Module 2 - Audience

AdaptingAdaptingYour MessageYour Message

to Your Audience to Your Audience

AdaptingAdaptingYour MessageYour Message

to Your Audience to Your Audience

BUSINESS COMMUNICATION

ODULE ODULE 22ODULE ODULE 22

Who is my audience?

Why is audience analysis so important?

What do I need to know about my audience(s)?

Now that I have my analysis, what do I do with it?

What if my audiences have different needs?

How do I reach my audience(s)?

Kinds of Audiences Kinds of Audiences Kinds of Audiences Kinds of Audiences

Primary Audience Primary Audience Secondary Audience Secondary Audience

Initial Audience Initial Audience Gatekeeper Gatekeeper

Watchdog Audience Watchdog Audience

Primary Audience Primary Audience Secondary Audience Secondary Audience

Initial Audience Initial Audience Gatekeeper Gatekeeper

Watchdog Audience Watchdog Audience

Primary Audiences Primary Audiences Primary Audiences Primary Audiences

Primary Audience Primary Audience Primary Audience Primary Audience

Secondary Audiences Secondary Audiences Secondary Audiences Secondary Audiences

Secondary Audience Secondary Audience Secondary Audience Secondary Audience

Initial Audiences Initial Audiences Initial Audiences Initial Audiences

Initial Audience Initial Audience Initial Audience Initial Audience

GatekeeperGatekeeperGatekeeperGatekeeper

Gatekeeper Gatekeeper Gatekeeper Gatekeeper

Watchdog AudienceWatchdog AudienceWatchdog AudienceWatchdog Audience

Watchdog Audience Watchdog Audience Watchdog Audience Watchdog Audience

PAIBOC and Audience PAIBOC and Audience Analysis Analysis PAIBOC and Audience PAIBOC and Audience Analysis Analysis

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What are your purposes in writing?What are your purposes in writing?

Who is (are) your audiences?Who is (are) your audiences?

What information must your message What information must your message include?include?

What reasons or reader benefits can you What reasons or reader benefits can you use to support your position?use to support your position?

What objections can you expect your What objections can you expect your reader(s) to have?reader(s) to have?

How will the context affect reader How will the context affect reader response? response?

What are your purposes in writing?What are your purposes in writing?

Who is (are) your audiences?Who is (are) your audiences?

What information must your message What information must your message include?include?

What reasons or reader benefits can you What reasons or reader benefits can you use to support your position?use to support your position?

What objections can you expect your What objections can you expect your reader(s) to have?reader(s) to have?

How will the context affect reader How will the context affect reader response? response?

P - PurposeP - PurposeP - PurposeP - PurposePP

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What are your purposes in writing?What are your purposes in writing?What are your purposes in writing?What are your purposes in writing?

A - AudienceA - AudienceA - AudienceA - AudiencePP

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Who is (are) your audiences?Who is (are) your audiences?Who is (are) your audiences?Who is (are) your audiences?

I - InformationI - InformationI - InformationI - InformationPP

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What information must your message What information must your message include?include?

What information must your message What information must your message include?include?

B - BenefitsB - BenefitsB - BenefitsB - BenefitsPP

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What reasons or reader benefits can you What reasons or reader benefits can you use to support your position?use to support your position?

What reasons or reader benefits can you What reasons or reader benefits can you use to support your position?use to support your position?

O - ObjectionsO - ObjectionsO - ObjectionsO - ObjectionsPP

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What objections can you expect your What objections can you expect your reader(s) to have?reader(s) to have?

What objections can you expect your What objections can you expect your reader(s) to have?reader(s) to have?

C - COntextC - COntextC - COntextC - COntextPP

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How will the context affect reader How will the context affect reader response? response?

How will the context affect reader How will the context affect reader response? response?

The Communication ProcessThe Communication ProcessThe Communication ProcessThe Communication Process

Audience Analysis Audience Analysis FactorsFactorsAudience Analysis Audience Analysis FactorsFactors

Prior Knowledge Prior Knowledge Demographic Factors Demographic Factors

Personality Personality Values and Beliefs Values and Beliefs

Past Behavior Past Behavior

Prior Knowledge Prior Knowledge Demographic Factors Demographic Factors

Personality Personality Values and Beliefs Values and Beliefs

Past Behavior Past Behavior

KnowledgeKnowledgeKnowledgeKnowledgePrior Knowledge Prior Knowledge Prior Knowledge Prior Knowledge

Demographic FactorsDemographic FactorsDemographic FactorsDemographic Factors

Demographic Factors Demographic Factors Demographic Factors Demographic Factors

PersonalityPersonalityPersonalityPersonalityPersonality Personality Personality Personality

PersonalityPersonalityPersonalityPersonality

Values and BeliefsValues and BeliefsValues and BeliefsValues and Beliefs

Values and Beliefs Values and Beliefs Values and Beliefs Values and Beliefs

Past BehaviorsPast BehaviorsPast BehaviorsPast BehaviorsPast Behavior Past Behavior Past Behavior Past Behavior

Adapting Messages to an Adapting Messages to an AudienceAudienceAdapting Messages to an Adapting Messages to an AudienceAudience

Strategy Strategy Organization Organization

Style Style Document DesignDocument Design

Photographs and Visuals Photographs and Visuals

Strategy Strategy Organization Organization

Style Style Document DesignDocument Design

Photographs and Visuals Photographs and Visuals

Discourse CommunityDiscourse CommunityDiscourse CommunityDiscourse Community

A group of people who share A group of people who share assumptions about :assumptions about :

What channels, formats, What channels, formats, and styles to use. and styles to use.

What topics to discuss. What topics to discuss. How to discuss topics. How to discuss topics. What constitutes evidence.What constitutes evidence.

A group of people who share A group of people who share assumptions about :assumptions about :

What channels, formats, What channels, formats, and styles to use. and styles to use.

What topics to discuss. What topics to discuss. How to discuss topics. How to discuss topics. What constitutes evidence.What constitutes evidence.

Organizational CultureOrganizational CultureOrganizational CultureOrganizational Culture

Norms of behavior in an Norms of behavior in an organization are organization are revealed revealed Verbally through the Verbally through the

organization’s myths, organization’s myths, stories, and heroes. stories, and heroes.

Nonverbally through the Nonverbally through the allocation of space, allocation of space, money, and power. money, and power.

Norms of behavior in an Norms of behavior in an organization are organization are revealed revealed Verbally through the Verbally through the

organization’s myths, organization’s myths, stories, and heroes. stories, and heroes.

Nonverbally through the Nonverbally through the allocation of space, allocation of space, money, and power. money, and power.

Organization’s CultureOrganization’s Culture is its values, attitude and philosophiesis its values, attitude and philosophies

Organization’s CultureOrganization’s Culture is its values, attitude and philosophiesis its values, attitude and philosophies

StrategyStrategyStrategyStrategyStrategy Strategy Strategy Strategy

OrganizationOrganizationOrganizationOrganizationOrganization Organization

Organization Organization

StyleStyleStyleStyleStyle Style Style Style

Document DesignDocument DesignDocument DesignDocument DesignDocument DesignDocument DesignDocument DesignDocument Design

Photographs and VisualsPhotographs and VisualsPhotographs and VisualsPhotographs and Visuals

Photographs and Visuals Photographs and Visuals Photographs and Visuals Photographs and Visuals

Gatekeepers and Primary Gatekeepers and Primary Audiences Audiences Gatekeepers and Primary Gatekeepers and Primary Audiences Audiences

To reach, focus on To reach, focus on Content and choice Content and choice

of details. of details. Organization. Organization. Level of language. Level of language. Use of technical Use of technical

terms and theory. terms and theory.

To reach, focus on To reach, focus on Content and choice Content and choice

of details. of details. Organization. Organization. Level of language. Level of language. Use of technical Use of technical

terms and theory. terms and theory.

Content and Choice of DetailsContent and Choice of DetailsContent and Choice of DetailsContent and Choice of Details

Content and choice of details. Content and choice of details. Content and choice of details. Content and choice of details.

OrganizationOrganizationOrganizationOrganization Organization. Organization. Organization. Organization.

Level of FormalityLevel of FormalityLevel of FormalityLevel of Formality Level of Formality. Level of Formality. Level of Formality. Level of Formality.

Use of Technical Terms and Use of Technical Terms and TheoryTheoryUse of Technical Terms and Use of Technical Terms and TheoryTheory

Use of technical terms and theory. Use of technical terms and theory. Use of technical terms and theory. Use of technical terms and theory.

Written MessagesWritten MessagesWritten MessagesWritten Messages

Make it easier toMake it easier to Present many Present many

specific details. specific details. Present extensive or Present extensive or

complex financial complex financial data. data.

Minimize Minimize undesirable undesirable emotions. emotions.

Make it easier toMake it easier to Present many Present many

specific details. specific details. Present extensive or Present extensive or

complex financial complex financial data. data.

Minimize Minimize undesirable undesirable emotions. emotions.

Oral MessagesOral MessagesOral MessagesOral Messages Make it easier to Make it easier to

Answer questions, resolve Answer questions, resolve conflicts, and build consensus. conflicts, and build consensus.

Use emotion to help persuade Use emotion to help persuade the audience. the audience.

Get immediate action or Get immediate action or response. response.

Focus the reader’s attention Focus the reader’s attention on specific points. on specific points.

Modify a proposal that may Modify a proposal that may not be acceptable in its not be acceptable in its original form. original form.

Make it easier to Make it easier to Answer questions, resolve Answer questions, resolve

conflicts, and build consensus. conflicts, and build consensus. Use emotion to help persuade Use emotion to help persuade

the audience. the audience. Get immediate action or Get immediate action or

response. response. Focus the reader’s attention Focus the reader’s attention

on specific points. on specific points. Modify a proposal that may Modify a proposal that may

not be acceptable in its not be acceptable in its original form. original form.

Written and Oral MessagesWritten and Oral MessagesWritten and Oral MessagesWritten and Oral Messages

Adapt the message to the audience. Adapt the message to the audience. Show the audience how it will benefit Show the audience how it will benefit

from the idea, policy, service, or product. from the idea, policy, service, or product. Overcome any objections the audience Overcome any objections the audience

may have. may have. Use you-attitude and positive emphasis. Use you-attitude and positive emphasis. Use visuals to clarify or emphasize Use visuals to clarify or emphasize

material. material. Specify what the audience should do. Specify what the audience should do.

Adapt the message to the audience. Adapt the message to the audience. Show the audience how it will benefit Show the audience how it will benefit

from the idea, policy, service, or product. from the idea, policy, service, or product. Overcome any objections the audience Overcome any objections the audience

may have. may have. Use you-attitude and positive emphasis. Use you-attitude and positive emphasis. Use visuals to clarify or emphasize Use visuals to clarify or emphasize

material. material. Specify what the audience should do. Specify what the audience should do.

Reporters:Reporters:Reporters:Reporters: Bernardino, Lee ArnieBernardino, Lee Arnie

Bunag, RichardBunag, Richard Fajardo, MyleneFajardo, Mylene Jumapao, JoanJumapao, Joan Reyes, RegineReyes, Regine

Bernardino, Lee ArnieBernardino, Lee Arnie Bunag, RichardBunag, Richard Fajardo, MyleneFajardo, Mylene Jumapao, JoanJumapao, Joan Reyes, RegineReyes, Regine