ENG315: Audience Analysis

Audience Analysis

Steve Grever

Ashford University

Instructor Patricia Lake

COM315 – Business and Professional Writing

September 29, 2014

Audience Analysis

This research paper will identify and analyze the primary audience for my report on effective use of social media to express company identity. It will discuss the audience size, geographic distribution, and audience composition as well as analyze the audience’s understanding of the main topic of the report. Lastly, it will highlight the audience’s expectations and preferences and provide insight into the audience’s possible reactions to the report.

Image Credit: San Antonio Public Affairs League

The business report’s primary audience is strategic communicators and social media professionals who are part of the San Antonio Public Affairs League. There are more than 50 members in the San Antonio Public Affairs League, and many of the members work at military bases in San Antonio and in the surrounding cities like Cibolo, Schertz, Garden Ridge, and Universal City. Most of the members of the San Antonio Public Affairs League are retired from the Air Force and Army. They are military professionals who have more than 20 years of public affairs expertise that includes strategic communication, marketing, and public relations.

Public affairs league members will expect the report to include case studies, key demographics, and statistical data on current trends and best practices for using social media to increase the exposure of a company’s online identity. Wynne (2014) has stated that social media websites like Twitter are good to achieve three public relations’ goals – announcing new products, reaching how competitors are promoting their companies, and networking with other professionals in their respective industry.

Image Credit: http://www.compuclaim.com

Public affairs specialists who are members of the San Antonio Public Affairs League will need the business report to bridge the gap between traditional public affairs products like news releases, features, and video documentaries, and incorporate social media strategies that increase engagement and interaction with a company through social media outlets. Panetta (2009) suggests that social media has taken the place of traditional mediums like television and radio because it is easily accessible and provides real-time information to a global audience. Mascott (2013) states that companies need to understand how engaging with a global audience can maximize conversations about their brand and products.

League members will most likely have a mixed reaction to the business report because of their own individual and professional experiences in public affairs and social media. They will question the data and its relevance to public affairs operations. They may also try to integrate the researched information in the report into their current strategic communication plans, and identify pitfalls that may show deficiencies in the report and data as a whole. According to MacArthur (2014) “word-of-mouth” marketing through social media may also be a key strategy that public relations professional should consider if they want to have a credible social media program. Overall, the business report should provide comprehensive and compelling research and data to help them understand the importance of using social media tactics and strategies to increase their company’s brand and online presence.

In conclusion, this research paper identified the primary audience for my report on effective use of social media to express company identity. It discussed the audience size, geographic distribution, and audience composition and analyzed the audience’s understanding of the main topic of the report. Lastly, it highlighted the audience’s expectations and preferences and provided insight into the audience’s possible reactions to the report.

References
Bovée, C. L., & Thill, J. V. (2014). Business communication today (12th ed.). Pearson.

MacArthur, K. (2014). Social media, marketing and the power of 'word of mouth' - Chicago Tribune. Retrieved from http://www.chicagotribune.com/bluesky/originals/chi-qa-suzanne-fanning-social-media-week-bsi-story.html

Mascott, J. (2013). How Should Organizations Approach Social Media? | Public Affairs Council. Retrieved from http://pac.org/news/comm/how-should-organizations-approach-social-media

Panetta, M. (2009). Social Media for Public Affairs. Retrieved from http://www.slideshare.net/mikepanetta/wasrgsocialmediapublicaffairs

Social Media Best Practices | Resources | Public Affairs | Illinois. (2014). Retrieved from http://publicaffairs.illinois.edu/resources/socialmediabestpractices.html

Wynne, R. (2014). Twitter for Public Relations: Fact and Fantasy - Forbes. Retrieved from http://www.forbes.com/sites/robertwynne/2014/09/22/twitter-for-public-relations-fact-and-fantasy/

Week 5 discussion: Top communication associations

The top communications organizations for professionals to integrate with include the National Communication Association, the American Communication Association, Association for Business Communication, Society of Professional Journalists, and the Online News Association. Each of these organizations were founded to bring together professional communicators from around the world to network and share their insights on the future of the communications and journalism industries.


National Communication Association

The National Communication Association promotes “free and ethical communication” and partners with other esteemed organizations like the American Council of Learned Societies, Consortium of Social Science Associations, and the Council of Communications Associations. Their target audience includes scholars, teachers, and other educational practitioners who focus on research and teaching.


American Communication Association

While a bit younger than other associations, the American Communication Association works to promotion scholarly works in human communication, communication law and policies, and other evaluation and certification services. The organization focuses on professionals around the world with a background in education and evolving communications technologies. Some of its values includes freedom, openness, transparency, and equality.


Association for Business Communication

The Association for Business Communication is an international organization that works to advance “business communication research, education, and practice.” Its main goals are to strengthen business communication strategies, establish outreach services for its members, and ensure a deep level of ‘internationalization” throughout the organization. The group targets members who work in communication professions to prepare students to improve communication in the workplace.


Society of Professional Journalists

This world-renowned organization began more than 100 years ago to guarantee that the rights of journalists under the First Amendment were guaranteed to them to report the news objectively. They also work at the local and national levels to facilitate requests through the Freedom of Information Act, as well as supports other grass-roots initiatives. The target audience includes professional journalists, journalism educators and students. Membership includes professional development opportunities, access to more than 250 local chapters around the country, and other networking and collaboration options with other communications professionals.


Online News Association

Lastly, the Online News Association provides training and networking opportunities to keep communications and news professionals update on the latest trends related to online journalism. It began in 1999, and serves professional producers, content editors, news directors, reporters, bloggers, and other newsroom decision makers. Membership includes training camps, annual conference, online webinars, and other retreats and chapter meetings.


References

About ACA | The American Communication Association. (2014). Retrieved from http://www.americancomm.org/about-aca

About - Online News Association. (2014). Retrieved from http://journalists.org/about

Association for Business Communication. (2014). Retrieved from www.businesscommunication.org/about

Society of Professional Journalists | Improving and protecting journalism since 1909. (2014). Retrieved from http://www.spj.org

What is the National Communication Association? (2014). Retrieved from https://www.natcom.org/about