BU208 Chapter Notes -Psychographic, The Sender, Information Overload
Document Summary
The success of any message is to capture and hold an audience"s attention. To motivate readers and listeners, you must shape your message to meet the audience"s interests and needs. Your audience may include many people: initial audience: receives the message first and routes it to other audiences. May use them in future for evidence e. g. lawyers and researchers: gatekeeper: has the power to stop your message before it gets to primary audience. The supervisor or executive assistant who decides whether or not you can speak to the boss is a gatekeeper. e. g. usually exist outside of the organization; regulatory boards and gatekeepers: watchdog audience: have political, social and economic power. They pay close attention to the communication between you and the primary audience and may base future actions on its evaluation of your message e. g. the media, board of directors, members of program advisory committees. Successful communicators analyze, identify, and meet the audience"s needs.
