Chapter 2-Lannon

Copyright Information

• Pearson Education, Ltd.

• Technical Communication, Fourteenth Edition, Global Edition

• Authors: John M. Lannon, Laura J. Gurak

• Chapter 2: Meeting the Needs of Specific Audiences

Understanding Audience in Technical Communication

• All technical communication is created with an intended audience.

• Importance of Audience: Understanding the audience is key before starting to write to ensure the material is tailored correctly.

Analyzing the Document’s Audience and Purpose

Key Questions to Consider

• Main Audience: Identify who will mainly use the document.

• Other Readers: Consider who else may read the document.

• Audience Relationship: Assess the relationship dynamics with the audience.

• Information Needs: Determine what information is essential for the audience.

• Technical Familiarity: Gauge how familiar the audience is with technical details.

• Cultural Representation: Recognize the cultural backgrounds of your audience and how they shape expectations.

• Viewing Medium: Identify how the material will be accessed (computer, phone, paper).

Audience Dynamics

Primary and Secondary Audience

• Primary Audience: Direct readers who require the information immediately.

• Secondary Audience: Individuals who may not need the information directly but could still be impacted or interested.

Relationship Assessment

• Understand the role of your audience (superiors, colleagues, subordinates).

• Consider whether they are from within or outside the organization.

• Acknowledge personal relationships and their potential impact on reception (welcome vs. resist).

Document Purpose

Key Components of Purpose

• Clearly define the main purpose of the document.

• Identify any secondary purposes the document serves.

• Understand how readers are expected to use the information provided.

Primary vs. Secondary Purpose

• Primary Purpose: The document's main goal such as to inform, instruct, or persuade.

• Secondary Purpose: Additional objectives the document might fulfill (e.g., providing background information).

Intended Use of the Document

Considerations for Document Use

• Understand if readers seek only facts or if they require conceptual understanding.

• Determine if the information is for immediate action or long-term reference.

• Assess the need for detailed instructions vs. summarization based on audience needs.

• Identify what the audience finds most important in the document.

Assessing Technical Background

• Decide if the document should be highly technical, semi-technical, or non-technical based on the audience's expertise level.

Identifying Cultural Background

Cultural Considerations

• Anticipate how cultural differences could lead to misunderstandings.

• Seek to bridge these cultural differences by acknowledging varying expectations:

  • Direct vs. indirect communication styles

  • Formal vs. informal tones

  • Individual vs. group contributions

Anticipating Audience Preferences

Factors to Consider

• Length and Details: Clarify expectations (short vs. comprehensive).

• Format and Medium: Determine preferred document types (memo, report, email).

• Tone: Assess expectations for formality of tone (formal, semiformal, informal).

• Timing and Budget: Examine deadlines, milestones, and production budgets.

Developing an Audience and Use Profile

• Create an Audience and Use Profile Sheet to concentrate on audience and purpose effectively.

Guidelines for Analyzing Audience and Document Use

• Picture the ideal reader and their needs.

• Conduct thorough research on the audience usage.

• Start document planning with a clear audience and purpose statement.

• Evaluate the audience's technical background and cultural expectations.

• Anticipate audience reactions, questions, and preferences.

Review Questions

• Who constitutes the main audience? Are there additional potential readers?

• Define the primary and secondary purposes of the document.

• Is the document aimed at experts, informed individuals, or non-technical users?

• What cultural backgrounds does the audience represent?

• Is the document culturally sensitive to avoid misunderstandings?

• What are the audience's preferences regarding document length, format, and tone?