adapting your msg to audience

8/7/2019 Adapting Your msg to Audience

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Adapting Your Message toYour Audience


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Analyze Your Audience


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Why?


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What comes first?


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Identify Your Audience

Initial Audience: first to receive message, may assignmessage

Gatekeeper: has the power to stop the message beforeit gets primary audience

Primary Audience: acts and take decisions on message

Secondary Audience: comments on message, implementsrecommendations

Watchdog Audience: has political, social or economic power;may base future actions on evaluations

of message.


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Analyze Individuals

Analyze Group members

Demographics

Psychographics

Analyze Organization members

Organizational Culture

Discourse communities


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Analyze Individuals


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H

ow to AnalyzeI

ndividuals?

May already know people (past observations)

By observing, reading from and writing to

people

Using Myers-Briggs Type Indicator


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Myers-Briggs Type Indicator

Myers-Briggs Type Indicator preference test

that shows 4 types:

Introvert-Extrovert

Sensing-Intuitive

Thinking-Feeling

Perceiving-Judging


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Myers-Briggs Types

Introvert- thinks before speaking

Extravert- like to think on their feet

Sensing- reach conclusions step by step. Intuitive- creative, impatient with details.

Thinking- make decisions on logic

Feeling- aware of others feelings Perceiving- consider all options

Judging- comfortable making quick decisions.


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Analysis by Myers-Briggs

(Possible Combinations)

ISTJ ISFJ INFJ INTJ

ISTP ISFP INFP INTP

ESTP ESFP ENFP ENTP

ESTJ ESFJ ENFJ ENTJ


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Analyze Group


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Analyzing Group

What is important to this group?

What successes have they had that you can comment on?

What is special about this group?

What will turn them on or off?

What are their feelings about me and my topic?

What examples will they appreciate?

What will inspire them to take action?

What do they have in common with me?

What do they expect from my presentation?

How can I exceed their expectations?

Keep these questions handy, use the answers to developyour presentations and you will connect with your audienceand "shine in the spotlight" every time.

Reprinted with permission from Simply Speaking, Inc.

http://www.simplyspeakinginc.com 1-888-773-2512 or 404-518-7777 David Greenberg's Simply Speaking, Inc. All rights reserved.


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Analyze Group

Analyze Group Members as

Individuals

Map common features

Demographic features Psychographic features


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Analyze Group Members

Demographic features

Age Band Education Social Class Race

Gender

Psychographic features Values Beliefs Goals Lifestyles


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Demographic features Age

Gender

Ethnicity, race, and cultural background

Education

Religious and political affiliations

Economic status

Sexual orientation

Family background

Group membership


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Psychographic features

Psychological profiles of your audience may be of

significance as you shape your message. These include

Beliefs are opinions held by many

Values are views of the goodness/badness or sense of right orwrong

Attitudes are predispositions to behavior such as inclination tovote

Behaviors are actions taken. These are not always consistentwith beliefs, values and attitudes


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Analyze People In Organization


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Analyze People in Organization

Organizational Culture:

values, attitudes, and philosophies

Discourse Community: Group of people who share same thoughts

and assumptions


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Organizational Culture

Organizational culture (or corporate culture, as

it is also called) is revealed verbally in the

organizations myths, stories, and heroes, andnon-verbally in the allocation of space,

money, and power.


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How to Analyze Organizations

What are the organizations goals? making money? serving customers

and clients? advancing knowledge? contributing to the community?

What does the organization value? diversity or homogeneity?

independence or being a team player? creativity or following orders?

How do people get ahead? Are rewards basedon seniority, education,being well-liked, making technical discoveries, or serving customers?

Are rewards available to only a few top people, or is everyone

expected to succeed?

How formal are behavior, language, and dress?

What behavioral expectations predominate? How do employees treat

one another?

Do employees speak in I, we, or them and us language? How do

employees get organizational information?


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Discourse Community

Group of people who share assumptions

about what channels, formats, and styles to

use, what topics to discuss and how to discuss

them

Can be family, peers, clubs, university,

workplace etc.

Members communicate through symbols

which identify them as members of that group

adapting your msg to audience

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