The_Essential_Manager_s_Handbook

PLANNING YOUR APPROACH / 249

MANAGE EXPECTATIONS

Always let your audience know what to expect, and deliver

what you promise, never less. People are disappointed only

if their expectations exceed what they actually receive.

EXPLAIN YOUR POSITION

Use words that your audience will understand and concepts

they can relate to. This means, of course, that you must know

who your audience are, as well as what they know and how

they feel about the subject.

WORK WITHIN OBJECTIVES

All of your communication should be consistent with and directly

supportive of the strategic objectives of your organization—its

vision, values, and beliefs.

ADAPT TO YOUR AUDIENCE

Appeal to the basic needs (shelter, sustenance, safety,

companionship, or social approval) of your intended audience

or their senses (use motion, color, and sound). What can you

do to hold their attention?

KEEP THEM ON SIDE

Make your audience resistant to counter-persuasion

by asking for a tangible, preferably public, commitment

from them, or reminding them of the benefits to be derived

from doing as you ask.

MOTIVATE YOUR AUDIENCE

Encourage your audience to accept and act on your message by

appealing to authorities that they respect, the social conformity

displayed by others they know or admire, the rationality of your

argument, or their desire to behave in consistent ways.

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