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Chapter 2 Adapting Your Message to Your Audience Copyright © 2015 McGraw­Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw­Hill Education. Chapter 2 Learning Objectives LO 2-1 How to identify your audience LO 2-2 Ways to analyze different kinds of audiences LO 2-3 How to choose channels to reach audiences LO 2-4 How to adapt your message to the audience LO 2-5 How to characterize good audience benefits LO 2-6 How to create audience benefits LO 2-7 How to communicate with multiple audiences 2­2 Identify Your Audiences Gatekeeper Primary Secondary Auxiliary Watchdog A person can be in two audiences 2­3 Analyze Your Audiences Individuals Group members Demographics Psychographics Organizations Culture Discourse community 2­4 Analyze Individuals People you work closely with Myers-Briggs Type Indicator – preference test that shows 4 types Extrovert-Introvert Which type are you? Sensing-Intuitive Thinking-Feeling Judging-Perceiving ISTJ ISFJ ISTP ISFP ESTP ESFP INFJ INTJ INFP INTP ENFP ENTP ESTJ ESFJ ENFJ ENTJ 2­5 ... - tailieumienphi.vn
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