adapting your msg to audience
TRANSCRIPT
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Adapting Your Message toYour Audience
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Analyze Your Audience
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Analyze Your Audience
Why?
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Analyze Your Audience
What comes first?
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Identify Your Audience
Initial Audience: first to receive message, may assignmessage
Gatekeeper: has the power to stop the message beforeit gets primary audience
Primary Audience: acts and take decisions on message
Secondary Audience: comments on message, implementsrecommendations
Watchdog Audience: has political, social or economic power;may base future actions on evaluations
of message.
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Analyze Your Audience
Analyze Individuals
Analyze Group members
Demographics
Psychographics
Analyze Organization members
Organizational Culture
Discourse communities
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Analyze Individuals
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H
ow to AnalyzeI
ndividuals?
May already know people (past observations)
By observing, reading from and writing to
people
Using Myers-Briggs Type Indicator
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Myers-Briggs Type Indicator
Myers-Briggs Type Indicator preference test
that shows 4 types:
Introvert-Extrovert
Sensing-Intuitive
Thinking-Feeling
Perceiving-Judging
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Myers-Briggs Types
Introvert- thinks before speaking
Extravert- like to think on their feet
Sensing- reach conclusions step by step. Intuitive- creative, impatient with details.
Thinking- make decisions on logic
Feeling- aware of others feelings Perceiving- consider all options
Judging- comfortable making quick decisions.
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Analysis by Myers-Briggs
(Possible Combinations)
ISTJ ISFJ INFJ INTJ
ISTP ISFP INFP INTP
ESTP ESFP ENFP ENTP
ESTJ ESFJ ENFJ ENTJ
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Analyze Group
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Analyzing Group
What is important to this group?
What successes have they had that you can comment on?
What is special about this group?
What will turn them on or off?
What are their feelings about me and my topic?
What examples will they appreciate?
What will inspire them to take action?
What do they have in common with me?
What do they expect from my presentation?
How can I exceed their expectations?
Keep these questions handy, use the answers to developyour presentations and you will connect with your audienceand "shine in the spotlight" every time.
Reprinted with permission from Simply Speaking, Inc.
http://www.simplyspeakinginc.com 1-888-773-2512 or 404-518-7777 David Greenberg's Simply Speaking, Inc. All rights reserved.
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Analyze Group
Analyze Group Members as
Individuals
Map common features
Demographic features Psychographic features
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Analyze Group Members
Demographic features
Age Band Education Social Class Race
Gender
Psychographic features Values Beliefs Goals Lifestyles
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Analyze Group Members
Demographic features Age
Gender
Ethnicity, race, and cultural background
Education
Religious and political affiliations
Economic status
Sexual orientation
Family background
Group membership
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Analyze Group Members
Psychographic features
Psychological profiles of your audience may be of
significance as you shape your message. These include
Beliefs are opinions held by many
Values are views of the goodness/badness or sense of right orwrong
Attitudes are predispositions to behavior such as inclination tovote
Behaviors are actions taken. These are not always consistentwith beliefs, values and attitudes
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Analyze People In Organization
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Analyze People in Organization
Organizational Culture:
values, attitudes, and philosophies
Discourse Community: Group of people who share same thoughts
and assumptions
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Organizational Culture
Organizational culture (or corporate culture, as
it is also called) is revealed verbally in the
organizations myths, stories, and heroes, andnon-verbally in the allocation of space,
money, and power.
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How to Analyze Organizations
What are the organizations goals? making money? serving customers
and clients? advancing knowledge? contributing to the community?
What does the organization value? diversity or homogeneity?
independence or being a team player? creativity or following orders?
How do people get ahead? Are rewards basedon seniority, education,being well-liked, making technical discoveries, or serving customers?
Are rewards available to only a few top people, or is everyone
expected to succeed?
How formal are behavior, language, and dress?
What behavioral expectations predominate? How do employees treat
one another?
Do employees speak in I, we, or them and us language? How do
employees get organizational information?
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Discourse Community
Group of people who share assumptions
about what channels, formats, and styles to
use, what topics to discuss and how to discuss
them
Can be family, peers, clubs, university,
workplace etc.
Members communicate through symbols
which identify them as members of that group