Lecture Business and administrative communication: Chapter 2 - Kitty O. Locker, Donna S. Kienzler

Chapter 2 - Adapting your message to your audience. In this chapter, we will address the following questions: How to identify your audience, ways to analyze different kinds of audiences, how to choose channels to reach audiences, how to adapt your message to the audience, how to characterize good audience benefits, how to create audience benefits, how to communicate with multiple audiences.

Chapter Adapting Your Message to Your Audience Copyright © 2015 McGraw­Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw­Hill Education Chapter 2 Learning Objectives        LO 2-1 How to identify your audience LO 2-2 Ways to analyze different kinds of audiences LO 2-3 How to choose channels to reach audiences LO 2-4 How to adapt your message to the audience LO 2-5 How to characterize good audience benefits LO 2-6 How to create audience benefits LO 2-7 How to communicate with multiple audiences 2­2 Identify Your Audiences      Gatekeeper Primary Secondary Auxiliary Watchdog A person can be in two audiences 2­3 Analyze Your Audiences Individuals  Group members  Demographics  Psychographics   Organizations Culture  Discourse community  2­4 Analyze Individuals People you work closely with  Myers-Briggs Type Indicator – preference test that shows types  Extrovert-Introvert Which type are you?  Sensing-Intuitive ISTJ ISFJ INFJ INTJ  Thinking-Feeling ISTP ISFP INFP INTP  Judging-Perceiving  ESTP ESFP ENFP ENTP ESTJ ESFJ ENFJ ENTJ 2­5 Analyze Group Members Focus on common features  Map profile of group features   Demographic (quantity) features   Age – Sex – Education – Income – Race Psychographic (quality) features   Values – Beliefs – Goals – Lifestyles VALS (Values & Lifestyle) profile used 2­6 Analyze Organizations  Organizational culture – set of values, attitudes, and philosophies Shows in myths, stories, heroes, & documents  Shows in use of space, money, and power  2­7 To Analyze Organization Culture,  Ask        Is organization tall or flat? How people get ahead? Is diversity or homogeneity valued? Is sociability important? How formal are behavior, language, and dress? What does the work space look like? What are the organization’s goals? 2­8 To Analyze Discourse Community,  Ask What channels, formats and styles are preferred for communication?  What people talk about?  What topics are not discussed?  What kind of evidence and how much is needed to be convincing?  2­9 Choosing Channels Communication channels – means by which you convey your message  Channels vary by  Speed, accuracy, and cost  Number of messages carried  Number of people reached  Efficiency and goodwill   Choose channels based on the audience, purpose, and situation 2­10 Six Questions to Adapt Your  Message for Your Audience How will audience react at first? How much information they need? What obstacles must you overcome? What positives can you emphasize? What does the audience expect? How will audience use the document? 2­11 Audience Benefits  Advantages audience gets from     Using your services Buying your products Following your policies Adopting your ideas 2­12 Four Criteria for Audience Benefits  Adapt benefits to audience Stress intrinsic and extrinsic ones Prove with clear logic and explain with vivid detail Phrase benefits in you-attitude 2­13 Identifying & Developing Audience  Benefits Identify feelings, fears, and needs of audience Identify objective features of your product or policy that could meet needs Show how audience’s needs can be met with those features 2­14 Writing to Multiple Audiences  When not possible to meet everyone’s needs, analyze gatekeeper and primary audience to determine     Content and choice of details Organization Level of formality Technical level 2­15 .. .Chapter? ?2? ?Learning Objectives        LO 2- 1 How to identify your audience LO 2- 2 Ways to analyze different kinds of audiences LO 2- 3 How to choose channels to reach audiences LO 2- 4... message to the audience LO 2- 5 How to characterize good audience benefits LO 2- 6 How to create audience benefits LO 2- 7 How to communicate with multiple audiences 2? ?2 Identify Your Audiences ... Myers-Briggs Type Indicator – preference test that shows types  Extrovert-Introvert Which type are you?  Sensing-Intuitive ISTJ ISFJ INFJ INTJ  Thinking-Feeling ISTP ISFP INFP INTP  Judging-Perceiving