summary国际商务沟通.docx

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