The primary consideration in choosing a messenger is “Ethos,” the credibility of the messenger with the audience. While you are the primary messenger for most of your business communications, you still must consider whether you will be the most effective messenger. As before, you need to see the world through your audiences’ eyes, and envision the media which will communicate your messages most effectively to each audience segment. Audiences respond differently to these choices of media, especially considering the context of the communication and the outcomes you are trying to achieve. Your choices range from intimate, personal contact to impersonal mass email, from team conference calls to all-hands town meetings. The messages you communicate usually determine the most effective media to employ. This pyramid structure moves from the highest-level summary statement of your message to the most specific pieces of evidence that your audience will consider relevant to their situation, concerns and interests. One approach is to create a message pyramid, with a “headline message,” followed by several “reasons why,” supported by a series of proof points. Once you’ve defined your purpose, construct messages that will resonate with your specific audience in the current context. One technique for defining outcomes is to consider “Head, Heart, and Hands” that is, what do people need to know, believe, and do as a result of your communication? What is your call to action? OutcomesĮvery business communication has a set of specific purposes to achieve, whether it’s information transfer, instruction, persuasion, or transformation (or some combination of these). This context defines your audiences’ world, recent experiences and reasonable expectations for the future. Recognize key events and relationships (past, present, and future) that are significant to each of the audiences you will address. Having clarified the audiences for your communication, define the context in which this communication will occur. Finally, they may have different degrees of trust in you and your organization. They have different levels of knowledge on the subject at hand along with different priorities and concerns. These audiences likely have different experiences with and expectations of you. AudienceĪ strategic communication is directed at a specific audience or set of audiences, within which there is typically a primary audience, a secondary audience and so on. Let’s look at each of these elements in detail. A business communication is strategic when it takes into account the following key elements: In relation to business communications, however, strategy has a very specific meaning. Everything from hiring to purchasing to logistics is “strategic,” and as a consequence, the term has lost some of its impact. Strategy and strategic are two of the most overused words in business today. Navigating the Pathway to College Admission.National Youth Leadership Forum: Medicine.Teacher Certification for Undergraduates.Developing Oral Language in Young Children.Education Degrees & Certificates At A Glance.Texas Graduate Liberal Studies Symposium.
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