Business Communication Audiences
COM/285 Introduction to Business Communication
December 23, 2009
Business Communication Audience
Fresenius Medical Care’s quarterly sales information is available and must be presented to the stakeholders, which include managers, salespeople, and customers. An in-person meeting will be held to present the material. The audience must be considered carefully in deciding how to effectively communicate the information. The characteristics of each group is taken into account, along with the best channel of communication, the groups’ diversity is also considered, all to make sure the message is effective. Communication ...view middle of the document...
Oral messages can focus the audience’s attention on specific points, such as the quarterly sales data, and can help get immediate action and response, such as salesperson involvement to boost sales in the future (Locker & Kienzler, 2008). Because the data could be complex and extensive, a written message like a PowerPoint presentation could be appropriate along with the oral presentation. Written messages are more formal and help to present many specific details (Locker & Kienzler, 2008). Also, it has the added benefit of allowing the audience to see the quarterly sales data instead of just hearing it. This will also give opportunity for the audience to ask for clarification if someone needs it.
Diversity is a key component to any audience. As discussed earlier, acquiring the demographics of the audience will help the speaker to alter the message to fit the needs of the audience. Although the group is predominantly male, they may not be all Caucasian. The presenter wants to avoid any reference to race in the material. Making an off -color joke is never acceptable in business communication. The differences in background are also to be considered. A customer who makes less than the average group income will not appreciate remarks regarding an over abundance of wealth and a manager making over the average income will not be happy being treated as if he is poor. The diverse educational backgrounds also need to be noted. The information should not contain an overload of technical terms but should be presented formally. One does not want to make the audience feel stupid for not knowing something but does not want to “talk down” to those who may have a better education.
Knowing the audiences characteristics is one step in deciding on how to present the material. Identifying the audience is another way to analyze them. The primary audience is the number one target. The entire group of stakeholders is the primary target. The managers and salespeople, who will be asked to implement ideas, are the secondary target. The customers can also be members of the auxiliary audience, encounter the presentation but not have to act on it. Asking the following questions while preparing the presentation will help to ensure the message is effective: how much information does the audience already know- “it is easy to overestimate how much knowledge people have” (Locker & Kienzler, 2008, p. 22). As stated before, background information may need to be given to the audience along with...