimeandYourLife---ByAlanLakein(Best-seller2007)EXAMPLESOFOBJECTIVES表2.3目目標標實例例Discussion:1.Whatareyourobjectivesincasediscussion1?2.某公司司為了了實現(xiàn)現(xiàn)研究究部門門、制制造部部門、、市場場部門門的有有機協(xié)協(xié)調，，總經(jīng)經(jīng)理決決定三三個部部門的的負責責人每每月舉舉行一一次例例會，，共同同討論論在研研究開開發(fā)、、生產(chǎn)產(chǎn)、市市場幾幾個部部門間間的高高效協(xié)協(xié)調對對策，，你作作為總總經(jīng)理理，你你的總總體目目標、、行為為目標標與溝溝通目目標是是什么么？總體目目標：：為了實實現(xiàn)公公司內(nèi)內(nèi)部各各部門門間的的溝通通行動目目標：：要求各各部門門每個個月協(xié)協(xié)調討討論一一次溝通目目標：：要求各各部門門負責責人能能夠了了解各各部門門工作作的實實際情情況，，并讓讓各部部門負負責人領會會公司司各個個階段段的意意圖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目標與溝通通形式實例例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，他直接接向你負責責。很長一一段時期以以來，李明明義的分公公司總是達達不到計劃劃的要求，，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告告總是遲交交。在得到到年度中期期報告后，，你決定找找他談談，，并約定了了他。但當當你準時到到李明義辦辦公室時，，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責責人剛剛過過來作突然然拜訪，抱抱怨一些新新員工上班班遲到，中中間休息時時間太長。。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””訓話，激激勵他們勿勿忘業(yè)績目目標。當他他回來的時時候，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，，剛從國內(nèi)內(nèi)某著名大大學管理學學院獲得了了MBA學位，最近近加入了你你的公司，，任職于財財務部門，，負責財務務計劃小組組內(nèi)的工作作。她是揣揣著非常有有力的推薦薦與學歷證證明進入公公司的。但是，白露露剛來時間間不長，就就發(fā)現(xiàn)她在在加強個人人聲譽方面面似乎有點點不擇手段段。近來，，你聽到越越來越多有有關白露的的議論，比比如：她行行為傲慢，，自我推銷銷，公開批批評小組內(nèi)內(nèi)其他成員員的工作。。當你第一一次與她就就小組業(yè)績績進行交談談時，她否否認小組中中存在問題題。她宣稱稱如果有什什么的話，，那就是她她正通過提提高小組工工作標準對對小組業(yè)績績產(chǎn)生了正正面影響。。當聽到了了最近來自自她同事的的一系列抱抱怨后，你你決定再次次安排時間間與白露談談談。[問題]這個案例中中你的兩個個下屬所存存在問題的的關鍵是什什么?你將將如何與李李明義、白白露交談，，使得你在在解決問題題的同時與與下屬的關關系也得到到加強?你你將說什么么、如何說說，才可能能有一個最最好的結果果?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、靜夜四四無鄰，，荒居舊舊業(yè)貧。。。12月-2212月-22Sunday,December25,202210、雨中黃黃葉樹，，燈下白白頭人。。。02:58:5802:58:5802:5812/25/20222:58:58AM11、以我獨沈久久，愧君相見見頻。。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、乍見翻疑夢夢，相悲各問問年。。12月-2212月-2202:58:5802:58:58December25,202214、他鄉(xiāng)鄉(xiāng)生白白發(fā)，，舊國國見青青山。。。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、行行動動出出成成果果，，工工作作出出財財富富。。。。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；；做做時時，，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點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、沒有失失敗，只只有暫時時停止成成功！。。12月-2212月-22Sunday,December25,202210、很多事事情努力力了未必必有結果果，但是是不努力力卻什么么改變也也沒有。