1. Audience Analysis
Most failures of communication can be directly linked to ineffective audience analysis.
- PGC
12/28/2018
Phillip G. Clampitt, Ph.D.

2. 1. Fundamental Principles
Effective persuaders adapt their messages to their audiences.
Message sent  Message received
Benefits:
Increases efficiency
Enhances influence
There is usually more than one audience
Groups within groups
Hidden decision makers
Variances over time
12/28/2018
Phillip G. Clampitt, Ph.D.

3. 2. Perspective
“The best way to identify the meaningful political categories is to choose categories that are: 1) as inclusive as possible and 2) internally homogeneous with respect to the issues under study. Identifying the political categories is, in other words, a problem of clustering, in which the criterion is to cluster people together to maximize their homogeneity in opinions and preferences that are relevant to the questions being studied. This involves the exercise of judgment, to discern whether the differences between given sets of people are important enough to justify considering them as separate political groups.”
– Jeffery Pfeffer
12/28/2018
Phillip G. Clampitt, Ph.D.

4. 3. Audience Differences Personality profiles
Demographics (education, gender, etc.)
Physical location
Job responsibilities
Beliefs
Past experiences
Values
12/28/2018
Phillip G. Clampitt, Ph.D.

5. 4. Conducting AA Prior to During After 12/28/2018
Phillip G. Clampitt, Ph.D.

6. 5. So What? Adapt: Proof (verbal, visual, etc…) Examples Word choices
Arguments
Strategy
Physical setting
Communicators (who delivers message)
12/28/2018
Phillip G. Clampitt, Ph.D.