Audience Characteristics

In: Business and Management

Submitted By marley79
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Audience Communication

Audiences can be categorised by many different characteristics – those features that make them different to other people. It is important to keep the characteristics and needs of your audience in mind. Business communications that require an audience will have professionals with different knowledge and interest levels. General characteristics of any audience will always be age, gender, sex, and language skills. These characteristics will also define the diversity of the audience. To communicate an effective presentation to a general audience the presenter must not assume that all members of the audience speak fluent English, have the same knowledge and skill levels. Most presentations to a general audience will try to use an “all things for all people approach (Locker & Kienzler, 2008). This approach will end up under serving the general audience because of its broad assumptions and lack of detail to any specific characteristic. To effectively communicate to a group the presenter must analyse his or her audience as a group not as individuals (Locker & Kienzler, 2008). Demographic and psychographic characteristics will need to be analysed. Demographic characteristics will tell the presenter where his or her audience lives and the combination of demographic, psychographic profiles of the audience. Psychographic characteristics focus on the qualitative traits of the audience. Such traits will include values, beliefs, goal and lifestyles (Locker & Kienzler, 2008). Business meetings that gather and review quarterly sales information will need a professional presenter. The presenter must first prepare his or her information based on his or her audience. The audience will consist of different types of people who need to know different amounts of information, in different levels of detail. In a quarterly review of…...

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