Business Communication Audiences
Michelle Warner
COM/285 Introduction to Business Communication
December 23, 2009
Richard Turney

Business Communication Audience Fresenius Medical Care’s quarterly sales information is available and must be presented to the stakeholders, which include managers, salespeople, and customers. An in-person meeting will be held to present the material. The audience must be considered carefully in deciding how to effectively communicate the information. The characteristics of each group is taken into account, along with the best channel of communication, the groups’ diversity is also considered, all to make sure the message is effective. Communication must always be designed with the audience in mind. One must consider the characteristics of the three groups. Demographics, which are measurable features such as age, sex, and education level can help one reach the target audience (Locker & Kienzler, 2008). Another tool available is psychographic characteristics, which are qualitative instead of quantitative such as beliefs, goals, and lifestyles (Locker & Kienzler, 2008). This information is usually readily available for customers through the corporate marketing department. Human resources can help provide the same information for the employees. The use of these tools will allow the presenter to find common ground between the groups and tailor the information to suit. I find that my audience is mostly between 40 and 50 years of age, predominantly male, and have achieved at least a high school diploma. I also find that the average income is between thirty and fifty thousand dollars a year and are predominately Christian. Therefore, I know that I should present accordingly such as avoiding flowery language and any references that can misconstrued as derogatory towards religion. Because the material is being presented in-person, an oral message is appropriate. Oral messages can focus the audience’s attention on specific points, such as the quarterly sales data, and can help get immediate action and response, such as salesperson involvement to boost sales in the future (Locker & Kienzler, 2008). Because the data could be complex and extensive, a written message like a PowerPoint presentation could be appropriate along with the oral presentation. Written messages are more formal and help to present many specific details (Locker & Kienzler, 2008). Also, it has the added benefit of allowing the audience to see the quarterly sales data instead of just hearing it. This will also give opportunity for the audience to ask for clarification if someone needs it. Diversity is a key component to any audience. As discussed earlier, acquiring the demographics of the audience will help the speaker to alter the message to fit the needs of the audience. Although the group is predominantly male, they may not be all Caucasian. The presenter wants to avoid any reference to race in the material. Making an off -color joke is never acceptable in business communication. The differences in background are also to be considered. A customer who makes less than the average group income will not appreciate remarks regarding an over abundance of wealth and a manager making over the average income will not be happy being treated as if he is poor. The diverse educational backgrounds also need to be noted. The information should not contain an overload of technical terms but should be presented formally. One does not want to make the audience feel stupid for not knowing something but does not want to “talk down” to those who may have a better education. Knowing the audiences characteristics is one step in deciding on how to present the material. Identifying the audience is another way to analyze them. The primary audience is the number one target. The entire group of stakeholders is the primary target. The managers and salespeople, who will be asked to implement ideas, are the secondary target. The customers can also be members of the auxiliary audience, encounter the presentation but not have to act on it. Asking the following questions while preparing the presentation will help to ensure the message is effective: how much information does the audience already know- “it is easy to overestimate how much knowledge people have” (Locker & Kienzler, 2008, p. 22). As stated before, background information may need to be given to the audience along with explanations of terms and avoidance of acronyms (Locker & Kienzler, 2008). If the audience’s knowledge needs to be updated, use statistics or graphs in the PowerPoint to show that the audience’s experience is unique (Locker & Kienzler, 2008). Preface a statement with “As you know” if one must give old information in order for the audience to appreciate your points (Locker & Kienzler, 2008). Is the audience opposed to what being said is another question to ask (Locker & Kienzler, 2008). If my sales for the quarter have dropped, the stakeholders will oppose my message. To combat the opposition, I should start my message with areas of agreement and make a special effort to avoid statements that will anger the audience (Locker & Kienzler, 2008). I should also note what positive aspects I can emphasize. For example, I will put good news first and use audience benefits that go beyond the basic good news (Locker & Kienzler, 2008). Avoiding the use of “you” statements to place blame will also assist in giving bad news. Knowing what style of writing and checking for “red flag” words will further communicate my message effectively. Another example of the audience’s expectations is detail. Giving the audience too much or not enough detail may cause the message to fail (Locker & Kienzler, 2008). Expectations regarding length and visuals should also be considered. If my presentation is too long, I may lose the interest of my audience. If it is too short, they may not feel they were given all of the information. If a visual aid is given, the knowledge of how my audience will use it is beneficial. The document length needs considered as does the physical layout. The document should have room to write notes and easily followed. Analyzing the audience works to communicate the message. Taking into account all of the factors listed here and those not listed will help make any message more effective. Audience Analysis is used by a variety of businesses, including Fresenius Medical Care. Effective messages will create audience benefits which will make the audience more likely to follow ideas or use services (Locker & Kienzler, 2008). This will also help to promote goodwill which will likely boost business. Whether the information presented is good news or bad, having a handle on the audience will only help one deliver.

References
Locker, K. O., & Kienzler, D. S. (2008). Business and administrative communication (8th ed.). New York, New York: McGraw-Hill.