the

audience

Question

De Mesa, ACM.
Erezo NR.
Mangcoy, AJ.
Oliveros, JPD.

What is an audience?
People or market segment at whom an advertising
message or campaign is aimed
Total number of readers, listeners, or viewers reached
by a particular medium
People you want to educate or persuade

Types of Audiences
THE EXPERTS
Have a substantial amount of knowledge on the
subject matter you are writing about
With a lot of work experience
No need to cover the beginner basics of the subject
material can get right to the nitty-gritty of what
you are doing

Types of Audiences
THE LAYPEOPLE (NON-SPECIALIST)
Have virtually no knowledge about the topic you are
writing about
Writer must cover all the basic details of the subject
Technical terms will need to be well defined

Types of Audiences
THE MANAGERS (EXECUTIVES)
Have decision-making powers greater than yours
from a professional standpoint
Must show the readers you have an informed
personal expertise on the subject materials being
discussed
Want to see a narrative that is respectful of the
greater decision-making power that is held

Types of Audiences
THE TECHNICIANS
Audience in writing want to see the technical details
in the words being offered
Want things to make logical sense
Avoid putting in twists and turns at the end of your
content if targeting this audience so you won`t drive
readers away by creating something that doesn`t
make sense.

Types of Audiences
THE HYBRIDS
Combination of Managers and Experts
Know a lot about what you are writing about and
they have high levels of decision-making power
Writing be a complex and methodical process that
forces you to focus on facts and provable opinions
Every sentence every word must either move the
narrative forward or add depth to it

State the difference.

State the difference.

CAPTIVE AUDIENCE

NON-CAPTIVE AUDIENCE

Captive vs Non-captive

INVOLUNTARY AUDIENCE
Nagstay ka kasi kailangan.

VOLUNTARY AUDIENCE
Nagstay ka kasi ginusto
mo.

Captive vs Non-captive
TIME COMMITMENT IS
FIXED

NO TIME COMMITMENT

Kahit ayaw mo na, wala

Pwede kang umalis anytime

you want.

kang magagawa.

Captive vs Non-captive
EXTERNAL REWARDS ARE
IMPORTANT

EXTERNAL REWARDS ARE

NOT IMPORTANT

Andito ako kasi may

Andito ako dahil ginusto

ko.

kailangan ko.

Captive vs Non-captive

MUST PAY ATTENTION

Makinig ka, required e.

DO NOT HAVE TO PAY

ATTENTION
Kahit kaunting pagtingin
lang, please.

Captive vs Non-captive

WILL ACCEPT A FORMAL,

ACADEMIC APPROACH
Mataas ang standards.

EXPECT AN INFORMAL
ATMOSPHERE AND A
NONACADEMIC
APPROACH
Any will do.

Captive vs Non-captive

WILL ACCEPT A FORMAL,

ACADEMIC APPROACH
Mataas ang standards.

EXPECT AN INFORMAL
ATMOSPHERE AND A
NONACADEMIC
APPROACH
Any will do.

Captive vs Non-captive
WILL MAKE AN EFFORT
TO PAY ATTENTION, EVEN
IF BORED
Kahit ayaw mo na, wala
kang magagawa.

WILL SWITCH ATTENTION

IF BORED
Sige, umalis ka. Okay lang.
Hindi ka naman committed in
the first place e.

Captive vs Non-captive

Captive vs Non-captive

Primary Audience
The one whom the author addresses or who requested
the document
Those who receive the communication directly
The decision-maker and/or decision-making body

Secondary Audience
Also called hidden
Includes anyone who may indirectly receive a copy of
the communication
Group(s) of people that you identify, educate and
activate to influence the primary audience
Comprises of those who need information just to know
what`s going on or act in a supervisory or advisory
role

Secondary Audience
For example, your organization seeks to utilize some of
its resources to develop tangible programs that K-12
students in your school district can participate in and
reap valuable educational experiences.

Secondary Audience
The primary audience might be the county school board,
if that is the decision-making body that designs the
public school curriculum and allocates the funding and
teachers for such programs.
The secondary audience could include the PTA, parents,
students, faculty groups, and business groups that
understand the critical thinking, problem solving and
leadership skills provided by comprehensive and fully
integrated programs.

Tertiary Audience
May have an interest in the subject matter. Readers in
this group often act as evaluators of the information.
Specific focus group, such as homeschooler, teachers,
youth group leaders, and so on.
Those who may have distant interest in a message,
and often these persons might be outside of a
workplace community

Real Audience
Who is most likely going to read your writing
In many situations, your real audience is whoever ends
up marking your work
Sometimes it may also include people who proofread
it, such as friends or parents
The entire group of people who may intentionally or
unintentionally access a piece of information

Intended Audience
The group of people that you are targeting your piece
of writing at.
the demographics of people that a product or service
is designed for.

Write for your Audience

Meeting audience`s needs
Audience Analysis
Creating an audience profile

Meeting Audience`s Needs

To be an effective writer, you must use languagethat
is audience-centered, not writer-centered.
Audience awareness is one of the major keys to
effective writing.
Figure outwho your audience isandwhat specific
needs they might have.

Meeting Audience`s Needs

Document organization requires thinking about the

readers' expected usage patterns and needs.

Meeting Audience`s Needs

Two factors make organizing a document a
challenge.
Second, to be sure
First,
the
that
readers
organization must be
understand
the
intuitive.
A
reader
organization
the
must
be
able
to
author must decide
understand this plan by
simply
reading
the
how to guide readers
through
the
document
without
further explanation.
document.

Meeting Audience`s Needs

What is the relationship between the writer and

the reader?

Meeting Audience`s Needs

Is the audience likely to agree or disagree with

you?

Meeting Audience`s Needs

Avoid telling an audience that their opinion is

wrong or incorrect; instead, try to communicate
why a change of opinion would be beneficial to
them.

Meeting Audience`s Needs

What will the reader do with the information?

Audience Analysis
In few words, audience analysis is to know more
about your end-users.
Audience Analysis is the task to identify your
target audience to make sure that the
information provided in the end-user
documentation is suitable for satisfying their
information requirements.

Audience Analysis
Why should you conduct Audience Analysis?
needs
AUDIENCE

different
people

expectations

Audience Analysis

Knowing your audience lets you refine the subject

matter so that it matches the readers needs. If you
dont know who youre writing to, then you cant
achieve this.
Understanding your audience is the first step towards
creating a healthy document. Before you start writing,
define what the audience expects from the document.
Imagine how readers will use it.

Formal Audience Analysis

During formal analysis:
Conduct surveys,
Use structured interviews,
Gather questionnaires.
Some organizations often do formal analyses as part of
marketing planning.

Informal Audience Analysis

Gather information about the audience by talking with
people who will read the final document. For example,
when writing
Product documentation, talk to people who use the
product (or a similar product).
An article for a periodical or journal, talk to people who
read that publication. Especially talk to those who
have published in that or similar periodicals.

Audience Analysis
IDENTIFYING AUDIENCE CHARACTERISTICS
Identify the audience characteristics and remember them while
writing. Before you begin writing consider such important
audience characteristics as

Educational and professional background,

Knowledge and experience levels,
English-language ability,
Reading situation.

Audience Analysis
IDENTIFYING AUDIENCE OBJECTIVES AND NEEDS
Use audience objectives and needs to shape how you approach
the document:
Objectives reflect what the audience wants to do after reading
the document; for example, install a videotape recorder.
Needs indicate questions the audience will have that the
document should answer. Readers may not even know they will
ask these questions, but the writer must anticipate them--and
supply answers.

Audience Analysis
IDENTIFYING AUDIENCE OBJECTIVES AND NEEDS
Audience objectives may be long-term, short-term, personal, or
job-related. They may or may not be directly related to the
document.
Note that most technical documentation is written for readers
with job-related objectives. Identify those objectives. Find out
whether the audience will read the document to do a task, or to
expand its knowledge.

Audience Analysis
ADDRESSING DIVERSE AUDIENCES
To satisfy a diverse audience's needs, address both different
experience levels and different goals.

Audience Analysis
ADDRESSING DIVERSE AUDIENCES
Follow these general guidelines when writing for multiple
audiences:
Rank goals in terms of the questions the document must
answer first, second, third, etc.
Write for one audience group at a time, and indicate which
group you are addressing. Expect that any other audiences
may need the same information.

Audience Analysis
Produce one document for all groups, or divide the information
into more than one document.
Include navigation aids--tables of contents and lists of figures
and tables, page headers and footers, headings within the text,
appendices, tab dividers, etc.--to make information easy to
find.

Creating An Audience Profile

Use the audience characteristics, objectives, and needs to develop an
audience profile, or of each subgroup of a diverse audience. To create the
profile:
Group related features in a written sketch of the typical reader,
For a diverse audience, do a profile for each kind of reader,
Form mental images of these composite people,
Get to know the profiles before writing anything,
Plan the document for typical readers and write to them,
Provide the kind of information and presentation the readers need to
achieve their goals.

Group Discussion

Anong narealize mo today?

the

audience

Question

De Mesa, ACM.
Erezo NR.
Mangcoy, AJ.
Oliveros, JPD.