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COMMUNICATION COMMUNICATION
How to make How to make others aware of others aware of
your skillsyour skills
Doc. Annalisa Mandoloni
Acqualagna, November 20-21 2006
Today and tomorrow we will be talking about…
COMMUNICATION IS Definitions, structure and key
elements of any communication process
EFFECTIVE COMMUNICATION = STRATEGIC COMMUNICATION Knowing and analysing all variables of the communication to be implemented to evaluate the most effective strategy
Communication is…
A passage: the sender sends to the receiver a message constructed according to a code shared by both parties (Jakobson)
An act that answers the following questions: Who? What? Through what channel? To whom? With what effect? (Lasswell)
Communication is… a passage in which the sender sends a
message to the receiver.The message is constructed according to
a code shared by both parties and refers to a reference framework known as the context.
Sender and receiver must be in contact through a channel which the message tavels on
To identify the most effective strategy you should analyse:
The speakerThe listenerThe subject/reasons Means employedThe context The relationship
The speaker/communicatorLays down his/her interpretation
and vision of the world, his/her current state of mind, the emotions raised by the subject and the listener, his/her story, his/her culture and beliefs, his/her intentions, his/her goals in life …
The listener too will interpret based on his/her
emotions, culture…
The subject of the communication, its degree of complexity, its interest, its echo as well as its currentness…
“the medium is the message”
The code is the employed system of signs.
The channel consists in the sensory system through which the trasmission and reception of the message take place.
Communication is highly dependant on the context
Social contextCultural context Political context Legislative context Environmental context Disturbance elements Time Place
Feedback
-provides the sender with results
-ensures the correct reception of the message and provides information on required adjustments
Effective communication requires STRATEGIC PLANNING
No more improvisation!
The following should be analysed to understand which strategy is the most effective :
Sender/communicatorReceiver/communicatorMessage MediaContext Relationship
PLANNING PROCESS:
Analysis of needs and definition of goals
Segmentation of speakers (internal and external)
ImplementationEvaluation of results
Once they have been understood the needs should
be translated into goals
The goals,
e.g. the results to be achieved should be:
Specific and realisticQuantifiable and measurableShared
An organization communicates to:
Enhance its image and visibility Present its projectsForge relationshipsBuild networksRaise other people’s awareness
To achieve such results communication should be:
Professional (well-desvised, planned and organized)
Clear Constant Integrated Targeted Internally and externally oriented
Thge following items lie at the basis of communication:
The mission (our identity and goals) The vision (where we would like to be in 3-5
years time) The strategy (how we intend to move from
mission to vision) The guiding values (what shared values we
intend to apply in the implementation of the strategy)
An effective internal communication should:
InformMake others aware of goals, the direction to
achieve them and the role of people working towards them
Promote listening and dialogueEncourage feedback and participationUrge for motivation and sense of belongingEncourage to action
On the basis of which parameters should a medium be
selected? Accessibility Speed Attractiveness/expressive power Feedback Persistency Flexibility Cost
Mainstreaming Horizontal mainstreaming
it is embodied in the transfer of good practices between players/operators on the same hierachical level
Vertical mainstreaming
intends to have an impact on local, regional and national planning and legal framework
As a general rule it encourages the integration of equal opportunities for women and men within the framework of all national and EU policies
External audience
Partner institutionsOther organizations: more in particular
those operating in our field and participating in the incoming and outgoing flow of information
Users/beneficiaries Journalists
How to communicate with Institutions
Information letter or material (if the association was just started or councilor and mayor are newly elected
Invitation to events and conferences (as audience or speakers to disseminate the project
Tools to reach external partners
Press office and related activities Event Extension material (brochures, cds,
newsletters) Radio or TV commercials Site External relationships