PR truyền thông - Chapter 2: Adapting your message to your audience

Chapter 2Adapting Your Message to Your AudienceChapter 2 Learning ObjectivesLO 2-1 How to identify your audienceLO 2-2 Ways to analyze different kinds of audiencesLO 2-3 How to choose channels to reach audiencesLO 2-4 How to adapt your message to the audienceLO 2-5 How to characterize good audience benefitsLO 2-6 How to create audience benefitsLO 2-7 How to communicate with multiple audiencesA person can be in two audiencesIdentify Your AudiencesGatekeeper PrimarySecondaryAuxiliaryWatchdogAnalyze Your AudiencesIndividualsGroup membersDemographicsPsychographicsOrganizationsCultureDiscourse communityAnalyze IndividualsPeople you work closely withMyers-Briggs Type Indicator – preference test that shows 4 typesExtrovert-IntrovertSensing-IntuitiveThinking-FeelingJudging-PerceivingWhich type are you?ISTJISFJINFJINTJISTPISFPINFPINTPESTPESFPENFPENTPESTJESFJENFJENTJAnalyze Group MembersFocus on common featuresMap profile of group featuresDemographic (quantity) features Age – Sex – Education – Income – RacePsychographic (quality) features Values – Beliefs – Goals – Lifestyles VALS (Values & Lifestyle) profile usedAnalyze OrganizationsOrganizational culture – set of values, attitudes, and philosophiesShows in myths, stories, heroes, & documentsShows in use of space, money, and powerTo Analyze Organization Culture, Ask...Is organization tall or flat?How do people get ahead?Is diversity or homogeneity valued?Is sociability important?How formal are behavior, language, and dress?What does the work space look like?What are the organization’s goals?To Analyze Discourse Community, Ask...What channels, formats and styles are preferred for communication?What do people talk about?What topics are not discussed?What kind of evidence and how much is needed to be convincing?Choosing ChannelsCommunication channels – means by which you convey your message Channels vary bySpeed, accuracy, and cost Number of messages carriedNumber of people reachedEfficiency and goodwillChoose channels based on the audience, purpose, and situationSix Questions to Adapt Your Message for Your AudienceHow will audience react at first?How much information do they need?What obstacles must you overcome?What positives can you emphasize?What does the audience expect?How will audience use the document?Audience BenefitsAdvantages audience gets fromUsing your servicesBuying your productsFollowing your policiesAdopting your ideas Four Criteria for Audience Benefits Adapt benefits to audienceStress intrinsic and extrinsic onesProve with clear logic and explain with vivid detailPhrase benefits in you-attitudeIdentifying & Developing Audience BenefitsIdentify feelings, fears, and needs of audienceIdentify objective features of your product or policy that could meet needsShow how audience’s needs can be met with those featuresWriting to Multiple AudiencesWhen not possible to meet everyone’s needs, analyze gatekeeper and primary audience to determineContent and choice of detailsOrganizationLevel of formalityTechnical level