Audience Analysis

This paper will cover some of the considerations in giving a hypothetical presentation of quarterly sales information. In this example, the audience is mixed; consisting of managers, salespeople, and customers. In the context of this example, this paper will discuss the characteristics and diversity of the audience that must be considered, the appropriate communication channels, and the methodology for ensuring effective conveyance of the message.

The ability to read and understand one’s audience is one of the most pivotal skills of an effective communicator. This understanding can occur through two phases; a preparatory phase and a reactionary phase. The preparatory phase involves learning about the audience prior to active communication. The reactionary phase involves paying attention to the reactions of the audience during active communication and adjusting the delivery of the message accordingly.

Whether giving a structured presentation, discussing a purchase with a sales clerk, or making small talk at a social gathering, a speaker will attempt to assess his or her audience beforehand. This assessment will likely occur at both a conscious level and at a subconscious one.

One such assessment would be to classify the organizational status of the target audience. Within an organizational structure an audience member can have one or more classifications. A gatekeeper determines whether to stop the speaker’s message or to allow it to proceed to the primary audience. The primary audience decides whether to accept or reject the speaker’s recommendation or is the intended recipient of useful information. A secondary audience may be responsible for commenting on or implementing the speaker’s recommendation. An auxiliary audience will encounter the message but will not directly interact with it. Finally, a watchdog audience has political, social, or economic power and will evaluate the interaction with the primary audience with an eye towards future...