Audience Analysis

Audience Analysis

Being called upon to present quarterly sales information to an audience that includes managers, salespeople, stakeholders, and customers is a task requiring a detailed audience analysis to ensure that the message is suitable for such a diverse population. Understanding the individuals that will be attending the presentation and determining who the primary audience is will aid the presenter in choosing the right channels to reach the audience, adapt the message to reach the audience, and identify and develop audience benefits.

Today’s workplace is diverse and the presenter must be able to communicate with different levels of expertise, different social values, and cultural values. There are many other characteristics about an audience that might have an influence on how the presenter should design and prepare for the presentation —for example, age groups, type of residence, area of residence, sex, political preferences, and so on. (The Owl at Purdue, 1995-2009). According to Kienzler & Locker, 2008, the presenter must prepare in order to predict how different members of the audience will react to the message, what information each participant is looking for, and what obstacles might be encountered during the delivery of the presentation. As a presenter, being able to answer the questions, who is my audience?, what do they already know?, what do they want to know?, how might they resist?, and is there a desired outcome after hearing the presentation?, will aid in creating an outline of how to prepare for the presentation.

The culture of the organization plays an important role in the presentation, however it is important to keep in mind that all members of the audience are not employees of the organization and may not be familiar with the culture, acronyms, and jargon of the company. Finding common ground that all members of the audience share will benefit the presentation and ensure there is value to all...