summary国际商务沟通.docx
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summary国际商务沟通.docx
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summary国际商务沟通
SummaryofKeyPoints
∙Communicationhelpsorganizationsandthepeopleinthemachievetheirgoals.Theabilitytowriteandspeakwellbecomesincreasinglyimportantasyouriseinanorganization.
∙Peopleputthingsinwritingtocreatearecord,toconveycomplexdata,tomakethingsconvenientforthereader,tosavemoney,andtoconveytheirownmessagesmoreeffectively.
∙Internaldocumentsgotopeopleinsidetheorganization.Externaldocumentsgotoaudiencesoutside:
clients,customers,suppliers,stockholders,thegovernment,themedia,andthegeneralpublic.
∙Thethreebasicpurposesofbusinessandadministrativecommunicationaretoinform,torequestorpersuade,andtobuildgoodwill.Mostmessageshavemorethanonepurpose.
∙Aone-pagebusinesslettercostsmorethan$20.Poorwritingcostsevenmoresinceitwastestime,wasteseffort,andjeopardizesgoodwill.
∙Goodbusinessandadministrativewritingmeetsfivebasiccriteria:
it'sclear,complete,andcorrect;itsavesthereader'stime;anditbuildsgoodwill.
∙Toevaluateaspecificdocument,wemustknowtheinteractionsamongthewriter,thereader(s),thepurposesofthemessage,andthesituation.Nosinglesetofwordswillworkforallreadersinallsituations.
∙Tentrendsaffectingbusinessandadministrativecommunicationareafocusonqualityandcustomers'needs,entrepreneurshipandoutsourcing,teams,diversity,internationalcompetitionandopportunities,legalandethicalconcerns,balancingworkandfamily,theendofthejob,therapidrateofchange,andtechnology.
∙Tounderstandbusinesscommunicationsituations,askthefollowingquestions:
oWhat'satstake-towhom?
oShouldyousendamessage?
oWhatchannelshouldyouuse?
oWhatshouldyousay?
oHowshouldyousayit?
∙Thefollowingprocesshelpscreateeffectivemessages:
oAnswerthesixnumberedquestionsforanalysisbelow.
oOrganizeyourinformationtofityouraudiences,yourpurposes,andthesituation.
oMakeyourdocumentvisuallyinviting.
oReviseyourdrafttocreateafriendly,businesslike,positivestyle.
oEdityourdraftforstandardEnglish;double-checknamesandnumbers.
oUsetheresponseyougettoplanfuturemessages.
∙Usethesesixquestionstoanalyzebusinesscommunicationproblems:
1.Whois(are)youraudience(s)?
Whatcharacteristicsarerelevanttothisparticularmessage?
Ifyouarewritingorspeakingtomorethanoneperson,howdothepeopleinyouraudiencediffer?
2.Whatareyourpurposesinwriting?
3.Whatinformationmustyourmessageinclude?
4.Howcanyoubuildsupportforyourposition?
Whatreasonsorreaderbenefitswillyourreaderfindconvincing?
5.Whatobjection(s)canyouexpectyourreader(s)tohave?
Whatnegativeelementsofyourmessagemustyoude-emphasizeorovercome?
6.Whataspectsofthetotalsituationmayaffectreaderresponse?
Theeconomy?
Thetimeofyear?
Moraleintheorganization?
Therelationshipbetweenthereaderandwriter?
Anyspecialcircumstances?
Asolutiontoabusinesscommunicationproblemmustbothsolvetheorganizationalproblemandmeettheneedsofthewriterorspeaker,theorganization,andtheaudience.
AdaptingYourMessagetoYourAudience
SummaryofKeyPoints
∙Theprimaryaudiencewillmakeadecisionoractonthebasisofyourmessage.Thesecondaryaudiencemaybeaskedbytheprimaryaudiencetocommentonyourmessageortoimplementyourideasafterthey'vebeenapproved.Theinitialaudienceroutesthemessagetootheraudiencesandmayassignthemessage.Agatekeepercontrolswhetherthemessagegetstotheprimaryaudience.Awatchdogaudiencehaspolitical,social,oreconomicpowerandmaybasefutureactionsonitsevaluationofyourmessage.
∙Commonsenseandempathyarecrucialtogoodaudienceanalysis.
∙Acommunicationchannelisthemeansbywhichyouconveyyourmessagetoyouraudience
∙Thefollowingquestionsprovideaframeworkforaudienceanalysis:
1.Whatwilltheaudience'sinitialreactionbetothemessage?
2.Howmuchinformationdoestheaudienceneed?
3.Whatobstaclesmustyouovercome?
4.Whatpositiveaspectscanyouemphasize?
5.Whatexpectationsdoestheaudiencehaveabouttheappropriatelanguage,structure,andformatformessages?
6.Howwilltheaudienceusethedocument?
∙Audiencebenefitsareadvantagesthattheaudiencegetsbyusingyourservices,buyingyourproducts,followingyourpolicies,oradoptingyourideas.Benefitscanexistforpoliciesandideasaswellasforgoodsandservices.
∙Goodbenefitsareadaptedtotheaudience,basedonintrinsicratherthanextrinsicmotivators,supportedbyclearlogicandexplainedinadequatedetail,andphrasedinyou-attitude.Extrinsicbenefitssimplyaren'tavailabletorewardeverydesiredbehavior;further,theyreducethesatisfactionindoingsomethingforitsownsake.
∙Tocreateaudiencebenefits,
7.Identifythefeelings,fears,andneedsthatmaymotivateyouraudience.
8.Identifythefeaturesofyourproductorpolicythatcouldmeettheneedsyou'veidentified.
9.Showhowtheaudiencecanmeettheirneedswiththefeaturesofthepolicyorproduct.
∙Whenyouwritetomultipleaudiences,usetheprimaryaudiencetodeterminelevelofdetail,organization,levelofformality,anduseoftechnicaltermsandtheory.
∙PersonalitytestMBTI:
•Myers-BriggsTypeIndicator–preferencetestthatshows4types
–Extrovert-Introvert
–Sensing-Intuitive
–Thinking-Feeling
–Judging-Perceiving
•Comparisonbetweenoralmessagesandwrittenmessages
Awrittenmessagemakesiteasierto
•Presentextensiveorcomplexdata
•Presentmanyspecificdetails
•Minimizeundesirableemotions
•Messagesonpaperaremoreformalthane-mailmessages
Oralmessagesmakeiteasierto
•Useemotiontohelppersuadetheaudience
•Focustheaudience'sattentiononspecificpoints
•Resolveconflictsandbuildconsensus
•Modifyplans
•Getimmediateactionorresponse
BuildingGoodwill
SummaryofKeyPoints
∙You-attitudeisastyleofcommunicationthatlooksatthingsfromtheaudience'spointofview,emphasizingwhattheaudiencewantstoknow,respectingtheaudience'sintelligence,andprotectingtheaudience'sego.
1.Talkabouttheaudience,notaboutyourself.
2.Refertotheaudience'srequestororderspecifically.
3.Don'ttalkaboutfeelingsexcepttocongratulateoroffersympathy.
4.Inpositivesituations,useyoumoreoftenthanI.Usewewhenitincludestheaudience.
5.Innegativesituations,avoidthewordyou.Protecttheaudience'sego.Usepassiveverbsandimpersonalexpressionstoavoidassigningblame.
∙Applyyou-attitudebeyondthesentencelevelbyusingorganizationandcontentaswellasstyletobuildgoodwill.
∙Positiveemphasismeansfocusingonthepositiveratherthanthenegativeaspectsofasituation.Tocreatepositiveemphasis
6.Avoidnegativewordsandwordswithnegativeconnotations.
7.Focusonwhattheaudiencecandoratherthanonlimitations.
8.Justifynegativeinformationbygivingareasonorlinkingittoanaudiencebenefit.
9.Ifthenegativeistrulyunimportant,omitit.
10.Putthenegativeinformationinthemiddleandpresentitcompactly.
∙Checktoseethatyourpositiveemphasisisappropriate,sincere,andclear.
∙Thedesirabletoneforbusinesscommunicationisbusinesslikebutnotstiff,friendlybutnotphony,confidentbutnotarrogant,politebutnotgroveling.Thefollowingguidelineswillhelpyouachievethetoneyouwant:
∙Usecourtesytitlesforpeopleoutsideyourorganizationwhomyoudon'tknowwell.
∙Beawareofthepowerimplicationsofthewordsyouuse.
∙Whenthestakesarelow,bestraightforward.
∙Whenyoumustgivebadnews,considerhedgingyourstatement.
∙Communicationshouldbefreefromsexisminfourareas:
jobtitles,courtesytitles,pronouns,andotherswordsandphrases.
∙Ms.isthenonsexistcourtesytitleforwomen.Whetherornotyouknowawoman'smaritalstatus,useMs.unlessthewomanhasaprofessionaltitleorunlessyouknowthatsheprefersatraditionaltitle.
∙Traditionalpronounsaresexistwhentheyrefertoaclassofpeople,nottospecificindividuals.Fourwaystomakethesentencenonsexistaretouseplurals,touseyou,torevisethesentencetoomitthepronoun,andtousepronounpairs.
∙Bias-freelanguageisfairandfriendly;itcomplieswiththelaw.Itincludesallmembersofyouraudience;ithelpstosustaingoodwill.
∙Checktobesurethatyourlanguageisnonsexist,nonracist,andnonagist.Whenyoutalkaboutpeoplewithdisabilitiesordiseases,usethetermtheyprefer.Whenyouproducenewslettersorotherdocumentswithphotosandillustrations,pictureasamplingofthewholepopulation,notjustpartofit.
MakingYourWritingEasytoRead
SummaryofKeyPoints
∙Goodstyleinbusinessandadministrativewritingislessformal,morefriendly,andmorepersonalthanthestyleusuallyusedfortermpapers.
∙Toimproveyourstyle,
∙TryWIRMI:
WhatIReallyMeanIs.Thenwritethewords.
∙Tryreadingyourdraftoutloudtosomeone.Ifthewordssoundawkward,they'llseemawkwardtoareader,too.
∙Asksomeoneelsetoreadyourdraftoutloud.Readersstumblebecausethewordsonthepagearen'twhattheyexpecttosee.Theplaceswherethatpersonstumblesareplaceswhereyourwritingcanbebetter.
∙Writealot.
∙Usethefollowingtechniquestomakeyourwritingeasiertoread.
Asyouchoosewords,
1.Usewordsthatareaccurate,appropriate,andfamiliar.Denotationisaword'sliteralmeaning;connotationistheemotionalcoloringthatawordconveys.
2.Usetechnicaljargononlywhenitisessentialandknownto
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