MGMT 335 Chapter 1: Audience Analysis

Audience Analysis Checklist

1. What is the purpose of the message

2. What situational factors need to be considered

3. Who is the audience

4. What does the audience care about

5. What will the audience gain from this message

6. How do I capture the audience's attention and keep it

7. How do I make the message clear and concise

8. What do I need to keep in mind about the style and tone of the message

Determine the Purpose of Writing

- Inform

- Make a Request

- Persuade

- Network

- Express Gratitude

Situational Contexts

1. What matter is most pressing

- What does audience care most about right now

2. What's going on with the company/organization

- Positive or negative occurrence

3. Latest industry happenings

- Something in industry influencing how you'll communicate

4. Global Implications

- Something globally that'll influence communication with audience

Audience Focused Communicator

- Focus on what they need not what you want

- Diversity Factors (Age, Sex, Race, Culture, Sexual Orientation, Religion, Disability, Other Varied Experiences)

- People are best in their "most authentic selves"

- Customize your message for them:

Messages Need to be

Respectful, friendly, clear to the point, well-written, follow a logical pattern of thought, why should the audience care?, - Self-contained, Objective, non-emotional, positive, solve not create a problem, good for the bottom line

Audience Thoughts

What do I Gain:

- How is this information relevant to me?

- What is the benefit and why should I continue to listen/read this material?

Capturing Audience Attention & Keeping It

- Using Preferred Communication Channels

- Don't Bury the Lead

- Make the gain clear from the start.

- Restate the Gain in the closing

3 C's

Clear, Concise, Complete

Mind Style & Tone Always

How you say it, just as important as what you say.

- Audiences most notorious for assuming negatives when reading

- Soften messages to avoid making audiences assume the worst

How Audience Process Messages

Feel, Think, Act

Style & Tone Checklist

1. Review 1-7 of Audience Analysis Checklist

2. Read the Content Aloud

3. Consult a Trusted Colleague

4. Be Respectful ALWAYS

Audience

the receiver of your message.

Audience Motivation

what the audience cares about.

Complete

writing that is thorough.

Message Processing

how one interprets and understands a communication exchange.

Situational Context (Definition)

factors (sometimes numerous) that impact how one should communicate and act.

Audience Analysis

knowing who your audience is, what matters to them, and how best to communicate with them.

Clear

writing that is precise and understandable.

Concise

writing that is brief and to the point.

Purpose (the why)

the reason for an action taken.

Tone

a way of speaking that evokes emotion or feeling.

Tailor Your Message

Peers - Speak Shorthand

Managers - Prove your point

Executives - Get to the point