1. ©2014 The McGraw-Hill Companies, Inc. All rights reserved Adapting Your Message to Your Audience Module Two Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

2. Understanding What Your Organization Wants  Succeeding in an organization depends first on understanding what “counts” at your organization.  Ask your boss, “What parts of my job are most important? What’s the biggest thing I could do to improve my work?” 2-2

3. Who Is My Audience?  Watchdog audience  pays close attention to the transaction between you and the primary audience and may base future actions on its evaluation of your message 2-3

4. The Audiences for a Marketing Plan 2-4

5. The Audiences for a Consulting Report 2-5

6. PAIBOC PWhat are your purposes in writing? AWho is (are) your audiences? IWhat information must your message include? 2-6

7. PAIBOC BWhat reasons or reader benefits can you use to support your position? OWhat objections can you expect your reader(s) to have? CHow will the context affect reader response? 2-7

8. A Model of Two-Person Communication with Feedback 2-8 Figure 2.3

9. What do I need to know about my audience(s)?  Empathy  the ability to put yourself in someone else’s shoes, to feel with that person  requires not being self-centered 2-9

10. How do I reach my audience(s)?  Use you-attitude and positive emphasis.  Use visuals to clarify or emphasize material.  Specify what the audience should do. 2-10