Persuasion itself is challenging, but it is even more difficult when the audienc

Question

Persuasion itself is challenging, but it is even more difficult when the audience includes several people.

Primary audiences are often the decision makers, and secondary audiences include those with an interest in the decision and, perhaps, influence over the decision.

In this exercise, students will develop their skills at identifying multiple audiences for a message. The students may work in small groups or as a class. Provide the following scenario:

In response to federal and local initiatives to reduce childhood obesity, a large soft drink company plans to introduce a line of naturally sweetened carbonated beverages.

Most of the sales messages will be directed at the soft drink-consuming public, but to whom else will the company want to address messages?

Which are the primary and the secondary audiences?

How will the messages vary for those audiences? (The list will include outlets that stock the beverages, such as grocery and convenience stores, parents, schools that have vending machines, and government officials involved in obesity-reducing initiatives

Explanation / Answer

The Message to be communicated: A large soft drink company plans to introduce a line of naturally sweetened carbonated beverages which is in response to federal and local initiatives to reduce childhood obesity.

Primary Audiences: They key decision makers of the organization starting from CEO, the board of directors, President of the unit, functional and non-functional leaders, Shareholders, Stakeholders, Suppliers, Investors etc.,

Secondary Audiences: Consumers, Whole Salers, Retailers, Sales and Marketing team, Advertising unit, Grocery stores, general public, schools, colleges, government institutes, private organizations, local unions, welfare communities, child care hospitals, obesity reduction centers etc.,

How will the messages vary for those audiences:

For the Primary audience, the communication is primarily for the change management, organizational changes that lead to change in their production planning, quality of services, modifications in the workflow, to manage investor relations, exhibiting corporate social responsibility etc., from the organization perspective.

For Secondary audience, the communication is keenly about how this change will have an impact on the end user, in what way general public will be benefited, how this is going to ensure improvement in health thereby addresses the obesity problem etc.,

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