Audience Analysis - 1

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Audience Analysis
According to Engleberg and Daly (2005), [a]udience analysis [is] the ability to understand and adapt to listeners, separates good speakers from great ones and is critical to improving your presentation. A thoughtful, deliberate analysis of the audience and their likely responses to your presentation can help you plan what to say and how to say it (p. 101).” Audience analysis is imperative to be able to relate to and understand your audience and their motives. Knowing your audience will help you to better outline your presentation and be able to consider the proper communication channels to ensure that the message you are trying to convey is effective. Also, because effective communication is necessary and important to be successful in almost any job today and in today’s society, audience analysis becomes an integral part of the communication process when planning any type of presentation whether verbal or nonverbal. When presenting any type of information to a single individual or a group of individuals, audience analysis should be carefully taken into consideration before getting started on any project. Say for example that, I am the finance director in my organization, and I have been called upon to verbally present the quarterly sales information to a group of stakeholders, managers, salespeople, and customers. Well, in order to present this information in a way that is clear and concise to my audience, I will have to take into consideration the following: the characteristics of the audience, the communication channels would be most appropriate, the diversity of the audience, and finding the most appropriate ways to ensure that my message is effective. Audience Characteristics

Audience characteristics involve figuring out demographic and psychographic characteristics. According to Locker and Kienzler (2008), “[d]emographic characteristics are measurable features that can be counted objectively: age, sex, race, religion, education...
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