The_Essential_Manager_s_Handbook

250 / UNDERSTANDING COMMUNICATION SKILLS

Matching the message

Hitting the right

knowledge level

A thorough knowledge of what your

audience already knows about

your subject is useful in a number

of ways. First, it tells you where

to begin. Don’t speak down to the

audience by explaining fundamentals

they already understand. Second,

don’t start above their heads. Begin

at a point they are comfortable with

and move on from there.

Managing conflict

Even more important than what the

audience knows about your subject is

how they feel about it. What they know

about taxation is far less relevant than

how they feel about it when they listen

to a talk about tax reform. You need to

tailor your words carefully to what the

emotional response of your audience is

likely to be. The greater the degree of

ego involvement (or emotional response)

to a given topic, the narrower the range

Once you know something about the individuals who make up your

audience, begin to think about how to approach them. You’ll need

a strategy to help devise the right message and to choose the most

effective method of communication for your audience.

Establishing the audience’s role

Your message may

need to reach only

the audience in front

of you, or you may

be relying on those

people to pass on

the message to

others. Think about

everyone who might

see or hear your

message, including:

PRIMARY

AUDIENCE

These are the people

who will receive your

written or spoken

message directly.

Make sure that

you understand

and address their

needs, interests,

and concerns.

SECONDARY

AUDIENCE

Others might read

or hear of your

message indirectly.

Could the

communication

be given to a

reporter, union

organizer, or

competitor?

US_250-251_Matching_the_Message.indd 250 30/05/16 3:04 pm