Communication strategies need to address diverse audiences, and developing compelling messages across generations can be challenging for both seasoned and emerging professionals. To establish rapport and credibility with people outside your peer group requires an awareness of generational differences in learning styles, presentation techniques and technology preferences. Presenting to a mixed-age audience compounds the issue.
Using a case study approach, this course will explore the complexities a communicator faces when devising a communication strategy for internal or external audiences across the generational spectrum, and how to bridge the potential gaps. Learn how to assess an audience from a generational perspective, and develop strategies for successful message design, media and technology delivery choices, and recognizing audience engagement and disengagement—and what to do about it.
After this course, you will be able to:
- Understand how generational differences effect an audience’s receptivity to a communication strategy, and how to manage their expectations.
- Analyze audiences from a generational perspective, and develop a strategy for communicating one-to-one, in small groups, and with large audiences that are diverse in age and experience.
- Determine what technology and media work best for generational cohort groups, or mixed audiences.
- Recognize signs of audience engagement—or disengagement—that reflect a generational framework, and be prepared to respond effectively.
Career levels: Generalist/Specialist, Strategic Adviser
Costs: IABC members: US$375, non-members: US$525
Dates: Tuesdays, 26 April–17 May 2016
Times: 9–10 a.m. PDT / 12–1 p.m. EDT / 16:00-17:00 UTC