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Audience Analysis
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Concept Version 14
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Anticipating Audience Reaction

It is important to tailor the message to the audience, so the writer must identify the interests, needs, and personality of the audience.

Learning Objective

  • Discuss the factors business writers must consider when anticipating audience reaction


Key Points

    • For business writing, this includes taking into account whether the message is intended for a higher up or a subordinate, and a singular person or a group of people.
    • Once the writer determines who the audience is, it is time to consider what reaction the message will generate. If the writer anticipates a positive response, the language of the message can direct.
    • When anticipating a negative reaction, the writer must use a great deal of persuasion. This can include using expert opinion and external evidence for support.
    • It is essential to pay attention to the tone of the message, because it is a good indicator of how the reader will feel while reading the message.

Terms

  • tone

    The manner in which speech or writing is expressed.

  • reaction

    An action or statement in response to a stimulus or other event.


Example

    • If the writer/presenter anticipates a positive reaction, she can be direct, stating outright that, for example, a certain change should be made. If the expected reaction is negative, the writer/presenter may start by listing problems caused by the current situation to encourage the audience to consider the problems objectively prior to suggesting changes.

Full Text

Anticipating Audience Reaction

When writing a message, it is important to tailor the message to the audience. In order to do so, the writer must identify the interests, needs, and personality of the audience . For business writing, this includes taking into account whether the message is intended for a higher up or a subordinate, and a singular person or a group of people.

Impartial Language

In business writing, it is important to communicate the message using impartial or unbiased language.

Once the writer determines who the audience, it is time to consider what reaction the message will generate. If the writer anticipates a positive response, the language of the message can direct. On the other hand, if the writer anticipates a neutral reaction to the message, it is necessary to use language that is more persuasive. Writing a message when the anticipated reaction is a negative one requires the most effort. In this case, the writer must use a great deal of persuasion. This can include using expert opinion and external evidence for support.

The Role of Tone in Audience Reaction

It is essential to pay attention to the tone of the message, because it is a good indicator of how the reader will feel while reading the message. A professional, yet friendly tone makes the writer sound both professional and approachable. Keep in mind that the best messages rely on words that will have a positive impact on the tone of the message. One way to do this is to put the focus of the message on the receiver. This can be achieved by using second-person pronouns throughout the text. This shows that the writer has empathy toward the reader.

Another technique involves using bias-free language, which means the message should be free from gender, race, age, and disability bias. Improperly chosen words can contribute to an overall negative tone and make an otherwise innocuous message sound unpleasant. It is a good idea to use positive words and avoid words that have negative connotations. The most effective messages use simple language and words that are precise, which prevents any miscommunication.

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