the outcome you want to achieve through communication.
Informative communication can both describe and explain.
This diagram tells you two basic facts about communication. First, senders need to know the precise purpose or intention of their message
old model of business leaders and managers emphasized their power and authority
Leaders still need to get things done, but they have to trust others to do the work.
Communication, written or oral, is the primary means for leaders and managers to influence action.
A 2004 study provided evidence that leaders in business organizations think they aren't prepared to communicate well. Eighty-six percent of the respondents rated communication skills as a critical leadership competency but only thirty-five percent rated their communication ability as a strength,
The knowledge gained from thinking about the purpose and audience can enhance the message,
Why? Knowing Your Purpose
His message was intended to show Congress and other audiences, such as the media and taxpayers, that the bank was using government money productively.
His purpose was to restore the reputation of the bank
In business, managers frequently communicate for one of two reasons: to transfer information (to inform) or to motivate the audience members to change their opinion or to take an action (to persuade).
The Purpose of Informing
The Purpose of Persuading
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