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McGraw-Hill/Irwin PPT Module 2 Adapting Your Message to Your Audience ©2007, The McGraw-Hill Companies, All Rights Reserved.

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Presentation on theme: "McGraw-Hill/Irwin PPT Module 2 Adapting Your Message to Your Audience ©2007, The McGraw-Hill Companies, All Rights Reserved."— Presentation transcript:

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2 McGraw-Hill/Irwin PPT Module 2 Adapting Your Message to Your Audience ©2007, The McGraw-Hill Companies, All Rights Reserved.

3 2-1  To learn how to  Continue to analyze your audiences.  Begin to adapt your message to your audiences.  Begin to understand what your organization wants.

4 2-2 Start by answering these questions:  Who is my audience?  Why is audience so important?  What do I need to know about my audience(s)?

5 2-3 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)?

6 2-4 Kinds of Audiences  Initial Audience  Gatekeeper  Primary Audience  Secondary Audience  Watchdog Audience

7 2-5 PAIBOCPAIBOC PWhat are your purposes in writing? AWho is (are) your audiences? IWhat information must your message include?

8 2-6 PAIBOC continued 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?

9 2-7 The Communication Process The Communication Model  Perception  Interpretation  Choice/ Selection  Encoding/ Decoding  Channel  Noise

10 2-8 Audience Analysis Factors  Empathy  Knowledge  Demographic Factors  Values and Beliefs  Personality  Past Behavior

11 2-9 Discourse 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.

12 2-10 Organizational (Corporate) 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.

13 2-11 Adapting Messages to an Audience  Strategy  Organization  Word Choice  Document Design  Photographs and Visuals

14 2-12 Gatekeepers and Primary Audience  To reach, focus on  Content and choice of details.  Organization.  Level of formality.  Use of technical terms and theory.

15 2-13 Written Messages  Make it easier to  Present many specific details.  Present extensive or complex financial data.  Minimize undesirable emotions.

16 2-14 Oral 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.

17 2-15 Communication Channels  Channels vary according to  Speed.  Accuracy of transmission.  Cost.  Number of messages carried.  Number of people reached.  Efficiency.  Ability to promote goodwill.

18 2-16 For Written and Oral 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.

19 2-17 For Written and Oral Messages continued  Use you-attitude and positive emphasis.  Use visuals to clarify or emphasize material.  Specify what the audience should do.


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