Audience Analysis Paper

James Sadler

University of Phoenix

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Audience Analysis
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Effective communications is important because businesses consist of people and people transmit thoughts and ideas by communicating. Typical managers spend 75 to 80 percent of their time communicating. Effective communications aids management and employees by making it easier to process thoughts and ideas and to execute tasks according to management??™s intent. The more effectively organizations communicate; the more effective the organization can perform its core functions.
According to the National Commission on Writing, many businesses assess the writing skills of potential employees during the hiring process. Potential employees will be less likely to get jobs if they lack the ability to write and communicate effectively and individuals that are already employed are not likely to get promoted. Two thirds of the individual in large companies have writing responsibilities and more than 40 percent of these corporations offer training for employees with writing deficiencies (Blalock,? 2006). Potential employees stand better chances of succeeding in today??™s job market as employers seek individuals with good communication skills. The more effective individuals are in oral and written communication, the better the chances are for success.
Audience Characteristics to Consider
To characterize your audience you must first identify who your audience is and complete your analysis based on this identification. Two of the most frequent tools used to analyze an audience are common sense, and empathy, the ability to put yourself in another persons place. Most orgazational messages have several audiences. Audiences can consist of stakeholders and groups or individuals, both internal and external to the organization. According to our text, audience members commonly consist of a gatekeeper, primary audience, secondary audience, auxiliary audience and a watchdog audience. Often individuals can be part of two or more audiences.
When analyzing your audience you must get to know your audience. Analyze and know your audience by talking to individuals within the audience and observing the audience as individuals and as a group. Audience analysis can be made by generalization demographic characteristics such as age, race, income, sex and religion. Psychographic characteristics such as values, beliefs and goals can also be used by marketing firms to analyze and categorize an audience according to their primary motivation, the amount of resources available to them and how individuals innovate in order to persuade and appeal to particular audiences.
Organizational culture must also be considered when characterizing an audience. Organizational culture can be defined as the set of philosophy, values and attitudes within an organization. Often an organizations culture is embedded in its stories myths and heroes and by its allocation of money, space and power. Often messages that effectively reflect an organizations culture have greater odds of being accepted and succeeding.
Factors to consider when analyzing and audience are organizational structure, job advancement, diversity within the organization, stories, internal friendship, sociability, values, goals and beliefs. Other points to consider are appearance of the work place, employees behavior and orgazational goals and to what extent the organization contributes back to the community.


Blalock, M.? (2006).? Why Good Communication is Good Business.? WISCONSIN BUSINESS ALUMNI.? Retrieved September? 12, 2009, from


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