Guide to managerial communication

190 Pages·85.509 MB·English

by  Munter, Mary;Hamilton, Lynn

Pearson New International Edition

Guide to Managerial Communication
Mary Munter Lynn Hamilton
Tenth Edition
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ISBN 10: 1-292-02175-6
ISBN 13: 978-1-292-02175-1
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ISBN 10: 1-292-02175-6
ISBN 10: 1-269-37450-8
ISBN 13: 978-1-292-02175-1
ISBN 13: 978-1-269-37450-7
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P E A R S O N C U S T O M L I B R AR Y
Table of Contents
1. Communication Strategy
Mary Munter/Lynn Hamilton 1
2. Writing: Composing Efficiently
Mary Munter/Lynn Hamilton 33
3. Writing: Macro Issues
Mary Munter/Lynn Hamilton 53
4. Writing: Micro Issues
Mary Munter/Lynn Hamilton 73
5. Speaking: Verbal Structure
Mary Munter/Lynn Hamilton 89
6. Speaking: Nonverbal Skills
Mary Munter/Lynn Hamilton 111
7. Speaking: Visual Aids
Mary Munter/Lynn Hamilton 133
Appendix: Writing Correctly: Grammar
Mary Munter/Lynn Hamilton 171
Bibliography
Mary Munter/Lynn Hamilton 177
Index 183
I
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Communication
Strategy
From Chapter 1 of Guide to Managerial Communication: Effective Business
Writing and Speaking, Tenth Edition. Mary Munter, Lynn Hamilton.
Copyright © 2014 by Pearson Education, Inc. All rights reserved.
1
Chapter Outline
I. Communicator strategy
1. What is your objective?
2. What communication style do you choose?
3. What is your credibility?
II. Audience strategy
1. Who are they?
2. What do they know and expect?
3. What do they feel?
4. What will persuade them?
III. Message strategy
1. Harness the power of beginnings and endings.
2. Overcome the retention dip in the middle.
3. Organize your message.
4. Connect through stories.
IV. Channel choice strategy
1. Written-only channels
2. Oral-only channels
3. Blended channels
V. Culture strategy
2
Communication
Strategy
M
anagerial communication is different from other kinds of
communication. Why? Because in a business or m anagement
setting, the most brilliant message in the world will do you
no good unless you achieve your desired outcome. Therefore, instead
of thinking of communication as a straight line from a sender to a
receiver, visualize communication as a circle, as shown below, with
your success based on achieving your desired audience response.
To get that desired audience response, you need to think
strategically about your communication—before you start to write or
speak. Strategic communication is based on five interactive variables:
(1) communicator (the writer or speaker) strategy, (2) audience strategy,
(3) message strategy, (4) channel choice strategy, and (5) culture
strategy. These variables may affect one another; for example, your
audience analysis affects your communicator style, your channel choice
may affect your message, and the culture may affect your channel
choice—in other words, these variables do not occur in a lockstep order.
3
Communication Strategy
I. CommunICator Strategy
One element of your communication strategy has to do with a set of
issues involving you, the communicator. Regardless of whether you
are speaking or writing, your communicator strategy includes your
objectives, style, and credibility.
1. What is your objective?
It’s easy to communicate and receive a random response from your
audience—because their response might be to ignore, misunderstand,
or disagree with you. However, effective strategic communicators are
those who receive their desired response or desired outcome. To c larify
this outcome, hone your thoughts from the general to the specific.
General objective: This is your broad overall goal toward which
each separate communication will aim.
Action objectives: Then, break down your general goal into a
consciously planned series of action outcomes—specific, m easurable,
time-bound steps that will lead toward your general objectives. State
your action objectives in this form: “To accomplish a specific result
by a specific time.”
Communication objective: Your communication objective is even
more specific. It is focused on the result you hope to achieve from a single
communication effort (or episode)—such as a report, email, or presenta-
tion. To create a communication objective, start with the phrase: “As a
result of this communication, my audience will. . . .” Then complete the
statement by identifying precisely what you want your audience to do,
know, or think as a result of having read or heard your communication.
4
Communication Strategy
exampleS of objeCtIveS
general action Communication
Keep management aware Report two times each As a result of this
of new HR initiatives. quarter. presentation, my boss
will learn the results of
two new HR programs.
Increase customer base. Sign 20 new clients As a result of this letter,
each month. the client will sign and
return the contract.
Develop a sound financial Maintain annual debt- As a result of this report,
position. to-equity ratio no greater the board will approve
than X. my debt reduction
recommendations.
Increase the number of Hire 15 women by As a result of this
women hired. March 31, 2014. meeting, we will come
up with a strategy to
accomplish our goal.
As a result of this
presentation, at least
10 women will sign up to
interview with my firm.
Maintain market share. Sell X amount by X date. As a result of this
memo, my boss will
approve my marketing
plan.
As a result of this
presentation, the sales
representatives will
understand the three
new product
enhancements.
5