Transcript Communication Breakdowns (continued)

chapter
9
Communications
and Customers
Functions of Communication
•
The communication process has two
distinct functions:
1. Conveying information
2. Achieving mutual understanding
•
Effective communication is a true two-way
process.
Communication Process
Communication Process: Key Terms
•
•
•
•
Encoding
Communication channels
Decoding
Feedback
Communication Breakdowns
• Communication noise includes the internal
and external factors that interfere with an
effective communication process.
• External noise could include a loud or
distracting work environment.
(continued)
Communication Breakdowns
(continued)
• Internal noise refers to the factors that often
result in a misinterpretation of a message—
for example, nonwork stress or other
distractions.
• External–internal noise is when
misinterpretation comes from the social
context.
(continued)
Communication Breakdowns
(continued)
• Sociocultural noise occurs because of
cultural misinterpretations.
• Language choices can result in breakdowns
because of vague language, multiple
meanings, or the use of jargon.
Strategic Approach
to Communication
• Carefully consider whom your audience is.
• Understand the needs and information
capacity of the audience.
• Encode information clearly and
unambiguously.
• Choose communication channels that fit the
message.
(continued)
Strategic Approach
to Communication (continued)
• Check to be sure the message has been
adequately received.
• Develop a system for multiple levels of
feedback.
• Change the message according to the
feedback.
Types of Communication
•
•
•
•
Downward communication
Upward communication
Horizontal communication
Informal communication
Internal Communication
• Provides synthesizing and organizing
information
• Expresses values
• Aids in coordination and control
Keys to Crisis Communication
• Quickly get on top of what happened.
• Have good management procedures
throughout the organization (this will aid in
an effective response).
• Have a designated organizational go-to
person for stakeholders and the media.
• Be truthful, honest, and upfront, but do not
jump to conclusions or offer unsupported
opinions.
• Speak with one voice.
External Communication
• External communication is targeted to
external constituencies.
• External communication includes two main
areas:
– Marketing communications
– Positioning and repositioning strategies
Positioning
Positioning is the place that leisure services
and programs hold in the minds of
stakeholders relative to their perceptions of
other services provided by competitors.
Positioning Strategies
• Attributes focus on what customers value
about a service.
• Price focuses on cost relative to that of
competitors or as a signal of quality.
• Comparison to competitors focuses on
what you do that your competitors do not.
(continued)
Positioning Strategies (continued)
• Product class differentiates your service
from a range of other options.
• User focuses on the interests or needs of a
particular user group.
• Use-related focuses on how a product or
service is consumed.
Three Axioms of Positioning
• Positioning is about affecting perceptions.
• An agency’s position in a person’s mind is
held in relation to its competitors.
• Consistency in messaging is key.
Repositioning
• Repositioning is changing the way
stakeholders perceive an organization in
relation to competitors.
• The axioms of positioning apply to
repositioning as well.
• Changing existing perceptions can be a
much more difficult and resource-intensive
process than positioning.