Know Your Audience . . . and discover the best way to reach them.

You communicate in a hundred ways every day.? And while you put thought into the subject matter, how much time do you spend thinking about what the recipient will hear, read, or see?

Having an audience strategy is essential to successful communication. A well-crafted memo is useless if the recipient only responds to email or voicemail. And an audience of senior managers can get turned off by a funding request that’s filled with technical jargon.

By asking yourself four questions about the people you need to address – who are they, what do they know, what do they feel, and what motivates them – your communication will stand a much better chance of getting through to the right people, in the right way.

Consider the following audience segments:

·???????? Primary:? those who will receive your message directly.

·???????? Secondary: “hidden” audiences, such as those who are affected by your message.

·???????? Opinion leader: a person with significant informal influence.

·???????? Key decision-maker(s): those with the most power over the outcome of the communication.

Then remember this:

If you are writing or speaking to more than one person, direct your message toward the person (or people) with the most influence on accomplishing your objective.

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