Assignment Instructions:

Complete this assignment using a desktop publishing program/word processor (like MS Word).
prepare no more than two pages of total original content, single spaced within a paragraph and double spaced in between paragraphs
Format the document as a memo (directed to your instructor)

Description:

Communicating information that satisfies the needs of an audience (also known as readers or users) is one of the basic tenets of professional communication. To learn what these needs are, you must analyze your audience as one of your first steps in planning a document. You can classify your audience into two broad groups: primary and secondary.

The primary audience is the group to whom the document is directed. This group consists of the document's main recipients, who have a direct role in responding to the document.

The secondary audience consists of readers who are interested in the document or who may use the information in it or both. This group may not be at a decision making level; however, this group will use the material directly.

Think about your readers' knowledge of the topic about which you are going to prepare. Think about their education as well as their viewpoint on the topic. What is your readers' basic position, and what will they want to gain from your presentation?

Prepare a memo report addressed to your instructor that describes the audience for your final project deliverable. Do not merely list answers to the various audience analysis problems. Your report is based on the profile you develop of your audience using the following resources:

Audience Analysis problems Module 2 (see bottom of this post for audience problems).
Chapter 3 in your text

Your discussion should include your primary and secondary audience, audiences' needs, attitudes, expectations, and use of the document.

Note: Be sure to clearly identify your topic in the introduction. Employ the conventions of good workplace writing such as listing, headings, chunking, and active voice.

Audience Analysis problems

Who are the members of your primary audience? To whom are you specifically writing your document?
Who are the members of your secondary audience? In addition to your primary audience, who else might read your document?
What is the purpose of the document?
What is your audience's educational background?
What are the job responsibilities of your audience?
What are the ages and genders of your audience?
What is your audience's ethnic background?
Does your audience have cultural characteristics and conventions for you to consider in preparing text or graphics?
Does your audience have religious beliefs for you to consider?
Does your audience have disabilities of which you should be mindful?
What does your audience already know about the topic?
What information does your audience need on the topic?
What is your audience's level of interest in the topic?
What are your audience's attitudes toward the topic?
What are your audience's attitudes toward you, your approach to writing a document, or documentation in general?
Does your audience have preferences or biases that you should consider? If so, what are they?
What are your audience's expectations about the document you are writing?
How will your audience use the document?
What do you know about the physical environment in which your audience will use the document?
Do you need to consider any ethical or legal issues related to the audience? If so, what are they?
Where did the idea for the document come from, and will that information be relevant to your audience?

Audience Analysis Rubric
Element
Possible Points
Earned Points
Primary audience

Document presents a thorough analysis of the following elements in regards to the primary audience:

Stake in the topic
Need for this information
Attitude about this project
Expectations for this project
Prior knowledge/familiarity
Education level
Preconceived notions or biases
Secondary Audience
Document presents a thorough analysis of the following elements in regards to the secondary audience:

Stake in the topic
Need for this information
Attitude about this project
Expectations for this project
Prior knowledge/familiarity
Education level
Preconceived notions or biases

adapted from Julie Moss



ex:

Southern Styles, Inc.

TO: Professor Wendy McDonough

FROM: xxx

SUBJECT: Business Expansion in Singapore

Beginning November 1, 2011, Southern Styles, Inc. will start a new chapter in our successful and growing company. We are beginning to expand business to Singapore. In just a few short weeks, a presentation will be delivered to a wide audience of our business executives. The presentation will discuss key insights into conducting business in Singapore. The presentation will be informative, detailed, and very visually attractive and will provide the audience with a wealth of knowledge regarding the business expansion and future company goals. The following outline for an audience analysis is necessary to address both the needs of the company and the audience needs.

Primary Audience

The primary audience will include higher executives of the company, such as the President and other heads of departments such as Legal, Finance, Marketing, and Accounting. The primary audience will be extremely familiar with both company information and business terminology. In addition, many lead executives will have experience and knowledge with traveling to other countries for business. The primary audience will also expect a detailed presentation and both practical and informative information regarding both business and traveling to Singapore. 

Secondary Audience

In addition, the presentation will include other company employees that will benefit from the knowledge or may just want to be informed with the expansion news. Various management positions, the company CEO, and other long term lead employees will be included in the secondary audience. This audience will mostly listen and view the presentation to be informed of the expansion details.

Overall, the audience will use the information from this project to conduct business in Singapore in an effective and productive manner. The information will help address certain business issues, business goals, the Singapore culture, communication with the four official languages in Singapore, and travel information. The presentation will address key insights into conducting business in Singapore, while informing the audience of Singapore cultures, business styles, language communication, and other information that is needed when expanding business to a foreign country.

ex 2

TO: Julie Moss, Professor
FROM: Jane Smith,
SUBJECT: Audience Analysis for the Final Project


This memo provides information about the audience analysis for my final project. I will prepare a report reviewing the cultural aspects of conducting business in Trinidad and Tobago.


Primary Audience: This audience consists of top level executives who make decisions that affect the entire company as a whole. They are responsible for devising strategies and formulating policies to ensure that all goals and objectives are met. They include the Chief Executive Officer, Chief Operating Officer, Chief Information Officer, Chairperson of the Board, President, and Vice president. This group consists of motivated readers who are in need of the report to make important business decisions. These readers have the most influence.

Secondary Audience: This audience consists of middle-level managers who are responsible for carrying out the goals set by top management. They include the General Manager, Regional Manager, Vice President of Sales, Vice President of Marketing, Vice President of Operations, Quality Control Director, and Information Technology Director. This group will not be making decisions based on the report. However, they do influence the target audience as they may make comments on the report.

Education: The educational background of the primary and secondary audience includes a mix of Bachelor's and Master's degrees in Business Administration, Liberal Arts, Accounting, Marketing and Information Science. Other qualifications include credentials like Certified Manager (CM), Certified Management Accountant (CMA) and Certificate in Financial Management (CF). Both groups display the ability to analyze large amounts of information and data quickly and the ability to evaluate the relationships among numerous factors.

Age & Ethnicity: The primary audience is made up of Caucasian males from the United States; however the secondary audience is more diverse. Although this group is largely Caucasian males, it does include an African American, a Latin American and females. They all have over ten years experience in their individual positions and range in age from 40 - 57 years old.

Knowledge & Experience: The primary audience has intermediate knowledge of the topic. On the other hand, the secondary audience is classified as novices on the subject. In order to address the needs of both groups there will be an overview of all key concepts and a reference table that will be useful to those who are more knowledgeable on the topic. This will not only serve as a refresher for the primary audience it will also allow them to access new information quickly and ultimately get everyone on the same page.

Audience Needs, Attitudes and Interest Level: The primary audience shows a high level of interest in the subject. The report needs to provide them with key insights into conducting
business in Trinidad and Tobago. More specifically they need details about the economic, political and social environment in the country. The challenge here is to provide details that will let them see how much risk is involved in doing business in this country. In addition, how changes in these risk factors will affect profitability.

There is a mix of opinions towards the topic. The primary audience believes that doing business in Trinidad and Tobago could be extremely profitable for the company. However, the secondary audience is split on this subject. Some are totally against the idea because of what they have heard regarding crime and politics in the country. The remainder is undecided at this point.

Audience Expectations: The main purpose for this document is to educate the audience about Trinidad and Tobago. They expect a factual report that sheds light on the economic, political and social environment in Trinidad and Tobago. They need this report to gain an insight into the country and to help them make business decisions that will affect the entire company.

Audience Attitude to the preparer: Both the primary and secondary audience believes in the creditability of the preparer. They know that the preparer is knowledgeable on the subject.