Primary and Secondary Audience
The primary audience of the communication are the members of the marketing department that need to be convinced with the new web based appraisal system and the way it would simplify their appraisal system.
The secondary audience of the communication is the VP of marketing. As the presentation will also ensure to the VP of marketing that he can trust the new system as an upgrade.
Audience Reaction
The audience will be interested in the way the new appraisal system will simplify things for them. After getting all the information from the presentation, the audience can be divided into people who are assured by the web based appraisal and other who would have questions over its effectiveness.
The audience can be skeptical over the source of the message as members of the marketing department might feel it is a ploy to reduce the efforts of the HR department and does not concern their department.
Appropriate Level of Information
The audience needs to know all the advantages of the new appraisal system and disadvantages faced by the HR department by using the current appraisal system. Overall, the audience needs to be convinced by the effectiveness of the change.
Obstacles to Overcome
The greatest obstacle would come from the members of the marketing department that feel that the change does not concern their department. Also, the presentation needs to be highly convincing and should display the consequences of change.
Positive Aspects
Some members of the marketing department that have faced the difficulties of the current paper based system would surely be interested in the change and would be willing to support the implementation of web based system.
Language, Content and Organization
The audience would expect that the presentation would simplify the use of the web based appraisal system by explaining the basic workflow of the new method. The content should be laden with the details of the ways web based appraisal system is better than the present system and how the marketing team would gain from the change. The message needs to be organized in such a way that marketing team gets to participate and share their thoughts on the current system and if they feel too attached to it.
Use of Document
The audience will use the presentation as an organizational communication that they need to relate to and understand that it is in their benefit. Mainly, the presentation would be used as a document that introduces the employees towards the technological upgrade being made for improving employee appraisal experience.
Needs, Wants and Feelings
The audience will be motivated by the need for at least having an effective appraisal system. The want that will motivate the employees would be the up gradation of the appraisal system through the web. The feeling that will motivate employees is being treated fairly.
Objective Features of Product
The new web appraisal system simplifies the appraisal method by providing opportunity to make notes about each employee’s performance, set reminders, access to past records, and reduces the time spent on organizing the paper forms. These advantages are not available with the current system.
Meeting Audience Needs
The audience would get an opportunity to boost their performance as it will be tracked throughout by regular correspondence and deadline reminders. Above all, their appraisal paperwork would be done ahead of time and would not require a large amount of time spent on organizing by the HR department.
