MGMT 335 Chapter 1: Audience, Purpose, and Context

5 key people-first communication skills

emotional intelligence, audience analysis, communication ethics, critical thinking and problem solving, building connection and trust

Different business audiences

internal audiences, external audiences, specialized audiences

Internal audiences

leadership and management (UP), colleagues and team members (ACROSS), subordinates (DOWN), organizational groups

External audiences

clients and customers, partners and vendors, regulatory and legal authorities, media and press, community and advocacy groups

Specialized audiences

industry peers, educational and professional development, thought leaders and experts

Audience analysis

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

Audience analysis checklist

1. What is the purpose of this message?

2. What situational context is there?

3. Who is my audience?

4. What does my audience care about?

5. What will they gain?

6. Capture the audiences attention and keeping it

7. The 3 C’s of writing all audiences appreciate

8. Mind your style and tone always

5 common reasons to communicate in business

inform, make a request, persuade, network, express gratitude

Situational context

impacts perception of reader, consider:

1. What matter is most pressing?

2. What’s going on with the company/organization?

3. Latest industry happenings

4. Global implications

To know your audience and what they care about, ask yourself

who is my audience and what does my audience care about

Ways to get to know your audience

survey them and pay attention

Diversity factors to consider

age, gender, race/ethnicity, culture, sexual orientation, religion, disability, other varied experiences

Messages need to be

respectful and friendly, clear and to the point, well-written, follow a logical pattern, professional sounding, organized, provide the why factor, self-contained, objective, non-emotional, positive, solve a problem, and good for the bottom line

Capturing the audiences attention and keeping it

learn the preferred method of communication, don’t bury the lead, restate the gain in the closing

The 3 C’s of writing

clear, concise, complete

How audiences process messages

feel, think, act