Audience Analysis Paper An audience analysis is a very important first step to successfully preparing for a presentation. Analyzing an audience to present to a group of stakeholders can be quite a tedious task, and the difficulty lies in anticipating responses and needs. Stakeholders are a very diverse group ranging from management to customers, so making sure to prepare the presentation in a way that each subgroup can understand is the critical aspect of performing and communicating successfully. This paper explains the necessary steps to complete an audience analysis. Focusing on presenting quarterly sales information to managers, salespeople, and customers, all preparations are discussed to ensure proper communication that can be understood by everyone in the audience.
To begin an audience analysis, it is necessary to determine what characteristics of the audience must be considered. In this case, it is especially important to first identify the primary differences between the subgroups of the stakeholders. Managers, salespeople, and customers will be present, and all have varying needs that will be expected in the presentation of the quarterly sales information. According to Locker and Kienzler (2008), the primary audience usually acts on the information presented and secondary audiences will ultimately be the implementers of ideas stemming from the presentation. In the stakeholder group who will be present at the meeting, the managers are the primary audience and the salespeople are the secondary audience. Managers will certainly need to make decisions based on the quarterly sales information to improve for the next quarter. Salespeople must then act on those decisions to make the improvement a reality. Locker and Kienzler (2008) also explain the role of the auxiliary audience. The customers are the auxiliary audience for this presentation, and are present primarily to receive valuable information about the company in which they patronize instead of needing to act on the presented information. Identifying the type of audience is the first step to an audience analysis, but more characteristics need to be identified to ensure everyone understands the message presented.
Other audience characteristics that need to be considered are more superficial. For example, the demographics of the group may need to be considered. The ages, race, religions, and sex of the audience are less important because these areas are likely mixed. Education level is important in this presentation because of the diversity of the group. Managers are likely to have higher education than salespeople, and salespeople are likely to be more educated on sales figures of the company than customers are. This is important because the message should be created in a way that accommodates management needs as well as customer needs.
A successful audience analysis also determines the appropriate communication channels that should be used. At this meeting, the audience contains differing education levels, and differing needs with the quarterly sales information. Because this is an in-person meeting, an oral presentation must be used, but finding the best channels to go along with the oral presentation could mean the difference between a well-informed audience and an audience that is left without understanding the entire message. After analyzing the characteristics of the audience, a slide presentation would be beneficial to go along with the oral presentation. With an audience as diverse as this, it is important to have the visual aids as well to help keep the key information as easy to understand as possible. A written handout of key sales figures would also be beneficial to help emphasize key points of the message. These communication channels will help ensure that the message is understandable by everyone in the audience.
Given the diversity of the audience, several other considerations must be thought about prior to presenting. As part of the audience analysis and preparations for the presentation, one of the major considerations here is to anticipate possible misconceptions that could lead to negative feedback for the company. As Hochberg (2007) points out, every message should be delivered according to the goals of the company in a manner that supports the organization. Revealing negative sales information without any explanation about how those problems may be reversed could escalate into bigger problems. The importance here is not giving away misleading information that could be misconstrued by customers and employees. For instance, if negative sales information is reported in this manner, employees could become offensive with fears of possible layoffs. Anticipating these assumptions and working the answers into the message supports the organization’s goals and well-being much more effectively.
Applying the audience analysis and using empathy, positive emphasis, and bias free language ensures that an effective message will be delivered (Locker & Kienzler, 2008). Understanding the characteristics, demographics, and needs of the audience that an effective audience analysis provides is important for developing an effective message. Tailoring the message in an empathetic way also ensures an effective message because the presenter will have created the message from his or her own point of view and the point of view of the audience.
Locker and Kienzler (2008) explain using positive emphasis and bias free language as building goodwill and helps ensure an effective message. Presenting quarterly sales information is likely a mix of positive and negative information. Emphasizing the positive aspects of that information is important for shedding good light on the organization and leaving the audience feeling very comfortable with the future of the organization. Equally important is discussing improvements that can take the focus away from negative information and diverting it to emphasizing positive opportunities for the future. Using bias free language also builds goodwill from the audience. This also ensures that the speaker does not make any unnecessary problems for the organization and leaves the focus on the information that is presented.
Conclusion
The audience analysis ensures that the presentation to the stakeholders is understandable to every person in this diverse group. First, it is important to gain an understanding of the characteristics of the audience; determining how each group in the audience will use the information and how much technical jargon should be used. Then it is important to determine what communication channels to use. This presentation will most likely benefit from an oral slide presentation and written handouts to help emphasize key points. Keeping the organization’s goals and well-being in mind and developing goodwill with the audience will ensure that the message is effective and can be used according to each group’s needs. An audience analysis prepares the presenter to communicate information in the best way possible for the specific audience that is being encountered.

References
Hochberg, K. (2007, September). Follow eight rules for developing effective messages. ONS Connect, 22(9), 25.
Locker, K., & Kienzler, D. (2008). Business and Administrative Communication (8th edition). New York, NY: McGraw-Hill.