The Audience 1. Introduction.

Your comm objs involves motivating some one to respond in

the way you desire. To accomplish your objectives, you must concentrate on your audience not on yourself. Rhetorical theories refer to this ability as becoming reader or listener based, audience centered or using You apch. 2. This can be achieved by aiming your message towards your audience need and

desire. So this ability to analyze and motivate your audience is the most important strategy for your success in business communication.

Message

Communicator

Audience

Response
3. Audience Analysis. a. Who are they (1) (2) (3) b. Primarily Audience Secondary Audience Actually Receive Informed by affected / involved Steps involved in audience analysis are:-

Key decision maker in a conflict resolution

What do they know or feel (1) Think about current knowledge of Topic

(2) Understand attitudes 3. Audience Motivation.

2 their inclination, People are more

disposition, complex and

opinion

and

unpredictable.

Therefore, understanding the psychological theories of motivation is critical to success of the communicator. 4. Techniques of Work Motivation. a. Using concept of reward and avoiding use of threat. (1) Reward. Reward or positive re-enforcement are the most

effective way to shape behavior and is extremely powerful way to get the response you want. (a) Consideration for Successful Use of Reward. i. ii. iii. iv. Must be important to the person being rewarded. Must be appropriate and sincere. Effective reward must be immediate. May not be elegant and simple verbal recognition / simple reward can fulfill the purpose. (2) Threats. One way of motivating people but methods is more limited than you might guess and may not work. So avoid using threats. (a) Reasons why Threats may not Works. i. ii. iii. iv. v. vi. b. Work only when actually being watched. May get rid of one response but not produce May stop in-appropriate action even when it Produce tension. Tends people dislike you. Provoke counter aggression

desired response. is appropriate.

Appeal to their Growth. According to Maslow and Herzberg two needs Deficiency and Growth motivate people to work. (1) Deficiency needs are needs without which we can not survive. Where as Growth needs that enhance our lives such as affiliations, esteem, accomplishment and advancement. Deficiency

needs

are

3 basic needs; therefore ones to appeal the most

effectively but according to Herzberg, it seldom motivate people because people like good relationship and recognition. (2) Growth needs are positive motivators. It you want to motivate someone with rewards considers extra ordinary pervasive of growth needs. Appeal to their esteem or recognition lie your message in audiences growth need. c. Use people need for Balance. (1) Proponents of Balance Theory (a). (b). People prefer a state of psychological balance or equilibrium or freedom from anxiety. When they hear ideas conflicting with what they already believes they lose their state of balance and feel a sense of anxiety. (c) On feeling anxiety they work towards restoration of their sense of balance. (2) Tech to Accept your Ideas (1) (2) needs. (3) (4) Encourage active participation. Concentrate on key features with which your audience will agree before you through whole idea on them. d. Perform a Cost Analysis Benefit. a high const may have opposite effect. (1) Techniques (a) (b) Analyze both cost and benefit of idea itself. Analyze both cost and benefit for your audience. Apply economic ideas to Emphasize an anxiety or problem causing imbalance Offer solution that makes them feel balance. Tie the potentially unbalancing information to their

psychology and use a strong benefit to motivate your audience as against

(c)

Specify

4 the benefit your audience will gain.

5 e. Be Sensitive of Character Traits. (1) Involves (a) (b) (c) Knowing your audience Recognizing what persuades him or her Applying the trait that suits a particular personality or Audience 4 x Cs Commander Comptroller Tend to work alone

Crusader Collaborate Tend to work with a group