Ab0602 WS2SS

AB0602
• Week 2
Reviewing communication models
Introductory Presentations
Pre class activities
• Make sure you have submitted the Pre course writing task
• Go through Introductory Presentation task description
• produce a written outline of possible content and delivery

strategies
Part 1
• Reviewing communication models
3
Housekeeping: Contact Information
• Nicola Green
• nhgreen@ntu.edu.sg
Housekeeping: AB0602 Objectives
• Build on AB0601
• business writing & presentations
• Theory
• SCM/ CVF
• Strategies
• making informed choices
• Skills
• craft & deliver effective business writing & presentations
• Principled Negotatiation (Harvard Negotiation Project)
• engage in negotiation effectively
Housekeeping: Course Components
Spoken Component 40%

Individual 20% Week 6 individual online
Presentation
Group 20% + Week 13 group/ in class

Presentation + 10% individual
Slide Deck Report
Written Component 30%
Final Written Test 20% Week 12 individual in LT
Negotiation 10%
Analysis Paper 10% Week 10 individual in class
Class Participation 20%
Participation 20% ongoing group/ in class/
individual online
6
Housekeeping: More Information
• Course Books
• Murfett, U. M. & Yew, D. (2013) Communication Strategies for the Global

Workplace, Singapore: Pearson Education South Asia
• Getting to Yes: Negotiating Agreement Without Giving In (2nd Edition)

• Introductory Presentations
• not graded but feedback given
• posted on NTULearn
Contingency Theory
 Managing organisational communication based on

consideration of contingencies
 Acknowledging that the communication process is

influenced by an organisation’s internal & external
constraints
The Strategic Contingency Model (SCM)
Situational
Situational Design Comm.
factors
factors factors outcome
Audience Media What should
Objectives the audience
Message think, feel or
Context do?
Sender
FEEDBACK
9
Applying SCM to your Introductory Presentation
1. What was the desired outcome of this message/

assignment?
2. What questions did you ask & answer regarding your
audience?
3. What was your primary objective and how did you bring in
other objectives?
4. Were there any important contextual considerations?
5. How did you work on your initial &/or acquired
credibility in your presentation?
6. Media choice was predetermined but given an
opportunity would you make other, more
appropriate choices?
7. What message considerations did you have regarding organisation &
content?
10
The SCM – situational factors : analysing the
audience
Some key questions:
Who are they? Primary/secondary audience?
Situational What is their cultural background?
factors What do they know/feel?
Audience What questions do they want answered?
What pressures do they face?
Objectives How do they make decisions?
How is their relationship with the sender?
Context
What communication style are they used to?
Sender
(Munter, 2009; Livermore, 2010; Young, 2011)
11

assignment?
audience?
other objectives?
content?
12
The SCM – situational factors: determining objectives
Situational The competing values communication

factors framework (CVCF):
Audience
What are the most important objectives
Objectives my message should achieve?
Context
(Rogers & Hildebrandt, 1993)
Sender
13
The SCM – situational factors: determining
objectives - CVCF
To build rapport, To inspire,

generate trust challenge, lead
Relational Transformational
Informational Promotional
To explain, To sell,
describe motivate
14

assignment?
audience?
other objectives?
content?
15
How has failure to consider desired outcome, audience &
objectives made this an unsuccessful message?
To: P&G Tower Center Employees

From: A. P. Hill
Subject: Seminar on “Management by Objective”
Date: October 5, 2006
On Oct. 14 & 15 P&G will host a seminar entitled “Management by

Objective” which will be held at our Tower Center Auditorium. Guest
speakers will include Robert Quinn from the Michigan Business School.
Approximately 300 seminar participants are expected which will cause
crowding at the Center. Since the parking lot will be reserved for
conference attendees, employees should make an effort to use side lots.
Also, 12:00 -13:00 the Center cafeteria will be occupied by conference
attendees. Employees will find the cafeteria less crowded at other times.
As always, your cooperation is greatly appreciated
16
16
context
Situational Organisational culture and context?

factors Other contextual considerations?
Geographical distance, time pressure /
Audience urgency of communication, technological,
financial capabilities, audience size……
Objectives
Context
Sender
(Garnett, 1992; Trevino, Daft & Lengel, 1990)
17

assignment?
audience?
other objectives?
content?
18
sender
Situational Sender credibility (ethos)?

factors - initial credibility
Audience - acquired credibility
Objectives
Sender appropriate?
Context
Sender (Munter, 2009)
19

assignment?
audience?
other objectives?
content?
20
The Strategic Contingency Model (SCM)
Situational Design
Design Comm.
factors factors
factors outcome
Audience Media What should
Objectives the audience
Message think, feel or
Context do?
Sender
Feedback
21
The SCM – design factors : Choosing the best
medium
Design Media Choice Theory
factors
Media Richness Theory Guiding managers’
Media media choice
Media Repertoires
Message
(Trevino, Daft & Lengel, 1990

Daft & Lengel, 1988
Watson-Manheim-Bélanger, 2007)
22

assignment?
audience?
other objectives?
content?
23
The SCM – design factors : Crafting the
message
Design Organisation:
factors direct – indirect?

Message content:
Media
Achieving an appropriate mix of ethos, pathos and
logos (rhetorical appeals)
Message
(Aristotle in Business Communication, 2007)
24

assignment?
audience?
other objectives?
content?
25
Citibank Message
• Review the message in terms of the SCM;

• What choices have been made & why?
• How does this make for an effective/
ineffective message?
26
Part 2
• Introductory Presentations
27
IP Discussion
• Discuss the ideas your group came up with before class for the IP - with
the SCM in mind
• You could use these questions to frame your discussion but aren’t
restricted the them
 Do the ideas for the presentation meet your understanding of the desired communication
outcome?
 Do the ideas for the presentation engage, acknowledge or interest the audience?
 Do they meet contextual considerations?
 Do the ideas help to meet the intended communication objective(s)?
 Does the speaker appear to be the appropriate sender of the message?
 Is the content appropriate to all of the above?
 Will the speaker get the most from the designated media (a presentation)?
28
IP Discussion
• Has the SCM proved a helpful planning tool? How?
• What did you change after your discussion? Why?
• What did you leave the same? Why?
29
Filming & Posting
• Individually film your presentation using your phone

or laptop
• Make sure the video is from head-to-toe and saved

on your phone or laptop
• Post your own video to the Assessment Tool under

assignments on our course site on NTUlearn –
before the weekend
30
Homework
• Watch your presentation several times

1. Turn off the volume and watch only
2. Cover the screen and listen only
3. Look at both elements together
• Come to next week’s class with 3 lists
1. What I did well
2. Areas for improvement
3. Strategies for improvement
31

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AB0602

Reviewing communication models

• Go through Introductory Presentation task description

• produce a written outline of possible content and delivery

• Reviewing communication models

Spoken Component 40%

Group 20% + Week 13 group/ in class

• Murfett, U. M. & Yew, D. (2013) Communication Strategies for the Global

• Getting to Yes: Negotiating Agreement Without Giving In (2nd Edition)

 Managing organisational communication based on

 Acknowledging that the communication process is

1. What was the desired outcome of this message/

1. What was the desired outcome of this message/

Situational The competing values communication

To build rapport, To inspire,

1. What was the desired outcome of this message/

To: P&G Tower Center Employees

On Oct. 14 & 15 P&G will host a seminar entitled “Management by

Situational Organisational culture and context?

1. What was the desired outcome of this message/

Situational Sender credibility (ethos)?

Audience - acquired credibility

1. What was the desired outcome of this message/

Design Media Choice Theory

(Trevino, Daft & Lengel, 1990

1. What was the desired outcome of this message/

factors direct – indirect?

(Aristotle in Business Communication, 2007)

1. What was the desired outcome of this message/

• Review the message in terms of the SCM;

• Has the SCM proved a helpful planning tool? How?

• What did you change after your discussion? Why?

• What did you leave the same? Why?

• Individually film your presentation using your phone

• Make sure the video is from head-to-toe and saved

• Post your own video to the Assessment Tool under

• Watch your presentation several times

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