Business communication building critical skill 6th module002

Adapting Your Message to Your Audience Module Two ©2014 The McGraw-Hill Companies, Inc.  All rights reserved McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc All rights reserved Learning Objectives LO 2-1 Understand expectations from your organization LO 2-2 Define audiences for messages LO 2-3 Apply strategies for audience analysis with PAIBOC LO 2-4 Apply strategies for individual and group audience analyses 2-2 Learning Objectives LO 2-5 Apply strategies for audience needs analysis LO 2-6 Adapt messages for audiences LO 2-7 Choose channels for audiences 2-3 Understanding What Your Organization Wants  Succeeding in an organization depends first on understanding what “counts” at your organization  Ask your boss, “What parts of my job are most important? What’s the biggest thing I could to improve my work?” 2-4 Understanding What Your Organization Wants  Listen to the stories colleagues tell about people who have succeeded and those who have failed  Observe See who is praised, who is promoted 2-5 Kinds of Audiences 2-6 Who Is My Audience?  Primary audience  decides whether to accept your recommendations or will act on the basis of your message  Secondary audience  may be asked to comment on your message or to implement your ideas after they’ve been approved 2-7 Who Is My Audience?  Initial audience  receives the message first and routes it to other audiences  Gatekeeper  has the power to stop your message before it gets to the primary audience 2-8 Who Is My Audience?  Watchdog audience  pays close attention to the transaction between you and the primary audience and may base future actions on its evaluation of your message 2-9 The Audiences for a Marketing Plan 2-10 What I need to know about my audience(s)? Empathy Knowledge Demographic Factors Values and Beliefs Personality Past Behavior 2-16 What I need to know about my audience(s)?  Empathy  the ability to put yourself in someone else’s shoes, to feel with that person  requires not being self-centered 2-17 What I need to know about my audience(s)?  Demographic characteristics  measurable features that can be counted objectively  age, sex, race, religion, education level, income, and so on 2-18 What I need to know about my audience(s)?  Personality – Myers-Briggs Type Indicator     Extraversion-Inversion Sensing-Intuition Thinking-Feeling Judging-Perceiving 2-19 What I need to know about my audience(s)?  Psychographic characteristics  qualitative rather than quantitative: values, beliefs, goals, and lifestyles  Values and Lifestyles (VALS)  Strivers, Innovators, Thinkers, Believers, Achievers, Experiencers, Makers, and Survivors 2-20 Analyzing People in Organizations  Discourse community  a group of people who share assumptions about what channels, formats, and styles to use, what topics to discuss and how to discuss them, and what constitutes evidence 2-21 Analyzing People in Organizations  An organization’s culture is its values, attitudes, and philosophies 2-22 Analyzing People in Organizations 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 2-23 Now that I have my analysis, what I with it? 2-24 What if my audiences have different needs? To reach, focus on: Content and choice of details Organization Level of formality Use of technical terms and theory 2-25 How I reach my audience(s)?  Channels vary according to        Speed Accuracy of transmission Cost Number of messages carried Number of people reached Efficiency Ability to promote goodwill 2-26 How I reach my audience(s)? Written messages make it easier to: Present many specific details Present extensive or complex financial data Minimize undesirable emotions 2-27 How I reach my audience(s)? Oral 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 2-28 How I reach my audience(s)?  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 2-29 How I reach my audience(s)?  Use you-attitude and positive emphasis  Use visuals to clarify or emphasize material  Specify what the audience should 2-30 ... How will the context affect reader response? 2-13 A Model of Two-Person Communication with Feedback Figure 2.3 2-14 The Communication Process 2-15 What I need to know about my audience(s)? Empathy