Professional Documents
Culture Documents
Module 2
Module 2
Module 2
Adapting Your
Message to Your
Audience
Kinds of Audiences
Initial Audience
Gatekeeper
Primary Audience
Secondary Audience
Watchdog Audience
2-5
PAIBOC
PAIBOC continued
Empathy
Knowledge
Demographic Factors
Values and Beliefs
Personality
Past Behavior
2-9
Discourse Community
Organizational (Corporate)
Culture
Norms of behavior in
an organization are
revealed
Verbally through the
organization’s myths,
stories, and heroes.
Nonverbally through the
allocation of space,
money, and power.
2-11
Adapting Messages to an
Audience
Strategy
Organization
Word Choice
Document Design
Photographs and Visuals
2-12
Written Messages
Make it easier to
Present many specific
details.
Present extensive or
complex financial data.
Minimize undesirable
emotions.
2-14
Oral Messages
Make it easier to
Answer questions, resolve
conflicts, and build
consensus.
Use emotion to persuade.
Get immediate action or
response.
Focus the reader’s
attention.
Modify a proposal
unacceptable in its original
form.
2-15
Communication Channels