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Chapter 2- Adapting Your Message to Your Audience

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    2-1McGraw-Hill/Irwin 2009 The McGraw-Hill Companies, All Rights Reserved

    Adapting Your Message to Your

    Audience

    Chapter 3

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    2-2McGraw-Hill/Irwin 2009 The McGraw-Hill Companies, All Rights Reserved

    Identify Your Audiences

    Gatekeeper

    Primary

    Secondary Auxiliary

    Watchdog

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    2-3McGraw-Hill/Irwin 2009 The McGraw-Hill Companies, All Rights Reserved

    Analyze Your Audiences

    Individuals

    Group members

    Demographics

    Psychographics

    Organization members

    Culture

    Discourse community

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    2-4McGraw-Hill/Irwin 2009 The McGraw-Hill Companies, All Rights Reserved

    Analyze Individuals

    People you work closely with

    Myers-Briggs Type Indicator

    preference test that shows 4 types Introvert-Extrovert

    Sensing-Intuitive

    Thinking-Feeling

    Perceiving-Judging

    ISTJ ISFJ INFJ INTJ

    ISTP ISFP INFP INTP

    ESTP ESFP ENFP ENTP

    ESTJ ESFJ ENFJ ENTJ

    Whichtype are you?

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    2-5McGraw-Hill/Irwin 2009 The McGraw-Hill Companies, All Rights Reserved

    Analyze Group Members

    Focus on common features

    Map profile of group features

    Demographic (quantity) featuresAge Education Income Race Sex

    Psychographic (quality) features

    Values Beliefs Goals Lifestyles

    VALS (Values & Lifestyle) profile used

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    2-6McGraw-Hill/Irwin 2009 The McGraw-Hill Companies, All Rights Reserved

    Analyze Organization Members

    Organizational culture set of values,

    attitudes, and philosophies

    Shows in myths, stories, heroes, & documents Shows in use of space, money, and power

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    2-7McGraw-Hill/Irwin 2009 The McGraw-Hill Companies, All Rights Reserved

    To Analyze Organization Culture, Ask

    Is organization tall or flat?

    How do people get ahead?

    Is diversity or homogeneity valued? Is sociability important?

    How formal are behavior, language,

    and dress? What does the work space look like?

    What are the organizations goals?

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    2-8McGraw-Hill/Irwin 2009 The McGraw-Hill Companies, All Rights Reserved

    To Analyze Discourse Community, Ask

    What channels, 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?

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    Channels

    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

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    Six Questions to Analyze Audiences

    1. How will audience react at first?

    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 beupdated?

    What do they need to know to appreciate

    your points?

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    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

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    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 want direct or indirect structure?

    Do they have expectations about length,

    visuals, or footnotes?

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    Six Questions to Analyze Audiences,continued

    6.How will audience use document?

    Under what physical conditions will they

    use it?

    What purpose will document serve?

    Reference

    Guide

    Basis of lawsuit

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    Audience Benefits

    Advantages audience gets from

    Using your services

    Buying your products Following your policies

    Adopting your ideas

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    Audience Benefits, continued

    In informative messages

    Benefits = reasons to comply with

    announced policies

    In persuasive messages

    Benefits = reasons to act

    In negative messages Benefits not used

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    Four Criteria for Audience Benefits

    1. Adapt benefits to audience

    2. Stress intrinsic and extrinsic ones

    Intrinsic built in

    Extrinsic added on

    3. Use clear logic to prove and vivid

    detail to explain4. Phrase benefits in you-attitude

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    Three Ways to Identify &

    Develop Audience Benefits1. Identify feelings, fears, and needs of

    audience

    2. Identify objective features of yourproduct or policy that could meet

    needs

    3. Show how audiences needs can bemet with those features

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    Writing to Multiple Audiences

    When not possible to meet everyones

    needs, analyze gatekeepers and

    primary audience to determine

    Content and choice of details

    Organization

    Level of formality

    Use of technical terms and theory


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