Running Head: AUDIENCE ANALYSIS PAPER Audience Analysis Paper Shyra Monkres University Of Phoenix A person whom is good at presentations may have several reasons for being good. Ranging from knowing the information they are presenting to having high confidence to the ability to speak in front of large crowds. Another important ability is the knowledge of whom the audience is and how to communicate to different groups of people.
Excellent communicators understand the different characteristics of the audience, the diversity in groups, the appropriate communication channels, and they look for ways to ensure their messages are effective and received. To start off with the presenter must figure out who the audience and the different roles each are. The roles include the primary audience, the secondary audience, the auxiliary audience, the gatekeeper, and the watchdog. The primary audience will make the decision use ones message and act on it, while the secondary may need to comment or implement the message or plan.
The auxiliary audience may see the message, however, not act on it. The gatekeeper decides if the message will be viewed by the primary audience. “A watchdog audience has political, social, or economic power and may base future actions on its evaluation of [the presenters] message. ” (Locker, 2008).
In the case where information of the present quarterly sales is delivered to managers, salespeople, and customers, the managers might be the primary audience. The salespeople are the secondary and customers are watchdogs.A presenter can ask to analyze and figure out who their audience is by the use of several questions. Will the audience react positively or negatively to the information? What information and how much should be conveyed? What obstacles and problems might arise and how to overcome them? What are the positive aspects or benefits? How should the message be worded in language, organization, and format that are acceptable? How will the information or message be used by the audience? (Locker, 2008).
These are some questions a presenter should think about when preparation to informing others about information that is beneficial or even bad news. “Databases provide demographic and psychographic profiles of customers or employees [who can be used to analyze audiences]. Demographic characteristics are measurable features that can be counted objectively: age, sex, race, religion, education level, income, [to name a few]. ” (Locker, 2008). For example, a community that is mainly families with young children may receive mailings that include offers such as baby food and diapers.A retirement community would receive offers that pertain to their interests.
“Psychographic characteristics are based on quality rather than quantity in the aspects of values, beliefs, goals, and lifestyles. ” (Locker, 2008). For example, Japanese people tend to look for fuel economy in vehicles, whereas some Americans look for performance. When presenting information of the present quarterly sales to different groups of people including managers, salespeople, and customers, the presenter needs to be aware of the different characteristics each hold.Managers want to know how much money was saved or made for the company and salespeople might want to know how the information affects any commission he or she make. Customers want the best deal for their money or investment.
The presenter has to decide which information to convey that is beneficial to all groups of people, without leaving pertinent information out. For those who want only main points, an overview or executive summary should be provided. However, when speaking to a group the presenter must identify the primary audience, who makes the decision.They should turn to the “primary audience to determine level of detail, organization, level of formality, and use of technical terms and theory.
” (Locker, 2008). When presenting to groups of people, the presenter needs to realize the diversity of the group. Common sense and empathy are crucial in conveying a message. Some things said to one group may be inappropriate and hurtful to another. Audiences are usually filled with people who come from different backgrounds, levels of education, sex, income levels, religion, and race.
Even in a room full of managers the diversities in education to race and to income differ greatly. The message the presenter extends needs to be able to come cross these differences. When not enough information on the backgrounds of the audience, what should the presenter do? “When a presenter is unable to meet everyone’s needs, they should approach the needs of gatekeepers and decision makers first. ” (Locker, 2008). Once deciding who the audience is and knowing what information to convey, the presenter has to choose a communication channel to use.A communication channel is the means in which messages are conveyed.
“Communication channels vary in speed, accuracy of transmission, cost, number of messages carried, and number of people reached, efficiency, and ability to promote goodwill. ” (Locker, 2008). Some channels are better than others. Deciding which to use depends on the situation, what the message is, audience, and purpose of the message. Emails are used in less formal situations than in most written form.
A written message may be used to present extensive and complex data, present multiple details, and to minimize emotions. Oral messages are used to persuade the audience with emotion, in focusing on specific points, to resolve conflicts and build consensus, to modify plans, or to get immediate action or response. ” (Locker, 2008). How would one make sure his or her point comes across? The presenter should speak of audience benefits.
Audience benefits are benefits and motivators to buying products or following one’s policies. The message should be clear. and explained in detail phrased in “you-attitude” form. You-attitude is the message based on the audience point of view and how they are affected by the message.Presenting the information in a way that shows the audience how the policy benefits them or meets their needs is positive way to get one’s message across.
Address the main ideas without leaving out important details. The message needs to be clear and direct without unnecessary information. When preparing a presentation, the presenter should research who the audience is. They need to take into account different characteristics and diversity of the audience, the different channels, and ensure that their messages come across.They need to identify the different roles, from gatekeeper to primary, to present the information that benefits everyone.
They need to make sure their message comes across clear and precise without leaving any pertinent information out. Use of audience benefits and the you-attitude form gives the audience reason for accepting the message. References Locker, K. , & Kienzler, D. (2008). Business and Administrative Communication (8th edition).
New York, NY: McGraw-Hill.
