COMMUNICATE EFFECTIVELY TO THE RIGHT AUDIENCE

Effectively Communicating to The Right Audience

With Different Conventions For Each Genre in Writing
Robert Ununger
Antioch University of Santa Barbara

COMMUNICATE EFFECTIVELY TO THE RIGHT AUDIENCE

Two summers ago I was working as a salesperson for a telebroadcast company in

Sweden, having my older brother as team leader. I had never worked in sales before, while my
brother was an expert. Since I am good in talking and have a very creative mind, I often had
good pitches to get people hooked and interested in what we had to offer, so they often joined me
in our event tent, however, when I got them in, I had no idea of how I would continue the sale. I
had the hook, but that was it. My older brother was, in the beginning, giving me a hand, helping
my to persuade the potential customer, and make a closure - successful sale. He thought me how
to see traits and recognize what each customer wanted, and which buttons to push. I had to find
out each person's need, to be able to persuade them and make them interested in what I had to
offer. In other words, I had to know my audience.
In the same way as a salesperson needs to adapt their approach depending on the
customer approached, we as writers have to adapt our writing depending on which audience we
are trying to reach out to, what feelings we are trying to evoke, and what message that we want
to send them. Effective writing involves much more than just putting good sentences together

Zack De Piero 3/6/15 6:36 PM

Comment [1]: Wow, this is a very
unconventional/atypical introduction,
Robert, but it works. It just goes to show
how theres no 1-size formula for writing.
J
That said, you do need to have a thesis
statementhopefully its in the next
paragraph.

and publishing it to anyone. No matter what field we work in, it is essential to adapt our writing
to specific situations, by using different rhetorical approaches for different audiences. Prior this
essay, I interviewed the Director of Community Impact for Foodbank of Santa Barbara County Bonnie Campbell - to see how she is using her writing in different situations - what she was
doing well, and what she could improve. The interview was extremely valuable and gave me
insight into how she is using different types of writing in different situations within her job, to

Zack De Piero 3/6/15 6:37 PM

Comment [2]: I think youre using the
wrong word here. For?
Zack De Piero 3/6/15 6:38 PM
Comment [3]: I strongly suggest not
using more than 2 dashes in 1 sentence.
Zack De Piero 3/6/15 6:38 PM
Comment [4]: Id nix this. Youve
established this a couple of times already.

writing in flyers, using storytelling language in her interaction with others, and using a formal

Zack De Piero 3/6/15 6:39 PM

Comment [5]: Use a comma instead. I
think that you need to review this:
http://writingcenter.unc.edu/handouts/com
mas/.

writing style with clear structure in her board reports -- Bonnie Campbell is communicating

Also: solid thesis statement. Nice job,

Robert.

persuade and impact her target audience. By using simple and clear language with informal

COMMUNICATE EFFECTIVELY TO THE RIGHT AUDIENCE

through her writing in a successful way and using different strategies and rhetorical tactics to
appeal to different audiences.
Foodbank of Santa Barbara is a non-profit organization, with their mission not only to
feed people within the county, but more importantly, to teach people how to feed themselves how to fish. They are constantly working together with many partners and supporters county
wide to reach out to every single family and individual in need, and provide them with both food,
but more importantly, to educate them to take care of their own health. My informant, Bonnie
Campbell, recently took over as Director of Community Impact for the organization. Her role is
to meet sponsors and supporters, as well as donors to inform and persuade them, but also to work

Zack De Piero 3/6/15 6:40 PM

Comment [6]: Already stated this.

on reaching out to people through Foodbanks different programs, like her latest one - The
Diabetes Impact Group - which focuses on helping people with health problems involving
diabetes. In her work, Campbell uses different types writing - , which is a necessity to make each
of her writing persuasive and appealing for each target audience. Some of her writings include
more informal approaches, while other artifacts may include more formal and clear language.
In the flyer, Campbell uses informal and simple language, colorful visuals, and appealing
pictures to persuade the flyers targeted audience. The flyer is meant to reach out to the people in
need of their Diabetes Health Program. The purpose is not only to inform people, but also induce
them into joining the program - which is completely free - and learn about how they can take
charge of their own health. Their target group consists of hispanic, and bilingual, poor families
living in Santa Barbara County, and therefore the flyer are both written in English as well as
Spanish. In the interview, Campbell states that about 48% to up to 98% of the people in that
specific region could be hispanic., and refers to the regions where they reach their clients.
Campbell continues with explaining the reasons for using basic, simple english and the necessity

Zack De Piero 3/6/15 6:40 PM

Comment [7]: ?

Zack De Piero 3/6/15 6:41 PM

Comment [8]: You already established
this too.
Zack De Piero 3/6/15 6:42 PM
Comment [9]: Excellent topic
sentenceit keys me into exactly whats
coming up in the paragraph.

COMMUNICATE EFFECTIVELY TO THE RIGHT AUDIENCE

of it. [...] anyone with English understanding like a 5th grade or below, will understand the
content (Personal Communication, Feb 10, 2015). Besides simple and basic english, they have
used a lot of pathos - emotional appeal - to create feelings and attention while noticing the flyer
(Dirk).
Colorful and enlightening color combinations are creating a positive sentiment of the
flyer. It feels like the colors used creates attention to it, drawing interest. By using yellow in

Zack De Piero 3/6/15 6:43 PM

Comment [10]: Why is Dirk cited here?
I dont think this counts as a use of a
course reading. Hes got a bunch on
genre/conventions.

combination with green, it creates a feeling of happiness, or sunshine, as well as harmony,

freshness and safety. Both colors are appealing and creating positive feelings. The flyer also got
a very clear font, and capitalized letters, combined with both bold and italic parts in the text which is highlighting specific words or phrases that needs attention. For example, the word
FREE is both bolded and capitalized, to create awareness of that it will not cost anything to
participate in the program. This is very effective since the target group consists of poor families,
that are not afford to pay anything, and therefore not interested in offers that involves an

Zack De Piero 3/6/15 6:43 PM

Comment [11]: Very cool observation.
Zack De Piero 3/6/15 6:43 PM
Comment [12]: Already stated.
Youve done this a few times, Robert.
Theres really no need to repeat yourself.

Zack De Piero 3/6/15 6:51 PM

Comment [13]: For example is
usually/always a great way to provide concrete
evidence for the concepts that youre
analyzing.

expense. By bring attention to the word free, they will more likely be willing to explore the flyer
further.
On the flyer, there is also picture of an hispanic family. This may be an effective way to
actually show that their audience actually are hispanic and poor families. If the picture instead
had shown a wealthy, white family, it would probably not have been as appealing for their target
audience, since the audience would not be able to relate to the picture in the same way. The
picture also creates ethos - credibility (Dirk). It shows that the author are respecting the hispanic
family, by showing a very happy and positive picture of them, and furthermore, it creates a hope
that the reader could get a happy family as well, by attending to the program. The flyer are also
have a picture of a box full of food, which shows that monthly Food Boxes with diabetes friendly

Zack De Piero 3/6/15 6:51 PM

Comment [14]: Good observation.

COMMUNICATE EFFECTIVELY TO THE RIGHT AUDIENCE

food actually are provided for free. The picture could give an understanding of what could
actually are given, but also, more importantly, it show credibility of that the food boxes actually
exists, by attaching a picture of them. A picture says more than a thousand words, and therefore
it is extremely effective to use in this type of writing.
Another thing that Campbell brought up in the interview was about the placement of the
flyer. It is placed in a community clinic setting[...] people go there for their primary health care
(B. Campbell, personal communication Feb 10, 2015). This is a perfect example of kairos - using
the right place and right time - which is something extremely important, and Foodbank of Santa

Zack De Piero 3/6/15 6:52 PM

Comment [15]: You dont need this. For
me/this paper, 1 is enough.

Barbara have thought of it. By placing their flyer in a community clinic setting, it reaches out to
right audience - persons that care about their primary health care. The flyer is placed at the front
desk, which makes it available for all people checking in. As the environment is creating a safe
atmosphere - with knowledgeable staff - the clients hopefully feel safe to ask questions regarding
the program. Imagine if the flyer instead was placed in a public pharmacy. The lack of feeling
safe, as well as the lack of feeling free to ask an employee about the flyer would probably
increase significantly and therefore the flyer seems to be placed in a good location, at the right
moment (Dirk? Add kairos quote).
In her latest board report - The Impact Department Board Report - Campbell includes
more formal language with a clear structure, to effectively bring up essential information about
updates to please that target audience. Although Campbell does not prefer this rhetorical
approach, she highlighted the importance of being able to manage it, in her role as Director of
Community Impact. The board expects to get updates on how things are going in different
impact groups, and it is Campbells job to provide them with that information. That is exactly
what it is, information. The report consists of almost only information, about how the processes

Zack De Piero 3/6/15 6:52 PM

Comment [16]: Dont get over dash-y.

COMMUNICATE EFFECTIVELY TO THE RIGHT AUDIENCE

are going for the different impact groups out in the field, and their current status. The document
is very clean, with a professional font, that creates a formal impression. The formatting is very
basic, and except the bolding of two different topics, the only thing that divides the sentences is a
double space between each paragraph. The focus on a logical appeal - logos - seems obvious.
The point with the report is to inform The Board, with clarity, about the latest updates within the
Impact Groups. It is not meant to entertain, or create any feelings, which explains the lack of
pathos in it. Although Campbell may not be most comfortable with this type of writing, she still
shows that she can follow the conventions of this genre (Dirk).
Campbell also communicates with existing, but also new partners and supporters, by
face-to-face interactions in her job, and her passion for using storytelling, and anecdotes in her

Zack De Piero 3/6/15 6:54 PM

Comment [17]: Youre not using our
readings like I want you to, Robert. Youre
not really bringing any of Dirks
ideas/words in your paperthats the
point.

communication was mentioned several times during the interview. Campbell uses her
storytelling approach, and tell anecdotes, to create awareness of the social justice issue that exists
within the community, and tries to use her passion to persuade people into getting involved
within the organization - contributing for the society. Her storytelling makes her an extremely
effective rhetorician, with her way of persuading others with her real life examples of different
situations. By providing examples that she has been experience herself, Campbell creates a
credibility and trust, as well as an emotional bond. A good story is always interesting, and will
probably catch a lot of attention, and perhaps make people call to action. For example, by telling
about a real time experience from her life - when Campbell has faced a situation where someone
have suffered from extreme hunger, or maybe died from hunger - she could create strong feelings
of empathy - pathos - that could make people more willing to be a part of their organization,
contributing to their community (Dirk). Campbell claimed that Although Santa Barbara often
are associated with tourism, celebrities and hollywood - all the good things - It is actually a

Zack De Piero 3/6/15 6:54 PM

Comment [18]: Awesome.

COMMUNICATE EFFECTIVELY TO THE RIGHT AUDIENCE

enormous agriculture community county wide, where poverty is a serious problem (Personal
communication, Feb 10, 2015). By telling stories about different situations, like Campbell does,
her target audience will, most likely, get a deeper understanding of the importance of their
contribution, which could increase the chance of them becoming a partner or supporter of the
organization.
There is no doubt that Campbell are using her different writing skills effectively to reach
out to each target audience, and make an appealing writing artifact. She manage to use pathos,
ethos, logos, and kairos, as well as the right style and tone in her writing to provide an effective
rhetorical argument, with empirical evidence. Her communications skills are necessary for the
audience to understand, believe, and agree with what the intended message. It is crucial to adapt
the writing to the target audience, using different strategies and rhetorical tactics. An effective
communicator will adapt after each situation, no matter if it is a Director of Community Impact,
or a seller for a telebroadcast company. Knowing your audience is vital. Bonnie Campbell sure
know her audiences, and that makes her an effective communicator and writer.

Zack De Piero 3/6/15 6:55 PM

Comment [19]: Nice work, Robert.

COMMUNICATE EFFECTIVELY TO THE RIGHT AUDIENCE

References
Dirk, Kerry. (2010). Navigating Genres. In Lowe, C., Readings on Writing. Writing spaces:
Readings on writing. West Lafayette, Ind.: Parlor Press.
Lunsford, A., & Ruszkiewicz, J. (2013). Rhetorical Analysis. In Everything's an argument (6th
ed.). Boston, Mass.: Bedford/St. Martins.

Artifacts
Campbell, Bonnie. (2015). Diabetes Impact Group Flyer. Foodbank of Santa Barbara County
Campbell, Bonnie. (January 28, 2015). Impact Department Board Report. Foodbank of Santa
Barbara County