有效沟通-communicationbasics.ppt

Author: Kim Soskin,Contributors: Susan Caraviello Pete Samson John Clarke,bc,Communication Basics,March 1998,Copyright 1998 Bain & Company, Inc.,2,communicationbasics,Objectives of communication Planning your message Developing your message Delivering your message: speaking Delivering your message: writing Key takeaways Additional resources,Agenda,3,communicationbasics,Objectives of communication Planning your message Developing your message Delivering your message: speaking Delivering your message: writing Key takeaways Additional resources,Agenda,4,communicationbasics,Confirm work is on right path Resolve open issues Act on a recommendation Close a deal,In general, the objective of communication is to enable your target audience to understand what you intend. Specifically, most business communication seeks to excite the target audience to action.,Source: Bain Presentation Skills Workshop,Effective Business Messages (1 of 2),5,communicationbasics,Precision, succinctness, and comprehensiveness Honesty, accuracy, and logical Timeliness and relevance Conviction,Business messages share several criteria for success.,Source: Bain Presentation Skills Workshop,Effective Business Messages (2 of 2),6,communicationbasics,Sender determines intended objective and message Sender transmits message through speaking or writing Listener receives message takes in information interprets it creates meaning If the interpretation matches intention, communication is successful,Communication is successful when the message is received as it was intended.,Source: Tannen, Deborah, “The Power of Talk: Who Gets Heard and Why”, Harvard Business Review, September-October, 1995,How Communication Happens,7,communicationbasics,Objectives of communication Planning your message Developing your message Delivering your message: speaking Delivering your message: writing Key takeaways Additional resources,Agenda,8,communicationbasics,Clarity reinforces the logic of your argument is the information accurate and pertinent? is the argument logical? does it excite to action? Connection builds your relationship with your audience is your message relevant to your audience? does your interaction strengthen your relationship with your audience?,As you develop your business message, focus on clarity and connection to enable your audience to better understand, accept, and act on what you communicate.,Source: Bain Presentation Skills Workshop,Clarity and Connection,9,communicationbasics,Source: Bain Presentation Skills Workshop,Creating a Message,There are three steps to creating a message. Clarity and connection play a part in each step.,Clarity,Connection,1. Plan,Determine your objective,Target desired outcome,Isolate key message,Identify issues to address,Audience communication needs,Impact of message on audience,Your own commitment to message,2. Develop,Structure message,Tell the story,Get feedback,Revise,Tailor to audience,3. Deliver,Monitor audience response Check in,Step,Use appropriate media and expression,10,communicationbasics,Clarity in Planning: Determine Your Objective,Objectives capture your intention for the communication. They range from desired passive to active responses from the audience.,Intention,Objective,Increase awareness of situation specifics,Inform,Create awareness that a problem exists,Draw attention,Achieve agreement that action should be taken,Convince,Urge taking a specific action,Excite to action,Passive Response,Active Response,Source: Bain Presentation: “Making Excellent Presentations”,11,communicationbasics,Clarity in Planning: Target Your Desired Outcome,The desired outcome is the change in perception or the action you want the audience to take in response to your message.,Source: Bain Presentation: “Making Excellent Presentations”,Intention,Objective,Desired Outcome,Increase awareness of situation specifics,Inform,Audience acknowledges the nature of the situation,Create awareness that a problem exists,Draw attention,Audience agrees there is a problem,Achieve agreement that action should be taken,Convince,Audience agrees to consider options to current activity,Urge taking a specific action,Excite to action,Audience implements recommendation,12,communicationbasics,Clarity in Planning: Isolate the Key Message,Isolate the key message based on your objective and the desired outcome.,Source: Bain Presentation: “Making Excellent Presentations”,Intention,Objective,Desired Outcome,Message Example,Increase awareness of situation specifics,Inform,Audience acknowledges nature of situation,Product X is losing share,Create awareness that a problem exists,Draw attention,Audience agrees there is a problem,Share loss will have,significant impact on,earnings,Achieve agreement that action should be taken,Convince,Audience agrees to consider options to current activity,Marketing of Product X is,ineffective, changes,required,Urge taking a specific action,Excite to action,Audience implements recommendation,Change the pricing,structure of Product X,13,communicationbasics,Outline the audiences concerns identify problems and opportunities clarify questions describe obstacles Organize data to substantiate your understanding of the issues Explore strategies to resolve issues when appropriate, make a recommendation(s),Once you know the objective, the desired result, and the key message, identify the issues to address.,Source: Bain Presentation: “Making Excellent Presentations”,Clarity in Planning: Identify the Issues to Address,14,communicationbasics,Success in communication hinges upon a thorough understanding of your audience.,Source: Bain Presentation: “Making Excellent Presentations”,Level and Influence CEO/President Operating Managers Analysts/technicians Sophistication Education Familiarity with details of situation being discussed Fluency in business concepts and models Information Processing Style Words vs. data/graphics Active vs. passive Directive vs. participative decision-making Conceptual vs. practical,Communication Environment Written or oral One-on-one Discussion Lecture/speech Controversial Nature of Conclusions Prior/existing beliefs Career/power impact of analysis and recommendations Organization culture,Existing Relationship Tenure Strength Client Perspectives Attitude toward topic Attitude toward Bain Attitude toward you,Connection in Planning: Consider Your Audience,15,communicationbasics,Source: Bain Presentation Skills Workshop,Communication effectiveness increases the more the sender links the message to audience needs.,Audience-focused Need,Message Objective,Commitment to specific action or recommendation,Comfort level concerning work,Credibility in your knowledge, experience, and expertise,Awareness, opportunity definition,Data and other information,Drive a decision or action,Demonstrate progress along a timeline,Showcase work and efforts completed,Draw attention to immediate critical factors,Provide information - “data dump”,Connection in Planning: Audience Communication Needs,16,communicationbasics,Message may seem straightforward to you, but. Impact may be very controversial to audience message may conflict with audience beliefs and values analysis may have impact on receivers performance and career recommendations may have impact on receivers power/career message may conflict with organizations culture Audience will resist controversial aspects of message may accept logic but reject action If you are not empathetic to audience reaction, you will risk losing buy-in,Awareness of the full impact of your message on your audience is essential to planning.,Source: Terry Pearce, Leading Out Loud (Jossey-Bass, San Francisco, 1995),Connection in Planning: Impact on Listener,17,communicationbasics,As an audience receives a message, they are assessing whether to accept or reject it strong indicator is conviction of person delivering the message if you dont believe in what you say, why should they? Audience assesses your level of commitment to: the message the relationship their success,Your audience wont accept and act on your message if they sense you are not committed to it.,Source: Terry Pearce, Leading Out Loud (Jossey-Bass, San Francisco, 1995),Connection in Planning: Impact of Personal Commitment,18,communicationbasics,Find your own source of engagement and conviction in the work itself in the works impact on your development and career in the message in the relationship in the outcome,Strive for personal authenticity by considering your own source of engagement in and commitment to your message.,Source: Bain Presentation Skills Workshop,Connection in Planning: Discerning Your Commitment,19,communicationbasics,Objectives of communication Planning your message Developing your message Delivering your message: speaking Delivering your message: writing Key takeaways Additional resources,Agenda,20,communicationbasics,Be clear say precisely what you mean say everything that needs to be said say no more than is necessary say it simply and directly Convince with logic use structured argument gather and organize evidence Connect by tailoring your message to your audience,Make your message comprehensive, but concise.,Source: Bain Presentation Skills Workshop,Developing Your Message: Basic Concepts,21,communicationbasics,Structure governs: sequence of ideas order priority relationship between ideas logic resulting storyline,Use a logical structure to promote message clarity.,Source: Barbara Minto, The Pyramid Principle, (London: Pitman Publishing,London, 1987),Clarity in Message Development: Structure the Message,22,communicationbasics,Audience has limited amount of mental energy to: recognize words and interpret ideas determine relationships between ideas comprehend significance of ideas Structure allows comprehension with least amount of mental effort increases audiences ability to grasp quickly ideas significance,Structuring ideas focuses the audiences mental energy on the most important activity: comprehending the significance of what you have to say.,Source: Barbara Minto, The Pyramid Principle (London: Pitman Publishing,London, 1987),Clarity in Message Development: Benefits of Structure,23,communicationbasics,Build on Answer-First workplanning organization pyramid structure used to organize analysis and work process logically Apply same approach to structuring communication leverages logic structure from analysis phase saves time increases clarity promotes understanding and retention reduces length of communication,Adapt Answer-First workplanning to structuring your communication.,Source: Bain Presentation Skills Workshop,Answer-First Structure,24,communicationbasics,Answer-First sequences ideas in a logical, top-down order.,Source: Barbara Minto, The Pyramid Principle (London: Pitman Publishing,London, 1987),Situation,Complication,Question,Answer,Key Assertion 1,Key Assertion 2,Key Assertion3,Supporting Assertion,Supporting Assertion,Evidence,Evidence,Answer-First,25,communicationbasics,The Answer-First structure uses logic to promote clarity, understanding, and retention. The storyline uses words to make your communication compelling.,Source: Barbara Minto, The Pyramid Principle (London: Pitman Publishing,London, 1987),In structuring your message, you have determined overall content what points to make when to make them In developing the storyline, you must translate the structure content into specific words that engage the audience what to say about each point how you will say it,Clarity in Message Development: Telling the Story,26,communicationbasics,Add information and meaning to each assertion, key point and supporting point.,Source: Bain Presentation Skills Workshop,Build each point so that it informs and has impact set it up provide context define new terms, concepts convey it explain the point prove it discuss your evidence and analysis connect it explain the impact on the audience connect to the bigger picture Dont leave out anything that is necessary Dont include anything that is not necessary,Clarity in Message Development: Building the Story,27,communicationbasics,Build transitions clearly indicate transition points explain relationship between ideas between key points between sections describe focus of new idea or section Tailor for audience consider where they will need more or less information review and revise for audience communication needs review and revise for clarity and precision,Source: Bain Presentation Skills Workshop,Use language that helps the audience follow your logic and hear what you intend to say.,Strengthening the Story,28,communicationbasics,Use the data as evidence for the insight, not as an end in itself data: “Sales figures for the last three years are $7M, $6M, and $5.2 M” insight and meaning: “Sales have fallen steadily, and our place in the market is precarious” Use facts, avoid speculative assumptions List sources to increase credibility Be precise people equate specificity with certainty use “7, 242 new widgets” avoid “large supply of new product”,Frame evidence to make your communication engaging and convincing rather than dry and boring.,Source: Bain Presentation Skills Workshop,Using Evidence,29,communicationbasics,Use your audience analysis to assess your message from their viewpoint impact of the message on the audience audiences communication style Help your audience understand - and retain - what you say provide “memory images” that summarize information presented use examples, analogies, comparisons and images avoid jargon,Once you have fully developed your message, review it from your audiences point of view.,Source: Terry Pearce, Leading Out Loud (1986, Jossey Bass, San Francisco),Connection in Message Development: Tailor to Audience Needs,30,communicationbasics,When draft is finished, get feedback and revise ask for input from people who know your objective and topic know your audience will provide honest feedback ask them to identify where you can be more concise have more impact better focus on audience needs include anything you have missed,For important communications, dont rely on your own perceptions. Get feedback on your draft and revise.,Source: Bain Presentation Skills Workshops,Clarity in Message Development: Get Feedback and Revise,31,communicationbasics,Objectives of communication Planning your message Developing your message Delivering your message: speaking Delivering your message: writing Key takeaways Additional resources,Agenda,32,communicationbasics,To ensure your audience understands you encourage feedback ask for ideas and questions from audience listen to comments to gauge level of understanding ask questions listen to responses to gauge level of understanding To assist retention of your message associate new ideas with those familiar to listeners use relevant examples, comparisons, analogies and metaphors periodically summarize points, emphasizing key message use slides, provide handouts,When you speak, include the audience so you can help them understand and retain what you say.,Source: Bain Presentation Skills Workshop,Making It Work,33,communicationbasics,Regardless of the size of your audience, focus on how you look, how you speak, and what you say.,Source: Bain Presentation Skills Workshop,Clarity in Delivery: Speaking Guidelines,34,communicationbasics,Use Answer-First format set the context enumerate key points, then details “I want to update you on 2 key issues” “The first is the response from management to our proposal.” “The second is the final analysis of our customer interviews.” “Management response was positive.” be forceful, direct, and brief use short, simple words use short, clear sentences use active rather than passive voice summarize include action steps,Package ideas logically, directly, and concisely when making Bain presentations.,Source: Bain Presentation Skills Workshop,Bains Speaking Style,35,communicationbasics,Prepare know your objective and desired outcome know your key points know your audience anticipate reactions and concerns visualize yourself presenting in the actual situation in real time Practice - out loud Engage your audience in a “one-on-one” dialogue maintain eye contact deliver one idea at a time, to one person at a time breathe ask audience questions respond to audience questions and objections,Use preparation and connection to reduce nervousness. Know in advance the desired outcome and the overall flow of the storyline. Connect with your audience.,Source: Bain Presentation Skills Workshop,If Speaking Makes You Nervous.,36,communicationbasics,Listening is fundamental to building a sense of partnership with audience allows real exchange of information gives speaker insight into listener However, most of us do not recognize the role of listening when speaking focused on what we want to say and accomplish have never learned how to listen effectively,To have impact when you speak, you yourself must learn to be an effective listener.,Source: Bain Presentation Skills Workshop,Connection in Delivery: The Importance of Listening,37,communicationbasics,Listening is a four step process:,Speakers often miss two of the four steps of listening - resulting in misunderstanding.,Source: Bain Presentation Skills Workshop,Hear,Interpret,Understand,Respond,Hear,Interpret,Understand,Respond,Too often we move directly from HEAR to RESPOND,The result is misunderstanding between speaker and listener,Steps to Listening,38,communicationbasics,Stop talking and reflect on your audiences comment or question, and feelings check in if you dont understand: what is being said why it is being said check in if you see body language, facial expression, and/or hear tone that conveys: there is more in their comment than what the words say they appear to be confused, angry, lost, or have another point of view,Check your interpretation with your audience before you respond to comments or quest