1. Communication strategy

2. Communicator strategy: objective, style, credibility

3. ”By the end of this message, I want my audience to …”
Communication objective can always be worded as…
”By the end of this message, I want my audience to …”

4. By the end of this message, I want my audience to …
…know how to write effectively.
…be a speaker at our event.
…feel that they belong to our company.
…be inspired to change their lives.
Objective drives content (+ ethos, logos, pathos)
If the objective is not clear to you, it will not be clear to the audience

5. Communicator strategy: objective, style, credibility
Tell / sell

6. Communicator strategy objective, style, credibility
Consult / join

7. Communicator strategy objective, style, credibility
Initial
A c q u i r e d

8. Communicator strategy objective, style, credibility - sources
Rank

9. Communicator strategy objective, style, credibility - sources
Goodwill
Personal relationship
Track record
Trustworthiness

10. Communicator strategy objective, style, credibility - sources
Expertise

11. Communicator strategy objective, style, credibility - sources
Image

12. Communicator strategy objective, style, credibility - sources
Common ground
Values
Ideas
Problems
Needs

13. Audience strategy – reasons for ineffective communication
Language
Use of an inappropriate medium
Poor listening skills
Emotional interference
Degree of knowledge of sender and receiver

14. Questions to ask about audience
Who are they?

15. What do they know?

16. How do they feel?

17. How can they
be persuaded?
Audience benefits
Message structure

18. Message structure Foot in the door –technique Ask for more –technique
Two-sided structure

19. Message strategy - Emphasize conclusion
Most
Audience
Remembers
Direct
Approach
Indirect
Approach
Least
Beginning
End
Message

20. Channel – choose strategically
Paper copy
Meeting
Text message
Phone
Podcast
Twitter
Webcast
Blog
Chat
Facebook
Wiki
Webmeeting

21. Exercise on communication strategy
Person A:
Retail estate agent
Job: try to sell an apartment in this building to person B
Time: approximately 3 minutes
Person B:
Potential buyer viewing the apartment (private showing)
Job: carefully listen to person A and his arguments
Not allowed to speak, but can give non-verbal feedback

22. Exercise phase II Person B: Person A:
A’s argumentation convinced you, and you like the place
Now talk to your spouse and convince him that you should buy the apartment
Use the argumentation you heard, and add your own views
Time: approximately 3 minutes
Person A:
Change your role; you are now person B’s spouse
Listen while B tries to convince you

23. Exercise wrap-up Agents: Potential buyers:
What did you consider to be your communication objective?
How did you establish credibility for yourself?
How did you construct your argument based on your audience (think about the four questions)?
Potential buyers:
How did you construct your argument based on your audience?