In the Name of Allah the Most Beneficent and the Most Merciful

1. In the Name ofAllahthe MostBeneficentandthe Most Merciful

2. Organizational Communication Zia Ur Rehman National Textile University

3. THE AUDIENCE: MOTIVATION Chapter 04

4. What motivate you?

5. What Is Motivation? Willingness of action esp. in behavior; The action of motivating; Something which motivates; An incentive or reason for doing something.

6. Objectives Of The Lecture To comprehend: • How to analyze the audience? • Who are they? • What they know? • How they feel? • What can motivate the audience? • Punish/reward/ appeal to their growth needs • Character traits of audience/ need for balance

7. Communicator: Listener/Reader message Communicatorudience response Audience Environment

8. Audience • Centre your audience • You approach • Do not focus yourself • Aim message towards audience’s needs & desires • Analyzing & motivate audience, most important strategy

9. Analyze your audience? • Analyze who they are? & what they already know • WHO ARE THEY? • Audience, who will receive the message, letter or speaking at meeting • Primary audience, visualize them, how to persuade • Secondary/hidden audience, not direct but have affect

10. Secondary Audience • Someone affected by or involved with message • E.g., receiver of memos, affected by decision at meeting, approve or signing authority • Need to speak /write for primary as well as secondary audience

11. Key Audience • If primary/secondary audience in conflict • Think about key decision maker • For success, must keep in mind these people • Consider leader’s preferred style

12. Primary/secondary/key audience • Analyze, based on your personal knowledge • Know their background, ages, education level, trainings, interests and attitudes • Young vs. old experienced individuals • Know more, better to persuade

13. Unknown Audience • In business mostly communicate with unknown • Analyze their group traits instead individuals one • Include their group characteristics, norms, traditions, standards, rules & values • E.g., group of research people vs. salespersons

14. What They Know & How They Feel • Know audience’s knowledge of topic to avoid: • Over the head situation • Phrases/words/technical expertise which unfamiliar • E.g., medical terms, understood by medical experts • Provide reasonable amount of information

15. How audience feel? • Need to understand how audience feel • Their tendency, mood, opinions and attitudes • Are they in favor of, against, or indifferent to your message? • Benefit or threaten them? • Guess probable reaction to structure message

16. Motivate Your Audience • Five techniques for motivating audience: • Punish or reward • Appeal to their growth needs • Use people’s need for balance • Perform cost/benefit analysis • Be sensitive to character traits

17. Punish Or Reward • Punishment: One way of motivating people • Limited method • Walter found six reasons for its limitations: • E.g., phone use, fire but can’t watch him the whole time • Threat may stop one treat but not give desired response

18. Punish Or Reward • Stop inappropriate action even when appropriate • Stop talking friendly way with friends/clients • Produce tension, less pleasant /productive • Tend to make people dislike you • May produce counter aggression

19. Rewards Or Positive Reinforcement • Most effective way to shape behavior • Most important to audience • Some group acceptance, money, achievement

20. Rewards Or Positive Reinforcement • Must be appropriate & sincere • Thanks for a project/ successful deal/ lunch • Effective rewards must be immediate • Sometimes not trophies, pens but verbal way

21. Appeal To Their Growth Needs

22. Use People’s Need For Balance • Growth needs to couple with balance theory • People prefer state of psychological balance • Ideas conflict what they believe results anxiety • Feel anxiety, attempt restore sense of balance

23. Use People’s Need For Balance • people resist to accept new information, difficult to persuade • For good communicator, no resistance but acceptance of new ideas • They established new equilibrium

24. How to use people’s need for balance? • Focus anxiety/ problem & offer solution • That will feel them balance • Boss no meeting, anxiety among peers • Give solution in doing meetings

25. How to use people’s need for balance? • If conflicts exit in their beliefs----imbalance • Tie imbalance information to their needs • More active participation, more understanding • Concentrate on key features

26. Perform Cost/Benefit Analysis • Economic ideas to psychology • Seller/buyer cost/benefit behavior • Benefit will motivate buyer • Think about merits/demerits of item

27. Be Sensitive To Character Traits • Making generalizations about others is dangerous • Infer through traits behavior, we perceive • Categories, based on incorrect inference • Equate character with traits, not people • Characters are complex than a trait even

28. 4c’s Model through procedures tends to to get results work alone comptroller commander maintains changes status quo status quo collaborator crusader through through affiliation dreams work with group

29. Audience 1 • Bureaucratic , work alone & carefully • Consistence & like facts and statistics • Not mover and shaker • Slow decision and resist to change • To motivate , use traditional ,process & system • Use detail information & tone

30. Audience 2 • Enthusiastic, idealistic, creative, like change • Sometimes prejudice coz enthusiastic • Motivate, informative tone • Motivate by ideas

31. Audience 3 • People’s person, work as part of team • Avoid conflict & risk, don’t like change, avoid details • Don’t make decision • Motive, adopt trusting tone

32. Audience 4 • Likes action & results not ideals • Decisive & efficient • Use result –oriented tone • Give your own recommendations & conclusion • What’s in it for him? Wants power

33. 4c’s Examples • Commander, army officers, editors • Crusader, art/history teacher • Collaborator, cricket coach • Comptroller, HR department, secretary

34. Activity What sorts of question can be constructed after studying this chapter?

35. Probable Questions • What is audience and how can we motivate our audience? • Explain Maslow's and Herzberg’s two sets of needs to motivate people. • Draw and elaborate 4C’s model of business personality traits.