Audience Analysis
Description
Read the Audience Analysis, Weymouth Case 3.1 in Chapter 3, Management Communications: Principles and Practice, (3rd ed.) Hattersley — and evaluate this case. Among you own observations, include in your analysis answers to the following questions:
- What audiences need to be addressed in Weymouth communications plan?
- Is Weymouth Telling, Selling, Consulting or Joining? (see p.41 in the text)
- Can we speculate about their likely response to Weymouth message?
- Are there ‘benefits’ or ‘features’ that need to be communicated?
- Who should sign the communication?
Put yourself in Harrison’s place and write a two page memo to the company’s salaried staff explaining the actions to be taken and the reasons why. In your memo, use the Audience Analysis insights provided in the chapter. In particular, should Harrison’s memo “tell, sell, consult or join” as outlined in the chart on p. 41 of the text? The chapter is attached below.
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