Lucy Ricardo

WRIT 465 - Audience Analysis Grid

Primary Audience (Person/group who has the power to approve what you recommend):

The Rock Hill Traffic Commission. The state is responsible for installing traffic signals. There are two ways to get the state to install a signal. Periodically, the state makes traffic counts at major intersections to determine the need for a signal. Since my intersection does not meet the state's standards for signalization, I must bring the problem to the attention of the local government, which can recommend the need for signalization to the state. The state still has the ultimate say in which intersections warrant a signal. My report must first go through the traffic commission, then City Council, and then on to the South Carolina Department of Transportation.

Secondary Audience (person/group who must also buy in before your recommendations can be enacted):
As mentioned above, the report will also go through Rock Hill City Council and then the South Carolina Department of Transportation.

Approach Strategy: indirect because they are opposed to my idea

My audience will be hostile because it has already recommended that the traffic engineer study the intersection, and the engineer determined that the intersection does not warrant a signal according to traffic counts, the state's main determinant of signalization.

Based on this attitude, I will make the following adjustments to the content of my report:
1. Use the indirect approach to persuade them.
2. Do not mention costs, just stress the need for signalization for the citizens' safety.
3. Use a respectful tone.

My audience's biggest concerns about what I'm proposing will be:
1. Traffic count information does not warrant a signal.

2. The state has the ultimate say.

For each concern, list at least one specific strategy you will use in your report.
1. Prove that development is coming and traffic will increase. Focus on overall safety of intersection as perceived by people in the park and police officers.
2. Stress the importance to the community of installing a traffic signal. ("If but one life be saved . . . " theory: elected officials love this kind of thing.)

To what kinds of persuasion does your audience react positively?
1. Graphs, graphs, graphs.
2. Public opinion/ survey data.


3. Quotes from key players in economic development, the police department, and business managers at Waterford.

List examples of the kinds of persuasion you will use in your report.
1. Graphs will illustrate survey results.
2. Remind audience of importance of pleasing individuals and corporate citizens (stress how the businesses contribute to local economy).
3. Quotes from prominent players.

Are there strategies, issues, or methods you know won't work with your audience?
1. Using a hostile tone.

2. Using technical language or other language the citizens' board will not understand.

Therefore, what won't you do in your report?

1. Sound hostile about the traffic engineer's initial assessment.
2. Use technical language or jargon.