Académique Documents
Professionnel Documents
Culture Documents
2-3
Identify Your Audiences,
continued…
Auxiliary – encounters message but
does not interact with it (read-only)
Watchdog – may exert economic,
legal, political, or social power later
2-4
Analyze Your Audiences
Use common sense
Use empathy—ability to put yourself in
someone else’s shoes, to feel with
that person
2-5
Analyze Your Audiences As…
Individuals
Group members
Demographics
Psychographics
Organizations
Organizational culture
Discourse community
2-6
Analyze Group Members
Focus on common features
Map profile of group features
Demographic (quantity) features
Age – Sex – Education – Income – Race
Psychographic (quality) features
Values – Beliefs – Goals – Lifestyles
Use VALS (Values & Lifestyle) profile
2-7
Analyze Organizations
Organizational culture – set of values,
attitudes, and philosophies
Shows in myths, stories, heroes, and
documents
Shows in use of space, money, and power
2-8
To Analyze Organizational
Culture, Ask…
Is organization tall or flat?
How do people get ahead?
Is diversity or homogeneity valued?
Is friendship and sociability important?
How formal are behavior, language,
and dress?
What does the work space look like?
What are the organization’s goals?
2-9
Analyze Organizations,
continued…
Discourse community – people who
share assumptions about:
What media, formats, and styles to use
What topics to discuss and how
What constitutes convincing evidence
2-10
To Analyze Discourse Community,
Ask…
What media, formats, and styles are
preferred for communication?
What do people talk about?
What topics are not discussed?
What kind of evidence and how much
is needed to be convincing?
2-11
Channels
Communication channels – means by
which you convey your message
Channels vary by
Speed, accuracy, and cost
Number of messages carried
Number of people reached
Efficiency and goodwill
Choose channels based on the
audience, purpose, and situation
2-12
Channels
Pick the best channel for each situation:
Instructor who wants to cancel class
Small non-profit organization who needs to
reach contributors
Product recall notifications
Notice to all employees about new smoking
policy outside corporate offices
2-13
Six Questions to Analyze
Audiences
1. How will audience initially react?
Will they see message as important?
What is their experience with you?
2. How much information do they need?
What do they already know?
Does their knowledge need to be
updated?
What do they need to know to appreciate
your points?
2-14
Six Questions to Analyze
Audiences, continued…
3. What obstacles must you overcome?
Is audience opposed to your message?
Will it be easy to do as you ask?
4. What positives can you emphasize?
What are benefits for audience?
What do you have in common with them?
Experiences – Interests – Goals – Values
2-15
Six Questions to Analyze
Audiences, continued…
5. What does audience expect?
What writing style do they prefer?
Are there red flag words?
How much detail does audience want?
Do they want direct or indirect structure?
2-16
Six Questions to Analyze
Audiences, continued…
6. How will audience use the document?
Under what physical conditions?
What purpose will document serve?
Reference
Guide
Basis of lawsuit
2-17
Audience Benefits
Advantages audience gets from
Using your services
Buying your products
Following your policies
Adopting your ideas
2-18
Audience Benefits, continued…
In informative messages
Benefits = reasons to comply with
announced policies
In persuasive messages
Benefits = reasons to act
In negative messages
Benefits not used
2-19
Four Criteria for Audience Benefits
1. Adapt benefits to audience
2. Stress intrinsic and extrinsic ones
Intrinsic– built in
Extrinsic – added on
3. Prove with clear logic and use vivid
detail to explain
4. Phrase benefits in you-attitude
2-20
Three Ways to Identify and
Develop Audience Benefits
1. Identify feelings, fears, and needs of
audience
2. Identify objective features of your
product or policy that could meet
needs
3. Show how audience’s needs can be
met with those features
2-21
Writing to Multiple Audiences
When not possible to meet everyone’s
needs, analyze gatekeeper and
primary audience to determine
Content and choice of details
Organization
Level of formality
Technical level
2-22