Why your audience is critical to your success

No matter which workshop I’m teaching, we always talk about ‘the audience’ of your communication. Because the audience is relevant, whether you’re delivering a presentation, crafting a report, giving an update in a meeting, or writing an email.

In fact, if you’re communicating anything – to anyone – you have an audience, which is fantastic: It’s an opportunity for you to share, connect and add value to others.

And when you do that, you can create positive change and growth: for your audience, for you, for your company, for the world.

Take advantage of the opportunity

Your audience wants something from you. They want you to give them wisdom, insight, facts and figures, results of research, a recommendation, details on the new process, etc. And they want you not to waste their time, because they are all busy.

In business, your audience might be a set of stakeholders that you communicate with regularly. Do you know exactly who they are and what they need from you?

A real-life stakeholder conundrum

In a recent presentation I gave to a group of audit executives at the Audit Challenge in Frankfurt, we talked about audit report stakeholders, and how knowing their needs drives audit’s success in an organization.

Case in point: There were 12 participants in one my audit report writing workshops earlier in the year. I asked two questions at the beginning of the first day of the workshop:

  1. Who are your stakeholders?
  2. What do they need from your audit reports?

I got eight different opinions, not just on stakeholder needs, but on who those main stakeholders were. (Nope, not kidding!)

Why were there so many different opinions, especially since all of the participants worked for the same company?

Blame it on poor communication

I believe it was a communication issue, or to be more precise, a ‘lack of communication’ issue.

This team couldn’t agree on who their main stakeholders were because they had never discussed it before. They had assumed it was clear within the team, but that wasn’t the reality.

Not having agreement on who their main stakeholders were created the follow-on challenge of trying to identify the most critical information to include in the audit reports.

As a result, this team’s reports were not as effective as audit management wanted. Their department was not adding the desired value to the organization. And that can spell disaster for long-term trust, confidence and growth.

The lesson learned

This team learned that they needed to regroup and ask some questions, both internally within their department and externally within the company.

  • Who are the potential stakeholders of their reports?
  • Of those, who are the main stakeholders?

Then they put themselves in the shoes of those main stakeholders and asked:

  • What would I need from the audit reports to do my job better?

The department then took a very important step:

  • They asked these stakeholders what they wanted from the audit reports.

Finally, the department compared this information to their own ideas, and made minor modifications to the audit report template and guidance to ensure their stakeholder needs were being met – and ideally, exceeded.

Applying these lessons to your communication

You may not be an auditor, but there may be takeaways for you, too, in this tale.

Every time you communicate with an audience, learn who they are and what they need and want from you. Then make sure you give it to them.

You may want to give them more, but don’t give more without giving what’s truly needed. And don’t give them so much that they can’t find what they need because of excess information.

And remember: Your stakeholders’ needs can change over time. So if you have an audience you communicate with regularly, make sure to build in a mechanism to find out if their needs and wants have changed. The information you provide will stay relevant, and so will you!

Wishing you every success in your communication!

All the best,

Tracie Marquardt

Quality Assurance Communication

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All the best,

Tracie Marquardt

Quality Assurance Communication