Know Your Audience

Effective communication is extremely important in any organization. In order to have continuously good communication it is necessary to know the audience being addressed. Each audience presents its own set of challenges. Whether the communication is written or oral becoming effective at analyzing the audience makes the communication job easier. We use different semantics and different illustrations based on the makeup and experiences of a particular audience. For example, my use of professional jargon would be different if I were speaking to an insurance group as opposed to explaining insurance principles to a college insurance class. How much do they know or need to know about the topic is also very important in crafting effective messages?More time should be spent defining and explaining terminology with the less experienced group. The amount of information needed varies greatly between the two groups.

Another important issue is what the reader or listener’s initial reaction will be to the message. Using an attention getter appropriate to the audience enhances their attention and sets the stage for good communication. Several questions are important. Will the message be seen as highly important? Is the message best delivered by you or someone else? Is a more expert opinion likely to be better received? Any communication message or method will have obstacles. What specific obstacles must be overcome to communicate with a specific person or group? When presenting to a group of mixed experiences (most are) how do I keep the interest of some without boring others? What elements of the communication will have different acceptance within the group? Is there pre-communication information that, when shared, might remove some potential obstacles? Stressing benefits in a positive way can enhance message effectiveness. The old axiom WIIFM, “what’s in it for me”, is always an important aspect when addressing any audience.

Understanding audience expectations can also help in the formulation of an effective message. Covering known positive aspects at the front sets the stage for successful communication. Trying to look at the issues from their perspective and answering known concerns help in keeping them engaged in and active in the communication. Dealing with individuals also calls for knowing as much as possible about your audience. The more you know, the better the communication possibility. What is important to them? What is their interest in the topic to being discussed? How will they react to the information you are passing on to them? In the final analysis whether it’s with a group or an individual effective communication yields more effective performance. When they understand what we want or expect they have a better chance of delivering our wishes.