Knowing Your Audience Paper and Communication Release
MPS
BCOM/275
July 7, 2014
JGC

Knowing Your Audience Paper and Communication Release Failure to research audience demographics will, most likely, result in an ineffective reception of any message. However, performing an analysis of an audience and tailoring the presentation to meet its needs can mean the difference between triumph and disaster in how listeners receive and decode information.
On August 5, 2010, the main entrance into the San José Mine, near Copiapó, Chile, collapsed trapping 33 miners approximately 2,300 feet underground for more than 2 months. The miners’ family members, and by extension, the world, grew increasingly concerned about the well-being of the men as there was no way of determining the actual state of the miners initially. On August 22, 2010, after digging a small hole through the roof the mine’s shelter area, a message was sent to the earth’s surface, via note, stating that everyone was alive. From the onset of the accident, the Chilean government recruited the services of mining industry professionals and on October 13, 2010, the first miner was lifted out of the mine. All 33 men were safely retrieved in less than 24 hours and reunited with their families. The way in which the Chilean government and the enlisted professionals handled the dissemination of information, proved successful in how they wanted the viewing and listening public to receive the messages.
When delivering a pertinent presentation, there are many factors to consider as they relate to the people and their roles in the audience, for example, age, educational and economic backgrounds, gender, occupation, political, religious, or moral beliefs and socioeconomic roles (University of Phoenix, 2009-2010). The Chilean mining accident called for informative speeches to be delivered to a diverse and large audience, in which instruction, reporting and explaining were necessary. On August 6, 20I0, it had “been reported by the Chile's National Emergency Office that around 130 rescue workers have been deployed to try to help the miners” (Mrspleats, 2008-2014). With this dispatch, meeting one of the audience’s core need for information had clearly been met.
In the case of the miner’s families, again, information would have been a need but information with a primarily ethical (ethos) appeal. The speakers convinced the families that the information given was from an honest person, with empathy for the miners. The families would have also been interested in knowing the incident’s timeline, the cause of the incident, the efforts being made to rescue their loved ones and of course, the condition or state of the miners. The Chilean government fulfilled a vital emotional need of this audience by allowing the relatives of the miners to move “into a makeshift tent village at the entrance of the mine, dubbed Campamento Esperanza, or Camp Hope” (Yang, 1996-2014), so they were on site when the first written message from their loved ones which was received. It stated “Estamos bien en el refugio los 33,” or “we are fine in the refuge, all 33 of us.” (Yang, 1996-2014).
In communicating with the company’s employees, some of their requirements would have been similar to the families’, specifically, the need to trust the speaker and fell that he or she had a genuine concern for their trapped colleagues and their situation relating to employment status. The colleagues would have also been interested in being informed about proposed preventative safety measures and the future of the company which would have appealed to their need for logic and facts (logos). In October 2010, Chile’s President Sabastian Piñera delivered a speech in which he “promised "radical" changes and tougher safety laws to improve how businesses treat their workers” ("President Sebastian Pinera Hails Mine Rescue And Promises Reform ", 2014). This type of informative statement would have appealed to an emotional need of the company’s employees.
Before a message is delivered, a few actions must be taken to ensure it was received as intended. These steps are recognizing the types of presentations which can be used for delivery a message, analyzing the audience and determining the specific purpose of the message to effectively covey its central idea. The presentation’s category must also be considered at this stage, for example, should the presentation focus on tools/mechanics or processes or procedures or incidents or ideas? As it pertains to the case of the Chilean miners, speeches, interviews and presentations would have had to include all of these categories, by detailing the incident, offering ideas and procedures for rescue and recovery and including the role of tools or mechanics.
Additionally, after a message is delivered, the following steps can be taken to confirm accurate interpretation on the audience’s part; recognizing the importance of and paying attention to the audience’s feedback. The Chilean government’s messages improved over time in details pertaining to the accident and rescue plans and the frequency of information delivery due to feedback from family members, colleagues and the public at large.
“The state took on the hero role – but did so competently” (Yaxley, 2014), all because the Chilean government officials demonstrated and executed stellar communication skills during this stressful event by learning their audience.

References
Mrspleats, . (2008-2014). Rescuers rush to save at least 34 trapped Chilean miners. Retrieved from http://www.allvoices.com
President Sebastian Pinera hails mine rescue and promises reform. (2014). Retrieved from http://www.telegraph.co.uk
University of Phoenix. (2009-2010). EssayGuide.pdf. Retrieved from University of Phoenix, BCOM275 - Business Communications and Critical Thinking website.
Yang, J. (1996-2014). From collapse to rescue: inside the Chile mine disaster. Retrieved from http://www.thestar.com
Yaxley, H. (2014). An international view of crisis management of the Chile mine disaster. Retrieved from http://www.prconversations.com

Communication Release to the families of the trapped miners
SAN JOŚE MINE
FOR IMMEDIATE RELEASE
DATE: August 6, 2010
SUBJECT: San Jośe Mine Collapse In the wake of yesterday’s accident at our San Jose Mine, please be informed that all efforts are being made to fully rescue and recover your loved ones. At this time, the exact cause of the incident has not been determined but be assured in knowing that the company has enlisted the best resources available within Chile and around the world. The government has guaranteed its full assistance in every way possible to increase the likelihood of safely delivering of your family members to you.
An information hotline has been set up for your exclusive use and is operational 24 hours a day, 7 days a week. The telephone number is 1-800-CALL-INFO or 1-800-225-4636. Information will be updated in real time so you are encouraged to call frequently for timely information.
Counsellors have been assigned for those of you wishing to speak with professionals and you can make appointments through our Heath Services Department by calling 1-242-350-8026. In addition, a chapel has been erected near the mine’s site and can be accessed immediately. Our Human Resources Department has formed “assessment” teams so please prepare for a visit very soon. These teams were formed to personally consider your wishes and see how best they can be accommodated.
As always, your family members and our beloved colleagues are in our prayers.
Communication Release to the employees of the company
MEMORANDUM
TO: All Employees
FROM: Chief Executive Officer
DATE: August 6, 2010
SUBJECT: San Jośe mine Collapse
As you all are painfully aware, 33 of our cherished co-workers are trapped in the San Jose mine after its main entrance collapsed yesterday. All efforts are being made to successfully recover all of them and return them safely to their families.
Our government has guaranteed tits full support and experts from around the world, along with our very own colleagues here at San Jośe Mine, have been directed to create a rescue plan for immediate execution.
The cause of the accident has not yet been determined but a full investigation will be carried out at once and the results will be provided to you along with any suggested safety improvements to ensure our imminent well-being. As for the future of the company, the owners have expressed wishes to remain open and operating. Grief Counsellors have been recruited and is offered through the Human Resources Department so please feel free to visit them at your convenience.
Updates as to the rescue plans, efforts and progress will provided as soon as they are made available so please check the notice boards frequently in your respective areas.
Sincerely,

Mr. John Doe
CEO – San Jose Mine