PPT PPT Module Module 22 Adapting AdaptingYour Your Message Messageto toYour Your Audience Audience McGraw-Hill/Irwin ©2007, The McGraw-Hill Companies, All Rights 2-2 Adapting Adapting Your Your Message Message to to Your Your Audience Audience To learn how to Continue to analyze your audiences Begin to adapt your message to your audiences Begin to understand what your organization wants 2-3 Adapting Adapting Your Your Message Message to to Your Your Audience Audience Start by answering these questions: Who is my audience? Why is audience so important? What I need to know about my audience(s)? 2-4 Adapting Adapting Your Your Message Message to to Your Your Audience Audience Start by answering these questions: Now that I have my analysis, what I with it? What if my audiences have different needs? How I reach my audience(s)? 2-5 Kinds Kinds of of Audiences Audiences Initial Audience Gatekeeper Primary Audience Secondary Audience Watchdog Audience 2-6 PAIBOC PAIBOC P What are your purposes in writing? A Who is (are) your audiences? I What information must your message include? 2-7 PAIBOC PAIBOC continued continued B What reasons or reader benefits can you use to support your position? O What objections can you expect your reader(s) to have? C How will the context affect reader response? 2-8 The The Communication Communication Process Process The Communication Model Perception Interpretation Choice/ Selection Encoding/ Decoding Channel Noise 2-9 Audience Audience Analysis Analysis Factors Factors Empathy Knowledge Demographic Factors Values and Beliefs Personality Past Behavior 2-10 Discourse Discourse Community Community A group of people who share assumptions about What channels, formats, and styles to use What topics to discuss How to discuss topics What constitutes evidence 2-11 Organizational Organizational (Corporate) (Corporate) Culture Culture Norms of behavior in an organization are revealed Verbally through the organization’s myths, stories, and heroes Nonverbally through the allocation of space, money, and power 2-12 Adapting Adapting Messages Messages to to an an Audience Audience Strategy Organization Word Choice Document Design Photographs and Visuals 2-13 Gatekeepers Gatekeepers and and Primary Primary Audience Audience To reach, focus on Content and choice of details Organization Level of formality Use of technical terms and theory 2-14 Written Written Messages Messages Make it easier to Present many specific details Present extensive or complex financial data Minimize undesirable emotions 2-15 Oral Oral Messages Messages Make it easier to Answer questions, resolve conflicts, and build consensus Use emotion to persuade Get immediate action or response Focus the reader’s attention Modify a proposal unacceptable in its original form 2-16 Communication Communication Channels Channels Channels vary according to Speed Accuracy of transmission Cost Number of messages carried Number of people reached Efficiency Ability to promote goodwill 2-17 For For Written Written and and Oral Oral Messages Messages Adapt the message to the audience Show the audience how it will benefit from the idea, policy, service, or product Overcome any objections the audience may have 2-18 For For Written Written and and Oral Oral Messages Messages continued continued Use you-attitude and positive emphasis Use visuals to clarify or emphasize material Specify what the audience should ... reader response? 2- 8 The The Communication Communication Process Process The Communication Model Perception Interpretation Choice/ Selection Encoding/ Decoding Channel Noise 2- 9 Audience... money, and power 2- 12 Adapting Adapting Messages Messages to to an an Audience Audience Strategy Organization Word Choice Document Design Photographs and Visuals 2- 13 Gatekeepers Gatekeepers... Focus the reader’s attention Modify a proposal unacceptable in its original form 2- 16 Communication Communication Channels Channels Channels vary according to Speed Accuracy of transmission