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Communication strategy
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Communicator strategy
Objective Style Credibility
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Communication objective can always be worded as…
”By the end of this message, I want my audience to…”
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By the end of this message, I want my audience to
…know how to write effectively. …be a speaker at our event. …feel that they belong to our company. …be inspired to change their lives. Objective drives content (+ ethos, logos, pathos) If the objective is not clear to you, it will not be clear to the audience
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Communication style choice depends on objective
Tell / sell Consult / join
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Communicator’s credibility influences content
It can be initial or acquired
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Goodwill Rank Initial A c q u i r e d Expertise Image Common ground
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Audience strategy Four questions help you understand the audience
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Who are they?
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What do / don’t they know?
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How do they feel?
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How can they be persuaded? Audience benefits Message structure
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Foot in the door –technique
Ask for more –technique Two-sided structure
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Message strategy Emphasize your main point
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Audience Remembers Direct Approach Indirect Approach
Most Audience Remembers Direct Approach Indirect Approach Least Beginning End Message
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Channel strategy Choose the channel that best ensures desired response
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Meeting Paper copy Text message Phone Podcast Twitter Webcast Blog Chat Facebook Wiki Webmeeting
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Exercise on communication strategy
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Person A: Person B: Retail estate agent
Job: try to sell an apartment in this building to person B Time: approximately 3 minutes Person B: Potential buyer viewing the apartment (private showing) Job: carefully listen to person A and his arguments Not allowed to speak, but can give non-verbal feedback
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Phase II Person B: Person A:
A’s argumentation convinced you, and you like the place Now talk to your spouse and convince him that you should buy the apartment Use the argumentation you heard, add your own views Time: approximately 3 minutes Person A: Change your role; you are now person B’s spouse Listen while B tries to convince you
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Exercise wrap-up Agents: Potential buyers:
What did you set as your communication objective? How did you establish credibility for yourself? How did you construct your argument based on your audience (think about the four questions)? Potential buyers: How did you construct your argument based on your audience?
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