沟通策略讲义

沟通策略CommunicationStrategyCHAPTERTWOWhatisMC?MCisthewholeprocessofthecommunicatorsendinginformationinexchangefortheaudience’sreactionandresponse.(sendinginformationtogetthingsdone)管理沟通是指沟通者为了获取沟通对象的反应和反馈而向对方传递信息的全部过程。Peopleoftenconfusetheactofcommunicatingwiththeprocessofcommunication.sentreceivedunderstoodComplied

BUTReallyastraightline?

图2.1AModelofMCStrategies

Communicatorstrategy沟通者策略Audiencestrategy听众策略Messagestrategy信息策略Channelchoicestrategy渠道选择策略Culturestrategy文化策略三、管理沟通要素（ElementsofMC）沟通者

Communicator(Whoisinitiatingaction?)听众

Audience

(positive,neutral,ornegative;keyorsecondaryaudiences)沟通目标

Communication

Objective(solvingproblem)环境

Culturalcontext(internal&external)信息

Message(Considerhowmuchinformationtheyneed,whatdoubtsthey’relikelytohave,howyourproposalwillbenefitthem?)媒介Channel（speak,write,call,E-mail,meet,fax,produceavideotape,orholdapressconference)反馈

Response(Communicationisnotanact,butaprocess.)

Successfulbusinesscommunication

dependsonansweringafewcrucialquestions:

Haveyoumasteredandorganizedalltherelevantinformation?Haveyoutakenintoaccountthepersonalandorganizational

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

有效管理沟通的检核表你是否已经掌握并组织好沟通过程中所有相关的信息?你是否了解或掌握好了有关个体和组织的背景资料和环境状况?你是否明确要实现和能实现的目标?你是否清楚听众的需要?你是否清晰、生动和有说服力地表达你的观点?你是否选择了正确的沟通渠道?第一节

沟通者策略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：：真诚诚、、关关心心别别人人、、幽幽默默、、好好表表现现自自己己，，有有点点孩孩子子气气、、做做事事有有原原则则，，平平时时说说话话不不多多，，有有时时有有点点冷冷漠漠，，有有点点忧忧郁郁，，骨骨子子里里的的浪浪漫漫（（双双鱼鱼座座））conclusion:Peopledon’’talwaysseeyouthewayyouseeyourself.Ex.2.AmIagoodcommunicator?(1)评价价标标准准：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））比较较不不同同意意/不不符符合合（（3分分））比比较较同同意意/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)测试试问问题题：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评价标准准：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)比较不同同意／比比较不符符合(3分)比比较较同意／／比较符符合(4分)同意/符符合(5分)非非常常同意／／非常符符合(6分)测试题：：(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.自我沟通通技能诊诊断Ex.3.AmIagoodcommunicator?(2)！Question1:WhoamI?Selfcognition&positioning自我认知知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(专业知知识)image(外表形形象)sharedvalues(共同价价值)Self-cognitionFACTORSANDTECHNIQUESFORCREDIBILITYFactorBasedonInitialCredibilityStressbyAcquiredCredibilityIncreasebyRankHierarchicalpowerEmphasizingyourtitleorrankAssociatingyourselfwithsomeoneofhighrank(countersignature,introduction)GoodwillPersonalrelationship,“trackrecord”TrustworthinessReferringtorelationshipor“trackrecord”BuildinggoodwillbycitingaudiencebenefitsAcknowledgingconflictofinterest;offeringbalancedevaluationExpertiseKnowledge,competenceIncludingabiographyorresumeAssociatingyourselfwithorquotingsomeoneyouraudienceconsidersexpertImageAttractiveness,audiencedesiretobelikeyouEmphasizingattributesaudiencefindsattractiveBuildingyourimagebyidentifyingyourselfwithyouraudience’sbenefits;usingnonverbalandlanguageyouraudienceconsidersdynamicSharedvaluesMorality,standardsEstablishingacommongroundand/oryoursimilarities,atthebeginningofthecommunication;tyingthemessagetoyoursharedvalues表2.1影影响响可信信度的的因素素和技技巧TVcommercials:Clip1:safetybeltClip2:汽车1Clip3:宝马Clip4:AccordWhatarethecredibilitiesyousawinthesecommercials?2.Communicator’sbackground表2.2沟通者者自我我背景景测试试框架架·我的沟沟通目目标是是否符符合社社会伦伦理、、道德德伦理理?·在在现有有内、、外部部竞争争环境境下，，这些些目标标是否否具有有合理理性?·我我就这这个问问题作作指导导性或或咨询询性沟沟通的的可信信度如如何?·是是否有有足够够的资资源来来支持持我的的目标标的实实现?·我我的目目标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?·我我的现现实目目标是是否会会与其其他同同等重重要的的目标标或更更重要要的目目标发发生冲冲突?·目目标实实现的的后果果如何何，能能否保保证我我及组组织能能够得得到比比现在在更好好的结结果?Self-positioningQuestion2:WhyamIdoingthis?(objective：asaresultofthiscommunication,…………)ObjectivesGeneralobjectiveActionobjectiveCommunicationobjective<士兵突突击>许三多多，HowtoGetControlofYourTimeandYourLife---ByAlanLakein(Best-seller2007)EXAMPLESOFOBJECTIVES表2.3目目标标实例例Discussion:1.Whatareyourobjectivesincasediscussion1?2.某公司司为了了实现现研究究部门门、制制造部部门、、市场场部门门的有有机协协调，，总经经理决决定三三个部部门的的负责责人每每月举举行一一次例例会，，共同同讨论论在研研究开开发、、生产产、市市场几几个部部门间间的高高效协协调对对策，，你作作为总总经理理，你你的总总体目目标、、行为为目标标与沟沟通目目标是是什么么？总体目目标：：为了实实现公公司内内部各各部门门间的的沟通通行动目目标：：要求各各部门门每个个月协协调讨讨论一一次沟通目目标：：要求各各部门门负责责人能能够了了解各各部门门工作作的实实际情情况，，并让让各部部门负负责人领会会公司司各个个阶段段的意意图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（让别人服服从你的决决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目标与沟通通形式实例例EXAMPLESOFOBJECTIVESANDSTYLES图2.2StyleSelectionAudienceInvolvementContentcontroltellsellconsultjoin2.策略的选择择Case4:李明义和白白露你是一家专专门为航天天工业提供供零部件的的生产企业业的总经理理，李明又又是销售分分公司经理理，他直接接向你负责责。很长一一段时期以以来，李明明义的分公公司总是达达不到计划划的要求，，销售员人人均销售收收入低于公公司平均水水平，而且且李明义每每月的报告告总是迟交交。在得到到年度中期期报告后，，你决定找找他谈谈，，并约定了了他。但当当你准时到到李明义办办公室时，，发现他不不在。他的的助手告诉诉你，李明明义手下的的一位销售售部门负责责人刚刚过过来作突然然拜访，抱抱怨一些新新员工上班班迟到，中中间休息时时间太长。。李明义马马上与那位位经理去销销售部，打打算给销售售员们一番番“精神””训话，激激励他们勿勿忘业绩目目标。当他他回来的时时候，你足足足等了15分钟。。你公司还还有一位叫叫白露的管管理人员，，刚从国内内某著名大大学管理学学院获得了了MBA学位，最近近加入了你你的公司，，任职于财财务部门，，负责财务务计划小组组内的工作作。她是揣揣着非常有有力的推荐荐与学历证证明进入公公司的。但是，白露露刚来时间间不长，就就发现她在在加强个人人声誉方面面似乎有点点不择手段段。近来，，你听到越越来越多有有关白露的的议论，比比如：她行行为傲慢，，自我推销销，公开批批评小组内内其他成员员的工作。。当你第一一次与她就就小组业绩绩进行交谈谈时，她否否认小组中中存在问题题。她宣称称如果有什什么的话，，那就是她她正通过提提高小组工工作标准对对小组业绩绩产生了正正面影响。。当听到了了最近来自自她同事的的一系列抱抱怨后，你你决定再次次安排时间间与白露谈谈谈。[问题]这个案例中中你的两个个下属所存存在问题的的关键是什什么?你将将如何与李李明义、白白露交谈，，使得你在在解决问题题的同时与与下属的关关系也得到到加强?你你将说什么么、如何说说，才可能能有一个最最好的结果果?Case2:YouarechairmanoftheStudentsUnionandnowyouwanttodecidewheretogoforaspringoutingnextweek.Whatistheidealstylethatyoumayselectwhenyoutalkwithotherstudentsaboutthismatter?Why?(Note:therearenoRIGHTorWRONGanswerstothisquestionaslongasyoucanjustifythem.)Homework:Chooseeitherofthefollowingtwocasesandanswerthequestionsusingcommunicatorstrategy.(150-200words)HOMEWORK:观看《士兵突击》1-18集阅读：HowtoGetControlofYourTimeandYourLife---ByAlanLakein(Best-seller2007)Note:writtenworkduenextweekinclass!Nolatepaperwillbeaccepted!!9、静夜四四无邻，，荒居旧旧业贫。。。12月-2212月-22Sunday,December25,202210、雨中黄黄叶树，，灯下白白头人。。。02:58:5802:58:5802:5812/25/20222:58:58AM11、以我独沈久久，愧君相见见频。。12月-2202:58:5802:58Dec-2225-Dec-2212、故人江海别别，几度隔山山川。。02:58:5802:58:5802:58Sunday,December25,202213、乍见翻疑梦梦，相悲各问问年。。12月-2212月-2202:58:5802:58:58December25,202214、他乡乡生白白发，，旧国国见青青山。。。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、行行动动出出成成果果，，工工作作出出财财富富。。。。2022/12/252:58:5802:58:5825December202217、做做前前，，能能够够环环视视四四周周；；做做时时，，你你只只能能或或者者最最好好沿沿着着以以脚脚为为起起点点的的射射线线向向前前。。。。2:58:58上上午午2:58上上午午02:58:5812月月-229、没有失失败，只只有暂时时停止成成功！。。12月-2212月-22Sunday,December25,202210、很多事事情努力力了未必必有结果果，但是是不努力力却什么么改变也也没有。