Module 2
This document discusses adapting messages to the audience. It defines different types of audiences including primary, secondary, initial, gatekeepers, watchdogs, discourse communities, and organizational culture. The key points are: 1) Everything depends on how the audience perceives the message - it must be clear and compelling. 2) The primary audience is who you want to take action, secondary audiences watch and evaluate, and initial audiences route the message. 3) Gatekeepers, watchdogs, discourse communities, and organizational culture can impact how the message is received. 4) It is important to understand your audience by taking inventory of what you know and learning more, then focusing the message on relevant facts and assumptions
Module 2
- 1. Adapting Your Message to Your Audience Module 2, Locker/Kaczmarek’s Business Communication
- 2. Emphasizing the importance of audience, marketers frequently say, “The customer is in control.” To what extent do you feel in control as a customer, a student, a citizen? What actions could you take to increase your control?
- 3. Why do internal audiences, especially your boss, sometimes feel more important than primary audiences outside your organization?
- 4. What are your options if your boss’s criteria for a document are different than those of the primary audience?
- 5. Audience Everything (yes everything) depends on the way your audience perceives you message. Clear? Compelling?
- 6. Primary Audience The people or person you would like to take action.
- 7. Secondary Audience These are the people watching, keeping records, evaluating, etc.
- 8. Initial Audience Routes the message to the correct recipient.
- 9. Gatekeeper Basically, a filter. Evaluates messages. Works to make the primary audience more efficient.
- 10. Watch Dog Audience Political, social, economic, or legal interests or concerns.
- 11. Discourse Community Determine conventions within a discipline, industry, process, etc.
- 12. Organizational Culture Values, attitudes, philosophies, and conventions within a given organization. Sometimes conflicts with the conventions of the larger discourse community.
- 13. Empathy The ability to experience or understand the emotions of another person or audience.
- 14. What do you know/assume about your audience? (inventory) How can you learn more about your audience? Which of those facts/assumptions are relevant to your message?
- 15. Thank you.