Business Communication Audience Strategy The Audience Who are
Business Communication
Audience Strategy The Audience
Who are they? Source: https: //artplusmarketing. com/why-serving-your-audience-matters-76445 b 77351 a
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 Knowledge and beliefs Preferences
A. Primary Audience � 2. Audience is familiar (analyze them)
B. Key Influencers � Decision-makers � Opinion leaders � Gatekeepers
C. Secondary Audiences Receives message indirectly � Colleagues � Bosses in cc � Employees � Assistants � Intermediaries
What do the audience know and expect? Ethnic Origin Age Occupation Gender Source: http: //bizbench. com/2058 -2/ Culture Education
What do they know and expect? � Identify and define the jargon. � Simplify the information.
What do they know and expect? Deal with mix background needs. � Provide background material. � Acknowledge the experts. � Aim your message.
What do they know and expect? Consider their format expecteations. � Timinig � Visual � Formality
What do they know and expect? Address second-language issues Ø Check use of idioms and metaphors. Ø Avoid sarcasm, humor. Ø Adjust delivery.
What do the audience feel? � What emotions do they feel? � How interested are they in your message? � What is their probable attittude?
What will persuade them? Benefits � Tangible benefits � Career or task benefits � Ego benefits � Personality benefits � Group benefits � Consistency benefits
What will persuade them? Benefits � Career or task benefits
What will persuade them? Benefits � Ego benefits
What will persuade them? Benefits � Personality benefits
What will persuade them? Benefits � Group benefits
What will persuade them? Benefits � Consistency benefits
What will persuade them? Credibility � Goodwill credibility and reciprocity
What will persuade them? Credibility � Goodwill credibility and liking
What will persuade them? Credibility � Image credibility and emotionality
What will persuade them? Credibility � Rank and expertise credibility by association
What will persuade them? Credibility � Rank credibility and punishment
What will persuade them? Message Structure � Opening and closing
What will persuade them? Message Structure � The problem/solution structure
What will persuade them? Message Structure � One-sided versus two-side structure
What will persuade them? Message Structure � Pro/con versus con/pro
What will persuade them? Message Structure � The inoculation technique
What will persuade them? Message Structure � Ascending versus descending order
What will persuade them? Message Structure � The “ask for less” technique
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