Chapter 2, Adapting to Audiences

7/29/2019 Chapter 2, Adapting to Audiences

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Chapter 2 - Adapting to Audiences

After todays class you will be able to :

Identify types of audiences

List 6 questions to adapt your message to theaudience

Identify tools to engage audience with your message

Describe attributes ofyou-attitude


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Audience Types

Primary

Secondary

Initial

Gatekeeper

Watchdog


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Six questions to help

adapt to your Audience

1. How will the audience react ?

2. How much information is needed?

3. What obstacles must you overcome?

4. What positive aspects can you emphasize?

5. What are the expectations about style and format?

6. How will the audience use the document?


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Tools to engage your audience

Demonstrate relevancein subject line and firstparagraph

Focus on positive

Develop logic and reader benefits Link new information to information audience

already knows

Use as you know to help audience recall context

Start message with agreement or common ground

Delay the parts of message that are not relevant now


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More tools to engage your audience

Break down actions into a list

Make the actions as easy as possible

Put good news in first paragraph

Use a friendly and informal writing style Use a style and format that suits the readers

expectations for formality or informality

Use readers first name only if you use it when you

talk together Use lots of white space

Number items


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Even more tools to engage your audience

Use headings within the document

Put steps in chronological order

Highlight how the reader benefitsby followingand/or adopting writers ideas or buying theproduct/service


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Promote Goodwill

i. Use you-attitude

ii. Focus on what is positive

iii. Ensure bias-free language


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Co


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Eliminating Biased Language

We recommend hiring Jim Ryan and ElizabethShuman. Both were very successful summer interns.Jim drafted the report on using rap music in ads, andElizabeth really improved the looks of the office.

All sales associates and their wives are invited to thepicnic.

Although he is blind, Mr. Morin is an excellent group

leader. Unlike many blacks, Yvonne has extensive

experience designing Web pages.


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More biased language!

Chris RenkerPacific PerspectivesCentennial Square

Victoria, BCGentlemen:

Serge Dagenais has very good people skills for a man. Parenting 2012 shows you how to persuade your husband to do his

share of child care chores. Mr. Paez, Mr. O'Connor, and Tonya will represent our office at the

convention.

Sue Corcoran celebrates her 50th birthday today. Stop by her cubicle atnoon to get a piece of cake and to help us sing The Old Grey Mare JustAin'tWhat She Used to Be.

Because older customers tend to be really picky, we will need to give a lotof details in our ads.

Documents

Chapter 2, Adapting to Audiences