Chapter-3 The Communicator Objectives & Credibility

The CommunicatorWhat do you want to accomplish?

How does your audience perceive you?

What do you want to accomplish?

State your communication objectivesChoose the appropriate style Select the required tone

State your communication objectivesFor a communicator it is needed to specify the desired response from audience Specific means by which he plans to achieve that response Vague notion of objective is not enoughSpecific definition will save time and make message more effectiveStart with general goals and define your communication objectives (See examples in Book)

Choose the appropriate style These styles are similar to various leadership styles or management stylesTellSellConferJoin

Tell & Sell Style1-Tell StyleHere you try to explain or instructOften used in upward communication Used in external communication while explaining policies2-Sell StyleHere you try to get your audience to do something differentlyYou know the answer, and want audience to because of answerUse Tell & Sell style when youHave all the informationCan understand info without any helpAre concerned with a logical orderly quick decision

Confer & Join Styles 3-ConferAppropriate when you are trying to consult or interact with your audienceYou do not know the answer and want to learn4-JoinHere you need and want high audience involvementBoth you and audience act togetherBoth collaborate and brainstorm to discover the answerUse Confer & Join Style when youNeed more informationNeed critical evaluation, opinions and ideasAre concerned about people feeling involved and carrying out decision effectively

Select the required toneTone should be appropriate for your objectives and style The way your speaking or writing sounds, the feeling it conveys, the mood you setTone varies as per the personality Tone varies as per the audience and relations with themAppropriateness is based on analysis of situationThree guidelines for appropriate tune Base your tone on your communication strategyBase your tone on soundBase your tone on a positive attitude Sometime a humorous tone is also advised

How does your audience perceive you? Consider audiences perception of you and your credibility i.e. their belief, confidence and faith in you power or reliability or trustworthiness Credibility refers to an audiences perception of the communicator

Factors affecting the credibilityRank GoodwillCommunicators expertiseImageMorality and fairness

How can you enhance credibilityInitial credibility refers to your audiences perception of you before the communication itself ever takes place, before they ever read or hear what you have to sayInitial credibility stem from audience perception of what you are, what you represent, or your previous relations it may be analysed in the light of factors affecting the credibilityInitial credibility may be remindedInitial credibility maybe used as bank accountInitial credibility may be used to back up threats

Acquired credibilityIt refers to the audience perception of you after the communication takes place, after they have heard or read you.Techniques can be used where credibility is low such as,Cite ideas or benefits that match your audience views, need and goalsIdentify yourself within the need and goals of your audienceQuotations from the authorities our audience want to be like Associate yourself with well regarded people