【文章內容簡介】 Credibility Credibility – how the audience think of me? What is my position? What can I supply? What’s my objective? What style should I choose? Communicator strategy 1. Communicator’s credibility ? Initial credibility： Your audience’s perception of you before you even begin to municate。 ? Acquired credibility： Your audience’s perception of you after the munication has taken place How to promote your credibility ? rank (身份地位 ) goodwill (良好意愿 ) expertise (專業(yè)知識 ) image (外表形象 ) shared values (共同價值 ) Factor Based on Initial Credibility Stress by Acquired Credibility Increase by Rank Hierarchical power Emphasizing your title or rank Associating yourself with someone of high rank (countersignature, introduction) Goodwill Personal relationship, “track record” Trustworthiness Referring to relationship or “track record” Building goodwill by citing audience benefits Acknowledging conflict of interest。 offering balanced evaluation Expertise Knowledge, petence Including a biography or resume Associating yourself with or quoting someone your audience considers expert Image Attractiveness, audience desire to be like you Emphasizing attributes audience finds attractive Building your image by identifying yourself with your audience’s benefits。 using nonverbal and language your audience considers dynamic Shared values Morality, standards Establishing a mon ground and/or your similarities, at the beginning of the munication。 tying the message to your shared values 表 影響可信度的因素和技巧 因素 建立基礎 對初始可信度的強調 對后天可信度的加強 身份地位 等級權力 強調你的頭銜或地位 將你與地位很高的某人聯系起來（如共同署名或進行介紹） 涉及關系或長期記錄 通過指出聽眾利益來建立良好意愿 良好意愿 個人關系、長期記錄 值得信賴 承認利益上的沖突，做出合理的評估 專業(yè)知識 知識和能力 包括經歷和簡歷 將你自己與聽眾認為是專家的人聯系起來，或引用他人話語 外表形象 吸引力，聽眾具有喜歡你的欲望 強調聽眾認為有吸引力的特質 通過認同你的聽眾利益來建立你的形象；運用聽眾認為活潑的非語言表 達方式及語言 共同價值 道德準則 在溝通開始就建立共同點和相似點，將信息與共同價值結合起來 TV mercials: ? Clip1: safety belt ? Clip2: 汽車 1 ? Clip3: 寶馬 ? Clip4: Accord What are the credibilities you saw in these mercials? 2. Communicator’s background 表 溝通者自我背景測試框架 我的溝通目標是否符合社會倫理 、 道德倫理 ? 在現有內 、 外部競爭環(huán)境下 ， 這些目標是否具有合理性 ? 我就這個問題作指導性或咨詢性溝通的可信度如何 ? 是否有足夠的資源來支持我的目標的實現 ? 我的目標是否能得到那些我所希望的合作者的支持 ? 我的現實目標是否會與其他同等重要的目標或更重要的目標發(fā)生沖突 ? 目標實現的后果如何 ， 能否保證我及組織能夠得到比現在更好的結果 ? Question 2: Why am I doing this? (objective： as a result of this munication, ……) 1. Objectives ? General objective ? Action objective ? Communication objective 士兵突擊 許三多 ， How to Get Control of Your Time and Your Life By Alan Lakein (Bestseller 2023) EXAMPLES OF OBJECTIVES G e n e r al A c t i on C om m u n i c at i on C o m m u ni c a t e de pa r t m e n t a l r e s u l t s R e po r t 3 t i m e s e v e r y w e e k A s a r e s u l t o f t hi s pr e s e n t a t i o n , my b o s s w i ll l e a r n w ha t m y de pa r t m e n t a c c o m p li s he d t hi s m o n t h I n c r e a s e c us t o m e r b a s e C o n t r a c t w i t h 30 c l i e n t s i n t hi s m o n t h A s a r e s u l t o f t hi s l e t t e r , t h e c l i e n t w i ll s i g n t h e c o n tr a c t D e v e l o p a s o un d f i na n c i a l po s i t i o n M a i n t a i n a nn ua l de b t to e qui t y r a t i o o f n o gr e a t e r t h a n 34% A s a r e s u l t o f t hi s r e po r t , t h e b o a r d w i ll a ppr o v e my r e c o m m e n da t i o ns I n c r e a s e t h e n u m be r o f w o m e n hi r e d H i r e 35 w o m e n w o r ke r s by t h e e n d o f t hi s m o n t h A s a r e s u l t o f t hi s pr e s e n t a t i