Module 2 - Audience
Transcript of 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