The_Essential_Manager_s_Handbook

MATCHING THE MESSAGE / 251

>>^ Knowing as much as you can about

who will read or hear your words

>>^ Tailoring your message to^

the needs and interests of

your audience

>>^ Understanding who the key

decision-makers are, and their

criteria for making decisions

>> Knowing who is respected by

your audience and seeking their

approval for what you recommend

>>>Assuming the audience knows^

all or nothing about your subject

>>>Acting as if the audience^

already shares your ideas

and interests

>>^ Failing to check who exactly is in

your audience, and what they need

to know in order to act

>> Assuming your ideas are good

enough to stand up on their own,

and not discussing them

GETTING YOUR MESSAGE ACROSS

Do’s Don’ts

GATEKEEPERS

These are the

individuals who you

have to route your

message through,

and who might

filter or block it.

Does someone in

particular stand

between you and

the audience you

hope to reach?

OPINION

LEADERS

These are individuals

who have significant

influence over

members of the

audience. Who do

they admire or listen

to on this subject?

KEY DECISION-

MAKERS

These are people

with the power

to influence the

outcome of the

communication.

of acceptable positions open to you.

In other words, people are much

more open-minded on topics they

are indifferent about than they are on

topics they care about passionately.

If you misjudge an emotional response,

your communication will fail.

Tailor your words carefully

to what the emotional

response of your audience

is likely to be

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