商务与管理沟通（英文版 原书第12版）课件 Ch02 Adapting Your Message to Your Audience

Chapter2AdaptingYourMessagetoYourAudienceLearningObjectives2-1 Howtoidentifyyouraudience.2-2 Howtoanalyzedifferentkindsofaudiences.2-3 Howtochoosechannelstoreachaudience.2-4 Howtoadaptyourmessagetoyouraudience.2-5 Howtocharacterizegoodaudiencebenefits.2-6 Howtocreateaudiencebenefits.2-7 Howtocommunicatewithmultipleaudiences.IdentifyingYourAudiencesGatekeeperPrimarySecondaryAuxiliaryWatchdogAnalyzingYourAudienceUsecommonsenseUseempathyAskquestionsQuestionsforanalysisHowwilltheaudienceinitiallyreacttothemessage?Howmuchinformationdoestheaudienceneed?Whatobstaclesmustyouovercome?Whatpositiveaspectscanyouemphasize?Whataretheaudience’sexpectationsforappropriatelanguage,content,andorganizationormessages?Howwilltheaudienceusethedocument?AnalyzeYourAudienceAs…IndividualsGroupmembersDemographicsPsychographicsOrganizationsOrganizationalcultureDiscoursecommunityAnalyzingIndividualsTalkwiththemGettoknowthem,whetherinpersonorthroughresearchMakeuseofavalidandreliableinstrumenttohelpyouunderstandhowpeopleperceivetheworlddifferentlyMyers-BriggsFourDichotomiesIntrovert:getsenergyfromwithinExtrovert:getsenergyfrominteractingwithothersSensing:getsinformationfromfivesensesIntuitive:seesrelationshipsThinking:usesobjectivelogictomakedecisionsFeeling:makesdecisionsthatfeelrightJudging:likesclosure,certaintyPerceptive:likespossibilitiesAnalyzingMembersofGroupsFocusoncommonalities:Considervalues,needs,attitudes,characteristicsMapprofileofgroupfeatures:Demographic(quantity)featuresAge,gender,education,income,culturePsychographic(quality)featuresValues,beliefs,goals,lifestylesAnalyzingtheOrganizationOrganizationalculture:setofvalues,attitudes,andphilosophiesShowsinmyths,stories,heroes,anddocumentsShowsinuseofspace,money,andpowerToAnalyzeOrganizationalCulture,Ask…Istheorganizationtallorflat?Howdopeoplegetahead?Isdiversityorhomogeneityvalued?Whatstoriesdopeopletellaboutheroesandvillains?Howimportantarefriendshipandsociability?Howformalarebehavior,language,anddress?Whatdoestheworkspacelooklike?Whataretheorganization’sgoals??ToAnalyzeDiscourseCommunity,Ask…Whatmedia,formats,andstylesarepreferredforcommunication?Whatdopeopletalkabout?Whatkindofevidenceandhowmuchisneededtobeconvincing?CommunicationChannelsCommunicationchannels:meansbywhichyoucommunicateyourmessageChoosechannelsbasedontheaudience,purpose,andsituationChannelsvaryby:Speed,accuracy,andcostNumberofmessagescarriedNumberofpeoplereachedEfficiencyandgoodwillChoosingChannelsPickthebestchannelforeachsituation:InstructorwhoneedstocancelclassduetoillnessSmallnonprofitorganizationthatneedstoreachcontributorsProductrecallnotificationsNoticetoallemployeesaboutnewcorporatepolicyEmergencyweathernotificationAdaptYourMessageUseaudienceanalysistoadaptyourmessageSixquestionstoaskAnalysisQuestion11Howwilltheaudienceinitiallyreact?Willtheyseethismessageasimportant?Howwillthefactthatthemessageisfromyouaffecttheirreaction?AnalysisQuestion22Howmuchinformationdotheyneed?Whatdotheyalreadyknow?Doestheirknowledgeneedtobeupdated?Whatdotheyneedtoknowtoappreciateyourpoints?AnalysisQuestion33Whatobstaclesmustyouovercome?Istheaudienceopposedtoyourmessage?Willitbeeasytodoasyouask?AnalysisQuestion44Whatpositivescanyouemphasize?Whatarethebenefitsfortheaudience?Whatdoyouhaveincommonwiththem?Examples:experiences,interests,goals,valuesAnalysisQuestion55Whatdoestheaudienceexpect?Whatwritingstyledotheyprefer?Arethereredflagwords?Howmuchdetaildoestheaudiencewant?Dotheypreferdirectorindirectorganization?AnalysisQuestion66Howwilltheaudienceusethedocument?Underwhatphysicalconditions?Whatpurposeswillthedocumentserve?Examples:reference,guide,basisoflawsuitAudienceBenefitsAdvantagestheaudiencegetsfrom:UsingyourservicesBuyingyourproductsFollowingyourpoliciesAdoptingyourideasCharacteristicsofAudienceBenefitsAdaptbenefitstoaudienceStressintrinsicandextrinsicmotivatorsProvebenefitswithclearlogicandexplainthemindetailExpressbenefitsinyou-attitudeIdentifyingandDevelopingAudienceBenefits1Identifyneeds,feelings,andwantsthatmotivateaudience2Identifyobjectivefeaturesofyourproductorpolicythatcouldmeetneeds3Showhowaudience’sneedscanbemetwiththosefeaturesWritingorSpeakin