贝恩咨询有效沟通-communicationbasics

Author:KimSoskinContributors:SusanCaravielloPeteSamsonJohnClarkebcCommunicationBasicsMarch1998Copyright©1998Bain&Company,Inc.bcCopyright©1998Bain&Company,Inc.CommunicationBasics2communicationbasics•Objectivesofcommunication•Planningyourmessage•Developingyourmessage•Deliveringyourmessage:speaking•Deliveringyourmessage:writing•Keytakeaways•AdditionalresourcesAgendabcCopyright©1998Bain&Company,Inc.CommunicationBasics3communicationbasics•Objectivesofcommunication•Planningyourmessage•Developingyourmessage•Deliveringyourmessage:speaking•Deliveringyourmessage:writing•Keytakeaways•AdditionalresourcesAgendabcCopyright©1998Bain&Company,Inc.CommunicationBasics4communicationbasics•Confirmworkisonrightpath•Resolveopenissues•Actonarecommendation•CloseadealIngeneral,theobjectiveofcommunicationistoenableyourtargetaudiencetounderstandwhatyouintend.Specifically,mostbusinesscommunicationseekstoexcitethetargetaudiencetoaction.Source:BainPresentationSkillsWorkshopEffectiveBusinessMessages(1of2)bcCopyright©1998Bain&Company,Inc.CommunicationBasics5communicationbasics•Precision,succinctness,andcomprehensiveness•Honesty,accuracy,andlogical•Timelinessandrelevance•ConvictionBusinessmessagesshareseveralcriteriaforsuccess.Source:BainPresentationSkillsWorkshopEffectiveBusinessMessages(2of2)bcCopyright©1998Bain&Company,Inc.CommunicationBasics6communicationbasics•Senderdeterminesintendedobjectiveandmessage•Sendertransmitsmessagethroughspeakingorwriting•Listenerreceivesmessage–takesininformation–interpretsit–createsmeaning•Iftheinterpretationmatchesintention,communicationissuccessfulCommunicationissuccessfulwhenthemessageisreceivedasitwasintended.Source:Tannen,Deborah,“ThePowerofTalk:WhoGetsHeardandWhy”,HarvardBusinessReview,September-October,1995HowCommunicationHappensbcCopyright©1998Bain&Company,Inc.CommunicationBasics7communicationbasics•Objectivesofcommunication•Planningyourmessage•Developingyourmessage•Deliveringyourmessage:speaking•Deliveringyourmessage:writing•Keytakeaways•AdditionalresourcesAgendabcCopyright©1998Bain&Company,Inc.CommunicationBasics8communicationbasics•Clarityreinforcesthelogicofyourargument–istheinformationaccurateandpertinent?–istheargumentlogical?–doesitexcitetoaction?•Connectionbuildsyourrelationshipwithyouraudience–isyourmessagerelevanttoyouraudience?–doesyourinteractionstrengthenyourrelationshipwithyouraudience?Asyoudevelopyourbusinessmessage,focusonclarityandconnectiontoenableyouraudiencetobetterunderstand,accept,andactonwhatyoucommunicate.Source:BainPresentationSkillsWorkshopClarityandConnectionbcCopyright©1998Bain&Company,Inc.CommunicationBasics9communicationbasicsSource:BainPresentationSkillsWorkshopCreatingaMessageTherearethreestepstocreatingamessage.Clarityandconnectionplayapartineachstep.ClarityConnection1.Plan•Determineyourobjective•Targetdesiredoutcome•Isolatekeymessage•Identifyissuestoaddress•Audiencecommunicationneeds•Impactofmessageonaudience•Yourowncommitmenttomessage2.Develop•Structuremessage•Tellthestory•Getfeedback•Revise•Tailortoaudience3.Deliver•Monitoraudienceresponse•CheckinStep•UseappropriatemediaandexpressionbcCopyright©1998Bain&Company,Inc.CommunicationBasics10communicationbasicsClarityinPlanning:DetermineYourObjectiveObjectivescaptureyourintentionforthecommunication.Theyrangefromdesiredpassivetoactiveresponsesfromtheaudience.IntentionObjective•Increaseawarenessofsituationspecifics•Inform•Createawarenessthataproblemexists•Drawattention•Achieveagreementthatactionshouldbetaken•Convince•Urgetakingaspecificaction•ExcitetoactionPassiveResponseActiveResponseSource:BainPresentation:“MakingExcellentPresentations”bcCopyright©1998Bain&Company,Inc.CommunicationBasics11communicationbasicsClarityinPlanning:TargetYourDesiredOutcomeThedesiredoutcomeisthechangeinperceptionortheactionyouwanttheaudiencetotakeinresponsetoyourmessage.Source:BainPresentation:“MakingExcellentPresentations”IntentionObjectiveDesiredOutcome•Increaseawarenessofsituationspecifics•Inform•Audienceacknowledgesthenatureofthesituation•Createawarenessthataproblemexists•Drawattention•Audienceagreesthereisaproblem•Achieveagreementthatactionshouldbetaken•Convince•Audienceagreestoconsideroptionstocurrentactivity•Urgetakingaspecificaction•Excitetoaction•AudienceimplementsrecommendationbcCopyright©1998Bain&Company,Inc.CommunicationBasics12communicationbasicsClarityinPlanning:IsolatetheKeyMessageIsolatethekeymessagebasedonyourobjectiveandthedesiredoutcome.Source:BainPresentation:“MakingExcellentPresentations”IntentionObjectiveDesiredOutcomeMessageExample•Increaseawarenessofsituationspecifics•Inform•AudienceacknowledgesnatureofsituationProductXislosingshare•Createawarenessthataproblemexists•Drawattention•AudienceagreesthereisaproblemSharelosswillhavesignificantimpactonearnings•Achieveagreementthatactionshouldbetaken•Convince•AudienceagreestoconsideroptionstocurrentactivityMarketingofProductXisineffective,changesrequired•Urgetakingaspecificaction•Excitetoaction•AudienceimplementsrecommendationChangethepricingstructureofProductXPassiveResponseAct