Audience Analysis due 2/20/2017 at 10am Eastern Time
Audience Analysis
YOUR NEED(S)
Have COO understand, from a big picture view, what the data say about United vs its competitor in terms of arrival and departure delays
Have the COO perceive that I am competent and am adding value to the comjpany
THEIR WANT(S)
| SITUATION: Memo to COO | |||
| AUDIENCE CHARACTERISTICS | AUDIENCE CHARACTERISTICS | COMMUNICATION STRATEGY | |
| Primary Audience | COO of United Airlines | Impatient, keep it short and to the point | |
| Demographic | |||
| Age |
| More conservative, formal language | |
| Gender | Probably male, but don’t be surprised. If female, assume younger and smarter | Either gender, need to be professional with little “small talk” | |
| Culture, Religion, Belief Structure | Chicago is HQ, so assume mid-West background which is more conservative than East Coast | Conservative, maybe a need to address “show me” attitude | |
| Group Membership(s) | Unknown, but probably belongs to one or more trade organizations. May have seen similar data elsewhere | Assume COO has benchmark data. Need to stick to what my data says | |
| Education | MBA | Need to show my knowledge of statistics and assume COO is quite knowledgeable, too | |
| Occupation | Logistics, but COO might be a stepping stone | It’s all about identifying delays and, eventually, decreasing them | |
| Psychographic: | |||
| Opinions, Attitudes, Values, Beliefs | Values evidence in making decisions, needs proof to be solid before acting Believes United is the better airline | Stay within the data; don’t stretch it to be more than it is. Don’t speculate | |
| Pre-Existing Notions of Topic | Maybe skeptical about data sources or data collection method | Little is mentioned in my data set description. Best to say what is known and don’t speculate. Know limitations of data. May want to state these | |
| Pre-Existing Notions about Me | Assuming limited exposure. My credibility, if any, comes from my supervisor | Memo needs to be perfect—no noise—or all the credibility of my analysis will be lost | |
| Situational Analysis: | |||
| Occasion | Memo requested by COO | Mention request in opening paragraph | |
| Audience Size | Probably 1 but COO may share with others | Assume it will be shared, do not refer to anything that would compromise COO | |
| Voluntariness of Audience | |||
| Expectations | At a minimum, solid data; maximum, a eureka moment on how to sustain an advantage | We don’t have one. Need to position as solid evidence that should be combines with other data COO may have or want to get | |
| Physical Setting | HQ office | Probably Word document attached to e-mail with an interoffice hardcopy | |
Bottom line so far is that I need to be professional, know what I am talking about, stay within the data and not speculate, tell the story quickly, maybe ion one page plus appendixes
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