Business Communication Lecturer: Gareth Jones Class 6: Communication Strategies

Communication Strategies In Normal Communication Step 1: Send Message Step 2: Receive Message Business Communication (BUS-100) 24/11/2018

Communication Strategies In Business Communication Step 1: Send Message Step 2: Receive Message Step 3: Get a response Business Communication (BUS-100) 24/11/2018

Communication Strategies We want our audience to take action after they have received our message Why? Business Communication (BUS-100) 24/11/2018

Communication Strategies If they don’t take action, the message is a failure. We must try again until action is taken Business Communication (BUS-100) 24/11/2018

Communication Strategies Based on 5 things: Business Communication (BUS-100) 24/11/2018

Communication Strategies Communicator Audience Message Channel Cultural Context Business Communication (BUS-100) 24/11/2018

Communication Strategies All 5 things affect the others. Think of it like a circle Business Communication (BUS-100) 24/11/2018

Message Audience Response Communicator Channel Choice Cultural Context Business Communication (BUS-100) 24/11/2018

All parts affect each other Different messages require different channels Different audiences require different channels Different channels require different messages Business Communication (BUS-100) 24/11/2018

Communication Strategies We will focus on: Communicator Audience Message (in brief) Channel choice Business Communication (BUS-100) 24/11/2018

Message Audience Response Communicator Channel Choice Cultural Context Business Communication (BUS-100) 24/11/2018

Communicator Strategy Communicator is YOU The person making and sending the message Also called the writer or speaker Business Communication (BUS-100) 24/11/2018

Communicator Strategy 2 main parts Objectives Style Business Communication (BUS-100) 24/11/2018

Objectives Before beginning communication, ask yourself: What do I want to communicate? Business Communication (BUS-100) 24/11/2018

Objectives This gives you a reason to communicate It helps you to communicate more clearly Business Communication (BUS-100) 24/11/2018

You must know what you want! Objectives You must know what you want! Business Communication (BUS-100) 24/11/2018

3 Kinds of Objectives General Action Communication Objectives Business Communication (BUS-100) 24/11/2018

What do I want? General Objectives Business Communication (BUS-100) 24/11/2018

Increase number of women hired General Objectives Make more money Get a job Increase number of women hired Business Communication (BUS-100) 24/11/2018

What should I do? Action Objectives Business Communication (BUS-100) 24/11/2018

Action Objectives Get 5 New Clients by 10th April Contact companies every week Hire 15 women by 15th March Business Communication (BUS-100) 24/11/2018

Write in the form: Accomplish something specific by a specific date Action Objectives Write in the form: Accomplish something specific by a specific date Business Communication (BUS-100) 24/11/2018

Action Objectives Get 5 New Clients by 10th April Contact companies every week Hire 15 women by 15th March Business Communication (BUS-100) 24/11/2018

Communication Objectives More specific Says what your audience to do, know, or think Business Communication (BUS-100) 24/11/2018

Communication Objectives Ask: What will I get? Business Communication (BUS-100) 24/11/2018

Communication Objectives As a result of my lecture, students will understand business communication better As a result of my email, my boss will increase my salary Business Communication (BUS-100) 24/11/2018

Page 5 Look at Chart on page 5. Understand the difference between general, action and communication objectives Business Communication (BUS-100) 24/11/2018

General: Get more money Action: Ask boss to increase my salary Objectives General: Get more money Action: Ask boss to increase my salary Communication: As a result of this meeting, my boss will increase my salary 10% Business Communication (BUS-100) 24/11/2018

4 Styles: Communication Style Tell Sell Consult Join Business Communication (BUS-100) 24/11/2018

Use when: Tell You are teaching or explaining You want control You do not need audience opinion Business Communication (BUS-100) 24/11/2018

Use when: Sell You want your audience to do something You are being persuasive Business Communication (BUS-100) 24/11/2018

Use when: Consult You are discussing with the audience You want to learn from them Business Communication (BUS-100) 24/11/2018

Use when: Join You are working with your audience You must create the message together Business Communication (BUS-100) 24/11/2018

Message Audience Response Communicator Channel Choice Cultural Context Business Communication (BUS-100) 24/11/2018

Very Important! Audience Strategies Your audience are the people you want to convince to do something Business Communication (BUS-100) 24/11/2018

Audience Strategies We may have to change our objective, style, channel choice, etc… depending on our message Business Communication (BUS-100) 24/11/2018

Ask the questions: Audience Strategies Who are they? What do they know? What do they feel? How can I motivate them? Business Communication (BUS-100) 24/11/2018

Know your audience! How old are they? Where are they from? Who are they? Know your audience! How old are they? Where are they from? What do they do? Business Communication (BUS-100) 24/11/2018

We may have multiple audiences Who are they? We may have multiple audiences Be sure to focus on the people with the most influence Business Communication (BUS-100) 24/11/2018

Whoever will be making the decision Who are they? Boss Teacher President Students Whoever will be making the decision Business Communication (BUS-100) 24/11/2018

Who are they? Primary Audience: they will hear your message directly Secondary audience: they will get a copy of your message, or hear about it Decision Makers: they have the power Business Communication (BUS-100) 24/11/2018

Think about everyone that will hear your message. Who are they? Think about everyone that will hear your message. We can’t always make everyone happy Business Communication (BUS-100) 24/11/2018

Before sending an important message, analyse your audience. Who are they? Before sending an important message, analyse your audience. Learn as much about them as you can and you will have a better chance at success Why? Business Communication (BUS-100) 24/11/2018

Ask the questions: Audience Strategies Who are they? What do they know? What do they feel? How can I motivate them? Business Communication (BUS-100) 24/11/2018

What do they know? Your presentation will be different depending on how much your audience knows on the subject Business Communication (BUS-100) 24/11/2018

What do they know? You will need more or less information depending on what your audience knows. Business Communication (BUS-100) 24/11/2018

How much background information do they need? What do they know? How much background information do they need? None: They are experts Lots: They know nothing Business Communication (BUS-100) 24/11/2018

How much new information do they need? What do they need to learn? What do they know? How much new information do they need? What do they need to learn? Business Communication (BUS-100) 24/11/2018

What do they know? Decide how much information your audience needs, not how much you can give them Business Communication (BUS-100) 24/11/2018

How do they expect you to deliver your message? What do they know? How do they expect you to deliver your message? Formal? Informal? Length? Format? Learn this before sending the message! Business Communication (BUS-100) 24/11/2018

Ask the questions: Audience Strategies Who are they? What do they know? What do they feel? How can I motivate them? Business Communication (BUS-100) 24/11/2018

How do they feel right now? What do they feel? How do they feel right now? Happy? Sad? Tired? (You guys?!?) This will change how you deliver message Business Communication (BUS-100) 24/11/2018

How will they feel after you deliver the message? What do they feel? How will they feel after you deliver the message? Happy? Sad? Angry? Mad? Predict how they will react Business Communication (BUS-100) 24/11/2018

If you are delivering bad news, try to include some good news as well. What do they feel? If you are delivering bad news, try to include some good news as well. Why? Business Communication (BUS-100) 24/11/2018

Are they interested in your message? What do they feel? Are they interested in your message? Do they care about what you have to say? Business Communication (BUS-100) 24/11/2018

If they are interested, be very direct and quick in your delivery What do they feel? If they are interested, be very direct and quick in your delivery If they are not, you may have to use the consult/join style to get them interested Business Communication (BUS-100) 24/11/2018

Be ready for objections they might have before you begin. What do they feel? If they will react negative, first say things they will agree with, then deliver the bad news. Be ready for objections they might have before you begin. Business Communication (BUS-100) 24/11/2018

Is your desired response easy or hard for the audience? What do they feel? Is your desired response easy or hard for the audience? Either way, show how it helps them. If it is hard, do whatever you can to make it easier. Business Communication (BUS-100) 24/11/2018

Ask the questions: Audience Strategies Who are they? What do they know? What do they feel? How can I motivate them? Business Communication (BUS-100) 24/11/2018

Motivation Strategies Motivate through benefits Motivate through credibility Motivate through structure Business Communication (BUS-100) 24/11/2018

Benefits What’s in it for them? Tangible benefits Career benefits Ego benefits Personality benefits Group benefits (everyone is doing it) Business Communication (BUS-100) 24/11/2018

Credibility Shared values and common ground Reciprocity Good will with the audience Image credibility Rank or expertise Business Communication (BUS-100) 24/11/2018

Structure Opening and closing Problem/solution Two-sided structure Pro’s and cons Ascending/descending order Ask for more/less Business Communication (BUS-100) 24/11/2018

Message Audience Response Communicator Channel Choice Cultural Context Business Communication (BUS-100) 24/11/2018

Message Strategy Organise your messages! Why? Business Communication (BUS-100) 24/11/2018

Providing Emphasis 1. The opening is critical 2. Key ideas should be stated at the beginning and end in most cases Two approaches: Direct Indirect Business Communication (BUS-100) 24/11/2018

Direct Approach Stating ideas at the beginning of the message Advantages Better understand when conclusions are at the beginning Audience centred Saves time Although people: Don’t think in this way! Business Communication (BUS-100) 24/11/2018

Indirect Approach Save the main idea until the end Why? When do we use this? Business Communication (BUS-100) 24/11/2018

Message Audience Response Communicator Channel Choice Cultural Context Business Communication (BUS-100) 24/11/2018

How will you send your message? Channel Choice How will you send your message? Email? Fax? Voicemail? Website? Face to Face? Written Report? Telephone? Presentation? Video Conference Business Communication (BUS-100) 24/11/2018

High Audience Participation? Permanent record? Channel Choice Formal/informal? Quick response? High Audience Participation? Permanent record? What channel does the audience prefer? Business Communication (BUS-100) 24/11/2018

Consider all of these questions and more! Channel Choice Consider all of these questions and more! Business Communication (BUS-100) 24/11/2018

Writing Channels Traditional Writing Emails Websites Business Communication (BUS-100) 24/11/2018

Writing Channels Traditional Writing Email Website Business Communication (BUS-100) 24/11/2018

Traditional Writing Pros: Say exactly what you want through editing Lots of detail Save time for audience Reach people far away Have permanent record Business Communication (BUS-100) 24/11/2018

Traditional Writing Cons: No control when the message is read or received Maybe no response Takes lots of time for the writer Business Communication (BUS-100) 24/11/2018

Writing Channels Traditional Writing Email Website Business Communication (BUS-100) 24/11/2018

Email Pros: Not much preparation time Contact many people Easy for audience to respond quickly Business Communication (BUS-100) 24/11/2018

Email Cons: Can never be erased May be sent to the wrong person May be informal Business Communication (BUS-100) 24/11/2018

Writing Channels Traditional Writing Email Website Business Communication (BUS-100) 24/11/2018

Websites Pros: Easy access to documents Reach audiences you don’t know Business Communication (BUS-100) 24/11/2018

Websites Cons: Least personal Can be one way communication (doesn’t have to be though- how?) Readers have to look for it Business Communication (BUS-100) 24/11/2018

Speaking Channels Face to Face Video conference Audio Conference TV Telephone Business Communication (BUS-100) 24/11/2018

Speaking Channels Read pages 24-28 Business Communication (BUS-100) 24/11/2018

Tutorial Studying communication strategies in different scenarios Business Communication (BUS-100) 24/11/2018

Tomorrow Concentrating on presentations- very important if you are going to succeed in yours! Business Communication (BUS-100) 24/11/2018