2.3 Getting to Know Your Audience
Writing to your audience’s expectations is key to your success, but how do you get a sense of your readers? Research, time, and effort. At first glance, you may think you know your audience, but if you dig a little deeper you will learn more about them and become a better speaker.
Figure 2.4, below is often called the iceberg model. When you see an iceberg in the ocean, the great majority of its size and depth lie below your level of visual awareness. When you write a document or give a presentation, each person in your reading or listening audience is like the tip of an iceberg. You may perceive people of different ages, races, ethnicities, and genders, but those are only surface characteristics. This is your challenge. When you communicate with a diverse audience, you are engaging in intercultural communication. The more you learn about the audience, the better you will be able to navigate the waters, and your communication interactions, safely, and effectively.
Theodore Roosevelt pointed out that “the most important single ingredient in the formula of success is knowing how to get along with people.” Knowing your audience well before you speak is essential. Here are a few questions to help guide you in learning more about your audience:
- How big is the audience?
- What are their backgrounds, gender, age, jobs, education, and/or interests?
- Do they already know about your topic? If so, how much?
- Will other materials be presented or available? If so, what are they, what do they cover, and how do they relate to your message?
- How much time is allotted for your presentation, or how much space do you have for your written document? Will your document or presentation stand-alone or do you have the option of adding visuals, audio-visual aids, or links?
Demographic Traits
Demographic traits refer to the characteristics that make someone an individual, but that he or she has in common with others. Imagine that you are writing a report on the health risks associated with smoking. To get your message across to an audience of twelve-year-olds, clearly, you would use different language and different examples than what you would use for an audience of adults aged fifty-five and older.
Tailor your message to your audience
Writing for readers in the insurance industry, you would likely choose examples of how insurance claims are affected by whether or not a policyholder smokes, whereas if you were writing for readers who are athletes, you would focus on how the human body reacts to tobacco.
Audiences tend to be interested in messages that relate to their interests, needs, goals, and motivations. Demographic traits can give us insight into our audience and allow for an audience-centred approach to your assignment that will make you a more effective communicator (Beebe & Beebe, 1997).
Improving Your Perceptions of Your Audience
The better you can understand your audience, the better you can tailor your communications to reach them. To understand them, a key step is to perceive clearly who they are, what they are interested in, what they need, and what motivates them. This ability to perceive is important with audience members from distinct groups, generations, and even cultures. William Seiler and Melissa Beall offer us six ways to improve our perceptions, and therefore improve our communication, particularly in public speaking; they are listed in Table 2.1 below.
| Perceptual Strategy | Explanation |
|---|---|
| Become an active perceiver | You need to actively seek out as much information as possible. Placing yourself in a new culture, group, or co-culture can often expand your understanding. |
| Recognize each person’s unique frame of reference | You and others perceive the world differently. Recognize that even though you may interact with two people from the same culture, they are individuals with their own set of experiences, values, and interests. |
| Recognize that people, objects, and situations change | The world is changing and so is each individual. Recognizing that people and cultures, like the communication process itself, are dynamic and ever-changing can improve your intercultural communication. |
| Become aware of the role perceptions play in communication | Perception is an important aspect of the communication process. Understanding that your perceptions are not the only ones possible can limit ethnocentrism and improve intercultural communication. |
| Keep an open mind | The adage “A mind is like a parachute—it works best when open” holds true. Being open to differences can improve intercultural communication. |
| Check your perceptions | By learning to observe, and acknowledging your perceptions, you can avoid assumptions, expand your understanding, and improve your ability to communicate across cultures. |
Fairness in Communication
Consider that your audience has several expectations of you. No doubt you have sat through a speech or classroom lecture where you asked yourself, “Why should I listen?” You have probably been assigned to read a document or chapter and found yourself wondering, “What does this have to do with me?” These questions are normal and natural for audiences, but people seldom actually state these questions in so many words or say them out loud.
In a report on intercultural communication, V. Lynn Tyler offered insight into these audience expectations, which were summarized as the need to be fair to your audience. One key fairness principle is reciprocity or a relationship of mutual exchange and interdependence. Reciprocity has four main components: mutuality, non-judgmentalism, honesty, and respect.
Mutuality means that the speaker searches for common ground and understanding with his or her audience, establishing this space, and building on it throughout the speech. This involves examining viewpoints other than your own and taking steps to ensure the speech integrates an inclusive, accessible format rather than an ethnocentric one.
Nonjudgmentalism involves a willingness to examine diverse ideas and viewpoints. A nonjudgmental communicator is open-minded and able to accept ideas that may be strongly opposed to his or her own beliefs and values.
Another aspect of fairness in communication is honesty: stating the truth as you perceive it. When you communicate honestly, you provide supporting and clarifying information and give credit to the sources where you obtained the information. In addition, if there is significant evidence opposing your viewpoint, you acknowledge this and avoid concealing it from your audience.
Finally, fairness involves respect for the audience and individual members—recognizing that each person has basic rights and is worthy of courtesy. Consider these expectations of fairness when designing your message and you will more thoroughly engage your audience.
To summarize this section, as a presenter or communicator it’s very important to understand your audience. You can learn about their demographic traits, such as age, gender, and employment status, as these help determine their interests, needs, and goals. In addition, you can become more aware of your perceptions and theirs, and practice fairness in your communications.
“19 Getting to Know Your Audience” from Communication for Business Professionals by eCampusOntario is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
