Download Module 2

PPT
Module 2
Adapting Your
Message to Your
Audience
McGraw-Hill/Irwin
©2007, The McGraw-Hill Companies, All Rights Reserved.
2-1
Adapting Your Message to Your
Audience
To learn how to
 Continue to analyze your audiences.
 Begin to adapt your message to
your audiences.
 Begin to understand what your
organization wants.
2-2
Adapting Your Message to Your
Audience
Start by answering these questions:
 Who is my audience?
 Why is audience so important?
 What do I need to know about my
audience(s)?
2-3
Adapting Your Message to Your
Audience
Start by answering these questions:
 Now that I have my analysis, what
do I do with it?
 What if my audiences have different
needs?
 How do I reach my audience(s)?
2-4
Kinds of Audiences
Initial Audience
Gatekeeper
Primary Audience
Secondary Audience
Watchdog Audience
2-5
PAIBOC
P What are your purposes in
writing?
A Who is (are) your audiences?
I
What information must your
message include?
2-6
PAIBOC continued
B What reasons or reader
benefits can you use to support
your position?
O What objections can you
expect your reader(s) to have?
C How will the context affect
reader response?
2-7
The Communication Process
The Communication Model
Perception
Interpretation
Choice/
Selection
Encoding/
Decoding
Channel
Noise
2-8
Audience Analysis Factors
Empathy
Knowledge
Demographic Factors
Values and Beliefs
Personality
Past Behavior
2-9
Discourse Community
A group of people who share
assumptions about
 What channels, formats, and styles
to use.
 What topics to discuss.
 How to discuss topics.
 What constitutes evidence.
2-10
Organizational (Corporate)
Culture
Norms of behavior in
an organization are
revealed
 Verbally through the
organization’s myths,
stories, and heroes.
 Nonverbally through the
allocation of space,
money, and power.
2-11
Adapting Messages to an
Audience
Strategy
Organization
Word Choice
Document Design
Photographs and Visuals
2-12
Gatekeepers and Primary
Audience
To reach, focus on
 Content and choice of
details.
 Organization.
 Level of formality.
 Use of technical terms
and theory.
2-13
Written Messages
Make it easier to
 Present many specific
details.
 Present extensive or
complex financial data.
 Minimize undesirable
emotions.
2-14
Oral Messages
Make it easier to
 Answer questions, resolve
conflicts, and build
consensus.
 Use emotion to persuade.
 Get immediate action or
response.
 Focus the reader’s
attention.
 Modify a proposal
unacceptable in its original
form.
2-15
Communication Channels
Channels vary according
to




Speed.
Accuracy of transmission.
Cost.
Number of messages
carried.
 Number of people reached.
 Efficiency.
 Ability to promote goodwill.
2-16
For Written and Oral Messages
Adapt the message to the
audience.
Show the audience how it will
benefit from the idea, policy,
service, or product.
Overcome any objections the
audience may have.
2-17
For Written and Oral Messages
continued
Use you-attitude and positive
emphasis.
Use visuals to clarify or
emphasize material.
Specify what the audience should
do.