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Chapter Two Adapting Your Message to Your Audience By: Latoya Kelly Chuck Woody Brennen Heinz Robert Sanders •Gatekeepers •Primary Audience •Secondary Audience •Auxiliary Audience •Watchdog Audience • • • Individuals Groups Organizational culture and the discourse community. • A communication channel is used in projecting messages. • Be specific and very detailed • New technology has made TV communication nearly impossible. • Newspapers, podcasts, and weather. • How will the audience react to the message? • People may ignore messages that do not involve themselves. • How much information does the audience need? • Be clear, give plenty of examples, and keep information in small chunks. • What obstacles must you overcome? • Avoid angering the audience. • Try finding common ground. What Positive Aspects Can You Emphasize? Your message should benefit the reader. Find Common interest, values, and goals that relate to the Audience. What are the Audience’s Expectations about the Appropriate Language, Content, and Organization of Messages? The writer should adapt their style to the reader’s preferences. Make sure there are no “red flag” words that would offend the reader. Give the reader enough detailed information, but know when enough is enough. How will the Audience use the Document? Understanding how your audience will use the document will enable you to choose the best pattern of organization and the best level of detail. • • Audience Analysis is a powerful tool It is Important because the target audience can provide feedback to the source. • • • • Adapt benefits to the audience Stress intrinsic as well as extrinsic motivators Prove benefits with clear logic and explain them Phrase benefits in you-attitude • • • Identify the needs, wants, and feelings that motivate Identify the objective features of your product or policy Show how the needs can be meet with the features