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Audience Analysis

COM 285

Audience Analysis Audience analysis is “the process of examining information about the listeners whom you expect to hear your speech” (Audience Analysis, para 1.). In this paper, I will describe a situation in which I am presenting quarterly sales information to a group of stakeholders, salespeople, managers and customers, at an in-person meeting. I will also discuss some of the audience characteristics that I must consider, along with finding the appropriate communication channels to use. I will also discuss some factors to consider when given the diversity of the group, and how to ensure that my message that I will be giving is effective. According to Locker and Keinzler (2008), the first step in analyzing an audience is to determine who the audience is. Identifying the audience and their motivations will assist you in learning how to reach them, and what messages to use to accomplish the task (Locker & Keinzler, 2008).

Audience Characteristics Determine my Audience. The first step in developing my presentation, I will have to determine who my audience is. This is to ensure that I deliver an effective and clear presentation, with the focus on who is receiving the message. I am already aware that the audience consists of stakeholders, managers, salespeople, and customers. Therefore, given the audience, I can presume that I will be expecting a diverse group of people attending my presentation. Some of the characteristics I will have to consider may be demographic, to include age, sex orientation, ethnical backgrounds, or even occupations (THE UNIVERSITY OF SOUTHERN MISSISSIPPI, n.d.). Gathering this type of information is considered demographic analysis (Skinner & Windley, 2010). I will also have to determine the group’s specific interest in the information that I will be providing in my quarterly sales presentation. Communication Channels Determining the appropriate communication channel is another important part of my presentation. Initially, I’d like to identify what technological means that I want to use, to ensure that I use the most effective means of communication to distribute my message (Locker & Keinzler, 2008). I want to state my objective effectively so that my audience can understand the information that I am providing clearly. I also want the method to be efficient, to use the most inexpensive, but effective means of communication, without wasting valuable resources, if possible (Locker & Keinzler, 2008). My channel of communication is based on the groups who my audience is associated with. It is probably safe to assume that the “stakeholders” could consist of internal or external personnel, who may have some type of financial interest in the company. It is likely that the “managers” may consist of several of my superiors. The “salespeople” may be a combination of my peers, managers, and subordinates, and the “customers” are more likely to be external clients to the company. This is how I will determine the “flow chart” of communication (Locker & Keinzler, 2008). So based on this analysis, I will channel my communication strategy to highlight the items that will relate to each specific group, while satisfying their informational needs and interest in the quarterly sales numbers.

Audience Diversity Considerations. Some of the considerations I have to keep in mind with a diverse audience are each individual’s unique characteristics or interest (Skinner & Windley, 2010). In this particular presentation, which is based on quarterly sales information, I don’t believe that there is any information involved that could be offensive. Therefore, I may focus more on the education level of the audience, whereas a stakeholder or salesperson may be more familiar with our company’s terminology than someone in the audience who is a customer or client. Each member of the audience may benefit differently from the message that I present. Giving the possibility of diversity of the audience, I will attempt to “bond with them from the very beginning” (Audience Anaylsis, para 7). I will find a creative way of clearly displaying the positive effect that our quarterly numbers will have on each member of the audience. Ultimately, with a good and effective presentation, I can build a sense of goodwill with my diverse audience (Locker & Keinzler, 2008). . An Effective Message To ensure that the message that I am giving is effective, I must first understand the purpose. “The purpose of giving a speech is to give the audience something valuable” (Audience Analysis, para 1). Once I have determined the audience that I am speaking to, and what I want them to know or believe; I can “present the information in a way that will best convey my message” (Audience Analysis, para 2). I believe that the most important part of relaying an effective message to an audience is the preparation. I will have to make sure that I work on my presentation skills, including the delivery, to ensure that I don’t risk losing my audience at anytime during the meeting. Adapting to the Audience. Adapting to the audience is an important part of delivering an effective message. I will have to make sure that I speak clearly, and “talk to the audience, and not at them” (Audience Analysis, para 9). As stated earlier, by determining the demographics of my audience (through research), I can define certain basic terms in detail, or go in depth depending on the knowledge of the subject the audience already has (THE UNIVERSITY OF SOUTHERN MISSISSIPPI, n.d). Presentation Skills. Developing good presentations skills help with the delivery of an effective message to any audience. According to Lynch and Golen (2000), some of the key points to developing a good presentation include: Identify the objective of the presentation and supporting points, organizing content, use visual aids, and keep it short and simple. By allowing my voice, facial expression, gestures, and eye contact to communicate with the audience, I will have a better chance of keeping their attention, and have them believe in my message (Lynch & Golen, 2000). Conclusion Throughout this paper, I have discussed the importance of identifying my audience, and their characteristics to consider in the process of conduct an effective and an efficient presentation. Through research, I have also learned the importance of using the appropriate communication channels, when giving a presentation to a diverse group of people to ensure that my message is persuasive, clear, and promotes good faith.


Locker, K., & Keinzler, D. (2008). Business & Administrative Communication. Retrieved from private site.

Lynch, D., & Golen, S. (2000). Winning Presentations. Practical Accountant, 33(9), 10. url: live Skinner, M., & Windley, C. (2010). Read: Selecting a Topic. Retrieved from:

THE UNIVERSITY OF SOUTHERN MISSISSIPPI. (n.d.). Audience Analysis. Retrieved from…...

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