1. Business Communication
Lecturer: Gareth Jones
Class 6: Communication Strategies

2. Communication Strategies
In Normal Communication
Step 1: Send Message
Step 2: Receive Message
Business Communication (BUS-100)
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3. Communication Strategies
In Business Communication
Step 1: Send Message
Step 2: Receive Message
Step 3: Get a response
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4. Communication Strategies
We want our audience to take action after they have received our message
Why?
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5. Communication Strategies
If they don’t take action, the message is a failure.
We must try again until action is taken
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6. Communication Strategies
Based on 5 things:
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7. Communication Strategies
Communicator
Audience
Message
Channel
Cultural Context
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8. Communication Strategies
All 5 things affect the others.
Think of it like a circle
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9. Message Audience Response Communicator Channel Choice Cultural Context
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10. All parts affect each other
Different messages require different channels
Different audiences require different channels
Different channels require different messages
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11. Communication Strategies
We will focus on:
Communicator
Audience
Message (in brief)
Channel choice
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12. Message Audience Response Communicator Channel Choice Cultural Context
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13. Communicator Strategy
Communicator is YOU
The person making and sending the message
Also called the writer or speaker
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14. Communicator Strategy
2 main parts
Objectives
Style
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15. Objectives Before beginning communication, ask yourself:
What do I want to communicate?
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16. Objectives This gives you a reason to communicate
It helps you to communicate more clearly
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17. You must know what you want!
Objectives
You must know what you want!
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18. 3 Kinds of Objectives General Action Communication Objectives
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19. What do I want? General Objectives Business Communication (BUS-100)
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20. Increase number of women hired
General Objectives
Make more money
Get a job
Increase number of women hired
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21. What should I do? Action Objectives Business Communication (BUS-100)
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22. Action Objectives Get 5 New Clients by 10th April
Contact companies every week
Hire 15 women by 15th March
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23. Write in the form: Accomplish something specific by a specific date
Action Objectives
Write in the form:
Accomplish something specific by a specific date
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24. Action Objectives Get 5 New Clients by 10th April
Contact companies every week
Hire 15 women by 15th March
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25. Communication Objectives
More specific
Says what your audience to do, know, or think
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26. Communication Objectives
Ask:
What will I get?
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27. Communication Objectives
As a result of my lecture, students will understand business communication better
As a result of my , my boss will increase my salary
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28. Page 5
Look at Chart on page 5.
Understand the difference between general, action and communication objectives
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29. 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%
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30. 4 Styles: Communication Style Tell Sell Consult Join
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31. Use when: Tell You are teaching or explaining You want control
You do not need audience opinion
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32. Use when: Sell You want your audience to do something
You are being persuasive
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33. Use when: Consult You are discussing with the audience
You want to learn from them
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34. Use when: Join You are working with your audience
You must create the message together
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35. Message Audience Response Communicator Channel Choice Cultural Context
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36. Very Important! Audience Strategies
Your audience are the people you want to convince to do something
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37. Audience Strategies
We may have to change our objective, style, channel choice, etc… depending on our message
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38. Ask the questions: Audience Strategies Who are they?
What do they know?
What do they feel?
How can I motivate them?
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39. 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?
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40. We may have multiple audiences
Who are they?
We may have multiple audiences
Be sure to focus on the people with the most influence
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41. Whoever will be making the decision
Who are they?
Boss
Teacher
President
Students
Whoever will be making the decision
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42. 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
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43. 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
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44. 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?
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45. Ask the questions: Audience Strategies Who are they?
What do they know?
What do they feel?
How can I motivate them?
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46. What do they know?
Your presentation will be different depending on how much your audience knows on the subject
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47. What do they know?
You will need more or less information depending on what your audience knows.
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48. 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
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49. 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?
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50. What do they know?
Decide how much information your audience needs, not how much you can give them
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51. 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!
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52. Ask the questions: Audience Strategies Who are they?
What do they know?
What do they feel?
How can I motivate them?
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53. 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
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54. 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
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55. 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?
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56. 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?
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57. 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
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58. 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.
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59. 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.
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60. Ask the questions: Audience Strategies Who are they?
What do they know?
What do they feel?
How can I motivate them?
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61. Motivation Strategies
Motivate through benefits
Motivate through credibility
Motivate through structure
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62. Benefits What’s in it for them? Tangible benefits Career benefits
Ego benefits
Personality benefits
Group benefits (everyone is doing it)
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63. Credibility Shared values and common ground Reciprocity
Good will with the audience
Image credibility
Rank or expertise
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64. Structure Opening and closing Problem/solution Two-sided structure
Pro’s and cons
Ascending/descending order
Ask for more/less
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65. Message Audience Response Communicator Channel Choice Cultural Context
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66. Message Strategy Organise your messages! Why?
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67. 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
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68. 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!
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69. Indirect Approach Save the main idea until the end Why?
When do we use this?
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70. Message Audience Response Communicator Channel Choice Cultural Context
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71. How will you send your message?
Channel Choice
How will you send your message?
? Fax? Voic ? Website? Face to Face? Written Report? Telephone? Presentation? Video Conference
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72. High Audience Participation? Permanent record?
Channel Choice
Formal/informal?
Quick response?
High Audience Participation?
Permanent record?
What channel does the audience prefer?
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73. Consider all of these questions and more!
Channel Choice
Consider all of these questions and more!
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74. Writing Channels Traditional Writing Emails Websites
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75. Writing Channels Traditional Writing Email Website
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76. Traditional Writing Pros: Say exactly what you want through editing
Lots of detail
Save time for audience
Reach people far away
Have permanent record
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77. Traditional Writing Cons:
No control when the message is read or received
Maybe no response
Takes lots of time for the writer
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78. Writing Channels Traditional Writing Email Website
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79. Email Pros: Not much preparation time Contact many people
Easy for audience to respond quickly
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80. Email Cons: Can never be erased May be sent to the wrong person
May be informal
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81. Writing Channels Traditional Writing Email Website
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82. Websites Pros: Easy access to documents Reach audiences you don’t know
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83. Websites Cons: Least personal
Can be one way communication (doesn’t have to be though- how?)
Readers have to look for it
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84. Speaking Channels Face to Face Video conference Audio Conference TV
Telephone
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85. Speaking Channels Read pages 24-28 Business Communication (BUS-100)
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86. Tutorial Studying communication strategies in different scenarios
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87. Tomorrow
Concentrating on presentations- very important if you are going to succeed in yours!
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