{"id":108,"date":"2023-09-19T17:25:38","date_gmt":"2023-09-19T17:25:38","guid":{"rendered":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/chapter\/audience\/"},"modified":"2025-08-24T14:42:22","modified_gmt":"2025-08-24T14:42:22","slug":"audience","status":"publish","type":"chapter","link":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/chapter\/audience\/","title":{"raw":"Learn It 2.1.1 Strategic Messaging in Business Communication","rendered":"Learn It 2.1.1 Strategic Messaging in Business Communication"},"content":{"raw":"<section class=\"textbox learningGoals\">\r\n<ul>\r\n\t<li>Understand why it's important to know your audience<\/li>\r\n\t<li>Understand why business writing needs to be clear and focused<\/li>\r\n\t<li>Recognize what makes positive, negative, and persuasive messages work effectively<\/li>\r\n<\/ul>\r\n<\/section>\r\n<h2>The Communication Process<\/h2>\r\n<p>The purpose of communication is to have the sender's idea in mind reach the receiver\u2019s mind with identical understanding. However, as the [pb_glossary id=\"1946\"]social communication model[\/pb_glossary] showed, there can be many variables that result in misunderstanding.<\/p>\r\n<h2>Audience<\/h2>\r\n<p>Recall that your message may have more than one audience: your [pb_glossary id=\"1949\"]primary audience[\/pb_glossary] and a [pb_glossary id=\"1950\"]secondary audience[\/pb_glossary]. In this module, we will focus on the primary, direct audience.<\/p>\r\n<p>Good communicators are mindful of secondary audiences when they start writing since doing so can help advance organizational goals. The primary audience is the intended receiver of the business communication. This person or group of people can be internal or external to the sender's organization. The relationship to the organization may impact the formality of the wording and the candor of the message. When you are new to an organization or new to business writing for the organization, be sure to consult with more experienced staff to learn the tone that the organization prefers to use as its voice.<\/p>\r\n<h2>Directions of Communication<\/h2>\r\n<p>Tone varies based on the power relationship of the sender to the receiver. The audience may be in one of three power positions relative to the sender so that the communication is <strong>upward<\/strong>, <strong>downward<\/strong>, or <strong>horizontal<\/strong>.<\/p>\r\n<section class=\"textbox keyTakeaway\">\r\n<h3>downward communication<\/h3>\r\n<p>Downward communication refers to the flow of information from higher levels of an organization's hierarchy to lower levels.<\/p>\r\n<\/section>\r\n<p>Downward communication flows from the managerial and executive levels to the staff through formal channels such as policy manuals, rules and regulations, and organizational charts.<\/p>\r\n<section class=\"textbox keyTakeaway\">\r\n<h3>upward communication<\/h3>\r\n<p>Upward communication is the process of information flow from the lower levels to the upper levels within an organization's hierarchy.<\/p>\r\n<\/section>\r\n<p>Upward communication is initiated by staff and directed at executives, managers, and supervisors. It frequently takes the form of a complaint, a request, or providing an update.<\/p>\r\n\r\n[caption id=\"attachment_3802\" align=\"aligncenter\" width=\"863\"]<img class=\"wp-image-3802 size-full\" style=\"margin-bottom: 10px;\" src=\"https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2023\/09\/25025948\/2.1.1.L.Diagram-2.png\" alt=\"A diagram depicts upwards and downwards communication. The left side demonstrates downwards communication with information flowing from the executive, down to the managers, and then down to the employee workforce. The right side demonstrates upwards communication with information flowing from the employee workforce, up to the managers, and then up to the executive.\" width=\"863\" height=\"623\" \/> Figure 1. Upwards and downwards communication between co-workers on different teams[\/caption]\r\n\r\n<section class=\"textbox keyTakeaway\">\r\n<h3>horizontal communication<\/h3>\r\n<p>Horizontal communication refers to the exchange of information, ideas, and feedback between individuals or departments at the same level of an organization's hierarchy.<\/p>\r\n<\/section>\r\n<p>Horizontal communication occurs when colleagues meet to discuss issues of common interest, resolve problems, and share information. This form of communication helps employees express information and ideas as well as coordinate the organization's work.<\/p>\r\n\r\n[caption id=\"attachment_4429\" align=\"aligncenter\" width=\"450\"]<img class=\"wp-image-4429\" style=\"margin-bottom: 10px;\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/02\/30192803\/upwarddownward-horizontal.png\" alt=\"A diagram depicting horizontal communication; showing information flowing between individuals of equal rank.\" width=\"450\" height=\"170\" \/> Figure 2. Horizontal communication between co-workers on the same team[\/caption]\r\n\r\n<h2>Talking across Different Levels<\/h2>\r\n<table>\r\n<thead>\r\n<tr>\r\n<th scope=\"col\">Direction and Purpose<\/th>\r\n<th scope=\"col\">Say This<\/th>\r\n<th scope=\"col\">Don't Say This<\/th>\r\n<th scope=\"col\">Why?<\/th>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td>Upward communication: an employee emailing the boss to request a day off<\/td>\r\n<td>Mr Sanchez, may I have Friday off?<\/td>\r\n<td>Hey, I\u2019m going to take Friday off. Ok?<\/td>\r\n<td>Deferential (formal title) and request rather than statement or demand<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Downward communication: a manager emailing their team to let them know about an upcoming day off<\/td>\r\n<td>Team, I\u2019m out of the office on Friday. Please hold any issues until Monday.<\/td>\r\n<td>Team, do you mind if I take Friday off?<\/td>\r\n<td>As a manager, you are not seeking permission.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Horizontal communication: an employee letting coworkers know about an upcoming vacation day<\/td>\r\n<td>Hi all. I\u2019ll be out on Friday. Please let my customers who call the main office number that I will respond on Monday.<\/td>\r\n<td>See you next week!<\/td>\r\n<td>The tone is peer-to-peer compared to the other samples. Be sure to include any information about potential coverage your peers may need to complete while you're gone.<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>Notice in each of the three sample messages that even in their few words, knowing the upward, downward, or horizontal position of the receiver impacted the tone and phrasing of the message.<\/p>\r\n<section class=\"textbox tryIt\">[ohm2_question height=\"500\"]14674[\/ohm2_question]<\/section>","rendered":"<section class=\"textbox learningGoals\">\n<ul>\n<li>Understand why it&#8217;s important to know your audience<\/li>\n<li>Understand why business writing needs to be clear and focused<\/li>\n<li>Recognize what makes positive, negative, and persuasive messages work effectively<\/li>\n<\/ul>\n<\/section>\n<h2>The Communication Process<\/h2>\n<p>The purpose of communication is to have the sender&#8217;s idea in mind reach the receiver\u2019s mind with identical understanding. However, as the <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_108_1946\">social communication model<\/a> showed, there can be many variables that result in misunderstanding.<\/p>\n<h2>Audience<\/h2>\n<p>Recall that your message may have more than one audience: your <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_108_1949\">primary audience<\/a> and a <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_108_1950\">secondary audience<\/a>. In this module, we will focus on the primary, direct audience.<\/p>\n<p>Good communicators are mindful of secondary audiences when they start writing since doing so can help advance organizational goals. The primary audience is the intended receiver of the business communication. This person or group of people can be internal or external to the sender&#8217;s organization. The relationship to the organization may impact the formality of the wording and the candor of the message. When you are new to an organization or new to business writing for the organization, be sure to consult with more experienced staff to learn the tone that the organization prefers to use as its voice.<\/p>\n<h2>Directions of Communication<\/h2>\n<p>Tone varies based on the power relationship of the sender to the receiver. The audience may be in one of three power positions relative to the sender so that the communication is <strong>upward<\/strong>, <strong>downward<\/strong>, or <strong>horizontal<\/strong>.<\/p>\n<section class=\"textbox keyTakeaway\">\n<h3>downward communication<\/h3>\n<p>Downward communication refers to the flow of information from higher levels of an organization&#8217;s hierarchy to lower levels.<\/p>\n<\/section>\n<p>Downward communication flows from the managerial and executive levels to the staff through formal channels such as policy manuals, rules and regulations, and organizational charts.<\/p>\n<section class=\"textbox keyTakeaway\">\n<h3>upward communication<\/h3>\n<p>Upward communication is the process of information flow from the lower levels to the upper levels within an organization&#8217;s hierarchy.<\/p>\n<\/section>\n<p>Upward communication is initiated by staff and directed at executives, managers, and supervisors. It frequently takes the form of a complaint, a request, or providing an update.<\/p>\n<figure id=\"attachment_3802\" aria-describedby=\"caption-attachment-3802\" style=\"width: 863px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3802 size-full\" style=\"margin-bottom: 10px;\" src=\"https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2023\/09\/25025948\/2.1.1.L.Diagram-2.png\" alt=\"A diagram depicts upwards and downwards communication. The left side demonstrates downwards communication with information flowing from the executive, down to the managers, and then down to the employee workforce. The right side demonstrates upwards communication with information flowing from the employee workforce, up to the managers, and then up to the executive.\" width=\"863\" height=\"623\" srcset=\"https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2023\/09\/25025948\/2.1.1.L.Diagram-2.png 863w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2023\/09\/25025948\/2.1.1.L.Diagram-2-300x217.png 300w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2023\/09\/25025948\/2.1.1.L.Diagram-2-768x554.png 768w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2023\/09\/25025948\/2.1.1.L.Diagram-2-65x47.png 65w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2023\/09\/25025948\/2.1.1.L.Diagram-2-225x162.png 225w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2023\/09\/25025948\/2.1.1.L.Diagram-2-350x253.png 350w\" sizes=\"(max-width: 863px) 100vw, 863px\" \/><figcaption id=\"caption-attachment-3802\" class=\"wp-caption-text\">Figure 1. Upwards and downwards communication between co-workers on different teams<\/figcaption><\/figure>\n<section class=\"textbox keyTakeaway\">\n<h3>horizontal communication<\/h3>\n<p>Horizontal communication refers to the exchange of information, ideas, and feedback between individuals or departments at the same level of an organization&#8217;s hierarchy.<\/p>\n<\/section>\n<p>Horizontal communication occurs when colleagues meet to discuss issues of common interest, resolve problems, and share information. This form of communication helps employees express information and ideas as well as coordinate the organization&#8217;s work.<\/p>\n<figure id=\"attachment_4429\" aria-describedby=\"caption-attachment-4429\" style=\"width: 450px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4429\" style=\"margin-bottom: 10px;\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/02\/30192803\/upwarddownward-horizontal.png\" alt=\"A diagram depicting horizontal communication; showing information flowing between individuals of equal rank.\" width=\"450\" height=\"170\" \/><figcaption id=\"caption-attachment-4429\" class=\"wp-caption-text\">Figure 2. Horizontal communication between co-workers on the same team<\/figcaption><\/figure>\n<h2>Talking across Different Levels<\/h2>\n<table>\n<thead>\n<tr>\n<th scope=\"col\">Direction and Purpose<\/th>\n<th scope=\"col\">Say This<\/th>\n<th scope=\"col\">Don&#8217;t Say This<\/th>\n<th scope=\"col\">Why?<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Upward communication: an employee emailing the boss to request a day off<\/td>\n<td>Mr Sanchez, may I have Friday off?<\/td>\n<td>Hey, I\u2019m going to take Friday off. Ok?<\/td>\n<td>Deferential (formal title) and request rather than statement or demand<\/td>\n<\/tr>\n<tr>\n<td>Downward communication: a manager emailing their team to let them know about an upcoming day off<\/td>\n<td>Team, I\u2019m out of the office on Friday. Please hold any issues until Monday.<\/td>\n<td>Team, do you mind if I take Friday off?<\/td>\n<td>As a manager, you are not seeking permission.<\/td>\n<\/tr>\n<tr>\n<td>Horizontal communication: an employee letting coworkers know about an upcoming vacation day<\/td>\n<td>Hi all. I\u2019ll be out on Friday. Please let my customers who call the main office number that I will respond on Monday.<\/td>\n<td>See you next week!<\/td>\n<td>The tone is peer-to-peer compared to the other samples. Be sure to include any information about potential coverage your peers may need to complete while you&#8217;re gone.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Notice in each of the three sample messages that even in their few words, knowing the upward, downward, or horizontal position of the receiver impacted the tone and phrasing of the message.<\/p>\n<section class=\"textbox tryIt\"><iframe loading=\"lazy\" id=\"ohm14674\" class=\"resizable\" src=\"https:\/\/ohm.one.lumenlearning.com\/multiembedq.php?id=14674&theme=lumen&iframe_resize_id=ohm14674&source=tnh&show_question_numbers\" width=\"100%\" height=\"500\"><\/iframe><\/section>\n<div class=\"glossary\"><span class=\"screen-reader-text\" id=\"definition\">definition<\/span><template id=\"term_108_1946\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_108_1946\"><div tabindex=\"-1\"><p>Communication starts with a sender who encodes a message that is then sent to a receiver who decodes it and may offer feedback. Noise can interfere with the process at any stage of the communication process.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_108_1949\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_108_1949\"><div tabindex=\"-1\"><p>Your primary audience is the audience that your communication is intended for and who are expected to take action or make decisions based on the communication.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_108_1950\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_108_1950\"><div tabindex=\"-1\"><p>The secondary audience includes individuals who are not the main focus of the communication but who may still read, hear, or use the information indirectly or have an interest in its outcomes.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><\/div>","protected":false},"author":9,"menu_order":3,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Audience\",\"author\":\"Susan Kendall\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Shannon\\'s diagram of a general communication system.\",\"author\":\"User: Wanderingstan, User: Stannered\",\"organization\":\"Wikimedia\",\"url\":\"https:\/\/commons.wikimedia.org\/wiki\/File:Shannon_communication_system.svg\",\"project\":\"\",\"license\":\"pd\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Upwards and Downwards Communication image\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Horizontal Communication image\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Downward and Upward Communication\",\"author\":\"Julie Zink, PhD\",\"organization\":\"Granite State College\",\"url\":\"https:\/\/granite.pressbooks.pub\/organizationalcommunication\/chapter\/chapter-1\/\",\"project\":\"\",\"license\":\"cc-by-sa\",\"license_terms\":\"\"}]","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"part":105,"module-header":"learn_it","content_attributions":null,"internal_book_links":[],"video_content":null,"cc_video_embed_content":{"cc_scripts":"","media_targets":[]},"try_it_collection":null,"_links":{"self":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/108"}],"collection":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":24,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/108\/revisions"}],"predecessor-version":[{"id":4531,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/108\/revisions\/4531"}],"part":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/parts\/105"}],"metadata":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/108\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/media?parent=108"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapter-type?post=108"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/contributor?post=108"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/license?post=108"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}