1. Communication strategy

3. Communicator strategy
Objective
Style
Credibility

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

5. 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

6. Communication style choice depends on objective
Tell / sell Consult / join

7. Communicator’s credibility influences content
It can be initial or acquired

8. Goodwill
Rank
Initial
A c q u i r e d
Expertise
Image
Common ground

9. Audience strategy
Four questions help you
understand the audience

10. Who are they?

11. What do / don’t
they know?

12. How do they feel?

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

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

15. Message strategy
Emphasize your main point

16. Audience Remembers Direct Approach Indirect Approach
Most
Audience
Remembers
Direct
Approach
Indirect
Approach
Least
Beginning
End
Message

17. Channel strategy
Choose the channel that
best ensures desired response

18. Meeting
Paper copy
Text message
Phone
Podcast
Twitter
Webcast
Blog
Chat
Facebook
Wiki
Webmeeting

19. Exercise on communication strategy

20. Person A: Person B: 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

21. 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, 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

22. Exercise wrap-up Agents: Potential buyers:
What did you set as 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?