STRATEGIC COMMUNICATION 3
UsingLanguage and Communication to Sell out Businesses
Giventhat each academic and professional discipline will always have itsown beliefs and ethics, its own rhetorical traditions, and its ownwritten products minding the language and the type of communicationmodels used becomes one of the prime aspects in these disciplines.Take, for example, the world business arena, people and professionalsare in every day developing new products and services which all haveto sell, considering that even the older ones have to remain strongin the markets. Unfortunately, when most of the high school graduatesmatch into the colleges, they enter with only a vague idea of what itmeans to become a participating member of a discipline or professionsuch as in the business world. Therefore, it is the educator’s roleto see to it that these freshmen are able to develop, with time, agood capacity for understanding the topics presented to them.
Asa result, this writing have chosen to illustrate how strategiccommunications are important since all students requirescomprehensive understanding of communication strategies that sustainstrategic goals of an individual or firm in the global businessfield. Similarly, the paper reflects on how the planning process iscrucial and valuable in ensuring that the target audience receivesquality information, which, on the other hand, gives them a positiveimpression towards the primary goal or the intended purpose. Thepaper reflects on the communication models and communication languageused by various entrepreneurial firms to help ringer a betterunderstanding to college freshmen of how embracing strategiccommunication is important not only in their learning sessions, butalso to their future business professionalism.
Communicationis solely the act of conveying information from an individual toanother. However, when it comes to strategic communication, it is nolonger about just transferring information, it is about understandingthe feelings behind the information (Kosner, 2001). Strategiccommunication does improve relationships at schoolwork, home, andeven in social institutions through deepening somebody’sconnections with others. Strategic communication also helps one towork well in a team, make appropriate decisions and solve problems.It enhances one to deliver negative or difficult messages withoutforming conflict or destroying trust. (Rayodu, 2010)
Itis these aspects that make the communication process a part of alarger triangle of relationship, a triangle that will involve theaccounts of the communicator, the message, and the audience ofreference. Both in businesses and all other social fields, it is veryimportant to observe all these vertices of the communicationtriangle. However, there is one vertex that emerges to be verycrucial in all spheres the audience. Knowing the audienceeffectively determines the nature of information that the composer islikely to include in the presentation, the type of language as wellas how to convey the message most effectively. This means that theaudience directly affects the composer’s choice of language, tone,and content, or else, the message comes out all confused andinappropriate (Evans, 2013). Such aspects are clearly illustrated bythe various business firms that are showing clean success in theworld today.
Letus take the two business fields the socially based and online basedbusiness, that characterize that overall today’s models of doingnational and international business. McDonalds is one perfect exampleof a socially based business. Although McDonald’s has clearly showntrue success globally, it is by no refute that it must have overcomea series of inevitable challenges on its way up to be “The King ofFast Food.” One such challenge is the existence of different lawsand cultures in different lands that the firm establishes itsfranchises. By all means, this means different tastes in differentlands. It is a fact that demands a lot from the firm’s managementsuch it has to ensure that all its levels emanate truthfulness,ethics, and dependability daily drafting new means by which they caneffectively and strategically communicate with their customers.Franchisedirect.com (2014) summarizes into three prime factors thathave made McDonald’s a successful firm. These factors includeconsistency, innovation, and reliance, which if one looks keenly, areall in favor of their customers.
Onthe other hand, Yahoo a typical online business bears such auniquely interesting success history. It has become a giant globalmedia powerhouse right from just a delegation from college studentswho were sorting out ways to enhance strategic mass communication. Itis of course that the firm has faced a lot of competition from otherstrong social networking firms such as Google or Facebook, but still,Yahoo is trying to hold its position in the market. The primequestion holds as ‘how’ has it managed to do this? Oreskovic(2013) tries to review and answer this question, and all the came upwith is that Marrisa Mayer, the new Yahoo’s Chief Executiveofficer, simply “comes from a culture that has motivated people tobe innovators.”With consistent innovation, the firm has identifiednew means to attract the audience/customer’s attention, win theircredibility, reliability, and finally hold up its initial success.However, what is clear and evident from the success illustrated bythe above two firms is the fact that they both have strongly investedin the “WHO” factor the audience. Knowing the audience firsthelps the management to know “HOW” best to communicate to themand “WHAT” kind of products and services best suite them.
Thesefacts are not only a reflection of how the successful businesses inthe global arena are operating, but also they insinuate how asuccessful student fresh or old, should handle their communicationalpresentations. They necessitate the need to have a powerful strategicfoundation and holding a planning process that will not onlyincorporate humor and audience participation, but also ensure thatthe objective is on target, starts well, and that the target audiencereceives quality information that by all means reflect on thepositive aspects of the primary goal.
Strategiccommunication brings together a set of skills such as attentivelistening, non-oral communication, the capability to administerstress and the capacity to recognize one’s emotions and those ofthe person he or she is communicating with. Strategic communicationis therefore a necessity to every college student in order for him orher to succeed. Among the many paths that one can use to develop astrategic communication plan, below are some that can help both freshand old college students.
Inpublic places, likein the staff room, class, field, among others,observing how other people use body language can inform one how tobetter get and use noverbal signals when communicating with others(Harvley, 2006).First looking at how other people are doing andtheir interaction is a matter of great importance. Makesome effort to presume their relationship, what are they discussing,and how each one of them feels about what is being discussed.Similarly, people from different places and cultures use differentcommunication gestures. It’s therefore important to take thingssuch as culture, age, religion, gender, and emotional state intoconsideration when reading body language signals. People fromdifferent cultures are likely to use different body signalsdifferently. To college freshmen, this is crucial since it will helpone to communicate well with others during their stay-time in thecollege.
Donot focus much into a single gesture, contemplate on all of thenonverbal gestures from eye contact, voice tone and body language.Anyone can slip up irregularly and allow eye contact slip. Alwaysthink about the signals as a whole to get better the information(Rourke, 2009). Nonverbal communication helps one to support what heor she is trying to deliver, for example, when communicating toteachers, fellow students, or even parents. Talk about one thingwhile the body language communicates something else makes the personbeing communicated to, to overly disregard or get confused by themessage rather that properly coordinating it (Gunnar, 2005).
Ifone has no confidence for example during a class presentation or inan important function, body language can enable he, or she showsself-confident, even when they are not. Instead of hesitantlyentering a room while eyes averted, facing down, and sliding into theseat, making some effort of standing upright with your shouldersback, putting on a smile and maintain eye contact while giving a firmhandshake helps a great deal to boost individual confidence. Itenables one to feel confident and make the other persons feel at easeand that you are conscious of what you are performing. Such practicesare essential and will automatically help one, especially duringgroup discussions when one is necessitated to share his or her ideaswith their colleagues.
Now,reflecting on the identities above and trying to critically analyzewhat the whole context is all about. We can identify that the writinghammers in means by which the presenter you as a new collegestudent, can be able to handle audience (be it fellow peers,teachers, parents, or customers) here in the college, out there inthe society, or even while in the future business occupations. Inthe real sense, the subject matter for which you may be handling mayand may not be real, but it is up to your confidence and innovationto be able to convince your audience into believing you. The writinginsists that, while developing a strategic communication model, itnot all about just having a topic to discuss. The presenter needs tothink of his or her audience first, analyze their sociality, theethical background and beliefs, and then finding means to convincethem into believing the topic only from his or her presentationangle.
Itmight appear awkward that most businesses, even the successful ones,are focusing on their customers first rather that the products theysell. Or is a business not all about marketing what you have or canmake and not twisting what you have for marketing? Apparently, not.Business seems to have taken a wholly new path.I t means that allproducts are being shaped according to the customers’ needs andpreferences and probably, the message sent to the customers is onlytwisted to sooth their ears whereas the products at sale may have nosuch facts (Argenti et al., 2006). This means that the communicationemerges as a prime factor that holds the facts of a given message.The presenter need only to have a strategic plan that covers andmakes the whole story looks all real.
Apparently,the same thing applies both while at school and in the society. As afreshman, you do not have to seek comprehensive understanding of theissue from a logic perspective anymore. All you have to do when beingaddressed to or while addressing anyone is to incorporate humor andmake your participation in the exact moment all present, avoidmonologues and instead, encourage dialogues by either conversing orasking rhetorical questions that definitely challenge the audienceinto buying your perspective. Similarly, innovation is one other veryimportant feature in communication. The writing clearly shows howprofessionals have used innovation to diversify their markets(Gunnars, 2006). Us as students, we could use the same. The timecomes when you lack ideas to support your presentation orconversation, but all you have to do to engage innovative ideas thatdiversify, boost and make the presentation all lively again.
Frommy experience, strategic communication is the key and is vital toevery student. Personally I have enjoyed it. I am thereforeencouraging you, as freshmen, let no one mislead you, always think ofthis in anything you do. Strategic communication will give you peaceand enable you succeed in your studies.
Argenti,Paul A., Howell, Robert A., Beck, Karen A., spring 2005. "TheStrategic Communication Imperative",Massachusetts Institute of Technology (MIT) / Alfred P. Sloan Schoolof Management, MIT Sloan Management Review (SMR) Vol. 46, No. 3,pp.83-89.
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