Strategic Communication Final Notes

Strategic Communication Final Notes - Strategic...

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Strategic Communication Final Notes Audience Analysis What is audience analysis? o A systematic way of identifying interest, goals, beliefs, opinion, motivation, values, perception, likes and dislikes o Framework for persuasion and influence Process o Ask questions indirectly Survey, Third party o Ask questions directly Face to face, interview Importance? o Keeps audience invested o Ensures participation and support o Allows speaker to: Tell Sell Consult Join (collaborate with audience) Types of audiences: o Positive o Neutral o Negaitve Primary Audience: o Includes key decision makers and other who support your need to carry out your project Secondary Audience: o Those who will be affected by your project and who over long term may have some influence on decisions Hidden Audience: o (Boss’s boss) You don’t address but they have influence Tell Approach: o When you are in complete command of necessary authority and information (boss to intern) Sell Approach: o When you are in command of the info but your audience retains decision making power (sales rep. to customer) Consult Approach: o Trying to build consensus for a given course of action (persuade coworker to back proposal) Join Approach: o You point of view is one among many (representative to strategy session
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Selling benefits o What the audience will gain rather than features o What does my audience need to know or believe to support me? o Customers would rather hear about the benefits of a product than the specific technology it has How much do they already know? o What familiar info should I summarize to lay the foundation for my argument? o What additional info do they need to know to understand and judge my proposal? o How can I speak or write in language they will understand and respond to? Interest o Put yourself in the audiences shoes o Think of the possible benefits your audience will gain if they support you such as: Money, prestige, time saving, solidifying friendship, gaining authority, avoiding conflict or embarrassment, improving status, making a job easier, being on the winning side o When facing a hostile audience: Sympathize and show that you understand and care Show your audience may suffer negative consequences regardless of your proposals acceptance Find ways to soften the blow Segmenting: o Grouping customers or prospects according to common characteristics, needs, wants or desires o Can be broken down into levels of specificity Specifying the characteristics that successfully predict who will be the groups Targeting: o Analyzing, evaluating and prioritizing the market segments deemed most profitable to pursue o Allows companies to focus their marketing comm. Efforts on segments that promise the greatest potential return on investment Efficeny and Effectivness o Becoming more focused on smaller but more profitable segments of the market Niche Markets o
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