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Business communication building critical skill 6th module002

Adapting Your
Message
to Your
Audience

Module Two
©2014 The McGraw-Hill Companies, Inc.  All rights reserved
McGraw-Hill/Irwin

Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.


Learning Objectives
LO 2-1 Understand expectations from your
organization.
LO 2-2 Define audiences for messages.
LO 2-3 Apply strategies for audience
analysis with PAIBOC.
LO 2-4 Apply strategies for individual and
group audience analyses.


2-2


Learning Objectives
LO 2-5 Apply strategies for audience needs
analysis.
LO 2-6 Adapt messages for audiences.
LO 2-7 Choose channels for audiences.

2-3


Understanding What Your
Organization Wants
 Succeeding in an organization depends first
on understanding what “counts” at your
organization.
 Ask your boss, “What parts of my job are
most important? What’s the biggest thing I
could do to improve my work?”

2-4


Understanding What Your
Organization Wants
 Listen to the stories colleagues tell about
people who have succeeded and those who
have failed.
 Observe. See who is praised, who is
promoted

2-5


Kinds of Audiences

2-6



Who Is My Audience?
 Primary audience
 decides whether to accept your
recommendations or will act on the basis of
your message

 Secondary audience
 may be asked to comment on your message or
to implement your ideas after they’ve been
approved
2-7


Who Is My Audience?
 Initial audience
 receives the message first and routes it to other
audiences.

 Gatekeeper
 has the power to stop your message before it
gets to the primary audience.

2-8


Who Is My Audience?
 Watchdog audience
 pays close attention to the transaction between
you and the primary audience and may base
future actions on its
evaluation of your
message

2-9


The Audiences for a Marketing Plan

2-10


The Audiences for a Consulting Report

2-11


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

2-12


PAIBOC
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?

2-13


A Model of Two-Person
Communication with Feedback
Figure 2.3

2-14


The Communication Process

2-15


What do I need to know about
my audience(s)?
1.
2.
3.
4.
5.
6.

Empathy
Knowledge
Demographic Factors
Values and Beliefs
Personality
Past Behavior

2-16


What do I need to know about
my audience(s)?
 Empathy
 the ability to put
yourself in someone
else’s shoes, to feel
with that person
 requires not being
self-centered

2-17


What do I need to know about
my audience(s)?
 Demographic characteristics
 measurable features that can be counted
objectively
 age, sex, race, religion, education level, income,
and so on.

2-18


What do I need to know about
my audience(s)?
 Personality – Myers-Briggs Type Indicator





Extraversion-Inversion
Sensing-Intuition
Thinking-Feeling
Judging-Perceiving

2-19


What do I need to know about
my audience(s)?
 Psychographic characteristics
 qualitative rather than quantitative: values,
beliefs, goals, and lifestyles.

 Values and Lifestyles (VALS)
 Strivers, Innovators, Thinkers, Believers,
Achievers, Experiencers, Makers, and Survivors

2-20


Analyzing People in Organizations
 Discourse community
 a group of people who share assumptions
about what channels, formats, and styles to
use, what topics to discuss and how to discuss
them, and what constitutes evidence

2-21


Analyzing People in Organizations
 An organization’s
culture is its values,
attitudes, and
philosophies

2-22


Analyzing People in Organizations
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.

2-23


Now that I have my analysis,
what do I do with it?

2-24


What if my audiences
have different needs?
To reach, focus on:
Content and choice of details.
Organization.
Level of formality.
Use of technical terms and theory.

2-25


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