Audience Analysis Paper 24

Topics: Communication, Audience, Nonverbal communication Pages: 4 (1194 words) Published: October 4, 2010
Audience Analysis Paper

Audience Analysis Paper

Alex Bejarano

Business Communication/285

June 15, 2010
Becky Benson

Audience Analysis Paper

When requested to present critical information about their company to any type of audience, it can be difficult. If the presenter is not prepared and does not understand whom they are speaking to, the presentation can be disastrous. That is why it is detrimental, as a presenter, to understand the target audience and their characteristics. The presenter needs to identify what channels of communication are appropriate for the audience and be aware of the different types of cultures among the audience. The presenter also needs to ensure the message they are trying to convey is effective and appropriate. In this paper I will outline the audience analysis and explain how it works. To be an effective communicator, the presenter must understand the audience. In this particular example, the presenter is called upon to convey the company’s quarterly sales to its stakeholders including the company’s managers, salespeople, and customers. This particular audience has people on both sides of the fence, employees, and customers. The presenter needs to identify the audience’s needs, their knowledge, their wants, and their opinions and, prepare accordingly. Locker, K., & Kienzler, D. (2008) indicate there are multiple audience types. A gatekeeper, primary audience, secondary audience, auxiliary audience, and watchdog audience. The gatekeeper is the one who controls the message and determines whether or not the message can move forward. A middle or upper management employee usually holds this position. The primary audience will determine if the information is acceptable and will act accordingly. The secondary audience will ask questions about the presenter’s message and add on to already approved information. The auxiliary audiences are idle and may not be an active participant. The watchdog audience does not have...

References: Daft, R. L., & Lengel, R. H. (1984). Information richness: A new approach to managerial
behavior and organization design. Research in Organizational Behavior, 6, 191-233
Locker, K., & Kienzler, D. (2008). Adapting your message to your audience. Retrieved from
Murphy, P. (2007). How to ensure effective communication in the workplace. Retrieved from­To-­Ensure-­Effective-­Communication-­in-­the-­Workplace&id=896998
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