【正文】 unicator doesn?t shoot an arrow at a target, but sets a process in motion designed to achieve a considered result. This means polling our audience at every stage of the munication and, more importantly, giving them an opportunity to respond. That way, we know what they think and can tailor our message accordingly with the result that they are more likely to feel involved in the process and mitted to our goal. A mere brief consideration of these seven analytical tools will reveal that any business munication task is really a management task. Many munication situations happen to a manager rather than occur as planned events. Some of our key topics and goals may not be listed on any overt agenda. How can these 中國最大管理資源中心 realities be turned to advantage? Considering the source, audience, goal, context, message media, and feedback will provide us with an economical framework for introspection in any business situation, whether we are planning a broad strategy or devising a particular munication effort. Using this checklist will ensure that by the time we actually engage in the munication process, we are executing a particular task in service of a larger vision — and are therefore more likely to succeed. The qualities of effective munication Once we have examined our position as the source of a munication, we want to ensure that each conversation, memo, phone call, Inter message, presentation, proposal, or report carries the maximum impact possible. Here we want to address the fundamental qualities shared by any effective source of business munication. We should also refer throughout the course to technical manuals on writing and speaking. Qualities to aim for, whenever we write or speak, include: Accuracy When we approach an audience, we are implicitly seeking trust. If even one member of our audience detects a factual error, we are in trouble. Inaccuracy, in business, takes several typical forms: insufficient data, misinterpretation of the data, ignorance of key factors, unconscious bias, and exaggeration. We should guard against them all to preserve and enhance our credibility. Clarity Clarity is a hard won. To function efficiently, an anization depends on accurate and plete information, intelligible instructions, and policies capable of guiding the decisionmakers in both routine and unexpected situations. Misunderstanding, ambiguity, and confusion cost money and make for frustration. Achieving clarity in business writing and speaking requires: Clarity of thinking If we haven?t thought through the rationale for our proposal, the plan of action to achieve it, and the possible consequences, then we can?t expect our audience to follow us. Most bad writing or speaking is the result of shoddy thinking or slapdash preparation. Clarity of expression Correctness, conforming to standard grammar and usage, is the baseline for effective munication。 errors in diction or sentence structure will call into question our whole ability to manage information. But for many munications, individual linguistic correctness is not enough. To ensure clarity in instructions 中國最大管理資源中心 for routine procedures, or in policy statements, reports, persuasive presentations, and memos, we may have to discard many “correct” sentences before our language clearly conveys our meaning. If we find that we can?t write or say our message clearly, we need to reexamine the thinking that has led us to the position of our munication. Brevity Good business munications strive to be brief, to acplish much in few words. Brevity is a cardinal virtue whether our munication is going to the president, to a junior executive, or to hourly employees. Everyone?s time is valuable。 no one enjoys sitting through needlessly long munications when there?s work to be done. Some panies, such as Procter amp。 Gamble, legislate brevity。 seniors won?t read a memo that runs over one or two pages. Such limits cut down on the flow of paper, although they can?t guarantee that the memo says all that needs to be said. Concision does not mean writing exclusively in short sentences or omitting necessary detail. It means making every word count. Vigor Vigor means vividness and memorability. People in business circles have multiple responsibilities and receive munications from many sources each day. Nimtzberg has shown that managers can usually give ideas and information their attention for short periods only. Interruptions, distractions, and peting responsibilities all characterize managerial work. A vigorous style helps our munication stand out from the clutter. Vigor results partly from accuracy, clarity, and brevity。 and partly from our choice of words, images, and sentence patterns. Vigorous sentences are characterized by active verbs, concrete nouns, and a minimum of wellchosen modifiers. Vigorous language aids understanding and makes our message more memorable. It also conveys confidence and conviction. No one will be fooled by typical anizational doublespeak such as “we plan to devote considerable effort to the study of developing requirements and will seek to develop proposed solutions to the various possible needs we can foresee well in advance of the time that a decision will be needed.” This sentence violates all the criteria for vigor. “We plan to” should be “we are acting now.” repeated words, such as develop and developing, and repeated meanings, such as considerable and well, are padding. Useless modifiers such as proposed and possible weaken the impact of key nouns. “Will be needed,” a passive construction, begs the questions by whom and when? “We will present our remendations for expanding our product line on November 1” takes onethird the space, sticks in the mind, and conveys much more vigorous information. 中國最大管理資源中心 Principles of effective munications