Professionalism Essay
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CHAPTER I OUTLINE
I. Communicator strategy 1. What is your objective? 2. What communication style do you choose? 3. What is your credibility? II. Audience strategy 1. Who are they? 2. What do they know and expect? 3. What do they feel? 4. What will persuade them? III. Message strategy 1. Emphasize your conclusion. 2. Organize your message. 3. Choose your design cascade. IV. Channel choice strategy 1. Written channels 2. Oral-only channels 3. Blended channels V. Culture strategy
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M01_MUNT4264_08_SE_C01.qxd
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CHAPTER 1
Communication Strategy
M
anagerial communication is different from other kinds of communication. Why? Because in a business or management setting, the most brilliant message in the world will do you no good unless you achieve your desired outcome. Therefore, instead of thinking of communication as a straight line from a sender to a receiver, visualize communication as a circle, as shown below, with your success based on achieving your desired response. To get that desired audience response, you need to think strategically about your communication—before you start to write or speak. Strategic communication is based on five interactive variables: (1) communicator (the writer or speaker) strategy, (2) audience strategy, (3) message strategy, (4) channel choice strategy, and (5) culture strategy. These variables may affect one another; for example, your audience analysis affects your communicator style, your channel choice may affect your message, and the culture may affect your channel choice.
Message
Channel Choice
Communicator
Audience
Response Culture
3
M01_MUNT4264_08_SE_C01.qxd
11/18/08
5:38 PM
Page 4
4
Chapter 1
Communication Strategy
I. COMMUNICATOR STRATEGY
Channel Choice
Message
Communicator
Audience
Response Culture
One element of your communication strategy has to do with a
11/18/08
5:38 PM
Page 2
CHAPTER I OUTLINE
I. Communicator strategy 1. What is your objective? 2. What communication style do you choose? 3. What is your credibility? II. Audience strategy 1. Who are they? 2. What do they know and expect? 3. What do they feel? 4. What will persuade them? III. Message strategy 1. Emphasize your conclusion. 2. Organize your message. 3. Choose your design cascade. IV. Channel choice strategy 1. Written channels 2. Oral-only channels 3. Blended channels V. Culture strategy
2
M01_MUNT4264_08_SE_C01.qxd
11/18/08
5:38 PM
Page 3
CHAPTER 1
Communication Strategy
M
anagerial communication is different from other kinds of communication. Why? Because in a business or management setting, the most brilliant message in the world will do you no good unless you achieve your desired outcome. Therefore, instead of thinking of communication as a straight line from a sender to a receiver, visualize communication as a circle, as shown below, with your success based on achieving your desired response. To get that desired audience response, you need to think strategically about your communication—before you start to write or speak. Strategic communication is based on five interactive variables: (1) communicator (the writer or speaker) strategy, (2) audience strategy, (3) message strategy, (4) channel choice strategy, and (5) culture strategy. These variables may affect one another; for example, your audience analysis affects your communicator style, your channel choice may affect your message, and the culture may affect your channel choice.
Message
Channel Choice
Communicator
Audience
Response Culture
3
M01_MUNT4264_08_SE_C01.qxd
11/18/08
5:38 PM
Page 4
4
Chapter 1
Communication Strategy
I. COMMUNICATOR STRATEGY
Channel Choice
Message
Communicator
Audience
Response Culture
One element of your communication strategy has to do with a