“When we communicate with other people, we are usually guided by some purpose, goal, or aim.” (Zimmerman).
Communication, from the earliest forms in history to our current practices using the most advanced technology, has been driven by a purpose. We tend to think of communication as written; however, it comes in many formats such as visual, non-verbal and verbal. Effective communication considers purpose and audience. As Zimmerman points out on the Colorado State University writing guide website, often times the audience will drive the development and presentation of the communication. Therefore, the well planned communication analyzes both purpose and audience. (Zimmerman).
Purpose
When considering purpose, many types come to mind and can be presented in different manners. For instance, persuasive communication can be demonstrated through emotional tactics, arguing and selling. We see this everywhere in our daily lives. Teenagers seem well versed in the area of persuasive communication. Other purposes include informing, entertaining or a combination of purposes. Once the purpose is established, communication is well on it’s way. However, purpose does not stand alone as an isolated focus.
Audience
As stated in the online article, “Audience Strategy for all Professional Business Communication”, “The idea behind an audience-strategy approach is simple: always focus your message on the needs and goals of your audience.” (www.mgt.ncsu.edu) The receiver, known as the audience, of any communication is crucial when developing effective communication. Many things need to be evaluated within the audience. Factors such as culture, age, group size, educational level and even gender will determine how communication is presented. In our virtual communication world of today, we are often unaware of our audience profile. As communicators, we must keep in mind that our writings can reach many different audiences very quickly and has the potential of both a positive and negative impact.
Application
Applying the combined focus of purpose and audience is not easy; however we do have the opportunity to practice this skill in our everyday lives. Just this week I spoke to our teenage daughter about personal appearance when seeking employment. She isn’t ready to seek outside employment but it was a teaching moment. I explained how the jeans and black fingernail polish communicates one thing to her peers but quite another message is sent to a business owner. I also pointed out that such a personal appearance might be welcomed at one business type but not all. This example of visual communication, for the purpose of seeking employment as applied to different audiences, is a simple demonstration of the practicality of purpose and audience. The key to successful and effective communication is to focus on both aspects while rushing through our busy lives.
References:
Audience Strategy for all Professional Business Communication, Retrieved
February 21, 2011 from the World Wide Web:
http://tinyurl.com/6fetx7t
Zimmerman, D. (2011) Retrieved February 20, 2011 from the World
Wide Web: http://tinyurl.com/6popvw3
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