Business Communication

Audience Strategy The Audience

Who are they? Source: https://artplusmarketing.com/why-serving-your-audience-matters-76445b77351a

1. Who are they? A. Primary Audience B. Key Influencers C. Secondary Audiences

Who are they? A. Primary Audience Message Directly

A. Primary Audience 1. Audience unknown, find out about their: Demographics Age Education Organization or department Geographic location Organizational rank Language fluency

A. Primary Audience 1. Audience unknown, find out about their: Knowledge and beliefs Background Values

A. Primary Audience 1. Audience unknown, find out about their: Preferences Level of formality Channel preference (e.g., email versus face-to-face)

A. Primary Audience 2. Audience is familiar (analyze them) Demographics Knowledge Channel preference Likes and dislikes

B. Key Influencers Decision-makers Opinion leaders Gatekeepers

C. Secondary Audiences Receives message indirectly Colleagues in cc Bosses Employees Assistants Intermediaries

What do the audience know and expect? Age Ethnic Origin Occupation Gender Source: http://bizbench.com/2058-2/ Culture Education

2. What do they know and expect? Identify and define the jargon Simplify the information

2. What do they know and expect? Deal with mix background needs. Provide background material Acknowledge the experts Aim your message

2. What do they know and expect? Consider their format expectations Timing Visual Formality

What do they know and expect? Address second-language issues Check use of idioms and metaphors. Avoid sarcasm, humor. Adjust delivery.

3. What do they feel? What emotions do they feel? How interested are they in your message? What is their probable attittude?

4. What will persuade the audience? Persuade the audience with benefits Persuade with credibility Persuade with message structure

4. What will persuade them? Benefits Tangible benefits Career or task benefits Ego benefits Personality benefits Group benefits Consistency benefits

4. What will persuade them? Credibility Shared values credibility and common ground Goodwill credibility and reciprocity Goodwill credibility and liking Image credibility and emotionality Rank and expertise credibility by association Rank credibility and punishment

4. What will persuade them? Message structure Opening and closing The problem/solution structure One-sided versus two-side structure Pro/con versus con/pro The inoculation technique Ascending versus descending order The “ask for less” technique The “ask for more” technique

Message Strategy Harness the power of beginnings and endings. Use direct approach. Use indirect approach (delays your main point until the end).

Message Strategy Overcome the retention dip in the middle.

Message Strategy Organize your message. Organize the main ideas in the body of your message.

Message Stragegy Connect through stories.

Channel Choice Is there an audience cultural preference? How much audience interaction do you want? Do you want to communicate nonverbally? Do you want to control the timing of your message? Do you want a permanent record? How much detail do you want to communicate? What are the risks?

Culture Strategy Time Fate Communication style Group or individual Autocratic or democratic

Culture Strategy Credibility Audience selection Persuasion

Culture Strategy Gender-bias tendency Message structure Channel choice

Culture Strategy Nonverbal behavior Space and objects Greetings and hospitality