Audience Analysis Paper

Audience Analysis Paper

Myra Holmes

COM/285

July 18, 2011

Hector Fulgencio

Audience Analysis Paper

When presenting at a meeting of stakeholders including managers, salespeople, and customers to address quarterly sales the speaker must control the flow of the meeting and capture the audience. By analyzing your audience first, you can deliver a successful message using effective communication. A speaker must prepare when dealing with a diverse audience to have an informative meeting. This paper will analyze the subject of audience’s characteristics, communication channels, and different ways to deliver an effective presentation. Keep in mind that the quarterly sales report may mean different things to each of the different stakeholder groups. Effective communication skills are vital in achieving goals of informing the different groups of stakeholders of the needed information, along with creating an open environment for discussion.

The demographic, psychographic, and situational characteristic of the diverse group of managers, salespeople, and customers needs analyzing. The demographic characteristics are the age, gender, ethnicity, education level, religious or political affiliations, economic status, sexual orientation, family background, and group membership of the audience. Not everyone in the audience has the same educational level or background. Knowing the demographic characteristics of the audience, one can prepare a message that will capture and inform the entire group.

Demographic characteristics are not always useful in all situation addressed to the audience. Each stakeholder will decide what information is relevant to him or her.  When not using demographic characteristics another method to consider is psychographic characteristics. The psychographic characteristics consist of beliefs, values, attitudes, and behavior of the audience. A thorough analysis of the audience’s psychographic characteristics will...