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1 2-2 Short Paper: The Strategic Communication Process: Audience Analysis Tequila Higgins Communications Department, Southern New Hampshire University COM 620 - Strategic Com in a New Age Professor Anthony Knopps October 1, 2023
2 2-2 Short Paper: The Strategic Communication Process: Audience Analysis Modern organizational success depends critically on strategic communication, which includes the formulation and delivery of messages that are consistent with the mission and values of the business. A strategic communication best practice that makes sure communications effectively resonant with the intended recipients in this situation is audience analysis. By evaluating essential components, cross-cultural communication, and their integration into the strategic communication framework, this paper tries to clarify the importance of audience analysis. Audience Analysis When analyzing an audience, generational distinctions are crucial. To create messages that are relevant to each generation, it is crucial to understand their preferences, values, and communication preferences. As stated by Zerfass et al. (2018), "Generational nuances influence how messages are received and should be considered when communicating with diverse audiences." Age, gender, income, and education are just a few demographic indicators that offer important clues about the make-up of an audience. Demographic information is crucial for adjusting communication techniques, according to Veltsos and Hynes (2021). According to Veltsos and Hynes (2021), "Demographic information helps in targeting specific audience segments with tailored messages." According to Sinclair (2021), "Adapting communication strategies to the specific context ensures relevance and impact." Situational and contextual elements include the setting in which communication occurs. Whether it's a normal report, a crisis, or a happy occasion, the context has a big impact on how messages are understood.
3 In audience analysis, the choice of technology and communication channels is crucial. The top 10 best practices in strategic communications for 2017 stress the significance of choosing the appropriate channels to successfully address various audience segments. They claim that "choosing appropriate channels is crucial for effective communication in today's digital landscape." The attitudes and values of audience members shape who they are as people and affect how they perceive communications. The importance of matching messaging with the audience's shared beliefs and ideas is stressed by Argenti, Howell, and Beck (2005). The maxim is that "messages should resonate with the audience's beliefs and values for maximum impact" (Argenti et al., 2005). Cross-Cultural Communication and Analysis To promote efficient communication, cross-cultural communication entails identifying and addressing cultural differences. Cross-cultural communication can be hampered by ethnocentrism, the conviction that one's own culture is superior (Guy-Evans, 2023). Organizations must conduct thorough cross-cultural analysis to address this issue, taking into account elements including language, conventions, values, and communication styles. Failure to do so may result in misunderstandings and misinterpretations, which could be detrimental to relationships and the reputation of the organization. Integration and Application The strategic communication framework must incorporate audience analysis and cross- cultural communication if it is to be successful. Conger's theories on persuasion place a strong emphasis on establishing credibility, trust, and emotional appeal in communication.
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