管理沟通案例分析法.ppt

1 Managementcommunication ACase AnalysisApproachZhangDeMing张德茗13907315093Betty0318 2 PartOne Whatismanagementcommunication 3 Chapter1 Communication 4 InformationisSociallyConstructed InformationisCreated Shared andInterpretedbyPeopleInformationNeverSpeaksforItselfContextAlwaysDrivesMeaningAMessengerAlwaysAccompaniesaMessage 5 DefiningCommunication Communicationisaboutmuchmorethansendingmessages it saboutthetransferofmeaning However Manypeople particularlymanagers confusetheactofcommunicatingwiththeprocessofcommunication Theyhonestlybelievethatamessagesentisamessagereceived Andamessagereceivedwouldcertainlybeunderstoodandcompliedwith Forthem communicationismostly ifnotentirely aboutsendingmessages WhatcanbeCalledUsefulCommunication WhenIunderstandasubjectthewayyouunderstandit withalloftheintricacies complexities context anddetails thenyouhavecommunicatedwithme IfIamnotonlyawareofwhatyouknowaboutasubject buthowyoufeelaboutit thenyouhavecommunicatedwithme WhenIcomprehendjusthowimportantasubjectistoyouandwhyyouthinkit simportanttotakeactionnow youhavecommunicatedwithme 6 ElementsofCommunication Iwillusethesentencesbelowtoexplaintheelementsofcommunication Tosuccessfullytransfermeaningyoumustunderstandthateverymessageyoureceivecomesfromasenderwhoencodesthedetailsofitscontentandselectsamediumthroughwhichtotransmitwhatsheknowsorfeels Thatmessagemaybeimpededbynoise primarilybecauseoftheculturalcontextagainstwhichitwillbedeliveredaswellasthefieldofexperienceofthereceiver And ofcourse theeffectthemessagehaswilldependontheframeofmindorattitudinalsetwhichyoubringtothesituation alongwiththesystemofethicsthatgovernscommunicationinyourorganization yourindustry andyoursociety 7 PrinciplesofCommunication Communicationisaprocessthatinvolveshalfadozenbasicprinciples Thesearethingsweknowtobetrueabouthumancommunicationacrosstimeandcultures acrossorganizationsandprofessions andacrossnationsandeconomies Aboveall weknowthatcommunicationis 8 LevelsofCommunication Humancommunicationalsooccursatvariouslevels Thecomplexitiesoftheprocess particularlyaudienceanalysisandmessageconstruction elevateasthelevelofcommunicationelevates CommunicationLevels IntrapersonalInterpersonalOrganizationalMassorPublic 9 BarrierstoCommunication What sholdingbackthetransferofmeaning Broadlyspeaking twobarrierskeepusfromcommunicationsuccessfully PhysiologicalBarriersPsychologicalBarriers 10 CommunicatingStrategically 1 Tocommunicatestrategicallymeansseveralthings itmeansthatyourplansforcommunication yourproposedmessages themedium ormedia youselect thecodeyouemploy thecontextandexperienceyoubringtosituations andtheethicsyouadoptwillallhaveadirecteffectontheoutcome itmeansyoushouldaskwhatendyouhopetoreach Whatareyourcommunicationgoals Ifyourarecommunicatingstrategically thosegoalswillbealignedwithandwilldirectlysupportthegoalsoftheorganizationyouworkfor Andateachlevelofyourorganization thewaysyoucommunicatewillbeconsistentandaimedatthesameobjectives 11 CommunicatingStrategically 2 Todevelopacommunicationstrategythatwillhelpyouandyourorganizationachievethegoalsyouhavesetforyourselves youfirstmustaskyourselfafewquestionsrelatedtotheelementsofcommunication 12 SuccessfulStrategicallyCommunication Successfulstrategicallycommunicationusuallyinvolvesthefollowingsixsteps LinkYourMessagetotheStrategyandGoalsoftheOrganizationAttracttheAttentionofYourIntendedAudienceExplainYourPositioninTermsTheyWillUnderstandandAcceptMotivateYourAudiencetoAcceptandActonYourMessageInnoculateThemAgainstContraryMessagesandPositionsManageAudienceExpectations 13 TheTacticsofCommunication Havingdecidedonastrategythatwillbestconveywhatyouintendyouraudiencetoknow you llwanttopaysomeattentiontothetacticsofcommunication Thoseare fact finding analysis methods timing media cost andthedozensofassumptionsyoumustmakeaboutyouraudience yourreasonsforcommunicating andthecontextwithinwhichitalltakesplace 14 Chapter2 ManagementCommunicationinTransition 15 WhatisManagementCommunication Itisaboutthemovementofinformationandtheskillwhichfacilitateit speaking writing listening andprocessofcriticalthinking Morethanaskill it salsoaboutunderstandingwhoyouare whoothersthinkyouare andthecontributionsyouasanindividualcanmaketothesuccessofyourbusiness It saboutconfidence theknowledgethatyoucanspeakandwritewell thatyoucanlistenwithgreatskillasothersspeak andthatyoucanbothseekoutandprovidethefeedbackessentialtoyoursurvivalsasamanagerandaleader 16 CommunicationisInvention ManagersliterallycreatemeaningthroughcommunicationThroughcommunication theaccountantscometotheconclusionthatthecompanyisindefault managersdecidewhotheywishtobe managersfigurethingsout 17 ManagementSkillsRequiredforthe21stCentury TechnicalSkillsRelatingSkillsConceptualSkills 18 CommunicationisveryImportanttoManagers ManagementCommunicationisthecentralskillintheglobalworkplaceofthe21stcentury Somenotionsaboutwhatmanagershavetodo PeterDrucker Managershavetolearntoknowlanguage tounderstandwhatwordsareandwhattheymean Perhapsmostimportant theyhavetoacquirerespectforlanguageasthemostpreciousgiftandheritage Themanagermustunderstandthemeaningoftheolddefinitionofrhetoricas theartwhichdrawsmen sheartstotheloveoftrueknowledge RobertEccledsandNitinNohria Toseemanagementinitsproperlight theessenceofwhatmanagementisallabouttheeffectiveuseoflanguagetogetthingsdone 19 Conclusions Communicationandactionareinseparable Withouttherightwords usedintherightway itisunlikelythatrightactionswilleveroccur Wordsdomatter theymatterverymuch Withoutwordswehavenowayofexpressingstrategicconcepts structuralforms ordesignsforperformancemeasurementsystem Languageistooimportanttomanagerstobetakenforgrantedor evenworse abused Yourabilitytotakeaction tohirepeople torestructureanorganization tolaunchanewproductline dependsentirelyonhoweffectivelyyouuserhetoric bothasaspeakerandasalistener Youreffectivenessasaspeakerandwriterwilldeterminehowwellyouareabletogetotherstodowhatyouwant Andyoureffectivenessasalistenerwilldeterminehowwellyouunderstandothersandcandothingsforthem 20 ManagerRoles 21 Initiateimprovementprojects identifynewideas realizechangesintheenvironmentanddelegateidearesponsibilitytoothers 22 23 MajorCharacteristicsoftheManager sJob TimeisFragmentedValuesCompeteandtheVariousRolesareinTensionTheJobisOverloadedEfficiencyisaCoreSkill 24 WhatVariesinaManager sJob TheEntrepreneurRoleisGainingImportanceSoistheLeaderRoleManagersMustCreateaLocalVisionasTheyHelpPeopleGrow 25 WhatDoManagersDoAllDay Inthetextbook Managersspendtheirtimeengagedinplanning organizing staffing directing coordinating reportingandcontrolling Intherealcases StudiesbyProfessorHarveyMintzbergofMcGillUniversityHeobservedCEOsonthejobtogetsomeideaofwhattheydoandhowtheyspendtheirtime Hefound forinstance thattheyaveraged36writtenand16verbalcontactsperday almosteveryoneofthemdealingwithadistinctordifferentissue Mostoftheseactivitieswerebrief lastinglessthannineminutes StudiesbyLeeSproullManagersstudiedbyLeeSproullshowedsimilarpatterns Duringthecourseofaday theyengagedin58differentactivitieswithanaveragedurationofjustnineminutes StudiesbyRosemaryStewartShefoundthatthemanagersshestudiedcouldworkuninterruptedforhalfanhouronlyninetimesduringthefourweeksshestudiedthem 26 TalkIsTheWork managersspendabout75 oftheirtimeinverbalinteraction Thosedailyinteractionsinclude One onOneConversationsTelephoneConversationsVideoTeleconferencingPresentationstoSmallGroupsPublicSpeakingtoLargerAudiences 27 Conclusions Mostmanagementworkisconversational Whenmanagersareinaction theyaretalkingandlistening Managersspendabout2 3to oftheirtimeinverbalactivity Managerstakeverbalconversationstogatherinformation stayontopofthings identifyproblem negotiatesharedmeanings developplans putthingsinmotion giveorders assertauthority developrelationships andspreadgossip Throughotherformsoftalk suchasspeechesandpresentations managersestablishdefinitionsandmeaningsfortheirownactionsandgivesothersasenseofwhattheorganizationisabout whereitisat andwhatitisupto 28 WhyCommunicatingasAManagerisDifferent Severalfactorsinbusinesslifealterthewaywelookatcommunications Thesefactorsinfluencethewaywewriteandspeakwithothers rightdowntowordselectionandformat Theyinfluenceourwillingnesstolistenortodevotetimetotheconcernsofothers Andtheyinfluencethewaywethinkaboutourdailyproblems responsibilities andchallenges LevelsofResponsibilityandAccountabilityOrganizationalCultureOrganizationalDynamicsPersonalityPreferences 29 TheMajorChannelsofManagementCommunicationareTalkingandListening mostmanagersspendthelargestportionoftheirdaytalkingandlistening NorthAmericanadultsspendmorethan78 oftheircommunicationtimeeithertalkingorlisteningtootherswhoaretalking Communicationchannels speechesandpresentationsfromthedaisorteleconferencepodium meetings telephonecalls interviews tours informalvisits CommunicationGoals tohearwhatothersarethinking togatherinformationinformallyfromthegrapevine tolisteninonofficegossip topassalongviewpointsthathaven tyetmadetheirwaytothemoreformalchannelsofcommunication ortocatchupwithacolleagueorfriendinamorerelaxedsetting 30 TheRoleofWriting writingplaysanimportantroleinthelifeofanyorganization Ofcourse it simportancevariesindifferentorganizationsWritingisaCareerSifterManagerDoMostofTheirOwnWritingandEditingDocumentsTakeOnLivesofTheirOwn 31 Manager sGreatestChallenge Everymanagerbelievesheorsheisbasicallyagoodcommunicator Thegreatestchallengeformanagersis firstadmittotheflawsintheirskillsetandthenworktirelesslytoimprovethem 32 Manager staskasaprofessional First recognizeandunderstandyourstrengthsandweaknessesasacommunicator Second improvingyourexistingskills Third bealerttoopportunities however todevelopnewskills Forth toimproveyourprofessionalstandingasamanager acquireaknowledgebasethatwillworkforthe21stcentury developtheconfidencetobeasuccessfulmanager particularly underconditionsofuncertainty change andchallenge 33 PartTwo 34 MessageChannel 35 Chapter3 Speaking 36 WhySpeak SomeSpeakingOccasionsSomespeakingassignmentsaredirectiveinnatureSomespeakingopportunities however arevoluntaryinnatureSomeotheroccasionsTwoKeystoSuccessTakingcontrolofthesituationPreparingyourselftosucceed 37 HowtoPrepareaSuccessfulManagementSpeech 1 Herearefifteenideastoprepareyourselfforanyspeech largeorsmall importantorimpromptu Focusonthese oneattime andyou reunlikelyevertodevelopsweatypalmsonthepodiumagain DevelopastrategyGettoknowyouraudienceDetermineyourreasonforspeakingLearnwhatyoucanabouttheoccasionforyourtalkKnowwhatmakespeoplelistenUnderstandthequestionslistenersbringtoanylisteningsituationRecognizecommonobstaclestosuccessfulcommunication 38 HowtoPrepareaSuccessfulManagementSpeech 2 Supportyourideaswithcredibleevidence OrganizeyourthoughtsKeepyouraudienceinterestedSelectadeliveryapproachDevelopyourvisualsupportRehearseyourspeechDevelopconfidenceinyourmessageandinyourselfDeliveryourmessageThefifteenideasabovewillbestudieddetailedinthefollowing 39 DevelopaStrategy Whatexactlyisastrategyforpublicspeaking simplybut it sareasonforspeaking aknowledgeofwhowillhearyourspeech andsomesenseofthecontextinwhichitwilloccur Threebasicelementsforcommonstrategy twenty three hundredyearsago Aristotletoldhisstudentstheywouldhaveagreaterchanceforsuccessastheypreparedtodeliveraspeechiftheywouldfirstconsiderthreebasicelements audience purpose andoccasion 40 GettoKnowYourAudience Beforeyougoanyfurtherinyourpreparation performasimpleaudienceanalysis Thisinvolvesjusttwosteps knowingsomethingaboutthepeopleyou llspeaktoandknowingwhypeoplelisten Whatshouldyouknowaboutyouraudience AgePersonalBeliefsIncomeEthnicOriginKnowledgeoftheSubject EducationOccupationSocio EconomicStatusSex GenderAttitudeTowardtheSubject 41 DetermineYourReasonforSpeaking Aristotletoldhispupilsthatpeoplerisetospeakforthreebasicreasons toinform topersuade ortoinspire Someauthorshavearguedthatallspeakingispersuasive It sright butit sespeciallyimportanttoknowwhetherornotyouraudienceexpectsyoutotakeapositionregardingthesubjectofyourspeech Allpublicspeakingshouldinform withouttellingpeoplewhattheyalreadyknow Itshouldalsoinspirewhenappropriatetotheoccasion Butmanagers youngmanagers inparticular shouldbecarefultomakecertaintheyknowtherolethatisexpectedofthemastheyrisetospeak 42 LearnWhatYouCanDoAboutTheOccasion Inadditiontoknowingwhowillhearyourtalkandthereasonsforwhichyouwillspeak itmayalsobeusefulforyoutoknowsomethingabouttheoccasion Manyoccasionssimplycallforapolite informativepresentationOtherswillaskthatyouincorporatesomethemeintoyourspeechthatarisesfromthemoment Otheroccasionscallfordifferentthemes Remember Asamanager youraudiencewillplaycloseattentiontoyourwords tothetoneofyourspeech andtoyourapproachtothesubject Youareinchargeandtheyexpectyoutosaytherightthing Itwon talwaysbeimmediatelyclearwhattherightthingistosay butyouraudiencewillknowitwhentheyhearit 43 WhatMakesPeopleListen ConsultantandspeechcriticSonyaHamlinsaysthatpeoplelistentospeechesforthreebasicreasons theirownself interests whoistellingthestory andhowitistold Herearetwooppositespeakingstylesandrelevantwords PositiveSpeakingStyles Warm Honest Friendly Exciting Interesting Knowledgeable Organized Creative Confident Inspiring Open Authentic NegativeSpeakingStyles Pompous Vague Unenergized Complex Patronizing Unsure Formal Irrelevant Stuffy Monotonous Closed Nervous Peoplereactpositivelytospeakingstylestheregardaspositive also theyreactnegativelytospeakerswhosestyleisnegative Somakeyourspeakingstylepositive embracingallthoseattributesdescribedaspositive And dowhatyoucantoeliminateoravoidthosespeakingstylesdescribedasnegative 44 UnderstandTheQuestionsListenersBringtoAnyListeningSituation Herearesevenbasicquestionsyoushouldbepreparedtoanswer eitherdirectlyorinthecourseofyourtalktothem DoYouKnowSomethingINeedtoKnow CanITrustYou AmIComfortableWithYou HowCanYouAffectMe What sMyExperiencewithYou AreYouReasonable WhoDoYouRepresent 45 RecognizeCommonObstaclestoSuccessfulCommunication Everymanagerfacesbarrierstosuccessasaspeakingoccasionarises Somebarriersarefairlymundane othersaremoreseriousandcanpresentgreatdifficultyforaspeaker ObstaclestoSuccessAppeartoFallBroadlyintoTheseFiveCategories StereotypesPrejudiceFeelingsLanguageCultureCommunicationObstaclescanProvokeNegativeReactionsIfthespeakerhasmadelistenersfeelsufficientlydumb theymaywithdrawentirelyBeginwiththefamiliarandmovetotheunfamiliar Makelistenersfeelthattheyarejustassmartasyouare 46 SupportYourIdeasWithCredibleEvidence Whileyourreputationorthesubjectyouareplanningtospeakaboutmaykeepanaudiencewithyouforawhile youhaveamuchbetterchanceofconvincingthemofthevalueinyourideasifyousupportyourtalkwithcurrent believable easy to understandevidence It sprobablybesttobeginwithyourownexperience knowledge andinterest Considernewideas information andtechniques Asyouconsiderhowtosupportyourspeech thinkabouttheavailabilityandqualityofsupportmaterial Talktosomeexperts Knowhowmuchtimeisavailable 47 OrganizeYourThoughts 1 Awell organizedtalkiseasytofollow sensibleinitspatterns andhasafeelingofcoherence Eachspeechhasanintroduction amainbody andaconclusion Althoughyou llnotbeawareoftheseseparateparts buttheyeachexisttoserveanumberofimportantpurposes YourIntroductionAwell craftedintroductionwillhelpyoutogettheaudience sattentionandallowthemtosettleinandfocusonyourtopicandyourreasonforspeakingtothem HowShouldYouBegin Manyprovenmethodsareavailabletoyouasyoubeginaspeech Considerthese 48 OrganizeYourThoughts 2 HowShouldYouStructureYourSpeech Regardlessofwhichpatternyouselectforyourspeech researchindicatesthatyourstrongestormostimportantpointshouldbeplacedeitherfirstorlastforemphasis Foranoverallpatternoforganization considerone ormore ofthefollowing Cause and effect AnyAdviceBeyondStructure Keepitsimple Keepitbrief Talk don tread Relax HowShouldYouConclude Becertainyoucluepeopleintothefactthatyourspeechiscomingtoanend Don tleavethemwonderingifthere smoretocome Leavethemwithaclear simple unambiguousmessage Don tletthemleavetheroomwonderingwhatthiswasallabout 49 KeepYourAudienceInterested Ifyouareworriedaboutkeepingyouraudienceinvolvedasyouspeak thinkabouttheseideasasyouprepareyourremarks ProvideOrder StructureGiveThemSomethingTheyCanUseMakeItLogicalMakeItReasonableMakeItClearUseWordsTheyUnderstandKeepItMovingAnswerTheirQuestionsAllayTheirFearsRespectTheirNeeds 50 SelectADeliveryApproach Youhavefouroptionsfordeliveringaspeech Youprobablyshouldn tdependonmorethanjustoneortwoofthem Memorizedspeechesaredeliveredverbatim word for wordjustastheauthorswrotethem Manuscriptedspeechesarefarmorecommonamongmanagerialandexecutivespeakingevents Theyarealwaysberead Extemporaneousspeechesare perhaps thebestamongyouralternatives theyaredeliveredeitherwithoutnotesorwithvisualaidstopromptyourmemory Impromptuspeechesaredeliveredwithoutanypreparationatall 51 GivingAnImpromptuTalk Whensomeoneasksyoutostandupand offerafewremarks modestyusuallydictatesthatyousayverylittle butprotocolusuallydemandsthatyousaysomething Hereareafewideasthatmayhelp MaintainYourPoiseDecideonYourTopicandApproachDoNotApologizeSummarizeYourPointandPositionBeSincere Honest andDirect 52 DevelopYourVisualSupport WhenVisualSupportNeeded Ifyoucan tsayiteasily youmaybeabletoshowit Butremember graphs charts tables andphotographsareusuallyhelpful butnotalways Don tshowsomethingyoudon tplantotalkabout Anddon ttalkatlengthabouttingsyoucan tshoworreinforcevisuallyifyouchoosevisualaids WhenDoVisualWorkBest Whenyouareworkingwithnewdata complexortechnicalinformation oranewcontext Visualaidswillalsohelpyouwithnumbers facts quotes andlists Geographicalorspatialpatternswillalsofrequentlybenefitfromvisualaids GoodVisualsWill 53 RehearseYourSpeech ShouldYouPractice Absolutely rehearsalwilldoatleastthreethingsforyourspeech ItwilllimittimingItwillimproveyourtransitionsItwillpolishyourdeliveryandbuildconfidenceShouldYouUseNote Manyextemporaneousspeakerswillusetheirvisualsupporttoprompttheirmemories Ifyoudochoosetousenotecards herearesomesuggestions Ataminimum theyshouldbe 54 DevelopConfidenceinYourMessageandYourself Understandingyourmessageandknowingthatyouhavebothqualitysupportandawellorganizedspeechareimportanttoyoursuccess butsoisself confidence Rehearsalwillhelp And asyouworkonyourself assurance considerthis you retheexpert Useyourinterest yourexpertise andyourbackgroundtoyouradvantage Themoreconfidentyouare themorecredibleyouare Themoreprofessional sincere andcapableyouseem themorelikelytheaudienceistobelieveyouandbuyintoyourmessage 55 DeliverYourMessage 1 BeforehandRoomLayoutVisual AidsTimeLimitsNotesTryitout Date Time andLocationMicrophoneandAcousticsStageLecternLights AsYouSpeak Stepuptothepodium breathedeeply smile thinkpositively andspeak Doyourbesttobeoneofthem unlessit sobviousyouarereallynot Usehumorwhereitmaybeappropriate unlessyouarenotfunny Shareyourownexperiences values background goals andfears Focusoncurrent localevents andotherissuesknowntotheaudience 56 DeliverYourMessage 2 Beginbymovingfromthefamiliartotheunfamiliar Talkprocessfirst thendetail Blueprintthespeech tellthemwherethistalkisgoing visualizeanddemonstrate Useinterimsummaries transitions Giveexamples Humanizeandpersonalize Tellstories dramatizeyourcentraltheme Useyourself involvethem 57 Chapter4 Writing 58 Preface BusinessWritingIsVeryImportantBusinesswriting atitsbestandatitsworst isanexpressionofthevaluesandbeliefsoftheorganization Businesswritingisimportantbecause themostimportantprojectsanddecisionsinthelifeofabusinessendupinwriting Writingisacareersifter ButMostBusinessWritingIsBadMostbusinesswritingisn tterrible someis ofcourse butmuchofitisjustbadlyorganized passive notparallelinstructure litteredwithjargonandobscureterminology Why Mostbusinesswritingisn tbadforjustonereason It saresultofaseriesofreasons andheadingthelististhis writerssimplyarenotwritingforthebenefitoftheirreaders ACase 59 AnIntroductionToGoodBusinessWriting Goodbusinesswritingissimple clear andconcise Goodwriting inbusinessandelsewhere isapleasuretoread Goodwriting thatis writingwithpower grace dignity andimpact takestime carefulthought andrevision Eventhoughwritingseemslikehardworktoman