AB0602

Communication Management
Strategies

WEEK 2 SEMINAR 1 (2.1)

S T R AT E G I C C O N T I N G E N C Y M O D E L ( S C M )
C O M P E T I N G VA L U E S C O M M U N I C AT I O N F R A M E W O R K
(CVCF)
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Contact Information
Emma Jarman-Jones
jjemma@ntu.edu.sg
98204110

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Introductions
 Work with a partner (someone you don’t
know).
 Spend a few minutes interviewing each other
(name, background, interests, anything
memorable etc)
 Introduce your partner to the rest of the
group

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Quiz
1. What are the objectives of this module?
2. What did you cover in AB0601?
3. How many graded assessments are there? What are the graded
assessments and when are they?
4. How are the assessments graded? Be specific
5. What is the main text book used?
6. Have you looked through the weekly schedule?
7. Have you completed the pre-test writing task?
8. Have you begun to prepare for the introductory presentation?

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AB0602 Objectives
By the end of this course, you should be able to:

1.Write coherent, concise and convincing messages

2.Create clear and focused presentations and deliver them with
impact
3.Apply the method of principled negotiation
4.Advance the level and depth of class discussion through active
participation

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AB0602 Objectives
Build on AB0601
◦ business presentations
◦ business writing
Theory
◦ provide conceptual framework
◦ SCM
◦ CVF
Strategies
◦ make informed choices
Skills
◦ craft & deliver effective business writing & presentations
Principled Negotiation (Harvard Negotiation Project)
◦ engage in negotiation effectively

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 AB602 ASSESSMENT COMPONENTS

Spoken Component 40%

Individual 20% Week 7 individual in class
Presentation

Group 20% + Week 13 group/ in class

Presentation + 10% individual
Slide Deck Report
Written Component 30%
Final Written Test 20% Week 12 individual LT
Negotiation 10%
Analysis Paper 10% Week 9 individual in class
Class Participation 20%
Participation 20% ongoing group/ in class
individual

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 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
Seminar Groups 33 and 34 (Mon/Wed groups) – Wednesday 22 January (No class
on Monday 27 January)

Seminar Groups 23 and 31 (Tue/Wed groups) – Tuesday 28 January (No class on

Friday 24 January)

◦ not graded but feedback given

◦ filmed and posted on NTULearn
◦ outline to be submitted vis Turnitin
◦ instructions on NTULearn under assignments
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 In groups discuss the following questions. Be prepared
to share your views in a whole group discussion

1. What is the Strategic Contingency Model SCM (from AB0601)?

What are the key elements of the SCM?
2. How do you apply the SCM to your pre-test writing and
Introductory Presentation?
3. What is Executive Presence? Why is it important?
4. How can you apply Executive Presence to your presentations?

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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
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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?
Context How is their relationship with the sender?
What communication style are they used to?
Sender
(Munter, 2009; Livermore, 2010; Young, 2011)

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The SCM – situational factors: determining objectives

Situational The competing values communication

factors framework (CVCF):

Audience
What are the most important objectives my
Objectives message should achieve?
Context
(Rogers & Hildebrandt, 1993)
Sender

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 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

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1. 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, 2016
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

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 2. Why might this be a better message based on our
analysis of outcome, audience & objectives?
To: P&G Tower Center Employees

Subject: Change in parking & cafeteria use Oct 14 & 15

Date: October 6, 2016

On Oct. 14 & 15, parking lot A and the cafeteria will be crowded as there’s a seminar in the
Tower Center Auditorium.

We expect P & G will get some new customers as a result of this seminar and appreciate the
contribution you make by modifying your parking and cafeteria habits on these days.

You should be less inconvenienced and will find parking if you use Lot B. Seminar
attendees have been directed to Lot A.

Also, the Center cafeteria should be less crowded before noon or after 1 o’clock. Seminar
attendees break for lunch at noon.

Thanks for your support.

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The SCM – situational factors : analysing the
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)

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The SCM – situational factors : analysing the
sender

Situational Sender credibility (ethos)?

factors - initial credibility

Audience - acquired credibility

Objectives
Sender appropriate?
Context
Sender (Munter, 2009)

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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
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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)

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The SCM – design factors: Influences on
media choice (Trevino, Daft & Lengel, 1990)

Message Contextual Media

equivocality determinants symbolism

Straightforward Distance, time

or ambiguous, pressure, The choice of
routine or non- technology, medium also
routine finances, audience conveys a message
size, …

Managers’ Media Choice

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The SCM – design factors: Considering Media
Richness (Daft & Lengel, 1988)

Media Richness Hierarchy

Physical presence – face-to-face
Rich
Interactive media
skype
telephone
email
sms
Personal static media
letters
reports
Lean Impersonal static media
fliers, bulletins

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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)

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 3. Applying SCM to your
Introductory Presentation
1. What is the desired outcome of this message/ assignment?
2. What questions can you ask & answer regarding your audience?
3. What is your primary objective and how will you bring in other
objectives?
4. Are there any important contextual considerations?
5. How can you work on your initial &/or acquired credibility in your
presentation?
6. Media choice has been predetermined but given an opportunity would
you make other, more appropriate choices?
7. What message considerations might you have regarding organisation
& content?

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Reminders
Reading
◦ read chapters 1 - 5
◦ if you haven’t already

Introductory Presentations
◦ outlines
◦ Upload to Turnitin before or the day of your presentation
◦ instructions
◦ on NTULearn