商務(wù)與管理溝通（英文版 原書第12版）課件 Ch08 Sharing Informative and Positive Messages with Appropriate Technology

Chapter8SharingInformativeandPositiveMessageswithAppropriateTechnologyLearningObjectives8-1 Thepurposesofinformativeandpositivemessages.8-2 Whyitisimportanttoshareinformativeandpositivemessagesusingappropriatetechnology.8-3 Commontechnologicalplatformsforsharinginformativeandpositivemessages.8-4 Strategiesforbuildinggoodwillusingappropriatetechnology.LearningObjectives(continued)8-5 Whenandhowtouseface-to-facecommunicationinsteadoftechnology.8-6 Bestpracticesforconveyinginformativeandpositivemessagesviaphonecalls,email,textmessages,Facebook,Twitter,andInstagram.8-7 Bestpracticesfororganizinginformativeandpositivemessages.InformativeandPositiveMessagesInformativeandpositivemessagearethemostcommonmessagesinorganizationsInformative:Whenweexpectthereceiver’sbasicreactionwillbeneutralPositive:Whenweexpectthereceiver’sreactionwillbepositiveNeithermessageasksthereceivertodoanythingPrimaryPurposesPrimarypurposes:GiveinformationorgoodnewstothereceiversHavereceiverviewinformationpositivelySecondarypurposes:BuildgoodimageofsenderBuildgoodimageofsender’sorganizationBuildgoodrelationshipbetweensenderandreceiverDeemphasizeanynegativeelementsEliminatefuturemessagesonsamesubjectReasonstoUseTechnologyMeetaudienceexpectationsReachawideraudienceShortenresponsetimeMakeabroaderimpactCommonTechnologicalPlatformsTechnologycanenhanceworkers’experiences,improveclients’impressionsofthecompany,andimprovethebottomlinePhonecallsWebsitesEmailTextmessagesFacebookTwitterInstagramLinkedInApplicationsVideoPhoneCallsDemandsimmediacyUsephonecallsto:ProvideclarityorclarifymisunderstandingAddressurgentneedsMakedecisionsinthemomentConveyappropriatetoneSavemultiplephonecallsore-mailsAvoidleavingapapertrailWebsitesAcompanyshouldhaveinformationonlinesuchas:BusinesshoursServicesofferedContactinformationWithoutawebsite,acompanyappearsout-of-touch,incompetent,ornotaudience-focusedEmailUseemailto:Accomplishroutine,noncontroversialbusinessactivitiesSavetime—peoplecanlookthrough60to100emailsinanhourSavemoney—oneemailcangotomanypeople,includingglobalteamsAllowreaderstodealwithmessagesattheirconvenienceCommunicateaccuratelyProvidereaderswithdetailsforreference(meetings)CreateapapertrailTextMessagesAllowforquickcommunicationthatfallsbetweentheimmediacyofaphonecallandthatofanemailAneffectivechoiceforcommunicationaboutasinglepointDonotusetextsforlargertasks,morecomplexquestionsorinstructions,ormessagesconnectedwithconflict

SocialMediaFacebook:asocialnetworkingtoolthatcanbeusedasacommunicationchannelwithcustomersandemployeesTwitter:amicroblogthatcanbeusedtocreateafollowing,shareinformation,createbranding,andeavesdroponwhatpeoplesayaboutcompetitorsInstagram:avisuals-basedplatformthatcanbeusedtocreateexcitementaboutacompany’sproductsorservicesLinkedIn:asocialnetworkingtoolforprofessionalstoconnecttocolleaguesandindustrymembersApplicationsAppsonsmartphonesallowusersto:SendandreceiveemailAccesswebsitesTrackashippedorderCheckinventoryCompleteatimesheetAppsengagecustomersandalsoallowemployeestobeconnectedtotheirwork24/7VideoDuetorisingtravelcosts,businessesseekvideoalternativestotraditionalface-to-facemeetingsVideoconferencesallowmeetingswithfullaudioandvisualcapabilitiesMeetingscanoccur:AcrossdifferenttimezonesBetweendifferentnationsinstantaneouslyWithoutdelaysorpostponementsduetolateflightsorweatherproblemsBuildingGoodwillUsingTechnologyInformativeandpositivemessagesshouldfocusonthebenefittoaudienceHelpsestablishgoodwillStrengthensapositiveconnectionbetweenaudienceandsenderNotallmessagesneedtoprovidebenefitsFrameBenefitsforaPolicyChangeIneffectiveWearechanginghealthcareproviderstoreducecoststothecompanyby2%peryear.Thechangeshouldn’tsignificantlyaffectyourhealthcare.EffectiveOurnewhealthcareprovideroffersalargerpoolofnetworkprovidersandaconvenientinternetportalformanagingyourhealthcarespendingaccount.Additionally,wewereabletonegotiateaslightlylowercontractcosttothecompany,sothistransitionbringsbenefitsacrosstheboard.

FrameBenefitstoBuildGoodwillWhenpresentingbenefitstoserveotherpurposes,suchasimprovingtheaudience’sperceptionofyourcompany,provideyouraudiencewithsomebenefitUseaStoryWhenapopulardriverforacitybuscompanywasnearlycrushedtodeathbetweentwoparkedbuses,thecompanyusedthestoryofthedriver’saccidentandagonizingrecoverytohelpdriversrememberthesafetyproceduredesignedtopreventsuchaccidentsinthefutureSomecompaniespostpersonaltestimonies—inwritten,visualbefore/after,orvideoform—totheirsocialmediasites,featuringthestoriesofrealcustomersandcreatingasenseofcommunityUseHumorSource:UseInformationalHooksEncouragesreaderstoopentheemail,readthepost,orwatchthevideobecausetheyvaluethecontentThebenefitcouldbemonetary(adiscountcoupon)orcontent(aseasonalrecipe)Providinginformationperceivedasvaluableprojectsanimageofyourcompanyasgenerous,thoughtful,andcommunity-mindedConnectwithYourAudienceRespondtocomplaints:Complainingcustomersexpectorganizationstoshowtheyarelisteningandwanttoresolvetheproblem

Expressgratitude:MakecustomersfeelappreciatedPraisingorcongratulatingpeoplecancementgoodfeelingsandenhancevisibilityAvoidInformationOverloadBuildgoodwillwithotherswithinandoutsideyourorganizationbyavoidingunnecessaryorinefficientcommunicationProtectyouraudience’stime:FollowthebestpracticesforeachtypeofcommunicationyouuseAteverystep,askyourself:Isthiscommunicationnecessary?Isitefficient?Isitclear?HaveIconsideredmyaudience’sneeds?HaveIdoneeverythingIcantosavethemtime?AvoidInformationOverload(continued)Managetheinformationyouconvey:Avoidoverestimatingaudienceknowledge,butprovideallinformationtheyneedDevelopavisualcuefornewinformationinregularupdatesUsenumberstoanswermultiplequestionsUseoverviews,headings,andbulletsinlongemailssoreaderscanfindtheinformationtheyneedUsechecklistsforprocessesinvolvingmultiplestepsorcomplicatedknowledgeUsingFace-to-FaceCommunicationUseface-to-facecontactto:VisitacolleagueBuildabusinessrelationshipSavemultiplecallsore-mailsEngageindialogueornegotiationAcquiresomethingimmediatelyAvoidleavingapapertrailIncreasevisualandauralcuesTipsforEffectiveFace-to-FaceContactEnsurethetimingisconvenientfortherecipientIfyouarediscussingsomethingcomplex,haveappropriatedocumentsinhandDon’ttakeovertheotherperson’sspace;

lookfor“timetogo”signsLimitsmalltalk,especiallywhentheyarebusyPlatform-SpecificBestPractices1Meetaudienceexpectationsforbasiclevelofusingtechnology2Consideraudienceandpurposewhenusinginformallanguageacronyms3Bemindfulthatelectronicmessagescanbesaved,forwarded,andprintedPhoneCallsPhonecallsareusefulwhen:ToneofvoiceisimportantAreal-timeconnectionsavesmultiplephonecallsoremails(e.g.,settingameetingtime)YouneedsomethingimmediatelyYoudonotwanttoleaveapapertrail(althoughphonerecordscanbeobtained)TipsforEffectivePhoneCallsEnsurethetimingisconvenientfortherecipientLimitphonecallstobusinesshoursPromptlyreturncallsSpeakclearlyUseaninformationalhookKeepthecallshortandcordialRepeatyourphonenumberattheendofthecallFocusonthecall;donotdootherworkPhoneCallPetPeevesJumptolongimagedescriptionBestPracticesforEmailForeffectivemessagesthatsaveyouraudiencetime:UseTo/CC/BCClinestoyouradvantageUseappropriatesalutationsRememberthatemailsarepublicdocumentsandmaybewidelyforwardedBeawarethatyouremailmaynotbereadBestPracticesforEmail(continued)Saveyouraudiencetime:PutthemostimportantinformationinthefirstsentenceIfitismorethanonescreenlong,useanoverview,headings,andenumerationtodrawreaderstosuccessivescreensLimityouremailtoonetopic;deleteoff-topicmaterialWhensendingattachments,putthemostvitalinformationintheemailtooEmailPetPeevesJumptolongimagedescriptionBestPracticesforFacebookWhencreatingabusinessFacebookpage,include:KeyinformationsuchasbusinesshoursLinktoanexternalcompanywebsiteContactinformationsuchasemailaddressandphonenumberCoverandprofilephotosthatareeasilyrenderedonmultipleplatforms,suchaslaptopsandmobilephonesBestPracticesforFacebook(continued)Usethepagetointeractwithcustomersinawaythat:BuildsgoodwillGeneratesmeaningfulinterestinyourcompanyIfuserspostcomplaintstoyourpage,respond:PromptlyCourteouslyPublicly

CarefullyconsidertheprivacysettingsofpersonalFacebookpostsBestPracticesforTwitterClarityisimportantDon’twastepeople’stimeBesparingwithhashtagsandacronymsSlangisgenerallyinappropriateforworkplacetweetsBestPracticesforInstagramDeterminehowyourcompanywantstobeseen,usingimagesandillustratedtexttoestablishandconfirmthatnarrativeInteractandconnectwithfollowers:AskquestionsandfollowupontheircommentsAcknowledgetrendsinlaterpostsUsehashtagstocross-referenceandgainadditionalfollowersInstagramSource:Instagram/yogafitstudiosOrganizingInformativeandPositiveMessagesAlwaysconsideryouraudience,purpose,andcontextIfyouuseapattern:UnderstandtherationalebehindeachpatternsoyoucanmodifythepatternwhennecessaryNoteverymessagethatusesthebasicpatternwillhavealltheelementslistedSometimesyoucanpresentseveralelementsinoneparagraphandsometimesyou’llneedseveralparagraphsHowtoOrganizeJumptolongimagedescriptionSubjectLineThesubjectlineisthetitleofthedocumentAgoodsubjectlinemeetsthreecriteria:SpecificConciseAppropriatetothemessagetypePointersforSubjectLinesWhencreatingsubjectlines:UsethemostimportantinformationIncludegoodnewsNamedroptomakeaconnectionMakeemailsoundeasytodealwithCreatenewsubjectlinewhenintroducingnewtopicsDonotuseindefinitedatesEnsuretheautomaticsubjectlineisappropriatewhenreplyingtoamessageManagetheInformationinaTransmittalOrganizeatransmittalmessageinthisorder:Tellthereaderwhatyou’resendingSummarizethemainpoint(s)ofthedocumentIndicateanyspecialcircumstancesorinformationthatwouldhelpthereaderunderstandthedocumentTellthereaderwhatwillhappennextManagetheInformationinaSummaryTheorganizationofasummarymessagedependsonthecontentandpurposeAconversationA

documentAnoutsidemeetingEndingInformativeandPositiveMessagesInemailswithomitteddetailsandproof,tellreaderswheretogetmoreinformationInlongmessages,summarizeyourbasicpointInashortmessagecontainingalltheinformationreadersneed,writeagoodwillparagraphthatrefersdirectlytothereaderorjustendtheemailGoodwillendingsshouldfocusonthebusinessrelationshipyousharewiththereaderWhatquestionsdoyouhave?AppendixtoImageLongDescriptionsCopyright?McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.AppendixtoPhoneCallPetPeevesCallbacknumbersthataremumbledorgiventooquickly.Messageslongerthan30seconds.Messagesthatrequireseriousnotetaking(whenanemailwouldhavebeenbetter).Toomuchortoolittleinformation.Demandstoreturnthecallwithoutsayingwhy.Messagesexpectinganimmediateresponse.Angrymessages.JumpbacktoslidecontainingoriginalimageAppendixtoEmailPetPeevesMissingorvaguesubjectlines.Copyingeveryone(“Replytoall”),ratherthanjustthepeoplethatmightfindtheinformationuseful/interesting.Toomuchinformation/toolittleinformation.Toomanyinstantmessagingacronyms.Lackofcapitalizationandpunctuation.Longmessageswithoutheadingsorbullets.Delayedresponseemailsthatdon’tincludetheoriginalmessage.Sometimesreadershavenoideawhattheemailsareabout.Writerswhosendageneralrequesttomultiplepeople,creatingconfusionaboutwhoisresponsibleforhandlingtherequest.Peoplewhoexpectanimmediateanswer(withinonetothreehours)anddonotselectamorerapidmeansofcommunication,suchasaphonecall.Peoplewhoneverrespondtoqueries.Peoplewhodon’treadtheiremailcarefullyenoughtoabsorbasimplemessage.Peoplewhosendtoomanyunimportantemails.Superfluousimagesandattachments.Overuseofhigh-prioritymarkersorsubjectlinewordssuchasURGENTorREADNOWFlaming(angrymessages,frequentlywithextremelanguage).JumpbacktoslidecontainingoriginalimageAppendixtoH