strategic communication model analyze the environment (target audience, your objectives) consider...
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Strategic communication modelAnalyze the environment (target audience, your
objectives)Consider your options (how, by whom and when
message should be sent)Select and organise your information in
accordance with the results of the previousDeliver your message with a confident, personal
styleEvaluate feedback for continued growth and
success
Analyze the environmentDefine the situationDefine your audience (identify all potential
audiences, learn about each audience)Define your objectives with each audience
Define the situationLimit the problem (as you see and can best
present it)Assess the external climate (issues that are
affecting the audience now)Evaluate the local culture (level of formality,
dress code, flat versus hierarchical structure)
Learn about each audienceGather personal and professional facts
(primary actual audience and hidden powerful and decision making audience, e.g. your boss)
Beware of attitudes: you, your topic, being there (appearance and non-verbal behaviour)
Determine their wants over your needsRecognise their consistent concerns, adjust
your subject to their professional interests
Define your objectivesOverall goal from mission statement of your
organisationSpecific purpose of the communication (what
do you want you presnetation to accomplish)Your hidden agenda (personal goals)
Consider your optionsMedia:how the message is sent (written,
spoken, visuals?)Source: who delivers the message, an
individual? Team?Timing: when the message arrives
Select and organise the information
Review situation, audience, objective analyses
Plan a beginning, middle, endFocus on personal benefitLimit your informationEnhance with visual aids, numbers, examples
Basic outlineIntroduction: attention grabber (Joke? Story?
Picture? Question?), purpose, agenda, benefitBodyConclusion: summary, specific action, final
statement
Patterns of presentationDecision-making patternBad news patternSTARR patternPros and consChronological orderCurrent situation versus proposed situation
Decision making patternDefine and limit problemEstablish checklist of criteriaIdentify possible solutionsEvaluate solutions, based on criteriaSelect best optionDiscuss implementation
Bad News patternCushion audience Bridge your transitionDeliver bad newsExplain reasonsSuggest alternativesRebuild good will
STARR patternDefine situationDescribe your taskExplain the action you tookShow your resultsOffer recommendations
Match visuals to the wordsGood visuals aids areAppropriateClearConsistentDynamic
Deliver your messagePolish your verbal and non-verbal skillsKnow your materialExpress confidenceBe yourself
Polish your verbal skills
Speak clearlyPronunciationArticulationVolumePitch
Speak expressivelyEmphasisPaceTiming
Polish your nonverbal skillsDress professionallyExhibit physical control (face, hands, feet,
space)Above all else be enthusiastic
Know your materialPractice your presentationUse notes with discretionManage visual aids smoothlyHandle questions succintly (answer the
question, offer one piece of support, stop)
Express confidenceIn your argumentIn your organisationIn yourself (anti-anxiety techniques, delivery
tricks)In the inevitable disaster
Be yourselfYou are the expertYou are the one who was asked to speak
Evaluate feedbackGive feedbackSolicit feedbackReceive feedbackEvaluate yourself: the Credibility test
Giving feedbackDescribe something positiveExpress constructive criticism in terms of ‘I’ Give a specific example
Offer an option for asolutionClose with a positive statement
Soliciting feedbackIdentify people you trustAsk them in advance to evaluate youArticulate specific issues
Receiving feedbackDevelop receptive
attitudesListen carefullyAsk for specificsAccept responsibility
Correct without overcasting
Find the truth in perception
Say ‘thank you’
Evaluating yourself: The Credibility test
Goodwill: focus and concern of the audienceExpertise:knowledge, education, and
experience (include information about your experience)
Power: status, prestige, and success (mention your accomplishments)
Confidence:verbal and non-verbal communication of how sure you are of yourself
You will be successfulAnalyze the environmentConsider your optionsSelect and organise your informationDeliver your messageSolicit and evaluate feedback for continued
growth