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COMMUNICATION How to make others aware of your skills Doc. Annalisa Mandoloni Acqualagna, November 20-21 2006
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Today and tomorrow we will be talking about… COMMUNICATION IS Definitions, structure and key elements of any communication process EFFECTIVE COMMUNICATION = STRATEGIC COMMUNICATION Knowing and analysing all variables of the communication to be implemented to evaluate the most effective strategy
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Communication is… A passage: the sender sends to the receiver a message constructed according to a code shared by both parties (Jakobson) An act that answers the following questions: Who? What ? Through what channel? To whom? With what effect? (Lasswell)
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Communication is… a passage in which the sender sends a message to the receiver. The message is constructed according to a code shared by both parties and refers to a reference framework known as the context. Sender and receiver must be in contact through a channel which the message tavels on
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Communication is… SENDER RECEIVER CONTEXT MESSAGE Noise Feed- back Code channel
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To identify the most effective strategy you should analyse: The speaker The listener The subject/reasons Means employed The context The relationship
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The speaker/communicator Lays down his/her interpretation and vision of the world, his/her current state of mind, the emotions raised by the subject and the listener, his/her story, his/her culture and beliefs, his/her intentions, his/her goals in life …
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The listener too will interpret based on his/her emotions, culture… The subject of the communication, its degree of complexity, its interest, its echo as well as its currentness…
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“the medium is the message” The code is the employed system of signs. The channel consists in the sensory system through which the trasmission and reception of the message take place.
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Communication is highly dependant on the context Social context Cultural context Political context Legislative context Environmental context Disturbance elements Time Place
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Feedback -provides the sender with results -ensures the correct reception of the message and provides information on required adjustments
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Effective communication requires STRATEGIC PLANNING No more improvisation!
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The following should be analysed to understand which strategy is the most effective : Sender/communicator Receiver/communicator Message Media Context Relationship
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PLANNING PROCESS: Analysis of needs and definition of goals Segmentation of speakers (internal and external) Implementation Evaluation of results
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Once they have been understood the needs should be translated into goals The goals, e.g. the results to be achieved should be: Specific and realistic Quantifiable and measurable Shared
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An organization communicates to: Enhance its image and visibility Present its projects Forge relationships Build networks Raise other people’s awareness
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To achieve such results communication should be: Professional (well-desvised, planned and organized) Clear Constant Integrated Targeted Internally and externally oriented
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Thge following items lie at the basis of communication: The mission (our identity and goals) The vision (where we would like to be in 3-5 years time) The strategy (how we intend to move from mission to vision) The guiding values (what shared values we intend to apply in the implementation of the strategy)
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INTERNAL COMMUNICATION
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An effective internal communication should : Inform Make others aware of goals, the direction to achieve them and the role of people working towards them Promote listening and dialogue Encourage feedback and participation Urge for motivation and sense of belonging Encourage to action
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Being infomed to….. act! INFORMATION UNDERSTANDING ACCEPTANCE WILL GOAL-ORIENTED ACTION
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On the basis of which parameters should a medium be selected? Accessibility Speed Attractiveness/expressive power Feedback Persistency Flexibility Cost
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EXTERNAL COMMUNICATION
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Mainstreaming Horizontal mainstreaming it is embodied in the transfer of good practices between players/operators on the same hierachical level Vertical mainstreaming intends to have an impact on local, regional and national planning and legal framework As a general rule it encourages the integration of equal opportunities for women and men within the framework of all national and EU policies
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External audience Partner institutions Other organizations: more in particular those operating in our field and participating in the incoming and outgoing flow of information Users/beneficiaries Journalists
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How to communicate with Institutions Information letter or material (if the association was just started or councilor and mayor are newly elected Invitation to events and conferences (as audience or speakers to disseminate the project
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Tools to reach external partners Press office and related activities Event Extension material (brochures, cds, newsletters) Radio or TV commercials Site External relationships
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Parameters for the selection of a medium Accessibility Speed Attractiveness/expressive power Feedback Persistency Flexibility Cost
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