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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
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Identify Your Audiences
Gatekeeper Primary
Secondary Auxiliary
Watchdog
A person can be in two audiences
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Analyze Your Audiences
Individuals
Group members Demographics Psychographics
Organizations Culture
Discourse community
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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
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