An “image” is the first thing we communicate about
ourselves. It is an amalgam of visual, verbal, and even attitudinal clues that we are not
always aware we are transmitting. In the work world, we also broadcast an image of our
team, department, and our entire organization. In
order to present a desired image, you have to know just what image you are trying to
convey. This course will explore how to decide what you want your image to say about you,
your career, and your organization. Once you know that, you will look at the component
parts of image and develop a strategy for making that image, personal and organizational, so
that it will be transmitted whenever you meet someone.
Module 1 – Introduction
“Who am I?”
We have all asked
ourselves that question thousands of times, and we will probably keep asking it. There are
many different answers to that question. In this module, we will focus on it as it applies
to your professional life. One key element is the image you present to the world.
We will look at how to analyze your own image, and decide if it really is the one
by which you want the world to judge you.
~ ~ ~ ~
~
1. Who Do the People You Meet Say You
Are?
According to many experts, your potential action sponsors/beneficiaries and project/programme purpose associates form
an impression of you and your competence within two minutes of first meeting you. The
reason is simple. It’s your image.
Your image is an amalgam of visual,
verbal, and even attitudinal clues that you are not always aware that you are
transmitting.
However, before looking at what you are transmitting, look at whom you are
transmitting to. Get to know and understand your audience, the people you are
dealing with, and with the interests they represent, even before formally meeting them for
the first time. You will then have a better idea of what they want and expect to see when
they meet you. Once you know who you are meeting, analyze the person they will be meeting—you.
Let’s start with what they see. What sort of non-verbal signals are you
sending out? What culture do you represent, and does it clash with theirs?
For reasons best understood and explained by psychologists and cultural
anthropologists, how close we stand to someone can make them feel comfortable or
threatened, but that distance changes depending upon where you are and to whom you are
talking. It is also important to dress for success, as long as you remember that the dress
code depends upon where you, whom you are with, and what you are doing.
Your look, however, is only part of your image. Once you start to talk
you’ll be judged by your ability to communicate. If people have trouble
understanding, or even hearing, what you’re saying, they are not going to spend much
time trying to figure it out.
~ ~ ~ ~ ~
2. What This Course Will Cover
This course will look at the many different ways you tell people about yourself
and the organization you represent, both verbally and non-verbally. It will also help you
determine if your image is really you and, if not, how to change it. We will also
do the same for your organizational image.
Once you know who you are and the image you want to present, we will look at
some of the ways you can present that image to your peers and fellow employees, including
supervisors and subordinates; your action sponsors/beneficiaries, beneficiaries and vendors; to the media and,
through them, to the world at large.
The remaining modules of this course will deal with:
Module 2, Analyze Your Audience
Module 3, What Do They Want and Expect to
See?
Module
4, Non-Verbal Image
Module
5, Cultural Image
Module 6, Dress For
Success
Module 7, Ability to
Communicate
Module 8, Is Your Image
Really You?
Module 9, Knowledge,
Preparation and Organization
Module 10, Comfort Level
Module 11, Meeting the
Media
Module 12, Creating a
organizational Image for the Media
Module 13, Ability to Act
Quickly and Independently
Module 14, Presentation
and Leave-Behind Material
Module 15, Where You Meet.
~ ~ ~ ~ ~
3. Analyze Your Audience
What do you know about the people you will be meeting, speaking to, selling to,
providing a service for, or working with?
The better you get to know and understand them, and the interests they
represent, even before meeting them, the better your chances are of having a successful
project/programme purpose relationship with them.
The first thing to remember, however, is that as human beings they are as complex
as you are. We all have our careers as well as separate lives away from work. We all have
personal histories, families, hobbies, hang-ups, some successes and some failures, and
outside interests and involvements. They do, too.
So what you should really be asking is who they are—or could they become—in
terms of a project/programme purpose relationship with you and your organization, and its services or products?
There are numerous ways to find this
out ranging from surveys and formal research to talking to people who already know or do
project/programme purpose with them.
While there are a variety of ways to do this, the first question is to determine
why you need the information. The answer to that will guide you into the proper way to get
the information you need.
Public speakers, for example, need different information about their audiences than
a sales team would need before going in to make a product demonstration. We will look at
several ways to analyze different audiences.
~ ~ ~ ~ ~
3) What Do They Want and Expect to See?
Part of the process of getting to know your audience is getting to know what it
is they want or expect. You want to figure out what they are really looking for, and what
you can offer them.
There are three questions to ask to help you get this information.
Ironically, they are questions to ask yourself—about yourself:
1)
“Who am I? What product or services do I provide?”
Your answer helps define the framework of the relationship you hope to establish.
2)
“What can I offer them that that they will profit or benefit from?”
In answering this question, you start getting to know who it is you will be dealing
with. This is where the research comes in. By keeping your research within the framework
of the question, you are able to focus on the important areas, the areas defined by the
nature of your relationship. While many project/programme purpose relationships do blossom into real
friendships, they start out as project/programme purpose relationships.
3)
“Who am I competing with for their project/programme purpose? What makes me—my product or
service—better, and better able to be of service to them?”
Answering this question gives you the specific information you will need to
establish the nature of your relationship, and will help you show them why it is in their
best interest to work with you.
~ ~ ~ ~ ~
5. Non-Verbal Image
The finest wardrobe in the world will not compensate for bad breath, body odor, or
a disheveled and unkempt appearance. People do not like to do project/programme purpose with those they do
not want to be seen with.
But there is more than cleanliness and grooming involved here.
The way you stand, sit, carry yourself, and move your body all influence the people
you are with, and tells them things about you that you might not want them to know.
We will be looking at what your body and your body language is really saying
about you, and give some tips on changing your message.
~ ~ ~ ~ ~
Cultural Image
For reasons best understood and explained by psychologists and cultural
anthropologists, how close we stand to someone can make them feel comfortable or
threatened. That distance changes depending upon where you are and to whom you are
talking.
There is nothing politically incorrect, fawning, subservient or demeaning about
good manners, but “good manners” can also vary from place to place.
When you travel from country to country—or even from region to region
within the same country—you can run into more than a different language or dialect.
You can run into a completely different culture. This is especially dangerous when the
culture looks enough like your own to make you “think” you know what you are
doing.
~ ~ ~ ~ ~
6. Dress for Success
“What should I wear?”
We’ve all asked ourselves that question more times than we can remember. The
“right” answer depends upon where you are, who you are with, what you are doing—and,
quite often—on what everyone else will be wearing.
As we all know—often to our own embarrassment—being dressed
inappropriately, either too casually or too formally, can make the people around you
uncomfortable.
There are numerous resources and cultural cues that can help you figure out
exactly what you should be wearing for any given activity at any given time. You can even ask someone from that culture what is
appropriate.
~ ~ ~ ~ ~
Ability to Communicate
If people have trouble understanding, or even hearing, what you’re saying,
they are not going to spend much time trying to figure it out. Your ability to communicate
simply, quickly, and effectively will be a major factor in determining what people think
about your abilities in general.
We are talking about both oral and written communication; everything
from casual conversation to sales presentations to formal speeches. In terms of written
communication, we will look at e-mails, memos, and letters as well as formal reports
and other longer documents.
~ ~ ~ ~ ~
7. Is Your Image Really You?
While we all want to present the best image we can, it is important to
present the truth. Are you really the person your image says you are? Do you
want to be that person? For that matter, are you really capable of being that person?
Does your image reflect who you really are… or does it reflect who you
are trying to become?
Before you can honestly answer any of those questions, however, you have to be able
to take a good look at what the rest of the world sees and hears when you walk into a
room.
~ ~ ~ ~ ~
Knowledge, Preparation, and
Organization
You should know more about your own project/programme purpose than your beneficiary does. If you are
not organized and prepared for a meeting, you are wasting someone else’s time.
Even worse, you are presenting a poor image of both yourself and your
organization. After all, you may be the first, last, or only representative of your organization
that someone ever sees. You “are” the organization to that person.
What you know and your ability to display, explain, and use it, is also part
of your image.
~ ~ ~ ~ ~
8. Comfort Level
Your comfort level in a meeting or project/programme purpose situation is often in direct
proportion to your knowledge, preparation, and organization.
If you do not feel comfortable, it could mean that you are not as ready for the
meeting as you should be.
You can be too comfortable, however. Actors, entertainers, and professional
speakers often point out that a little nervousness—some butterflies in the stomach—can
be helpful by helping to keep you on your toes.
Your audience—and beneficiaries—will know how comfortable or nervous you are.
You will not be able to hide it, especially if you are going to be with them for a while.
The key, then, is not hiding how you feel in a certain situation, but in learning how to
feel comfortable.
~ ~ ~ ~ ~
Meeting the Media
The rules are the same for meeting the media as they are for meeting anyone else—only
more so. When you meet the media, be ready to be presented to their audience, as well.
You deal with the media because they are your gateway to the rest of the world,
so when you are preparing to meet the media you are really preparing to meet the world.
The rules for meeting the media usually depend upon the nature of the situation and
the specific types of media you are dealing with.
~ ~ ~ ~ ~
9. Creating a organizational Image for the
Media
When you meet the media, you must also be aware that you are your organization’s
representative. You are creating an image of yourself and your organization, as well as
of your organizational vision, mission and goals.
Your organization’s image is as important as its product or services.
organizational images have to be carefully analyzed and constructed;
everything from the look of the letterhead and the color of the logo to the organization’s
web page and any offices or retail sites that potential beneficiaries might be expected to
visit.
organizational culture is also part of the organizational image.
~ ~ ~ ~ ~
Ability to Act Quickly and
Independently
When project/programme purpose people come to a decision, they normally want to implement it as
quickly as possible. If you have to double and even triple check everything with the home
office, and cause endless delays, it looks as if your own organization doesn’t have much
confidence in you.
We are not talking about “power” here. Instead, we are talking about autonomy;
about your ability to act decisively and quickly, and to do so knowing how far you can go
and be confident that your organization will support and honor your decisions.
~ ~ ~ ~ ~
10. Presentation and
Leave-Behind Material
You make an impression on the people you meet. So does the equipment you use,
the quality and professionalism of your presentation, and any material you leave behind
for them to study or refer to. They are all part of both you and your organization’s image.
If the presentation leaves much to be desired, or if the material you leave behind
isn’t the best, your potential action sponsors/beneficiaries or beneficiaries aren’t going to have much
faith in what you are offering or selling.
When you analyze your presentation, and the material you plan on leaving behind,
look at it from your audience’s perspective.
~ ~ ~ ~ ~
Where You Meet
Some places are more conducive to project/programme purpose meetings than others are. If you are
picking the place to meet, make sure that you can comfortably talk and do project/programme purpose there,
and that there is nothing going on there that could bother, distract or disturb the people
you are meeting.
You should also make sure it is appropriate.
There are times when a golf course is more appropriate than your office and vice
versa.
Knowing where to meet requires that you know both yourself and the person who
you are meeting, and what exactly you hope to accomplish.
~ ~ ~ ~ ~
1.
The dress code of any situation depends on
a. Where
you are
b. Whom
you are with
c. What
you are doing
d. All
of the above
2. You can
find out whom your associates are in terms of a project/programme purpose relationship with you and your
organization, and its services and products, through
a. Surveys
b. Formal
research
c. Talking
to people who already know or do project/programme purpose with them
d. All
of the above
3.
Your comfort level in a meeting or project/programme purpose situation is often in direct proportion
to
a. Confidence
level
b. Knowledge,
preparation, and organization
c. Familiarity to the
people you are talking to
d. All of the above
4. If you are
picking the place to meet, you must first make sure
a. You
can comfortably talk and do project/programme purpose there
b. There
is nothing going on there that could bother, distract, or disturb the people you are
meeting
c. It
is an appropriate place to meet
d. All
of the above
1. organizational
images |
A. Casual conversation, sales presentations, formal
speeches. |
2. Autonomy |
B. Is getting to know what they want or expect. |
3. Oral
communication |
C. Emails, memos, and letters as well as formal reports
and other longer documents. |
4. Written
communication |
D. Your ability to act decisively and quickly, and to do
so knowing how far you can go and be confident that your organization will support and honor
your decisions. |
5. Potential
action sponsors/beneficiaries |
E. Have to be carefully analyzed and constructed. |
6. Getting to
know your audience |
F. Form an impression of you and your competence within
two minutes of first meeting you. |
Answers:
1. E
2. D
3. A
4. C
5. F
6. B
1. ______
You don’t need to get to know your audience before meeting them for the
first time.
2. ______
The way you stand, sit, carry yourself, and move your body all influence
the people you are with.
3. ______
If people have trouble understanding or even hearing what you’re saying,
they will try to figure it out.
4. ______
What you know and your ability to display, explain, and use it is not part
of your image.
5. ______
The key is learning how to feel comfortable, not hiding how you feel
in a certain situation.
6. ______
The rules for meeting the media are usually the same, not dependant on
the nature of the situation or the type of media you are dealing with.
Answers:
1.)
F – You should get to know them before
2.)
T
3.)
F – They will not spend much time trying to figure
4.)
F – Is part of your image
5.)
T
6.)
F – rules depend on nature and type
Summary
As we have seen, most people judge us—and we them—even before anyone
has said a word. The judgments are based on the image we project both personally and
professionally. We can change our image, but not until we have learned what our current
image actually is. Once we know that, we have to decide on the image we want to project,
and then learn how to make the transition from one to the other.
~ ~ ~ ~ ~
1. ______
How close we stand to someone can make them feel comfortable or
threatened, and that distance does not change depending upon where you
are and to whom you are talking.
2. ______
The better you get to know and understand the people you will be meeting
and the interests they represent, even before meeting them, the better your
chances are of having a successful project/programme purpose relationship with them.
3. ______
Being dressed inappropriately, either too casually or too formally, won’t
make the people around you uncomfortable.
4. ______
While we all want to present the best image we can, it is important to
present the truth.
5. ______
When you are preparing to meet the media, you are really preparing to
meet the world.
6. ______
Your organization’s image is not as important as its product or services.
7. ______
organizational culture is part of the organizational image.
8. ______
The equipment you use and the materials you leave behind make an
impression on the people you meet.
9. ______
When you analyze your presentation, and the material you plan on leaving
behind, look at it from your organization’s perspective.
10. ______
Knowing where to meet requires that you know both yourself and the
person who you are meeting, and what exactly you hope to accomplish.
Answers:
1.
F – distance changes
2.
T
3.
F – can make people uncomfortable
4.
T
5.
T
6.
F – is as important
7.
T
8.
T
9.
F – audience’s perspective
10.
T
Bibliography
Fisher, S. (1985). Development
and structure of the body image. Hillsdale, N.J.: L. Erlbaum Associates.
McLaughlin, M. (1984). Conversation: How talk is
organized. Beverly Hills: Sage.
Van Riel, C. (1995). Principles of organizational communication. New York:
Prentice Hall.
Glossary
Image – An amalgam of visual, verbal, and even
attitudinal clues that you are not always aware that you are transmitting.
Autonomy – Your ability to act decisively and
quickly, and to do so knowing how far you can go and be confident that your organization will
support and honor your decisions.
Oral communication – Everything from casual
conversations to sales presentations to formal speeches.
Written communication – Emails, memos, and
letters, as well as formal reports and other longer documents.
Learning Objectives
Q&A
1.
What are three questions to ask to get to know what your audience will want or
expect, and what will these questions tell you?
The first question to ask is “Who am I?
What product or services do I provide?” Your answer helps define the framework of the
relationship you hope to establish. The next question is “What can I offer them that
they will profit or benefit from?” In answering this question, you start getting to
know who it is you will be dealing with. The third question is “Who am I competing
with for their project/programme purpose? What makes me better, and better able to be of service to them?”
Answering this question gives you the specific information you will need to establish the
nature of your relationship and will help you show them why it is in their best interest
to work with you.
2. What
factors help to establish your image?
The factors that go into establishing your image
are verbal and non-verbal cues, your style of dress, your ability to communicate, your
knowledge, preparation, and organization, your comfort level, your autonomy, your
presentation and leave behind material, and where you meet.
3. Why
is it important to be able to act quickly and independently?
When project/programme purpose people come to a decision, they
normally want to implement it as quickly as possible. If you have to double and even
triple check everything with the home office, and cause endless delays, it looks as if
your own organization doesn’t have much confidence in you.
End of Module