250 / UNDERSTANDING COMMUNICATION SKILLS
Matching the message
Hitting the right
knowledge level
A thorough knowledge of what your
audience already knows about
your subject is useful in a number
of ways. First, it tells you where
to begin. Don’t speak down to the
audience by explaining fundamentals
they already understand. Second,
don’t start above their heads. Begin
at a point they are comfortable with
and move on from there.
Managing emotions
Even more important than what the
audience knows about your subject is
how they feel about it. What they know
about taxation is far less relevant than
how they feel about it when they listen
to a talk about tax reform. You need to
tailor your words carefully to what the
emotional response of your audience is
likely to be. The greater the degree of
ego involvement (or emotional response)
to a given topic, the narrower the range
Once you know something about the individuals who make up your
audience, begin to think about how to approach them. You’ll need
a strategy to help devise the right message and to choose the most
effective method of communication for your audience.
Establishing the audience’s role
Your message may
need to reach only
the audience in front
of you, or you may
be relying on those
people to pass on
the message to
others. Think about
everyone who might
see or hear your
message, including:
PRIMARY
AUDIENCE
These are the people
who will receive your
written or spoken
message directly.
Make sure that
you understand
and address their
needs, interests,
and concerns.
SECONDARY
AUDIENCE
Others might read
or hear of your
message indirectly.
Could the
communication
be given to a
reporter, union
organizer, or
competitor?
US_250-251_Matching_the_Message.indd 250 30/05/16 3:04 pm
MATCHING THE MESSAGE / 251
Knowing as much as you can about
who will read or hear your words
Tailoring your message to
the needs and interests of
your audience
Understanding who the key
decision-makers are, and their
criteria for making decisions
Knowing who is respected by
your audience and seeking their
approval for what you recommend
Assuming the audience knows
all or nothing about your subject
Acting as if the audience
already shares your ideas
and interests
Failing to check who exactly is in
your audience, and what they need
to know in order to act
Assuming your ideas are good
enough to stand up on their own,
and not discussing them
GETTING YOUR MESSAGE ACROSS
Do’s Don’ts
GATEKEEPERS
These are the
individuals who you
have to route your
message through,
and who might
filter or block it.
Does someone in
particular stand
between you and
the audience you
hope to reach?
OPINION
LEADERS
These are individuals
who have significant
influence over
members of the
audience. Who do
they admire or listen
to on this subject?
KEY DECISION-
MAKERS
These are people
with the power
to influence the
outcome of the
communication.
of acceptable positions open to you.
In other words, people are much
more open-minded on topics they
are indifferent about than they are on
topics they care about passionately.
If you misjudge an emotional response,
your communication will fail.
Tailor your words carefully
to what the emotional
response of your audience
is likely to be
US_250-251_Matching_the_Message.indd 251 30/05/16 3:04 pm
..................Content has been hidden....................
You can't read the all page of ebook, please click here login for view all page.