Business communication building critical skill 3rd by locker module 2

PPT
PPT

Module
Module 22
Adapting
AdaptingYour
Your
Message
Messageto
toYour
Your
Audience
Audience

McGraw-Hill/Irwin

©2007, The McGraw-Hill Companies, All Rights


2-2

Adapting
Adapting Your
Your Message
Message to
to Your
Your
Audience
Audience
 To learn how to

 Continue to analyze your audiences.
 Begin to adapt your message to
your audiences.
 Begin to understand what your
organization wants.


2-3

Adapting
Adapting Your
Your Message
Message to
to Your
Your
Audience
Audience
Start by answering these questions:
 Who is my audience?
 Why is audience so important?
 What do I need to know about my
audience(s)?


2-4

Adapting
Adapting Your
Your Message
Message to

to Your
Your
Audience
Audience
Start by answering these questions:
 Now that I have my analysis, what
do I do with it?
 What if my audiences have different
needs?
 How do I reach my audience(s)?


2-5

Kinds
Kinds of
of Audiences
Audiences
 Initial Audience
 Gatekeeper
 Primary Audience
 Secondary Audience
 Watchdog Audience


2-6

PAIBOC
PAIBOC
P What are your purposes in

writing?
A Who is (are) your audiences?
I

What information must your
message include?


2-7

PAIBOC
PAIBOC continued
continued
B What reasons or reader
benefits can you use to support
your position?
O What objections can you
expect your reader(s) to have?
C How will the context affect
reader response?


2-8

The
The Communication
Communication Process
Process
The Communication Model

 Perception
 Interpretation
 Choice/
Selection
 Encoding/
Decoding
 Channel
 Noise


2-9

Audience
Audience Analysis
Analysis Factors
Factors

 Empathy
 Knowledge
 Demographic Factors
 Values and Beliefs
 Personality
 Past Behavior


2-10

Discourse
Discourse Community
Community

 A group of people who share
assumptions about
 What channels, formats, and styles
to use.
 What topics to discuss.
 How to discuss topics.
 What constitutes evidence.


2-11

Organizational
Organizational (Corporate)
(Corporate)
Culture
Culture
 Norms of behavior in
an organization are
revealed
 Verbally through the
organization’s myths,
stories, and heroes.
 Nonverbally through the
allocation of space,
money, and power.


2-12

Adapting

Adapting Messages
Messages to
to an
an
Audience
Audience

 Strategy
 Organization
 Word Choice
 Document Design
 Photographs and Visuals


2-13

Gatekeepers
Gatekeepers and
and Primary
Primary
Audience
Audience
 To reach, focus on
 Content and choice of
details.
 Organization.
 Level of formality.
 Use of technical terms
and theory.

2-14

Written
Written Messages
Messages
 Make it easier to
 Present many specific
details.
 Present extensive or
complex financial data.
 Minimize undesirable
emotions.


2-15

Oral
Oral Messages
Messages
 Make it easier to
 Answer questions, resolve
conflicts, and build
consensus.
 Use emotion to persuade.
 Get immediate action or
response.
 Focus the reader’s
attention.
 Modify a proposal

unacceptable in its original
form.


2-16

Communication
Communication Channels
Channels
 Channels vary according
to
Speed.
Accuracy of transmission.
Cost.
Number of messages
carried.
 Number of people reached.
 Efficiency.
 Ability to promote goodwill.






2-17

For
For Written
Written and

and Oral
Oral Messages
Messages
 Adapt the message to the
audience.
 Show the audience how it will
benefit from the idea, policy,
service, or product.
 Overcome any objections the
audience may have.


2-18

For
For Written
Written and
and Oral
Oral Messages
Messages
continued
continued

 Use you-attitude and positive
emphasis.
 Use visuals to clarify or
emphasize material.
 Specify what the audience should
do.