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Four Steps for Effective Communication Strategy

The document outlines a four-step strategy for effective communication, which includes identifying the purpose, analyzing the audience, assessing the communicative context, and selecting the appropriate medium and channel. It emphasizes the importance of establishing goodwill, credibility, and understanding audience demographics and knowledge. The strategies aim to enhance interpersonal communication and influence while avoiding unethical behavior.

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siddhighimire777
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5 views18 pages

Four Steps for Effective Communication Strategy

The document outlines a four-step strategy for effective communication, which includes identifying the purpose, analyzing the audience, assessing the communicative context, and selecting the appropriate medium and channel. It emphasizes the importance of establishing goodwill, credibility, and understanding audience demographics and knowledge. The strategies aim to enhance interpersonal communication and influence while avoiding unethical behavior.

Uploaded by

siddhighimire777
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Four-step strategy

formulation for writing


If you were to engage in a serious
communication act, what do you do before
the event?
Four strategies
Identifying the purpose
Analyzing the audience
Assessing the communicative context
Selecting the right medium and channel
Purpose

When we communicate, why do we do it? For


what purpose?
Identifying the purpose
Communicating to inform
Communicating to convey

goodwill
Communicating to establish

credibility
Communicating persuade or

influence
Communicating to inform
What does it mean to inform?
What should we know before informing?
When informing becomes successful?
Goodwill
What do you think is goodwill? What is its
value?
Communicating to convey goodwill
“Intangible stable asset arising from the reputation of a business and its
relations with its customers”
“ability to create and maintain positive productive relationship with others”
 Networking
 Building trust
 Integrity
 Competence
 Consistency
 Openness
 Loyalty
 Interpersonal communication styles
 Avoidance
 Aggressiveness
 Assertiveness
 Passive
 Passive-aggressive
Establishing credibility
Expertise and competence
Personal ethics and integrity
Control of emotions
Development and maintenance of
professional image
 Impression management
 High vs. low self-monitors
 Anticipatory socialization
What could be the causes of unethical
behavior?
Causes of unethical behaviour and action
According to Eisenberg--
A present vs. future orientation
An instrumental vs. substantive focus
An emphasis on individualism vs. community
Persuading and influencing
Communicating to persuade
 Establish credibility
 Provide a frame of common ground
 Provide evidence
 Rational explanation
 Connect emotionally
Communicating to influence
 Interpersonal communication and role of influence
 Compliance gaining—socially acceptable, reward-oriented

strategies vs. negative, threatening, punishing strategies


 Interpersonal dominance –persuasiveness and poise;

conversational control; task focus; self-assurance


Step 2: Analyzing the audience
Why is it important?
How dos it contribute to effective
communication
Factors to analyze
Demographics
Knowledge, interests, attitudes and concerns
Types of business audience
Audience-centered messages (you-view point)
Demographics
General differences
Age and generation
Traditionalists
Baby boomers
Generation X
Millennial
Cultural differences
 Uncertainty avoidance; power distance; in-group
collectivism; assertiveness; future orientation;
performance orientation; humane orientation
 Low vs. high context culture
Audience knowledge . . .
Knowledge
Interests and attitudes
Concerns and questions
Types of business audience
 Managerial audience
 Key information upfront; show big picture
 Non-expert audience
 Conventional mode of presentation
 Refer to common knowledge
 Provide overview; apt background
 Definitions and explanations
 Expert audience
 Use standard technical terms; conventional format; emphasize data/
facts/ tables; avoid overstating
 International/ multicultural
 Avoid long complicated sentences, jargons, slangs, idiomatic
expressions
 Mixed audience
 Layer a message; democratize
Audience-centered messages
Avoid self-centered approach
Use you-view point

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