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Your communicator strategy includes your objectives, style and credibility.
What are your objectives?
Defining objectives has the following benefits:
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Efficiency – you will communicate only when you need to.
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Effectiveness – formulating objectives will help you communicate more clearly.
General objectives – broad goals. Comprehensive statements about what you hope to accomplish.
Action objectives – to be more specific, determine action objectives. State your objective like this “To accomplish a specific result by a specific time”.
Communicator objective – even more specific. Focused on result you hope to achieve from communication effort. To create communication objective: “as a result of this communication my audience will…”.
What communication style do you choose?
Choose the right style to accomplish objective. Use the appropriate style at the appropriate time. Do not use the same style all the time.
When to use the tell/sell style
Use this style when you want audience to learn from you. In tell style you are informing/explaining. In sell style, you are persuading/advocating. You want audience to change their thinking/behaviour.
In tell/sell situations:
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You have sufficient information.
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You do not need opinions.
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you control the message content.
When to use the consult/join style
Use this style when you want to learn from the audience. Consult style is collaborative. The join style is more collaborative.
In consult/join sessions:
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You do not have sufficient information.
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You want to understand other opinions.
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You want to involve audience.
What is your credibility?
Consider your own credibility i.e. Your audience’s belief, confidence and faith in you. This has an impact on how you should communicate with them.
Five factors affect your credibility (social power theories):
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Rank
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Goodwill
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Expertise
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Image
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Common ground.
Initial credibility – refers to audience’s credibility before you communicate. Initial credibility stems from their perception of you.
You will want to remind your audience about your initial credibility. If people in your audience regard you highly, they might trust you in unpopular decisions as it draws from your initial credibility. This will only work in the short-run.
Acquired credibility – audience’s perception after your communication. The way to heighten your credibility is to do a good communicating job. You should associate yourself with a high-credibility person.
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