Class Notes 5/12/09

ESM 437 – Writing in the Workplace
5/12/09 Notes


Today’s Lesson: Audience Analysis / Email Etiquette

-3 critical pieces for effective writing:
1. Know your purpose
2. Know your audience
3. Write with clarity


Audience Analysis

Audience Analysis Steps

1. What are your audience’s needs?
-What are they like? Walk a day in their shoes. What do they wear? Eat?
2. Why are they reading/listening/participating?
-Does it benefit them? How?
-Are they curious? Passionate? Obligated?
3. What keeps them up at night? What are their concerns?
-your writing/presentation needs to be meaningful to them
-time is precious – don’t waste their time!
4. Identify desired outcome(s). How can you help solve their problem?
-Do you want to motivate? Call for action? Simply inform?
5. What do you want your audience to do?
-Apply for a job? Perform an action? Make a decision? Provide funding?
6. How might your audience resist?

Important considerations for an in-depth audience analysis

1. Each audience will have unique needs – tailor and/or frame your writing/presentation in a way that is relevant and useful for them. Performing an audience analysis will help you present your work in the most appropriate way that will ensure that your audience will be interested, learn, and fulfill your desired outcome. In other words, audience analysis helps you impart a “meaningful message” to your audience.

2. Equally important to consider is your role and goals as the writer/presenter. Ask yourself first what are my needs and goals and second how can my writing/presentation fulfill these?


Email Etiquette

To enhance clarity

1. Keep it simple!
2. Be brief (but be sure to provide adequate background and context)
3. Use bullet points where necessary
4. Consider timing. When is the best time to reach my audience and make an impact?
5. Always follow-up!

Bad news messages

1. Focus on the issues
2. Resist and ignore personal attacks
3. Always write calm!

Other tips

1. Respond to anger with kindness and appreciation – don’t burn your bridges!
2. Think of the bigger picture

Generating positive outcomes from bad

1. Consider the human element
2. Use humor (but only if you are good at it!)
3. Always end on a positive note


** Remember: anything you write can be forwarded or distributed!

-- Caitlin C. Andersen