Audiences, Channels and Effectiveness

Audiences, Channels and Effectiveness

Communication is one of the most critical factors in life. In business, communication provides the foundation for a stable, growing, successful company. It is in every aspect of the job; whether it is with customers, board members, co-workers, managers, customers, etc. Without it a business may not be able to hold its ground. One of the times communication is very important are in meetings. During meetings it is essential to keep your audience in mind; thus, characteristics, communication channels, diversity of the audience and the overall effectiveness of the message are crucial to consider and deliver.

Audience is key when delivering any type of message. With business in particular researching and considering characteristics of your audience is important in order to effectively relay your message. "Audience analysis is the first step in any communication process: it gives you the tools you need to shape your product and your message." (Locker & Kienzler, 2008, p.41). As stated by in the book, understanding who the audience is, knowing which groups they belong to, and the values these people hold, lend towards concisely delivering your message (p.41). Most times in business there are multiple audiences with different types of power they hold. First listed in the book is a Gatekeeper (they have the power to stop your message instead of sending it on to other audiences). Second is the Primary Audience (they decide whether to accept your recommendations or will act on the basis of your message). The third type is the Secondary Audience (they are asked to comment on your message or to implement your ideas after they've been approved). Next is the Auxiliary Audience (they encounter your message but will not have to interact with it). Lastly, is the Watchdog Audience (they do not have the power to stop the message and will not act directly on it, has political, social or economic power) (Locker & Kienzler, 2008, p.42). For anyone to be effective in communication and portraying a message, they need to analyze you audiences' personality characteristics (introverted, extroverted, social, non-social, etc.), demographic characteristics (age, sex, religion, income, etc.), and psychographic characteristics (beliefs, goals, values, etc.) (Locker & Kienzler, 2008, p.42-5). With all that being said, knowing I am going into a meeting with stake-holders, knowing where they stand in relation to the company is important. Also, using the demographic characteristics such as age would be beneficial in this case. After the characteristics are considered deciding the communication channels to use are needed.

Since there are usually many different audience types, choosing the right communication channels is helpful. "A communication channel is the means by which you convey your message." (Locker & Kienzler, 2008, p.49). They can vary drastically; the audience, purpose, etc. all factor into which channel is appropriate. There two types of communication channels they are written and oral channels. "A written message makes it easier to: present extensive or complex data, present many specific details and minimize undesirable emotions. Oral messages make it easier to: use emotion to help persuade the audience, focus the audience's attention on specific points, resolve conflicts and build consensus, modify plans and get immediate action or response." (Locker & Kienzler, 2008, p.49). Considering the audience is mixed with stake-holders made up of customers, managers and sales people, written and oral messages are necessary. Written messages such as power points showing tables and charts of the quarterly sales would show the details of how sales were projected, received, etc. It would be beneficial to explain to the stake-holders. Oral messages, would help to persuade the stake-holder of continuing to stick with the company in addition to understanding any losses or gains with the company. Also it would allow immediate response to their questions or concerns. Communication channels may not be clear enough, if diversity of the audience is not considered.

Diversity is almost every where you turn in the United States. It is also