Cerner Corporation
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COMMUNICATION PLANNER
COMMUNICATION STRATEGY
Determine your objective. In one sentence, what do you want your audience to do believe or understand, as a result of your communication?
What style will help you reach this objective: tell, sell, consult, or join?
AUDIENCE ANALYSIS
It is essential that you carry out a demographic and situational analysis of your audience. You should make a note of your audiences demographic characteristics relevant to your presentation (e.g. age, gender, cultural background, education, financial status etc.), and your presentations situational elements (e.g. audience size, seating arrangement, time of the presentation, and available facilities).
Demographic
Situational
AUDIENCE STRATEGY
State your audiences bias (negative, neutral, or positive) and involvement (high or low).
What kind of structure, direct or indirect, is best suitable for achieving your objective? Why?
What type of argument (one-or-two-sided) is best to reach your objective?
QUESTIONS AND OBJECTIONS
Whether youre writing or speaking, youve got to consider what questions and objections your audience will have. List a few questions and objections here, and make a plan to address them:
Questions and Objections
Response