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Audience Analysis

1122 words - 5 pages

Audience Analysis
Business Communication
May 1, 2011

Abstract

Business communication is essential to the success of any business. “Good business communication is about sharing information in ways that are useful to your co-workers, business partners, and clients” (Locker & Kienzler, 2008, p3). Delivering a sales report to a diverse group of individuals can be quite challenging, the writer/presenter must design the presentation in such a way that they will address the target audience. The person presenting the report must be aware of who their audience is and cater their presentation to address the questions and concerns of the target audience. Common sense and empathy are two ...view middle of the document...

Communication Channels
“Communication channels are the means in which you convey your message. Communication channels vary in speed, accuracy of transmission, cost, number of messages carried, and number of people reached, efficiency, and ability to promote goodwill.” Identifying the appropriate channel can be difficult, choosing one that will maximize its effectiveness will be crucial in making your decision. Paper documents and presentations are formal and give you considerable control over the message. Written messages make it easier to present extensive data, present specific detail, and minimize undesirable emotion. Oral messages make it easier for you to use emotion to persuade people, allow you to direct your audiences attention on specific points that you can emphasize, will allow for quick conflict resolution, help build consensus, and obtain immediate response. The most frequent form of communication channel used when presenting sales information is face-to-face presentations both written and oral in most cases. In this presentation you will not only speak but also include a PowerPoint with graphs and spreadsheets to address your target audience, copies of the presentation may be given to your audience as a reference guide of your presentation. In using this form of communication, the needs of all groups in your audience will be addressed. Preparing your presentation using audience analysis is key in order for them to adapt your message. Consider the following when designing your presentation:
* How will the audience react to the message?
* How will the fact that the message came from you affect the audience’s reaction?
* How much information does the audience need?
* What obstacles must you overcome?
* What positive aspects can you emphasize?
* What are the audience’s expectations about the appropriate language, organization, and form of messages?
* How will the audience use the document?
Taking all these aspects into consideration when designing your presentation will give you optimal analysis of your audience resulting in effective audience benefits.
Audience Diversity Considerations
Addressing a diverse audience will entail taking several aspects into consideration. Some of the components you will want to consider when analyzing the members of your audience will be to focus on what commonality they share. Demographic characteristics, psychographic characteristics, and organizational cultures also need to be taken into account when analyzing your audience. “Demographic characteristics are measurable features that can be counted...

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