Audience

Audience Analysis

Demographics (age, gender, religion, education) Psychographics (attitudes, beliefs, values) Situational (setting, context: occasion, audience size, location)

The Five C’s

Captive (gain respect), Committed (inspiring action), Contrary (find common ground), Concerned (get them to commit), Casual (build connection)

The Audience V.S. The Speaker

The speaker is the hero (Luke Skywalker), the speaker is the mentor (Yoda)

Framing

How you position your message to be interpreted

Gain Frame

When your message emphasizes a positive outcome (“You will live longer if you quit smoking”)

Loss Frame

When your message emphasizes a negative outcome (“You’ll die sooner if you keep smoking”)

Taversky & Kahneman

disease response study; empirical evidence that they way you

say (frame) your message can influence how people respond to it.

Rapport

connection created through feeling of commonality

Target Audience

Woodsy the Owl (“Give a Hoot, Don’t Pollute”) replaced by “Don’t Mess With Texas”

as part of anti-littering campaign