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Audience Analysis Paper

The following paper will outline the characteristics of an audience that I would need to consider if I was presenting a quarterly sales information meeting to a group of stakeholders, including managers, salespeople, and customers. I will discuss what communication channels would be appropriate for this meeting and what are some of the considerations that I need to keep in mind given the diversity of the audience attending the meeting. Then I will discuss how I would ensure that my message is effective to the group attending this meeting.
To make an effective presentation I would need to learn who my audience will be and what roles each group has with the company. The roles are the primary audience, secondary audience, and the auxiliary audience. I would put the managers as the primary audience because they control the business. They are the ones that make the decisions. The secondary audience would be the salespeople. These are the individuals that would need to agree with and understand the information. They are the ones that sell the product so knowledge would be power for them. The auxiliary audience would be the customers. They would need to be informed on where the company is standing. The following characteristics are what I would use to learn who my audience is.
??? Size: Large group presentations often call for more formality and more structure, while highly structured presentations to small group may seem rigid and out of place. If presenting to a large group, youll need to do more to make all audience members feel involved in your presentation. With a small group, it may be easier to encourage participation.
??? Demographics: Demographic factors to consider include age, occupation, ethnic or cultural background, socio-economic status, educational background and gender. Presenting to the group of stakeholders, including managers, salespeople and customers would be basically involve the same information to each independent group. All groups are there to find out how sales are going and how we can improve them.
??? Knowledge Level: My audience already has knowledge of the business so I would not need to go into detail about our products. If the company had multiple products I would discuss the sales numbers for each product and how they compare to the others. I could use compare and contrast to make suggestions for each product based on the information I would be presenting. Example would be the managers. I would show them how product A can be used with product B to help increase sales in product B if marketed correctly. Using this information can be helpful to all groups involved with the meeting.
When selecting a communication channel I need to consider the type of message that I will be delivering. In this scenario I would be giving an in-person meeting. This is a good way to get every group involved. Group meetings tend to inspire people to work harder, bring out the best in people, and usually create breakthrough thinking among the guest. In-person meeting allows the groups to be able to interact within one another. The thing it helps the most is the business relationship among the groups. Each group has contact with the other groups and can visibly see how the other groups work in the business. This helps build team work. Building team work would help communication with each group to each other. I would use charts and graphs to help illustrate point being made for the salespersons and managers. I would use a PowerPoint presentation for the customers. This would help explain our company??™s performance using easy to understand pictures and graphs so they could follow along with the presentation.
Audience adaptation is the process of ethically using the information you have on your audience to help communicate your material so your audience clearly understands your message and to achieve myspeaking objective. If I had gathered the information about my audience but did not use it to delivermy presentation, my presentation would not be effective. Using my knowledge of the group and then adapting to them would help maintain my listeners??™ attention and make them more receptive to the information I would be giving then. I would welcome questions during the meeting. This would show me that the people at the meeting are actively participating and keep everyone involved in the meeting. Keeping each person involved would help relax people and then have everyone talking after the meeting, building relationships among the different groups.
Effective communication is essential in any business role. Relaying information within a company has to be effective, clear, and easy to understand to be successful. A good communicator has several reasonsfor being good. Ranging from knowing the information they are presenting to having the confidence in their ability to speak in front of crowds. Good communicators understand the different characteristics of their audience, the diversity each member has, the correct communication channel to use, they look for ways to ensure their messages are effective and received.
Benson, R. and Hewitt, L. (1998). Breaking down the barriers: Developing online communication
in an offline environment online Retrieved from on April 12, 2010
Mikulecky, L. 1990. Management Communication Quarterly 3 (4):452??“473. Retrieved from on April 12, 2010

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