Presentation on chapter 2.

1. Business Communications
Analyzing and Anticipating Your
Audience
Adapted from NETA PowerPoint for Essentials of Business
Communication by Lisa Jamieson

2. Know Your Purpose
• Why am I sending this
message?
• What do I hope to achieve?
Image source

3. Anticipate and Profile Your Audience
• Primary audience
• Secondary audience
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4. Identify the primary, secondary, and
hidden audiences in this leaked memo
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5. Asking the Right Questions to Profile
Your Audience
Primary Audience
• Position / job?
• Preexisting knowledge?
• Likely response?
Secondary Audience
• Difference from primary
audience?
• Background knowledge?
• Likely response?

6. Make Choices Based on Your
Audience Profile
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• Diction
• Tone
• Secondary
audience

7. Select the Best Channel
• Importance
• Feedback
• Permanent record
• Cost
• Formality
• Confidentiality
• Receiver’s preference
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8. Rich and Lean Communication
Leaner Richer
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9. Building Messages That Suit Your
Audience
• Spotlight audience benefits
• Cultivate a “you” view
• Conversational but professional
WHAT CAN I
DO FOR YOU?

10. Change to a “you” view
• Due to an error made by our payroll company, all
employees who never signed up for direct deposit will
receive their paychecks late.
• We apologize for the inconvenience caused by the fact
that an issue at PLT processing will delay the next
paycheck date by one day. By signing up for direct
deposit, you can ensure that your pay will arrive on
time.

11. Tips for a Conversational Tone
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12. Expert Techniques: Be Positive
• Due to an error made by our payroll
company, all employees who never signed
up for direct deposit will receive their
paychecks late.
• We apologize for the inconvenience caused
by the fact that an issue at PLT processing
will delay the next paycheck date by one
day. By signing up for direct deposit, you can
ensure that your pay will arrive on time.
NEGATIVE
POSITIVE

13. Expert
Techniques:
Inclusive
Language

14. Expert Techniques: Plain Language
Image source

15. Abstract and General
ABC Systems intelligent
software solutions help
companies overcome their
biggest challenges,
empowering innovation
and driving business
forward.
Concrete and Specific
ABC software helps
accounting teams work
faster by automating the
tasks they don’t have time
for.
Expert Techniques: Vigorous Words

16. Summary
• Know the purpose of a message, anticipate its
audience, and select the best communication channel
for it.
• Incorporate audience adaptation techniques.
• Use additional expert writing techniques.

17. References
Eagleson, R. [n.d.] Short definition of plain language. Plainlanguage.gov.
https://www.plainlanguage.gov/about/definitions/short-definition/
Eward-Mangione, A. [n.d.] You-centered business style. Writing Commons.
https://writingcommons.org/ article/you-centered-business-style/
Guffrey, M. E., Loewy, D., & Almonte, R. (2019). Essentials of business communication (9th
Canadian Edition). Nelson.
Jamieson, L. (2019). Chapter 1: Communicating in the digital-age workplace [PowerPoint
slides]. Nelson.
Kotran, J. [n.d.] Abstract vs. concrete writing in marketing. Altitude Marketing.
https://altitudemarketing.com/blog/abstract-concrete-writing-marketing/

18. Image Sources
Aguilar, P. (2018, May 28). [Woman in glasses thinking] [Photograph]. Unsplash.
https://unsplash.com/photos/O-FR79xcGh8
Christiansen, D. (2018, February 16). [Man confused by words] [Illustration]. InSight.
https://images.app.goo.gl/KFw8PEr8r597cTkYA
Henneke. [n.d.] [Woman speaking in jargon vs. clear language]. Enchanting marketing.
https://images.app.goo.gl/3FbpavNtvrVe8Pkk7
[Highlighted individuals in a crowd] [Illustration]. [n.d.] Directive.
https://images.app.goo.gl/fmzzpvCZwenLq4eb9
[Lean to rich mediums] [Infographic]. (2020, February 6). Asamby Consulting.
https://images.app.goo.gl/3FbpavNtvrVe8Pkk7

19. Image Sources
Theluvo. (2017, August 16). [Screencap of text message] [Image]. Medium.
https://medium.com/@theiuvo/how-to-adjust-your-language-to-a-target-
audience-d39aa36fa5a
[Tree with media] [Illustration]. [n.d.] Media convergence course work.
https://images.app.goo.gl/12NAB3AMwQjqfiERA
Walmart. (2012, October 8). “Response to Walkout / Work Stoppage” [Memo]. Business
Insider. https://www.businessinsider.com.au/walmart-strikes-leaked-memo-
2012-10