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Audience Analysis

1274 words - 6 pages

Audience Analysis

Business Communication

COM 285

The first step in presenting information (and probably the most important as well) is knowing and understanding your audience. I believe that it doesn’t matter how much information you have or how much knowledge you possess about a particular topic if you cannot present the information in a comprehensive fashion catered to your audience. Significant wisdom is lost during communication that fails to permeate the minds of its audience. According to The Total Communicator (2003), “It follows that this part of your preparation - the phase known as audience analysis - is essential in ...view middle of the document...

By that rationale it is safe to assume that the managers, sales personnel, and customers all have some rudimentary understanding of the business and how well it is doing. This basic understanding will permit the use of some business and company jargon when presenting them with information. However, company information, supporting facts, and previous statistics will be necessary in order to reveal insightful comparisons. Muraski (1993-2009), “The managerial audience may or may not have more knowledge than the lay audience about the subject, but they need knowledge so they can make a decision about the issue. Any background information, facts, statistics needed to make a decision should be highlighted.” (para. 3)

A communication channel is a method of delivering a particular message. There are many types of communication channels that vary in the speed and accuracy of transmission and their ability to efficiently reach audiences. Whether one channel is better than another really depends on the purpose of the message, the audience it is intended for, and the environment in which the message will be transmitted.

I believe that the most appropriate communication channel for presenting quarterly sales information is a face-to-face meeting. A face-to-face meeting will allow the audience to immediately ask questions, make relevant comments, and add insightful knowledge about the information being disseminated. In short this communication channel has the potential to generate discussion about the quarterly sales report that will lead to efficient and effective decisions. “Face-to-face meetings are ranked at the top of the richness scale because they allow complete use of all senses and continuous feedback. Companies find such meetings to be a good choice for non-routine business, such as planning new products, analyzing markets and business strategy, negotiating issues, and solving or resolving problems. The collaboration efforts face-to-face meetings evoke are often worth the time and expense of using this channel.” (Flatley, 2007, p. 125).
In addition, I would implement some type of power point or slide show presentation to present this information. This would keep me from having to memorize numbers. It also makes it easier for my audience to comprehend my message with the aid of visual images. Power point presentations are an excellent channel of communication that can really liven up a presentation. They also make referencing earlier portions of a presentation much easier while receiving feedback.
Another appropriate channel of communication for delivering this information would be the use of a brochure or web page. There are many instances where writers use brochures for information purposes. Usually the message being presented is routine information such as quarterly sales information. However, use of a brochure or web page eliminates the possibility of immediate feedback or discussion. ...

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