The goal: to expand the partner's information fund, to transmit the necessary information.
Expected result: mastering new information and applying it in practice.
Terms of communication: accounting for the cognitive capabilities of specific business partners, their individual settings for obtaining new information and intellectual opportunities for its processing, understanding and perception.
Communicative forms of the message: report, message, seminar, conversation, report.
Communicative means and technologies: comment, argumentation and proof; characteristics of cause-effect relationships, comparative analysis; interpretation of new vocabulary, summary, use of verbal and nonverbal keys of access to audial, visual and kinesthetic channels, speech culture and oratory.
Purpose; cause the business partner to have certain feelings and form value orientations and attitudes; convince of the legitimacy of interaction strategies; make your minded.
Expected result: attracting a partner to his position, changing personal attitudes, views, beliefs, reorientation of goals.
Terms of communication: reliance on the receptivity of the partner, his personal motivation and intellectual and emotional culture.
Communicative forms of communication: persuasive, call-to-action speech, press conference, discussion, dispute, negotiations, parting words, compliment, conversation, presentation, "round tables".
Communicative means and technologies: argumentation, demonstration and proof; clarification and comparative analysis; facts, figures and examples showing the benefits; reliance on the emotional attitude of the partner and the inclusion of his kinesthetic channel through verbal and non-verbal access keys; counterparty accounting; psychological methods of accession; the formation of an attraction, the creation of an atmosphere of trust.
The goal: to form a psycho-emotional attitude in the partner, to convey feelings, experiences, to induce to the necessary action.
Expected result: changing the partner's mood, provoking the necessary feelings (compassion, empathy), involving in specific actions and actions.
Terms of communication: reliance on the emotional sphere of the partner, the use of artistic and aesthetic means of influence on all of its sensory ropes.
Communicative forms of the message: presentations; conversations and meetings; rallies; stories about the situation, about the firm, about the person; briefings; brainstorming, synectics; demonstration of video, film fragments; analysis of possible consequences; slogans and appeals.
Communicative means and technologies: audio, video and art; brevity of speech structures; emotionally colored, figurative vocabulary; acting skills: smile, voice, look; brightness of gestures, facial expressions; demonstration of congruence; reliance on the actual needs of students; sincerity of demonstrated feelings.
In modern conditions, communication is accompanied not by one channel, but by two or more channels. Accordingly, in communications of different types, several communication channels are used with some prevalence of one of them:
For example, with an oral method of sending messages, we have an audio channel and a non-verbal channel, and then use the subject's cognitive tools to process the information. When writing a message, only a visual channel is available, but the style of design, structure, design and visual elements form a non-verbal channel that is analogous to the language of the body when spoken orally.
In the case of oral communication, nonverbal communication tools and more rigid ways of structuring the main purpose of communication, in particular, the expected results from communication, acquire special significance. In the case of indirect communication, for example written, one can find an analogue of the nonverbal way of influencing the recipient. This is, first of all, the design, structuring and stylistics that define the "face" sender.
You can select a mixed form of communication, for the transmission of a message in which both channels are used: visual and audio, respectively. This is a presentation. When preparing presentations, it is necessary to take into account both verbal and non-verbal characteristics, as well as understand the specifics of the perception of oral messages and the structuring of the material for them.
Business communication predominantly belongs to the form of intergroup communication, since the subjects that are affiliated with certain organizations interact, and to a certain extent the process of communication does not depend on interpersonal connections and individual preferences of subjects.
Bearing in mind the peculiarities of message transmission, the specialists distinguish between direct, in particular interpersonal, and mediated communication. Mediated communication is defined by the symbolic environment in which a person receives, transmits, processes signals, images, meanings. The dynamics and effectiveness of mediated communication depends on the culture, organization and technologies of a particular communication system.
Accordingly, three types of communication channels are distinguished:
1) a direct channel is a communication system, as a rule, a distributed system that is composed of a functional of various information systems for automating activities in the organization (Figure 1.2);
2) multimedia media;
3) global information and communication network.
Fig. 1.2. Elements of a direct communication channel
Based on the affiliation of participants in business communication, it is possible to distinguish the communications of participants representing the interests of the organization and participants not associated with specific organizations, i.e. representing their business interests.
It is important to understand that in business communication, which is related to the organization, the firm, there is external and internal communication.
It is also customary to describe the directions of communication not only from the external and internal environment of the company, but also from the point of view of the hierarchy of the organizational structure.
1. Up: from lower-level managers to higher-level specialists.
2. Down: from superior managers or managers of functional units to employees and performers.
3. Outside: to other organizations or people who do not work in this organization.
4. To the side: to external participants in the business situation in the organization.
A set of connections between an organization or a particular participant forms a communication space, which is understood as a system of diverse communication links that are influenced by professional, cultural, economic, political, technological and other factors (Figure 1.3).