Perl Communications

Perl Communications, headquartered in Madison, Wisconsin, is a global technology corporation. Software development, hardware manufacturing, and installation are the three main departments. The company’s customer base is estimated to be about 50, 000 people. The website’s technical communication papers attract an average 15, 000 monthly visitors. The organization has separated all readers into categories based on their motivations in order to increase the efficacy of technical articles in providing meaningful contact. These classes have been further subdivided into various stakeholder categories. Stakeholders who are inspired by action make up the main party. There are three types of stakeholders in this community. The first community consists of software users. There are many needs in this group that the papers must answer. One of them is assurance that the software products work effectively. These readers need also to know that the software products they plan on purchasing are reliable. Therefore, the article should assure them of reliability (Johnson-Sheehan, 2017). They moreover need testament on the user friendliness of the software. Another need is privacy. This need is crucial because the current world suffers significant technophobia due to excessive surveillance. In addition to that, they need to know that the product will be compatible with their systems and the articles should, therefore, list the systems that are compatible with their products. Software consumers value privacy and security and should be therefore assured by the articles (Kimball, 2015). They also value the utility of the products, and hence the products should perform the tasks that they claim to perform. Some software consumers are nationalistic and want to buy products that were manufactured inside their country. The country of manufacture should, therefore, be included. Others may want to achieve the prestige that comes with certain software. Therefore, technical communication should present the product as desired. In that light, it would also fulfill the value of beauty and aestheticism that some customers may desire. The products should also be described as being versatile since most consumers will only go for items that have a variety of uses. Attitudes of these consumer users toward software include issues such as complexity. The items should, therefore, be described as user-friendly. They also want to view the information communicated as trustworthy, and thus the information should be true.
Hardware consumers are the other categories of primary readers. Their needs, attitudes, and values echo those of software consumers. This is since the factors surrounding acquisition of both types of products are similar. The other category of primary readers is installation consumers. These are individuals relying on the company for installation services. They need compatibility of the new systems into their older systems. Therefore, the technical communication devised by the company should list the types of systems compatible with their products and installation techniques (Johnson-Sheehan, 2017). They moreover need promptness in the essence that the company will react fast upon request for installation services. They need repairs and maintenance on installed systems. Therefore, the company should list all the types of repairs that it does to inform their decisions. The company should additionally communicate on their warranty and guarantee offers to the consumers. These stakeholders value the utility of the installation services. They moreover value beauty and aestheticism and thus the information communicated to them should include images attesting to the company’s ability to provide it (Jeppesen & Molin, 2003). Their attitudes towards installers vary. They want to view the installer as being professional, efficient and should be able to trust them.
Secondary readers, in this case, are professionals in the communications industry. They include programmers, computer technicians and retailers. The needs of the first two stakeholders are somewhat similar. One of them is systems documentation. They need access to how the hardware and software operate. Second is a review by the company on the software and devices. This should be included to give them an overview of the company’s products. Third are compatibility reports (Johnson-Sheehan, 2017). The company should inform these readers on compatibility issues that may come with their products. These readers value detail, precision, and feedback from the company. Therefore, the company should be clear on the workings of its products. Attitudes of these readers are determined on if they trust the company and if the company is open. Thereby, the company should be a reliable source of information crucial to their operations. Retailers need product documentation to cross-check with their customers’ specifications. They moreover need the company to advertise their brand to attract more customers. In addition to that, they need referrals by the companies, and hence the company should refer customers to their shops. They value the quality of products and the company should thus communicate regarding the issue (Britt, 1999). They moreover value promptness of a company in delivering stock and return on their investment in the stock. Their attitude to the company will range from cheap to expensive and the company should, therefore, communicate their pricing strategy for them to establish their affordability.
Gatekeeper readers make the last category. They are the stakeholders that determine if information drafted by the company is fit for publication. They include the company’s sponsors and executive management. Their collective needs entail factors that determine if the information to be published reflects the profit-making agenda of the company (Johnson-Sheehan, 2017). Their needs include production process details to ascertain cost saving undertones and advertisements to draw in more consumers. They value the reputation of the company, profit, and feasibility. Their attitudes towards the company are based on whether the company is transparent in its operations and marketable.
The following chart analyzes the motivations of the readers to predict their reactions to Perl Communications products and services.
Primary Readers Needs Values Attitudes
Software consumers • Efficiency
• Privacy
• Reliability
• Guarantees
• Ease of use
• Compatibility
• Privacy
• Utility
• Nationalism
• Prestige
• Ethics
• Beauty
• Versatility • Ease of use
• Trust
• Communication
• Return of value
Hardware consumers • Efficiency
• Privacy
• Reliability
• Guarantees
• Ease of use
• Compatibility • Privacy
• Utility
• Nationalism
• Prestige
• Ethics
• Beauty • Ease of use
• Return of value
• Trust
• Professionalism

Installation consumers • Compatibility
• Promptness
• Repairs
• Maintenance
• Guarantees • Utility
• Beauty
• Feedback • Efficiency
• Quality
• Professionalism
• Trust

Secondary Readers Needs Values Attitudes
Programmers • Program documentation
• Software updates
• Software reviews
• Source code
• Compatibility reports • Precision
• Detail
• Promptness
• Feedback
• Reliability
• Support • Trust
• Openness

Technicians • Systems documentation
• Repair manuals
• Devices reviews
• Compatibility reports • Detail
• Promptness
• Reliability • Trust
• Openness
Retailers • User manuals
• Warranties and guarantees
• Maintenance support
• Advertisements
• Referrals • Promptness
• Return of value
• Quality products
• Product demand • Affordability
• Reliability
Gatekeepers Needs Values Attitudes
Sponsors • Production process information
• Advertisements • Profit
• Feasibility
• Reputation • Marketability
• Transparency
Company management • Advertisements
• Promotion of company • Reputation
• Thoroughness • marketability

Conclusion
Readers differ regarding their attitudes, needs, and values. When drafting material for Pearl Communications technical communication, primary, secondary and gatekeeper groups of readers need to be considered to provide holistic information. While the primary readers such as hardware and software consumers are the main subjects that the information addresses, secondary are crucial since they form a link between the primary readers and the company due to their technical knowledge. The gatekeeper readers are crucial to addressing since they permit the publication of information aimed at primary and secondary readers. They make sure that the company image is maintained while addressing the motivations of other readers.

References
Britt, S. H. (1999). The strategy of consumer motivation. Journal of Marketing, 666-674.
Jeppesen, L. B., & Molin, M. J. (2003). Consumers as co-developers: Learning and innovation outside the firm. Technology Analysis & Strategic Management, 363-383.
Johnson-Sheehan, R. (2017). Technical Communication Today. Boston: Pearson.
Kimball, M. (2015). Special issue introduction Technical Communication: How a few great companies get it done. Technical Communication, 88-103.

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