Audience Analysis

Audience Analysis

COMM 285

Audience Analysis

The complexity of delivering quarterly sales information to the stakeholders is that the group involved is diverse and varied in several very important categories. The message must be given in several formats to reach each participant. The differing backgrounds make this task multilayered and multifaceted. Things to consider are each group's personal interests, involvement, and benefits. The channel will be oral and written. This will help ensure understanding on two different levels. Managers usually prefer to look at financial reports and usually base success on bottom line improvement. Sales personnel usually get more out of information given to them via inspirational and motivating formats. Customers probably benefit from a little of both. The presentation today will be a slide show format of a power point presentation. This will focus on key metrics as to appeal to the management staff. It will also include some questions for the audience to keep the attention and focus on them and their questions, concern and interest levels. It will also include a state of the union message so that each stakeholder knows exactly where the company stands after the quarter.

A great way to adapt the message would be to use the "Myers-Briggs Type Indicator." (Locker & Kienzler, 2008). This uses categories to determine the ways people differ in and how they prefer to receive information. Due to the varied audience this would be very helpful. It will help customize the message prior to delivery to ensure responsiveness to the message. Introverted types prefer written because they like to take time to think through ideas before making decisions. Extraverted types prefer oral delivery and work better when given a chance to speak rather than write it out. The stakeholders are comprised of both. Thus the message must be delivered in a combination of both. Financial statements will be included for the managers, and the power point and oral information is for the extroverts.

Diversity to consider in this presentation is varied. From gender and employee level to economic background, ethnicity and race, many aspects must be taken into account. Values, beliefs and practices will play some role. Most importantly all attending stakeholders do have one thing in common, their interest in the success of the company. This will help combine groups and lessen the overall complexity of the demographics by putting the members in sub-categories. Regardless many factors must be taken into account. The stake holders are comprised of many assorted backgrounds so although there will be some complex terminology, that will also be followed by some layman discussion as to not exclude any members from the understanding of the presentation. While the bottom line is the most significant information to all parties, current initiatives and future endeavors are also key points to be discussed. The complexity of the audience will be considered in that way.

In order to ensure the message is delivered effectively several ideas must be incorporated. First is that the meeting in general should be effective. All parties involved should have a stake in the message. They should be part of the decision making process. Also the delivery

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