| An audience is a collection of
individuals who make choices based on their needs, wants, perceptions, and expectations.
The task of the speaker is to anticipate and then adapt to those choices in order to bring
the listeners to the desired response. However, the speaker cannot address remarks to each
individual. A method of grouping them together into homogenous sub-groups is needed. |
| When you can access an audience
directly it is convenient to develop a questionnaire for gathering information about the
audience. When, as happens more frequently, you cannot access an audience directly, use
demographic data to draw inferences about what relevant subgroups of audience members know
about your subject and how they are likely to respond to your speech. |
| Action continuum analysis
helps you choose the specific purpose of the speech intelligently. The final step is to
write a goal statement. Such goals help you discover the communication strategies that are
most likely to be effective. |
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