Adapting Your Message to Your AudienceModule 2, Locker/Kaczmarek’s Business Communication
Emphasizing the importance ofaudience, marketers frequently say, “The customer is in control.” Towhat extent do you feel in control as a customer, a student, a citizen? What actions could you take to increase your control?
Why do internal audiences,especially your boss, sometimes feel more important than primary audiences outside your organization?
What are your options if your boss’scriteria for a document are differentthan those of the primary audience?
AudienceEverything (yes everything) dependson the way your audience perceives you message. Clear? Compelling?
Primary AudienceThe people or person you would like to take action.
Secondary AudienceThese are the people watching,keeping records, evaluating, etc.
Initial AudienceRoutes the message to the correct recipient.
GatekeeperBasically, a filter. Evaluates messages.Works to make the primary audience more efficient.
Watch Dog AudiencePolitical, social, economic, or legal interests or concerns.
Discourse CommunityDetermine conventions within adiscipline, industry, process, etc.
Organizational Culture Values, attitudes, philosophies, and conventions within a given organization.Sometimes conflicts with the conventions of the larger discourse community.
Empathy The ability to experience orunderstand the emotions of another person or audience.
What do you know/assume about your audience? (inventory)How can you learn more about your audience?Which of those facts/assumptions are relevant to your message?