Audience Analysis
Robert Johnson
Com/285
Ralph Schoen

Audience analysis is the art of determining the type of information for a specific audience. Information is assembled to fit the targeted audience by analyzing the group members with consideration of the different cultures, gender, professional capacity, education, race, and geographical location. These are some of the key elements that will decide the tone and the adaptation of a clear and comprehensive message tailored to any specific audience. Identifying fears, feelings, and needs, to motivate and captivate the audience with suitable content using choice of detail for the age group of the audience is only some of the information the speaker needs in understanding the audience’s needs, formulating a speech that will be familiar and simple to understand for the selected audience.
What Characteristics of the Audience must the Speaker Consider? Taking a deeper look into who makes up the audience, what likes and dislikes the audience shares, their experience, knowledge, educational level, culture, and area of living; identifying ways that people differ. Taking a look at the Myers-Briggs type indicator of the extroversion-introversion dichotomy measures how individuals focus their attention and energy (Locker, Kitty, 2008). Also measuring the audiences sense of institution how they think-feel, judge and perceive; measures how sensing individuals prefer to take in tangible information. Again intuitive types prefer to look at the big picture and focus on factual connections in making their assessment. Also the thinking individual prefers to think when making a decision considering the logical consequences of their choice or action in the long-run. Likewise the feeling individual bases his or her decisions on the impact they will make on people, by considering not only what is important to them but also the effects on other people involved as well. Indeed the judging type lives a planned orderly life seeking closure in all of their doings. Similarly the perceiving type live a flexible and spontaneous life enjoying all of the possibilities. Furthermore to know the audience’s literacy level is most important in addressing the audience properly without offending anyone; implementing an understanding and simple to comprehend. Also knowing the audiences strengths to persuade and implement verbal, and visual communication relating to the audience as a group. In addition introducing something for everyone to enjoy and learn from in a forum constructed to allow full group participation is a key concept for a successful meeting. Last demographic and psychographic characteristics are important to understand and be aware of, and being sensitive to the diverse group is another key element.
What Communication Channels are Appropriate? Communication has many variation channels to choose from to reach an audience depending if the need is to be persuasive or informative. Also one type of channel may work with a particular audience, and a different channel may be more appropriate for another audience. Besides communication channels have different speeds, accuracy of transmission, number of messages carried, the number of people reached, cost, efficiency, and the ability to promote good will. Equally important is using a form of written messages like a written overview or a pamphlet, makes it easier to present extensive and complex data so the audience can follow the speech and process the information at their own speed. By presenting many specific details allows the audience to picture the process better. Consequentially minimizing undesired emotions, the person giving the lecture or meeting does not want to appear bored, tired, out of place, he or she should appear focused with determination to complete a successful meeting in which everyone will take away information suited for his or her department. However, by using the appropriate emotion for the audience, verbal messages are very effective in persuading the audience to accept the bigger picture of the message. Therefore, the ability to resolve conflicts and build a consensus the audience can relate to is extremely important to maintain the group in a guided tour; a walk through an information park, where each person can see, feel, touch, and understand on his or her own level what the information means to each individual personally. Even modifying plans when going through the meeting to find a groove in which everyone can relate to, is part of the process for a successful meeting. Also including the audience into the process in helping make the transition from outsiders to insiders and interpreting their immediate action or responses enables the speaker to find a positive flow the audience can follow taking away the desired outcome for each different department.
What are some Considerations to Keep in Mind given the Diversity of the Audience? In the organizations best interest is helping employees within the organization reach his or her potential at their job by promoting from within the organization for higher positions including management. As a diverse society organizational management can no longer keep people from different cultures, gender or race in positions like clerical and menial jobs (DeGeer, 1997). Everyone must share in the same opportunities to grow in any organization and be whatever they aspire to be without feeling like he or she is held back because of his or her race. Therefore, obtaining a deeper understanding in intercultural communication is important when addressing a diverse audience by treating everyone with dignity and respect. Also understanding that people come from different demographic and psychographic elements, and understanding the use of explanations, and situations differently from others.
How Would the Speaker ensure that His or Her Message is Effective? Using the correct tone, being polite and the power to become part of the audience’s team, is an effective way for the audience to embrace the communicator, and the speech. Equally important is communicating you-attitude to the audience (Locker, Kitty, 2008). Showing that the speaker has a passion to help, and want to resolve issues by connecting with complete knowledge of what he or she deals within relation to what the speaker is discussing. Also by communicating effectively a high-level of determination of sincerity, wanting to help the audience with any issues they may be going through, determines the strength and success the bond will have with the audience. Besides focusing on topics the audience cares about and is concerned about by using clarity and understanding of the topic the speaker communicates to the audience his or her intentions and good will. Again a key element to ensure an effective message is to use neutral speech non-sexist, unbiased photos, illustrations and avoid offending anyone (DeGeer, 1997). In conclusion, if the speaker can adapt to the audience’s demographic, attitudinal, and environmental analysis communicating his or her good will, than the audience will relate to his or her determination in helping the audience resolve their issues. Moreover, being accepted as part of the audience the speaker has accomplished the most important part of the meeting earning the audience’s trust and full attention. Therefore, by designing a speech tailored through research and education, understanding the needs and wants of the targeted audience’s demographic characteristics, level of education, gender groups, professional capacity, and type of cultures, the speaker will successfully unify the group in building good will .

References
Locker, Kitty. (2008). Business and Administrative Communication. Retrieved from Locker, Kitty, COM/285 website.
DeGeer, S. (1997). Analyzing Your Audience. Audience Analysis, (), 1-5. http://department.monm,edu/cata/mcgaan/classes/cata339/Audience-Analysis2.101.html

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