BUSINESS COMMUNICATION

ODULE
ODULE
22
Adapting
Adapting
Your
Your Message
Message
to
to Your
Your Audience
Audience
 Who is my audience?
 Why is audience analysis so important?
 What do I need to know about my audience(s)?
 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)?
Kinds
Kinds of
of Audiences
Audiences

Primary
Primary Audience
Audience

Secondary
Secondary Audience
Audience

Initial
Initial Audience
Audience

Gatekeeper
Gatekeeper

Watchdog
Watchdog Audience
Audience
Primary
Primary Audiences
Audiences

Primary
Primary Audience
Audience
Secondary
Secondary Audiences
Audiences

Secondary
Secondary Audience
Audience
Initial
Initial Audiences
Audiences

Initial
Initial Audience
Audience
Gatekeeper
Gatekeeper

Gatekeeper
Gatekeeper
Watchdog
Watchdog Audience
Audience

Watchdog
Watchdog Audience
Audience
PAIBOC
PAIBOC and
and Audience
Audience Analysis
Analysis
PP What
What are
are your
your purposes
purposes inin writing?
writing?
A
A Who
Who is
is (are)
(are) your
your audiences?
audiences?
II What
What information
information must
must your
your message
message include?
include?
BB What
What reasons
reasons oror reader
reader benefits
benefits can
can you
you use
use to
to
O
O support
support your
your position?
position?
CC What
What objections
objections cancan you
you expect
expect your
your reader(s)
reader(s) to
to
have?
have?
How
How will
will the
the context
context affect
affect reader
reader response?
response?
P - Purpose
PP What
What are
are your
your purposes
purposes in
in writing?
writing?
A
A
II
BB
O
O
CC
A - Audience
PP Who
Who is
is (are)
(are) your
your audiences?
audiences?
A
A
II
BB
O
O
CC
I - Information
PP What
What information
information must
must your
your message
message include?
include?
A
A
II
BB
O
O
CC
B - Benefits
PP What
What reasons
reasons or
or reader
reader benefits
benefits can
can you
you use
use to
to
A
A support
support your
your position?
position?
II
BB
O
O
CC
O - Objections
PP What
What objections
objections can
can you
you expect
expect your
your reader(s)
reader(s) to
to
A
A have?
have?
II
BB
O
O
CC
C - COntext
PP How
How will
will the
the context
context affect
affect reader
reader response?
response?
A
A
II
BB
O
O
CC
The
The Communication
Communication Process
Process
Audience
Audience Analysis
Analysis Factors
Factors


Prior
Prior Knowledge
Knowledge

Demographic
Demographic Factors
Factors

Personality
Personality

Values
Values and
and Beliefs
Beliefs

Past
Past Behavior
Behavior
Knowledge

Prior
Prior Knowledge
Knowledge
Demographic
Demographic Factors
Factors

Demographic
Demographic Factors
Factors
Personality

Personality
Personality
Personality
Personality
Values
Values and
and Beliefs
Beliefs

Values
Values and
and Beliefs
Beliefs
Past Behaviors

Past
Past Behavior
Behavior
Adapting
Adapting Messages
Messages to
to an
an Audience
Audience


Strategy
Strategy

Organization
Organization

 Style
Style

Document
Document Design
Design

Photographs
Photographs and
and Visuals
Visuals
Discourse
Discourse Community
Community
A
 A group
group of
of people
people who
who share
share
assumptions
assumptions about
about ::
What
What channels,
channels, formats,
formats,
and
and styles
styles to
to use.
use.
What
What topics
topics toto discuss.
discuss.
How
How toto discuss
discuss topics.
topics.
What
What constitutes
constitutes evidence.
evidence.
Organizational
Organizational Culture
Culture
Organization’s
Organization’s Culture
Culture

 isis its
its values,
values, attitude
attitude and
and philosophies
philosophies

 Norms
Norms of
of behavior
behavior in
in an
an
organization
organization are
are revealed
revealed
 Verbally
Verbally through
through the
the
organization’s
organization’s myths,
myths, stories,
stories,
and
and heroes.
heroes.
 Nonverbally
Nonverbally through
through the
the
allocation
allocation of
of space,
space, money,
money, and
and
power.
power.
Strategy

Strategy
Strategy
Organization

Organization
Organization


Style

Style
Style
Document
Document Design
Design

Document
Document Design
Design
Photographs
Photographs and
and Visuals
Visuals

Photographs
Photographs and
and Visuals
Visuals
Gatekeepers
Gatekeepers and
and Primary
Primary Audiences
Audiences


 To
To reach,
reach, focus
focus on
on
Content
 Content and
and choice
choice of
of
details.
details.
Organization.
 Organization.
Level
 Level of
of language.
language.
Use
 Use of
of technical
technical terms
terms
and
and theory.
theory.
Content
Content and
and Choice
Choice of
of Details
Details
 Content
Content and
and choice
choice of
of details.
details.
Organization
 Organization.
Organization.
Level
Level of
of Formality
Formality
 Level
Levelof
ofFormality.
Formality.
Use
Use of
of Technical
Technical Terms
Terms and
and Theory
Theory

 Use
Use of
of technical
technical terms
terms and
and theory.
theory.
Written
Written Messages
Messages
 Make
 Make itit easier
easier to
to
Present
 Present many
many specific
specific
details.
details.
Present
 Present extensive
extensive or
or
complex
complex financial
financial data.
data.
Minimize
 Minimize undesirable
undesirable
emotions.
emotions.
Oral Messages

 Make
Make itit easier
easier to
to
 Answer
Answerquestions,
questions,resolve
resolve
conflicts,
conflicts,and
andbuild
buildconsensus.
consensus.
 Use
Useemotion
emotionto tohelp
helppersuade
persuadethe
the
audience.
audience.
 Get
Getimmediate
immediateaction
actionororresponse.
response.
 Focus
Focusthe
thereader’s
reader’sattention
attentionon
on
specific
specificpoints.
points.
 Modify
Modifyaaproposal
proposalthat
thatmay
maynot
notbe
be
acceptable
acceptableininits
itsoriginal
originalform.
form.
Written
Written and
and Oral
Oral Messages
Messages

 Adapt
Adapt thethe message
message to to the
the audience.
audience.

 Show
Show thethe audience
audience how
how itit will
will benefit
benefit from
from
the
the idea,
idea, policy,
policy, service,
service, or
or product.
product.

 Overcome
Overcome any any objections
objections thethe audience
audience maymay
have.
have.

 Use
Use you-attitude
you-attitude andand positive
positive emphasis.
emphasis.

 Use
Use visuals
visuals to
to clarify
clarify or
or emphasize
emphasize material.
material.

 Specify
Specify what
what the
the audience
audience should
should do.
do.
Reporters:

 Bernardino,
Bernardino, Lee
Lee Arnie
Arnie
 Bunag,
 Bunag, Richard
Richard
 Fajardo,
 Fajardo, Mylene
Mylene
 Jumapao,
Jumapao, Joan
Joan
 Reyes,
Reyes, Regine
Regine