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