PPT Module 2 Adapting Your Message to Your

Adapting Your Message to Your Audience ¨To learn how to § Continue to analyze

Adapting Your Message to Your Audience Start by answering these questions: § Who is

Adapting Your Message to Your Audience Start by answering these questions: § Now that

2 -4 Kinds of Audiences ¨Initial Audience ¨Gatekeeper ¨Primary Audience ¨Secondary Audience ¨Watchdog Audience

2 -5 PAIBOC P What are your purposes in writing? A Who is (are)

2 -6 PAIBOC continued B What reasons or reader benefits can you use to

2 -7 The Communication Process The Communication Model ¨ Perception ¨ Interpretation ¨ Choice/

2 -8 Audience Analysis Factors ¨Empathy ¨Knowledge ¨Demographic Factors ¨Values and Beliefs ¨Personality ¨Past

2 -9 Discourse Community ¨A group of people who share assumptions about § What

2 -10 Organizational (Corporate) Culture ¨Norms of behavior in an organization are revealed §

2 -11 Adapting Messages to an Audience ¨Strategy ¨Organization ¨Word Choice ¨Document Design ¨Photographs

2 -12 Gatekeepers and Primary Audience ¨To reach, focus on § Content and choice

2 -13 Written Messages ¨Make it easier to § Present many specific details. §

2 -14 Oral Messages ¨ Make it easier to § Answer questions, resolve conflicts,

2 -15 Communication Channels ¨ Channels vary according to § § Speed. Accuracy of

2 -16 For Written and Oral Messages ¨Adapt the message to the audience. ¨Show

2 -17 For Written and Oral Messages continued ¨Use you-attitude and positive emphasis. ¨Use

Slides: 18

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Adapting Your Message to Your Audience ¨To learn how to § Continue to analyze your audiences. § Begin to adapt your message to your audiences. § Begin to understand what your organization wants. 2 -1

Adapting Your Message to Your Audience Start by answering these questions: § Who is my audience? § Why is audience so important? § What do I need to know about my audience(s)? 2 -2

Adapting Your Message to Your Audience Start by answering these questions: § Now that I have my analysis, what do I do with it? § What if my audiences have different needs? § How do I reach my audience(s)? 2 -3

2 -4 Kinds of Audiences ¨Initial Audience ¨Gatekeeper ¨Primary Audience ¨Secondary Audience ¨Watchdog Audience

2 -5 PAIBOC P What are your purposes in writing? A Who is (are) your audiences? I What information must your message include?

2 -6 PAIBOC continued B What reasons or reader benefits can you use to support your position? O What objections can you expect your reader(s) to have? C How will the context affect reader response?

2 -7 The Communication Process The Communication Model ¨ Perception ¨ Interpretation ¨ Choice/ Selection ¨ Encoding/ Decoding ¨ Channel ¨ Noise

2 -8 Audience Analysis Factors ¨Empathy ¨Knowledge ¨Demographic Factors ¨Values and Beliefs ¨Personality ¨Past Behavior

2 -9 Discourse Community ¨A group of people who share assumptions about § What channels, formats, and styles to use. § What topics to discuss. § How to discuss topics. § What constitutes evidence.

2 -10 Organizational (Corporate) Culture ¨Norms of behavior in an organization are revealed § Verbally through the organization’s myths, stories, and heroes. § Nonverbally through the allocation of space, money, and power.

2 -11 Adapting Messages to an Audience ¨Strategy ¨Organization ¨Word Choice ¨Document Design ¨Photographs and Visuals

2 -12 Gatekeepers and Primary Audience ¨To reach, focus on § Content and choice of details. § Organization. § Level of formality. § Use of technical terms and theory.

2 -13 Written Messages ¨Make it easier to § Present many specific details. § Present extensive or complex financial data. § Minimize undesirable emotions.

2 -14 Oral Messages ¨ Make it easier to § Answer questions, resolve conflicts, and build consensus. § Use emotion to persuade. § Get immediate action or response. § Focus the reader’s attention. § Modify a proposal unacceptable in its original form.

2 -15 Communication Channels ¨ Channels vary according to § § Speed. Accuracy of transmission. Cost. Number of messages carried. § Number of people reached. § Efficiency. § Ability to promote goodwill.

2 -16 For Written and Oral Messages ¨Adapt the message to the audience. ¨Show the audience how it will benefit from the idea, policy, service, or product. ¨Overcome any objections the audience may have.

2 -17 For Written and Oral Messages continued ¨Use you-attitude and positive emphasis. ¨Use visuals to clarify or emphasize material. ¨Specify what the audience should do.