©2002 McGraw-Hill Ryerson Limited. All rights reserved.

Building Critical SkillsFirst Canadian Edition

BUSINESS COMMUNICATION

Kitty O. LockerKitty O. LockerStephenStephen Kyo KaczmarekKyo Kaczmarek

Kathryn BraunKathryn Braun

©2002 McGraw-Hill Ryerson Limited. All rights reserved.

odule 2odule 2

Reflect on your own personality characteristics.Reflect on your own personality characteristics.

Analyze your audience when composing messages.Analyze your audience when composing messages.

Adapt the content, organization, and form of your messages to Adapt the content, organization, and form of your messages to meet audience needs.meet audience needs.

Adapting Your Message to Your Audience

Skills toSkills to

©2002 McGraw-Hill Ryerson Limited. All rights reserved.

odule 2odule 2Adapting Your Message to Your Audience

Why is audience analysis so important?Why is audience analysis so important?What do I need to know about my audience?What do I need to know about my audience?How do use audience analysis?How do use audience analysis?What if my audiences have different needs?What if my audiences have different needs?How do I reach my audience(s)?How do I reach my audience(s)?

TopicsTopics

©2002 McGraw-Hill Ryerson Limited. All rights reserved.

PAIBOC and Audience AnalysisPAIBOC and Audience AnalysisPP What are yourWhat are your purposespurposes in writing?in writing?

AA Who is (are) yourWho is (are) your audiencesaudiences??

II WhatWhat informationinformation must your message must your message include?include?

BB What reasons or readerWhat reasons or reader benefitsbenefits can you use can you use to support your position?to support your position?

OO WhatWhat objectionsobjections can you expect your can you expect your reader(s) to have? reader(s) to have?

CC How will theHow will the contextcontext affect reader response?affect reader response?

©2002 McGraw-Hill Ryerson Limited. All rights reserved.

The Communication ProcessThe Communication ProcessPerceptionPerceptionInterpretationInterpretationChoice/ Choice/ SelectionSelectionEncoding/ Encoding/ DecodingDecodingChannelChannelNoiseNoise

The Communication ModelThe Communication Model

©2002 McGraw-Hill Ryerson Limited. All rights reserved.

Audience Analysis FactorsAudience Analysis FactorsPrior KnowledgePrior Knowledge

Demographic FactorsDemographic Factors

PersonalityPersonality

Values and BeliefsValues and Beliefs

Past Past BehaviourBehaviour

©2002 McGraw-Hill Ryerson Limited. All rights reserved.

Adapting Messages to an AudienceAdapting Messages to an Audience

StrategyStrategy

OrganizationOrganization

Word ChoiceWord Choice

StyleStyle

Photographs and VisualsPhotographs and Visuals

©2002 McGraw-Hill Ryerson Limited. All rights reserved.

Kinds of AudiencesKinds of AudiencesInitial AudienceInitial Audience

Primary AudiencePrimary Audience

Secondary AudienceSecondary Audience

GatekeeperGatekeeper

Watchdog AudienceWatchdog Audience

©2002 McGraw-Hill Ryerson Limited. All rights reserved.

Discourse CommunityDiscourse CommunityA group of people who share A group of people who share assumptions aboutassumptions about

What channels, formats, and styles to use. What channels, formats, and styles to use. What topics to discuss. What topics to discuss. How to discuss topics.How to discuss topics.What constitutes evidence.What constitutes evidence.

©2002 McGraw-Hill Ryerson Limited. All rights reserved.

Organizational (Corporate) CultureOrganizational (Corporate) CultureNorms of behavior Norms of behavior in an organization in an organization are revealedare revealed

Verbally through the Verbally through the organizationorganization’’s myths, stories, s myths, stories, and heroes. and heroes.

Nonverbally through the Nonverbally through the allocation of space, money, allocation of space, money, and power.and power.

©2002 McGraw-Hill Ryerson Limited. All rights reserved.

Gatekeepers and Primary AudienceGatekeepers and Primary Audience

To reach, focus onTo reach, focus onContent and choice of details.Content and choice of details.Organization.Organization.Level of language.Level of language.Use of technical terms and Use of technical terms and theory.theory.

©2002 McGraw-Hill Ryerson Limited. All rights reserved.

Written MessagesWritten MessagesMake it easier toMake it easier to

Present many specific details.Present many specific details.Present extensive or complex Present extensive or complex financial data.financial data.Minimize undesirable Minimize undesirable emotions.emotions.

©2002 McGraw-Hill Ryerson Limited. All rights reserved.

Oral MessagesOral MessagesMake it easier toMake it easier to

Answer questions, resolve conflicts, Answer questions, resolve conflicts, and build consensus.and build consensus.Use emotion to help persuade the Use emotion to help persuade the audience.audience.Get immediate action or response.Get immediate action or response.Focus the reader’s attention on Focus the reader’s attention on specific points.specific points.Modify a proposal that may not be Modify a proposal that may not be acceptable in its original form.acceptable in its original form.

©2002 McGraw-Hill Ryerson Limited. All rights reserved.

For Written For Written andand Oral MessagesOral MessagesAdapt the message to the audience.Adapt the message to the audience.Show the audience how it will benefit Show the audience how it will benefit from the idea, policy, service, or product.from the idea, policy, service, or product.Overcome any objections the audience Overcome any objections the audience may have.may have.Use youUse you--attitude and positive emphasis.attitude and positive emphasis.Use visuals to clarify or emphasize Use visuals to clarify or emphasize material.material.Specify what the audience should do.Specify what the audience should do.