Audience - internal and external
How is business communication different?
- getting the job done, meet audience needs, achieve your purpose wide variety of media
What does business communication accomplish?
Managers have 3 jobs: collect and convey info, to make decisions and to promote
The role played by written, oral, nonverbal and e-enabled communication in the
creation and management of wealth, profit and institutional value.
What communications skills are integral to business success?
Listening, speaking, interpersonal (grapevine), and writing skills
Successful business communication will ... write
• Build goodwill
Will I really have to write?
How much does correspondence cost?
- Expensive and even more costly when it doesn’t work.
What makes a message effective?
Successful business correspondence builds goodwill by focusing on the reader
Benefits—save time, money, energy, builds goodwill How do I begin to analyze business communication situation?
Consider the context
- get the result you want, communication has consequence.
What are your purposes in communicating?
Who is (are) your audiences?
What information must be communicated?
What are the benefits to your audience?
What objections can you expect?
How will the context impact the process?
Who is my audience?
(Receives the msg first and routes it to other audiences. Tells you to write the msg
(Makes decision to act on your msg)
(Be asked to comment on ur msg or to implement ur ideas after they’ve been approved. Use
your msg as evidence) lawyer
(Has the power to stop ur msg before it gets to the primary audience. - Decides which
personnel get to speak to the boss. Assign the msg. (gatekeeper outside the organization))
regulatory boards - Watch dog audience
(Does not have the power to stop the message and will not act directly on it has political
social or economic power.)Media boars of directors’advisory committees
Why is audience so important?
-Audience focus is central to both the communication process and message analysis
Successful messages anticipate and meet the audience’s need.
Transmit your msg to sb via channel (face to face, memo, phone…)
Somebody interprets the msg, choose response (feedback), and encodes it
Fundamental Attribution Error
Projection Bias 2)Audience and business messages
What do I need to know about my audience?
Empathy critical thinking
What are they like?
Why are they here?
What keeps them up at night?
How can I solve their problem?
What do I want them to do?
How might they resist?
How can I best reach them?
Adapting to an Audience is developing an appropriate strategy, organization or structure, style,
tone, medium, word choice, design, visuals or timing for your communication.
1) analyzing individuals and members of groups
- (Their knowledge about ur topic)
Attitudes, values, and beliefs
- (Introvert-extrovert, sensing-intuitive, thinking-feeling, judging-perceiving)
- (Psychographic characteristics, geodemographic data)
- (Predict future behavior)
2) analyzing people in organizations
- Aorganization’s culture is expressed through its values, attitudes, and philosophies.
Organizational Culture Behavior norms in organizations are revealed
•Verbally through the organization’s myths, stories, and heroes
•Nonverbally through the allocation of space, money, and power
How do I use audience analysis to reach my audience?
Plan strategy, organization, style, document design and visuals
What if my audiences have different needs?
Focus on ga