Business communication style as a component of the image. Image as a factor in business communication

The ability to build relationships with people, find an approach to them, win over oneself is the basis of life and professional success.

Communication with people, business communications (this is an art and science, where both natural abilities and education are important) constitute the most important component of managerial activity.

Compliance with the principles and rules of business communication not only optimizes working relationships, but also makes organizational culture truly motivating.

Principle efficiency business communication is a characteristic of such communications that provide progress in solving problems using the most optimal means as a result or in the process of achieving mutual understanding between partners.

Understanding involves at least comprehending the points of view of the partner.

Despite the banality of such a situation, the practice of socio-psychological training constantly reveals common communication errors:

non-alternative thinking, reaching the point that the mere awareness of the differences in points of view on the way to solve the problem causes genuine surprise;

· inability to realize the motives of one's own behavior, in particular to be aware of the presence of some dominant ego-needs (for example, the desire to please everyone indiscriminately).

Mutual understanding is achieved through the ability to listen and the ability to argue.

Ability to argue Persuasion requires following a few general rules:

· rules common language of thought(speak the language of the partner's main information and representational systems, use arguments that both parties understand in the same way);

· rules argument minimization(human perception is limited, it is better to reduce the number of arguments to three or four, but not more than seven);

· rules objectivity and evidence(do not confuse facts and opinions);

· rules embeddings(it is more effective to embed your arguments into the partner’s logic, and not to state them in parallel, especially not to break the opponent’s logic);

· demonstration of equality and respect for the opponent(do not doubt his ability to make an adequate judgment on the issue under consideration);

rule gradualism(it is better to take gradual but consistent steps than to try to quickly convince the opponent);

law feedback (reaction in the form of descriptions of the opponent's state and one's own emotional state; it is necessary to take responsibility for misunderstandings and misunderstandings);

· rules ethics(avoid aggression, deceit, arrogance, manipulation in the process of argumentation).

Among the rules effective communication three groups can be distinguished various means regulation of communicative behavior.

1.Rules of etiquette .

Etiquette is a system of norms that regulate the external, formal side of communication (its specific sides), which facilitate and ennoble any form of communication.

They determine the order of address and presentation (younger to older, men to women, hosts to guests), the method of naming, forms of spatial correlation of people, and much more.

Compliance with the rules of etiquette is mandatory in business communication. Their complete or partial ignoring removes a person from participation in the process of effective communication.

Politeness norms are more universally valid and diverse; they are based on friendliness, respect for people and mutual consideration.

Politeness rules are characterized utility(according to practical use), since their prescriptions encoded the most optimal behavior in certain situations.

The value of politeness increases as the automaticity of the habit of doing the right thing and worthy without thinking about it is developed. Politeness without a moral basis, content is formal, it can take the form of hypocrisy or mannerisms. At the same time, the deep inner content of the personality must acquire a worthy form of expression (confident and natural manners, tact, delicacy).

2.Rules for the coordination of communicative interaction.

If the rules of etiquette determine the degree of "usefulness" of the participants in communications, then the rules of coordination specify type of communication(business, secular, friendly, ritual, etc.). Different types of communication have their own codes, or rules.

Business partnership communication takes place within the framework of the rules specifying the principle of cooperativeness:

The rule of necessity and sufficiency of information ("Speak no more and no less than is required in this moment");

The rule of information quality ("Try to make your statements correspond to the truth");

· compliance rules ("Don't deviate from the topic!");

style rules ("Speak clearly!").

secular communication is implemented in the rules

Tact: ("Respect the interests of others");

Generosity ("Do not trouble others");

Approvals ("Do not blame others");

Modesty ("Do not accept praise");

Consent ("Avoid objections");

Sympathy ("Show kindness").

In business communications, these rules are used to maintain a comfortable atmosphere for interactions.

3.Self-Submission Rules .

Their implementation is not sanctioned by the expectations of others, they are of "internal" origin.

We are talking about an individual image, ways of revealing one's own charm. For some, a presentable appearance (appearance and clothes) is a priority in self-presentation, for others - light and sparkling humor, for others - oratory.

But for any leader important aspect self-feeding is confidence and dignity.

Confidence is a calm, mature self-respect and respect for people. It should not be confused with pressure or aggressiveness.

Psychologists give the following recipes for confident behavior.

1. Talk about your feelings, thoughts and rights as simply as possible. For example: "I would like to leave now" or "I really like you."

2. Always consider the feelings and position of the other person. For example, "I know you want us to go together, but this time I'll go alone."

3. Gradually move from minimal to categorical statements. For example: "It seems to me that he is wrong ... In my opinion, he is wrong because ... He is wrong, secondly, because ...".

4. In a situation of confrontation, always leave a chance for the other person to do what you want.

5. If you need to negatively evaluate a behavior or act

another person, to express your feelings about this, do it clearly and clearly so that he understands what you want.

6. If you need to convince or convince someone, do it in a timely and tactful manner.

7. The order is better perceived in the form of a request, not an order.

8. Give orders in a calm, friendly and firm tone.

Firmness can help you overcome insecurities. knowing your rights.

It must be remembered that everyone has the right to:

To be independent;

To be listened to and taken seriously;

Act in the style of a confident person;

To refuse a request without feeling guilty and selfish;

Ask for what he wants;

Make mistakes and be responsible for them;

Do not be pushy, do not remind, do not insist on your own and do not deal with those who wish to make him so.

Psychologists distinguish the following commandments "wise and effective communication.

1. First, "love" a person, make him your friend and turn to better side his personality ("positive attitude").

2. Stand in his place, and only from there you will see what needs to be done ("you-approach").

3. Behave in a way that does not deceive human expectations ("transaction").

4. Manage your own and other people's emotions, do not let them run wild ("feelings").

5. Separate people and problems that you solve constructively ("problems - people").

6. Get away from positional warfare in the area of ​​​​common interests. Seek unity in interests, not differences. Look for ways to meet mutual interests ("interests").

7. Take responsibility for everything that happens on yourself ("responsibility trap").

8. Look for not one, but many alternatives. The more of them, the higher the probability of a qualitative resolution of the conflict and contradictions ("plurality of options").

9. Catch the "language" of the partner's body, adapt to it, reflecting his state ("non-verbal communications").

10. At the beginning of any communication, determine exactly which harbor you are sailing into, talk about your goals as a desired result. And speak in the language of concrete representations ("result").

11. Be tolerant of people and the contradictions of life. State your own pros and cons. Remember that there are no absolutely good or absolutely bad decisions. Contradiction is the norm. ("tolerance").

The image of the head

- this is a kind of image that his "I" presents to the world, a kind of self-presentation.

The concept of image includes not only natural, but also specially formed personality traits.

In addition, it testifies not only to the external features of a person, but also to his inner world.

To create a favorable personal image, you need to want and be able to best express your strengths. personal qualities(overcoming the weak).

Priority qualities that should be presented and developed can be classified into three groups.

First group represents a set natural talents, which nevertheless can be developed and cultivated:

1) Sociability (the ability to easily converge with people),

2) empathy (the ability to empathize),

3) Reflexivity (the ability to understand another person),

4) Eloquence (the ability to influence the word).

Second group- those personality characteristics that are the result of its education and upbringing:

1) Moral qualities,

“Image is the art of managing an impression” (E. Hoffman).

For each person it is important how he looks in the eyes of others. It is this problem that a new branch of scientific knowledge deals with - imageology. Image (from English, image- image) is the visual appeal of a person. Many individuals naturally have an attractive image, but, as a rule, people's sympathy is acquired through the art of self-presentation, without which it is impossible to achieve great success in any activity.

In order to look attractive in the eyes of others, it is not enough to read books about communication and good manners and learn a series of recommendations on how to win over people. Favorable external data are a natural asset that should be skillfully disposed of. For example, tens of thousands of girls dream of becoming fashion models, but only hundreds succeed. And only a few become top models who have reached the true heights of this type of business. Among the elite beauties is the American Cindy Crawford. Wherever she appears - everywhere she is accompanied by success. What is her secret? She is smart and elegant, she has excellent external data. But most importantly, she is characterized by a subtle manner of expressing her state of mind. Anyone who communicates with her falls under her human charm.

Without a doubt, it is easier for beautiful people to create the effect of personal charm. Psychologists have repeatedly made sure that in at least eight out of ten cases our initial impression of other people is based on their external data.

However, the lack of attractive external data does not block the road to creating a favorable personal image. To do this, you just need to want and be able to best express your attractive personal qualities. Moreover, in every individual there is the ability to please people. Studies show that the more effort is made to demonstrate the ability to please people, the brighter the intellectual, artistic and information characteristics personality, especially when all this is facilitated by a propensity for communication and leadership.

Being charming is a kind of courage, as it requires continuous work on oneself. There are also defeats, but they should be adequately endured. Both in the past and at present, ignorant and rude people did not possess the magic of charm, because it is not so much the visual attractiveness of a person as the fullness of trust, a spiritual disposition towards people.

Unfortunately, in life it often happens that people create heroes and idols for themselves, absolutely not delving into their personal essence. That is why it is useful to evaluate what human qualities and actions attract our attention and why we gravitate towards their owners. A person is truly moral only when he obeys the inner impulse to help people and refrains from doing any harm to a person. Possession of higher spirituality acts as an indispensable condition for creating a worthy image.

What are the priority qualities, the possession of which makes it possible to solve the problem of image? Conventionally, they can be divided into three groups.

The first group includes such natural qualities as sociability (the ability to easily get along with people), empathy (the ability to empathize), reflexivity (the ability to understand another person) and eloquence (the ability to influence the word). These qualities make up a set of natural talents, denoted by the concept of "the ability to please people." The possession of such abilities and constant exercises in their development is the key to successful creation of a personal image.

The second group includes personality characteristics associated with her education and upbringing. These include moral values, mental health, and interpersonal ability.

The third group should include what is acquired with vital and professional experience. It is especially valuable when this experience helps a person to sharpen intuition on the situation of communication.

Any self-confidence and stereotyped behavior negatively affect people's perception of a person who is interested in recognition and a friendly attitude towards himself. In many cases, the image is the result of skillful orientation in a particular situation, and therefore the correct choice of one's behavior model.

A behavior model is an integral set of signs (speech, non-speech, behavioral) aimed at creating a certain image. A behavior model can be chosen consciously or formed spontaneously. IN Everyday life we perceive the behavior of another person as a holistic image. Expressing our position, we do it simultaneously by various means. So, wanting to show sympathy for a person, we, as a rule, will not only tell him about our feelings, but also convey them in soft intonations of voice, in a friendly look. This complex of signs forms a model of behavior. The model is perceived as a whole. For example, authoritarian behavior includes peremptory judgments, a categorical tone, and characteristic gestures. Seeing a person behaving in this way, we can anticipate some of his reactions and actions.

The integrity of the model is violated when its constituent elements contradict each other; for example, sad news, which is reported with an ironic intonation.

In life, each model of behavior in different people is embodied in different ways. Most of the behavior patterns in everyday life are not the object of special study, but among the many models there are those that are comprehended by people and become the subject of special study. These are etiquette models (prescriptions) and strategic models.

Etiquette models are the rules of conduct prescribed for each profession. For example, the ethical requirements for a doctor and a diplomat are different. If you thoroughly know ethical prescriptions, then the question arises: how to achieve this model, by what means? The answer to this question is provided by the strategic model.

Strategic models are actually recommendations on how to behave in order to achieve a particular goal. We invent a certain behavioral strategy, think about what words to say to the interlocutor in order to convince him that we are right, how to show him a willingness to cooperate, how to win his sympathy, etc.

Communication tactics are very important for the image of a business person. Tactics of behavior are behavioral options in a particular situation, including the ability to quickly use the mechanisms of psychological interaction. If we analyze our past day, we will surely find that in the process of communication some miscalculations were made or something did not turn out as we would like, although in strategic plan everything was pre-planned.

Why didn't you manage to implement your communication strategy? The right strategy is not yet an absolute guarantee of the success of live communication. Communication is of great importance right choice tactics for its implementation.

Many on own experience We have been repeatedly convinced of the importance of variability and agility in business communication. Not everything, of course, can be calculated in advance, but worked out options are desirable. It is not difficult to verify the usefulness of this advice when analyzing the practice of conducting business negotiations and conversations. Maximum success accompanies those who, even having extensive experience in participating in negotiations, carefully prepare for them each time.

What are the requirements for communication tactics?

• 1. It is necessary to have several options for behavior in the same type of situation and be able to use them quickly.
• 2. In any communication, especially in business, one should not allow any confrontation, and even more so a conflict. In confrontation, communication will never be successful. With it, psychological losses are inevitable. Of course, heated disputes and disagreements between opponents on fundamental positions are possible. The main thing is that the confrontation does not develop into personal hostility.
• 3. You should skillfully use the mechanisms of psychological interaction.

The mechanisms of influence include the following.

• Attachment, which is the result of people getting used to each other. Over the years of joint study or work, good relationships develop. Breaking habitual ties is often painful.
• Sympathy is an emotional disposition, a directed attraction to someone. In a team in which sympathy is clearly manifested, an unusually warm psychological background is created, and therefore - the comfort of relations. In such an atmosphere of communication, destructive conflicts do not flare up.
• Confidence. If affection and sympathy are an unconscious (emotional) orientation towards someone, then trust acts as a belief in a particular person or in some of his qualities. It is very difficult to fix which psychological component - subconscious or conscious - played a decisive role in the emergence of trust. What is indisputable is that without sympathy it is not formed. Trust is a bunch of feelings and an evaluative attitude. The reliability of relationships depends decisively on the balance of trust that has developed between people.
• Respect is a voluntary recognition of a person, his status. The claim for respect must be supported by the presence of outstanding data from the one who seeks it.

Each business person has his own image, his own style. What is fundamental? These are manners, appearance, gait, clothes, look and smile, makeup and hairstyle.

Thus, the image is an external reflection of the human image, a visual and expressive "cut" of its personal characteristics. Creating an image is associated with creating an attractive image. Doing yourself is the most hard work, but, of course, it is of interest to every person. This is due to the fact that the image is a kind of brand name (the better it is presented, the higher the person's reputation). It should be borne in mind that it is reputation that is the key to solving many business and life problems.

Introduction

Chapter 1. Business conversation: concept, signs, structure

Chapter 2. Image: the essence of the concept, the image of a business person

Chapter 3. The role of image in business communications

Conclusion

Introduction

Business interaction is a process of interaction between business partners aimed at organizing and optimizing one or another type of subject activity: production, scientific, pedagogical, etc. In business communication, the subject of communication is activity (business), and the communication partner always acts as a person who is significant for another. The main tasks of business communication are productive cooperation, the desire to converge goals, and improve partnerships.

Business communications cannot be considered without such a thing as a business image. They are closely interconnected. To establish a pleasant and useful business relationship, you must be able to interest a partner with your business qualities that make up the image.

The image of a business person is usually understood as a formed image, in which value characteristics and features are distinguished that have a certain impact on others. The image is formed in the course of personal contacts of a person, based on the opinions expressed about him by others. In this regard, we can formulate the following main components of the image of a business person:

1. Appearance (manner of dressing);

2. Tactics of communication (skillful orientation in a particular situation, possession of the mechanisms of psychological influence, etc.);

3. Business Etiquette and protocol.

4. Ethics of business communication.

Based on the foregoing, we can formulate the relevance of this work.

The topic "Business communications and image - features of interaction" is relevant for those people whose future is an integral part of professional activity will be communication with people (in this case, managers, managers, public relations specialists). Ethics business relations is one of the main criteria for assessing the professionalism of both an individual employee and the organization as a whole.

Business communication unfolds in the course of joint activities, is aimed at the need for benevolent cooperation and the main motive for this type of communication is business, aimed at solving a problem, carrying out activities, etc. A person in business communication acts as a partner, organizer and participant in joint activities. The value functions of the image are the priority components of the presentation itself. Knowledge of these functions allows the manager to build his individual, personal and professional image. The more noticeable in the image of the head of his original characteristics that contribute to the achievement of sustainable sociable and business success, the brighter he appears before people as a person worthy of special attention.

The purpose of the work is to analyze the practice of conducting and identifying effective forms of interaction business communications and business image.

The tasks of the work are the study and study of such a phenomenon as the image, in particular the image of a business person, as well as the concept of communications, namely business communications, identifying the features of their interaction.

1. Textbook "Ethics of business relations", edited by A.Ya. Kibanova, Moscow, 2004, prepared by scientists of the Department of Personnel Management of the State Institute of Management, which outlines the theoretical, methodological and practical matters business ethics: the nature of business ethics, the ethics of organizations and leaders, the rules of business relations, the etiquette of a business person and business relations.

2. Textbook "Fundamentals of the Theory of Communication", edited by M.A. Vasilika, Moscow, 2005, which reviews the history and contemporary issues communication theory, researched different kinds and levels of communication.

3. Tutorial"Fundamentals of management in education", M.A. Goncharov, Moscow, 2008, in which Chapter 8 is devoted to business communications, where the concept of modern business communications is revealed, Chapter 9 considers the image as a component of modern civilization.

Chapter 1. Business communication: concept, features, structure

Business (management) communication is a special type of communication that is implemented in the joint professional and subject-related activities of people and the content of which is determined by a socially significant subject of communication, mutual psychological influence subjects of communication and the formal-role principle of their interaction.

Without special communication skills and abilities, i.e. skills and communication skills, even an excellent specialist in his field will not be able to support business conversation, carry business meetings); take part in the discussion, defend their point of view. This means that a business person, in addition to professional competence (knowledge and skills in setting goals and performing technological actions in a certain area), must master communicative competence, i.e. knowledge of the psychological, subject (content) and language components necessary for understanding a negotiating partner and (or) generating one's own program of behavior, including independent speech works.

Unlike other types of communication (social, personal, targeted, instrumental, modal), business communication has its own essential characteristics and features. The selection of these features will allow us to give a clearer definition of the concept of business communication.

What is business communication? What are the essential features of it? Definitions given in modern educational literature characterize business communication as:

Subject-target activity;

A private moment of any joint productive activity of people, serving as a means of improving the quality of this activity;

Way of organizing and optimizing different types subject activity: industrial, scientific, commercial, etc.

As can be seen from these definitions, an essential feature of business communication is that it is always associated with some kind of objective activity of people and does not exist outside of it. Indeed, this is a very important feature of business communication, which distinguishes it from other types of communication. For example, in targeted communication, communication itself serves as a means of satisfying some need.

Image is a foreign word, it came to us from the English language. And most often the variant of its translation is used as "image", less often - "image" or "likeness". However, this alien word has a great variety of meanings: a statue, an idol, an incarnation, a copy, a symbol, a sample, etc. For a complete understanding of the meaning of this phenomenon, it is very important, even fundamental, to translate the word “image” as an opinion, a representation *. I note that the desire for Russification of the definition does not leave the author until now, the most appropriate (less convenient) still remains - to impress. *New big English-Russian dictionary under the leadership of Academician Yu.D. Apresyan. The tendency to define the image within the framework of "artificiality" seems to be very harmful! If a person did not think about his own image, then how do we call THE impression that he makes on us and others around him? "What has grown, has grown" - and this is also an image - spontaneously formed ... Now marketers are highlighting a new direction - personal management - this is a multi-level work "on the image" modern man includes many tasks. From perspective planning career development and increasing the efficiency of business communication to the ability to wear suits, as well as mastering the intricacies of European etiquette. And it will be a positively formed image. Do what you can with what you have and where you are. T. Roosevelt With the help of the image, you can easily manage every life situation and quickly achieve the necessary goals. How fast? They managed to measure the speed of this process: a stable opinion about a person is formed in the range from 30 seconds to 4 minutes. First impressions are very strong and lasting. And, as you know, you can't make the first impression twice... These are not the most important figures in terms of image formation. Using the well-known experimental data of academician A. Mehrabyan on the perception of a person by a person, I propose the formula: If * 55% of the total impression is HOW a person LOOKS contact, emotional mood) * 38% is determined by HOW a person SPEAKS (tone and pitch of voice, tempo of speech, emotional coloring of speech, pronunciation and diction) * 7% - remains on WHAT the person says: the actual message To - by 7% the general impression accounts for our PURPOSE - why we turn to people (and how often it seems to us that this is the most important thing!). And the way we look and talk is actually our image. It is possible to be right in essence, but not achieve our goals if we do not know how to build the image necessary for the situation. Therefore, IMAGE DETERMINES 93% OF THE SUCCESS OF THE BUSINESS! Creating, developing and maintaining an image* is not a simple matter. It's like golf: there are only a few ways to accurately hit the ball into the hole - and a million ways to miss. Anyone who is even halfway done right already deserves respect, Steve Krug, "Don't make me think!" * Website in the original author's text, such universality once again proves the truth of the principles found by S. Krug and myself. So, for those who are ready to "work on themselves", let's designate the elements of the image, which can be considered an image-building plan: 1. First, appearance - the level of grooming (face, hair, teeth, hands), posture and manner of movement. 2. Secondly, the manner of dressing - the appropriateness of clothing, its quality, as well as the silhouette that suits the figure, the degree of expression of one's own style. 3. Thirdly, the manner of speaking - the sound and timbre of the voice, the organization of speech in general, communication skills and the general style of communication. 4. Fourthly, the manner of behavior - the degree of openness and confidence, general education and the ability to behave in society, the moment of self-presentation. 5. Fifthly, knowledge of the rules of etiquette, the fulfillment of the requirements of European etiquette in business communication, because business contacts took a wide step beyond the borders of Russia. The traditions of European etiquette in mastering confident behavior and effective communication can be safely attributed to the necessary practice for every modern person, regardless of the circle of his business interests and personal searches. Firstly, it is the quintessence of the psychology and practice of communication. Secondly, it is European etiquette that is accepted for business communication throughout the world (with its many and different cultural traditions), like the international status of the English language. Thirdly, due to the well-known events of 1917 and their consequences, the continuity of generations and traditions was disrupted, the bearers of culture dissolved in time, and some wonderful deformation is now manifesting in the minds of our compatriots - ideas about etiquette are narrowed down by the framework of “something there about serving. For example, books on etiquette in stores are placed on the shelves under the rubric of needlework ... In the art of making an impression, technique is important - you need to “rehearse” a lot, like in any other art. Both the appearance, and manners of behavior and speaking, and the style of the costume require a lot of knowledge and skills - practice!

The modern practice of business communication shows that with relatively equal opportunity V market conditions, in rigid competition whoever has more wins high level image.

Under image(from English, image- image, halo) usually understand the formed image of a business person (organization, group), in which value characteristics and features that have a certain impact on others are highlighted. It develops in the course of personal contacts of a person, on the basis of opinions expressed about him by others.

Specialists in the field of image distinguish several stages in its formation.

• 1. Analysis of the situation for which the image is being created.
• 2. Analysis of competitors.
• 3. Analysis of the target audience.
• 4. Impact strategy.
• 5. Creating an image (development, testing, verification).
• 6. Implementation of the image promotion strategy.

At the same time, it is necessary to take into account basic principles imaging. Among them:

• 1. The principle of self-education and self-improvement. This principle is based on self-assessment. professional qualities and analysis of the existing image.
• 2. The principle of harmony of the visual image. Along with the ability to influence people with actions and words, visual appeal is very important - the harmony of appearance.
• 3. The principle of communicative and speech influence. Communication, as a variety of forms and methods of information interaction, is the most important condition for the effectiveness of joint activities.
• 4. The principle of self-regulation. It is based on orthobiotics - the science of the technology of self-saving of the body and soul, of orthobiosis as a reasonable way of human existence. The founder of orthobiotics is our compatriot, Nobel Prize winner I.I. Mechnikov.

In socio-psychological terms, each person evokes a certain idea of ​​himself in others, i.e. image that is called individual image. At the same time, an image and a social phenomenon, since in any society (social or professional community) there is always a set of ideas about how a person of a certain social status or profession should look and behave - a businessman, doctor, teacher, politician, etc. In such cases we are talking O social And professional image, which may also have an organization (group, community). The image is created to promote, advertise the activities of business people, products and services of companies, firms.

In general, the concept of "image" is mainly considered at the level of the individual and includes not only the natural properties of the personality, but also specially formed ones. Moreover, it speaks of appearance, and about the inner world of man, his psychological type. The totality of these problems is dealt with by a new branch of scientific knowledge - imageology.

In the system of social sciences imageology presented as a new scientific and applied discipline, emerging at the intersection of psychology, sociology, philosophy, cultural studies, costume studies and a number of other sciences. This is the science of building an image, highlighting the main aspects of a charming appearance. It studies the patterns of formation, functioning and management of the image of a person, organization, product and service, reveals the general, particular and singular in the ontology of all types of images.

Based on this, it can be said that imageology - is a complex of knowledge and teachings about creating a controlled image of an object, person or organization; the science of effective management of the image of an object.

Among the practical areas of imageology are the following: image diagnostics, image consulting, image making (technologies for building and managing an image), image prognostication.

Its theoretical areas are: historical, personal, corporate, professional, gender, political, rehabilitation.

One of the leading components of success in business communication is an optimally formed image. When forming it, one should be guided by the requirements that apply to a person in the business world, and focus on one's individuality, including innate, biologically determined features. There are three types of image:

• - self-image- what I see in myself;
• - perceived image- how others see us.
• - required image- a number of professions ( social roles) requires a certain image.

The structure and content of the image as a systemic education of the individual includes the following qualities and features, due to the specifics of professional activity and life experience:

• - biologically determined qualities and features: physical qualities; features of the type of temperament, gait, speech, gestures, etc.;
• - qualities that make up the totality of natural talents, denoted by the concept of "the ability to correct people": sociability (the ability to easily get along with people), empathy (the ability to empathize), reflexivity (the ability to understand another person and oneself), eloquence (the ability to influence the word);
• - personal qualities, determined by the content and characteristics of its moral, ethical, mental spheres and communication skills. They, as a rule, are the result of the socialization of a person, his upbringing and training;
• - the last group of qualities of a business person with a noticeable level of image includes those that are due to his professional and managerial experience.

In the personal image of a business person, in addition to the basic ones (the above qualities), there are other components, its specific elements:

• A) Behavior models. Among the numerous behavioral patterns, the most studied are:
  • - etiquette models that are characteristic of each profession are known and recognized by everyone;
  • - strategic models. They are recommendations on how to behave in order to achieve the goal; what words to say to a partner in order to convince him that he is right, how to show him a willingness to cooperate, how to win his sympathy, etc.;
  • - models of behavior in official and informal (family, friendly, domestic) communication, etc.;
• b) Self-presentation strategy, self-feed. Each of the participants in business communication "gives himself" in accordance with his plan, consciously or unconsciously, directly or indirectly. Technologically, this is a series of stages:
  • - development of a mood for creating a personal image;
  • - creating a project of your own image;
  • - preparation of conditions for the implementation of technologies for the formation of the image;
  • - realization of the created image in real conditions;
  • - collecting information on the effectiveness of their image.

At the same time, the main technological positions of self-presentation are:

• V) Image visualization.
• - facebuilding: facial hygiene, physiognomy, cosmetic correction, make-up or make-up, hair care and selection of the appropriate hairstyle (or wig);
• - kinesics: plasticity of the body, elegance of postures and manners, the art of gesture, a healthy lifestyle;
• - fashion style: modern tendencies in the world of men's and women's fashion, the ability to wear clothes, the effect of accessories.
• G) Communication technology.
• - fixing the image in the mental space of the individual, that is, the use of communication, perceptual, interactive, expressive and empathic communication;
• - creation of "memory traces" in the form of vivid impressions produced by the appearance;
• - the ability to “not burn communication bridges”, that is, efforts in the form of tact, a compliment, a hint of interest in contacts.
• e) verbal effect(lat. verbalis- oral, verbal).
• - the correct setting of voice and speech;
• - perceptual communication - the ability to adequately perceive communication partners;
• - interactive communication - the ability and inclination to effective interaction;
• - expressive communication - the ability to express feelings that contribute to the creation of a positive image, getting used to reality;
• - empathic communication - empathy in communication, a reaction to communication that causes positive emotions.
• - psychological and didactic support of speech impact;
• - use of styles of speech communication;
• - the inclusion of "rhetorical tricks" in speech;
• - speech technique - speech breathing, diction, articulation, voice qualities: sonority, timbre, height, speed, strength, etc.

In business communication, it is important to know and comply with the requirements that speech must meet:

• - correctness, i.e. compliance with accepted literary standards;
• - accuracy, i.e. correspondence with the speaker's thoughts;
• - clarity, i.e. accessibility to the understanding of the listener;
• - consistency, i.e. compliance with the laws of logic;
• - simplicity, i.e. lack of pomposity and unnaturalness;
• - conciseness, i.e. no extra words;
• - cleanliness, i.e. the absence of non-literary, slang, vulgar, foreign words used unnecessarily;
• - liveliness, i.e. non-template, expressiveness, figurativeness;
• - euphony, i.e. pleasant sound.
• e) fluid radiation.
• - emotional biofield;
• - charismatic influence;
• - personal attraction.
• and) body image:
  • - bodily constitution - a straight posture, a smooth gait, a raised head signal well-being, and vice versa - a stooped back, a small mincing step, a lowered head indicate trouble, uncertainty, fear of something;
  • - gait - a kind of cartogram of personality. Its components are rhythm, step dynamics and body weight. By gait, one can judge the well-being of a person, his age, character traits, etc .;
  • - a person's face is the most expressive component of the image, it is a mirror that reflects the physical and mental state of a person, his character, feelings and even the principles by which he is guided in his behavior;

When creating an external business image, it is advisable to use the recommendations of experienced experts in the field of costume design, who distinguish several types of dressing habits.

• 1. aesthetic type. The clothes of such a person, based on aesthetic needs. He strives to look in accordance with his own ideas of elegance and harmony.
• 2. rational type. The criteria for choosing clothes are practicality, good quality and functionality. The wardrobe is carefully thought out, includes a limited number of things. There is nothing superfluous and random in it.
• 3. Exclusive type. Clothing is selected based on the need for creative self-expression and self-affirmation.
• 4. Prestigious type. The criterion for choosing clothes is the desire to show high social status and material wealth.
• 5. Possessed type. Choosing clothes, the obsessed seeks to satisfy the needs for new impressions and emotions.
• 6. Uncertain type. The insecure type does not know what to buy and how to dress, hesitates for a long time in the choice. Needs a consultant.
• 7. Standard type. This type of attitude to clothing involves the desire to "be like everyone else", comes from the need to belong to the majority.
• 8. Standout type. Followers of this type prefer smart, frilly, unusual clothes, flashy accessories and fabrics.
• 9. Indifferent type. In elderly people or concentrated on important life problems often there is an indifferent attitude to clothing.
• 10. Neat type. The focus is on neatness in clothes. Products must be perfectly sewn, neatly stitched, carefully ironed.
• 11. Comfort type. The main thing in choosing clothes is psycho-physiological comfort, convenience: clothes should not squeeze, constrain, rub, attract the attention of others.
• 12. harmonious type. In the life of a person with a harmonious attitude to clothing, clothing satisfies a wide range of aesthetic and utilitarian needs. When choosing clothes, fashion, the social environment, features of appearance and character, and the situation are taken into account.

It is useful for a person who is actively involved in business relations to know the main styles of clothing that are used in different situations both in everyday life and in formal settings.

• 1. Classic style formed on the basis of the English costume. Typical types of classic-style clothing for men are a jacket plus trousers combined with a shirt; for women - suits of semi-adjacent and straight silhouettes: jacket and skirt in combination with a blouse; dress and jacket; dress and vest; dress plus vest and jacket; jacket and trousers combined with a blouse.
• 2. conservative style. He prefers the classics, but is characterized total absence trendy details, an achromatic range of colors and calm, soft color combinations with a low level of contrast (gray-white, brown-beige).
• 3. Chanel style creates a rational and elegant image. Distinctive features - a straight or semi-adjacent silhouette, moderate volume, trimming with cord, piping, braid, simple models, length - slightly closed knee. Character traits clothes - elegance, smartness, femininity, elegance.
• 4. business style (business style) is close to the classic one, but its main differences are large volume and borrowing from the sports style (“zippers”, buttons, raglan sleeve). Combines the elegance of a classic style with the convenience of a sporty one. Associated with efficiency, solidity, decency, elegance. This is a style for work, business contacts and official travel.
• 5. Sport style associated with optimism, spontaneity, ease. The main features of this style are ease of movement, a feeling of looseness, naturalness, sportiness, dynamism.
• 6. romantic style emphasizes weakness, sentimentality, softness, suppleness, coquettishness.
• 7. Erotic style involves tight-fitting clothing, open parts of the body, transparent fabrics, guipure, satin, velvet, silk, fur, elegant high-heeled shoes, wavy hair, bright lipstick, spectacular jewelry.
• 8. Avant-garde (extravagant) style characterized by extravagance, exoticism, catchiness, novelty, grotesque. There is something provocative about it. It uses bold color combinations, unexpected lines, asymmetry, catchy models, unusual styles, bold hairstyles.
• 9. folk style(other names - ethnic, folk, national) uses the typical features of the national costume of the peoples of the world.
• 10. diffuse style is a mixture of styles. Demonstrates a kind of “stylishness in different styles ™”. Acceptable for the brave and looking for something unusual. Suitable for people with a developed sense of harmony and taste, as it requires a sense of proportion and a skillful assessment of the compatibility of objects.

Based on the requirements of expediency and taking into account current trends in the development of business relations, it is necessary to comply general rules choice of clothes:

• - choose clothes for the audience and your professional group;
• - choose clothes according to the situation;
• - do not follow fashion, but adapt it to yourself;
• - hide flaws and emphasize attractiveness;
• - to achieve a harmonious combination of all objects;
• - pick up color scheme wardrobe;
• - select materials with the most advantageous texture for you.