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October 23, 2012

Essay on Audience Analysis


Audience Analysis
Audience analysis is one the most important ingredient of business communication. It is usually carried out in the form of report writing. Before writing such a report, one should keep in mind the characteristics of the audience. First of all, the identification of the type of audience is necessary. There are different types of audiences which may be categorized as experts, technicians, executives, and non-specialists. It is necessary that one should keep in mind the different characteristics of the audience and plan the analysis accordingly. Speaking or writing the right words to the right persons is the most important aspect of audience analysis. For example, it will make no sense if I start speaking about the subject of rocket science in front of the school-going audience. Moreover, the understanding of variables such as race, age, gender, and different social groups is equally essential in this regard. In other words, the focus of the analysis should solely be on the audience. (McQuail, 1997)  
In order to come up with an effective presentation, the considerations of the audience should duly be taken into account with different appropriate and suitable communication channels to convey the intended message coherently and cohesively. While giving a presentation of quarterly sales information to an in-person meeting to a group of stakeholders, it is crucial to analyze and explore the different characteristics of the diverse group of individuals who include mangers, sale persons, and customers.
Audience Characteristics
 To prepare an effective presentation regarding sales date for a group of managers, sales persons and customers, the differences and similarities between these groups require attention and consideration. They cannot be given equal amount of information be it technical or otherwise. It requires an ability to come up with a presentation that addresses each individual in the most appropriate manner. The presentation should clearly be understandable and attention grabbing.   
Non-professional Audience
This kind of audience usually includes customers who lack deeper understanding of professional terminologies and jargon. Therefore, be mindful of the likelihood that customers within the audience are limited in their familiarity with the topic (Fletcher, 1970)  Given this, the most appropriate way to communicate your message to such an audience is to make maximum use of illustrations and analogies so that they can fully understand the implications without scratching their heads. Technical form of presentation is to be avoided for that matter. There are customers who keep you in business hence it is necessary that they understand you and vice versa.
Experts
While preparing a sales presentation to this kind of audience, the incorporation of graphs and tables that communicates the data in a complete and accurate manner would be beneficial (Wisc-Online, 2009). The sales men and mangers are the ones who understand the market trends and can focus on the cause and effect of the information being provided.

Demographics
Understanding the demographic composition of your audience is extremely a crucial factor to determine the effectiveness of presentation. The age, gender, and education should always be considered. Naturally, understanding of demographics will lead to conveying the important aspects of data in an appropriate way.
Collaborative writing project considerations
When working on collaborative writing project, each member of the group should realize the importance of his/her assigned responsibilities. The workload should be equally distributed. The group should recognize that writing is a multi-faceted process which requires collective efforts and technique. They should view writing as a constructive, meaningful and purposeful activity.  Members of the team should listen to each other and it should be made mandatory that each individual seeks approval of others before taking any action. They should not allow lack of communication to creep in.  Every member needs to be given a chance to speak, and respect must be shown for each person's ideas. My experience tells that there should be equal distribution of workload assigned to each member. It keeps them responsible. Lastly, democracy should be practiced at all costs. Everyone has his say.
Barriers to effective cross-cultural communication
Firstly, the question as how person’s individual values and belief may affect his response to people of other cultures is significant indeed. People are always likely to have biased observation of other cultures because they unconsciously consider their own to be the best. They, though tacitly, judge the people of other cultures with the spectacle of own culture. For example, if polygamy is allowed in one culture and prohibited in other than the individuals of both are more likely to form misconceptions about each other. This tendency serves to impede cross-cultural communication. Nevertheless, these barriers can be overcome through understanding and acceptance of other cultures. One should understand that the factors that affect cross culture communication are time and space, fate and responsibility and face and face saving.
National, organizational and personal cultures: its influence on business style
  With the expansion of multinational companies, the cultural diversity that comes with it is likely to enhance cross-cultural communication but it may not be sufficient to provide proper guidelines for ethical behavior in the corporate market. National, organizational and personal cultures are always likely to affect the business style of a person. 
Solving group conflicts
Group of intelligent people working towards a unanimous goal can be a source of time to time frictional sparks as humans are multifaceted characters who do not always get along with each other.
To prevent such conflicts to take place and slack the speed of the ongoing task it is better to follow certain strategies like
Clarify the ground rules
 It is better to stop the inevitable before it strikes. For this make sure that every group member understands the responsibilities assigned to him. The ground rules should also be clear so that in case of a conflict the members can refer back to it.
For example if the responsibilities and ground rules are made clear at the very beginning than the person who seems to be lacking behind in his responsibilities can be confronted as sometimes people are operating on outdated or incomplete information any such problem will be clarified. And the other group members will not feel over worked.  
Regular discussion of problems
It is better to hold regular discussions on the ongoing problems the group members are facing rather than letting them simmer and testing the members’ patience. This may also lead to forcing people to explode with frustration rather than letting them talk things out reasonably.
 Sometimes this is because people avoid voicing out the problems as they feel uncomfortable at venting out their problems to powerful people. This practice is useful to avoid any impending conflicts which may become too much for a safe resolution.


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