UH-Victoria

Common Audiences

 

Most readers will easily fit into one or more of the following groups.

Consumers (General Readers, Novices)
 

Characteristics of Consumers

  • Little or no knowledge of subject
  • No requirement to read message.
  • General information rather than technical information preferred.
Guidelines for Writing to Consumers
  • Use simple language with minimal technical vocabulary
  • Keep graphs/visual aids simple
  • Maintain an informal tone
  • Use common words
  • Provide definitions
  • Use simple sentences
  • Use organizers
  • Expain technical information

Technicians (Operators)

 

Characteristics of Technicians

  • Know their fields, but have limited knowledge of related fields
  • Are interested in "how to" type information
Guidelines for Writing to Technicians
  • Simple language, but use technical terms where appropriate
  • Tone should be encouraging, helpful, not intimidating
  • Direct, imperative sentences (e.g. "Connect the machines.")
  • Many informative headings for easy reference

Experts (Degreed Individuals)
 

Characteristics of Experts

  • Prefer specific information
  • Have technical expertise in a particular field
  • Know their fields but specializations tend to be narrow
Guidelines for Writing to Experts
  • Use plain language when no good reason to use technical vocabulary
  • Use a more formal format when appropriate
  • Provide relevant, topic-specific information
Decision Makers (Executives/Managers)
 

Characteristics of Decision Makers

  • Are typically executives and managers
  • Have progressed through the ranks
  • May or may not have technical background
  • Prefer information to allow decision making
  • Make decisions based on cost/benefit analyses

Guidelines for Writing to Decision Makers

  • Assume they know their own fields well
  • Use simple language when no reason to use technical vocabulary
  • Strive for brevity and conciseness
  • Organize for bottom line up front

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