Chapter 02. Adapting Your Message to Your Audience. Identifying Your Audiences. Analyze Your Audiences
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1 2-1 Chapter 02 Adapting Your Message to Your Audience Audience Identification Audience Analysis Organizational Culture Discourse Communities Channels Audience Benefits Multiple Audiences Identifying Your Audiences Gatekeeper may stop message or send it on Primary decides or acts on basis of message Secondary comments on message or implements ideas Auxiliary encounters message but does not interact with it (read-only) Watchdog may exert economic, legal, political, or social power later 2-2 Analyze Your Audiences Use common sense Use empathy ability to put yourself in someone else s shoes, to feel with that person 2-3
2 2-4 Analyze Your Audiences As Individuals Group members Demographics Psychographics Organizations Organizational culture Discourse community Analyze Individuals Talk with them Myers-Briggs Type Indicator preference test that shows 4 types Extrovert-Introvert Sensing-Intuitive Thinking-Feeling Judging-Perceiving Take Myers-Briggs at your campus career center! 2-5 Myers-Briggs Personality Types Introvert gets energy from within Extrovert gets energy from interacting with others Sensing gets information from five senses Intuitive sees relationships Which type are you? ISTJ ISFJ INFJ INTJ ISTP ISFP INFP INTP ESTP ESFP ENFP ENTP ESTJ ESFJ ENFJ ENTJ 2-6
3 2-7 Myers-Briggs Personality Types, continued Thinking uses objective logic to make decisions Feeling makes decisions that feel right Judging likes closure, certainty Perceptive likes possibilities Which type are you? ISTJ ISFJ INFJ INTJ ISTP ISFP INFP INTP ESTP ESFP ENFP ENTP ESTJ ESFJ ENFJ ENTJ Analyze Group Members Focus on common features Map profile of group features Demographic (quantity) features Age Sex Education Income Race Psychographic (quality) features Values Beliefs Goals Lifestyles 2-8 Analyze Organizations Organizational culture set of values, attitudes, and philosophies Shows in myths, stories, heroes, and documents Shows in use of space, money, and power 2-9
4 2-10 To Analyze Organizational Culture, Ask Is organization tall or flat? How do people get ahead? Is diversity or homogeneity valued? Is friendship and sociability important? How formal are behavior, language, and dress? What does the work space look like? What are the organization s goals? To Analyze Discourse Community, Ask What media, formats, and styles are preferred for communication? What do people talk about? What topics are not discussed? What kind of evidence and how much is needed to be convincing? 2-11 Channels/Medium Communication channels means by which you convey your message Channels vary by Speed, accuracy, and cost Number of messages carried Number of people reached Efficiency and goodwill Choose channels based on the audience, purpose, and situation 2-12
5 2-13 Channels/Medium Pick the best channel for each situation: Instructor who wants to cancel class Small non-profit organization who needs to reach contributors Product recall notifications Notice to all employees about new smoking policy outside corporate offices Six Questions to Analyze Audiences 1. How will audience initially react? Will they see message as important? What is their experience with you? 2. How much information do they need? What do they already know? Does their knowledge need to be updated? What do they need to know to appreciate your points? 2-14 Six Questions to Analyze Audiences, continued 3. What obstacles must you overcome? Is audience opposed to your message? Will it be easy to do as you ask? 4. What positives can you emphasize? What are benefits for audience? What do you have in common with them? Experiences Interests Goals Values 2-15
6 2-16 Six Questions to Analyze Audiences, continued 5. What does audience expect? What writing style do they prefer? Are there red flag words? How much detail does audience want? Do they prefer direct or indirect structure? Six Questions to Analyze Audiences, continued 6. How will audience use the document? Under what physical conditions? What purposes will document serve? Reference Guide Basis of lawsuit 2-17 Audience Benefits Advantages audience gets from Using your services Buying your products Following your policies Adopting your ideas 2-18
7 2-19 Audience Benefits, continued In informative messages Benefits = reasons to comply with information In persuasive messages Benefits = reasons to act In negative messages Benefits not used Four Criteria for Audience Benefits 1. Adapt benefits to audience 2. Stress intrinsic and extrinsic ones Intrinsic built in Extrinsic added on 3. Prove with clear logic and use vivid detail to explain 4. Phrase benefits in you-attitude 2-20 Three Ways to Identify and Develop Audience Benefits 1. Identify needs, feelings, and wants that may motivate audience 2. Identify objective features of your product or policy that could meet needs 3. Show how audience s needs can be met with those features 2-21
8 2-22 Writing to Multiple Audiences When not possible to meet everyone s needs, analyze gatekeeper and primary audience to determine Content and number of details Organization Level of formality Technical level
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