Reader Analysis

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Perl Communications, headquartered in Madison, Wisconsin, is a global technology company. Computer software development, hardware manufacturing, and installation are the three main departments. The company’s customer base is estimated to be 50.000 people. On its website, technical communication studies receive an annual 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.
Different Groups of Stakeholders
Software Consumers
Stakeholders who are inspired by the action make up the main party. There are three types of stakeholders in this community. The first group consists of software users. This category has several needs that require addressing by the articles. 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 writing should assure them of reliability (Johnson-Sheehan, 2017). Moreover, they need testament on the user friendliness of the software.

Another need is privacy. This need is crucial due to the current world suffering significant technophobia resulting from excessive surveillance. In addition, they should know that the product will be compatible with their systems and the studies should then list such systems. Software consumers value privacy and security and should be therefore assured by the paragraphs (Kimball, 2015). They also assess the utility of the products, and hence the products should perform the tasks that they claim to execute.

Some software consumers are nationalistic and want to buy products that were manufactured within their country. The country of the producer should further 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 require. 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 comprise issues such as complexity. The items should therefore be revealed as user-friendly. They also demand to view the information communicated as trustworthy, and thus the information should be true.

Hardware Consumers

Hardware consumers are another category of primary readers. Their needs, attitudes, and values echo those of software consumers. It is since the factors surrounding acquisition of both types of products are similar. The other category of primary readers is the installation consumers. They are individuals relying on the company for putting 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 set-up techniques (Johnson-Sheehan, 2017). They moreover require promptness in the essence that the company will react fast upon the request for setting services. They call for repairing and maintenance on installed systems. Therefore, the company should provide all the types of repairs 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 them to be professional, efficient, and able to be trusted.

Professionals in the Communication Industry

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 demand access to how hardware and software operating. Second is a review by the company on the software and devices. It should be included to give them an overview of the company’s products.

The third is the 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 crosscheck with their customers’ specifications. They moreover require the company to advertise their brand to attract more customers. In addition, they get 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 the company in delivering stock and return on their investment in the stock. Their attitude to the company will range from cheap to expensive, while the company should therefore communicate their pricing strategy for them to establish their affordability.

Gatekeeper Readers

Gatekeeper readers make the last category. They are the stakeholders that determine if the information drafted by the company is fit for the publication. They include the company’s sponsors and executive management. Their collective needs entail factors that discover if the information to be published reflects the profit-making agenda of the company (Johnson-Sheehan, 2017). Their demands comprise production process details to ascertain cost saving undertones and advertisements to draw in more consumers. They assess 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.

Readers’ Motivations

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

To sum up, 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. (1950). The strategy of consumer motivation. Journal of Marketing, 14(5), 666-674. Retrieved from https://www.jstor.org/stable/1246944

Jeppesen, L.B., & Molin, M.J. (2003). Consumers as co-developers: Learning and innovation outside the firm. Technology Analysis & Strategic Management, 15(3), 363-383. Retrieved from http://openarchive.cbs.dk/bitstream/handle/10398/7281/wp03-01.pdf?sequence=1

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, 62(2), 88-103. Retrieved from http://www.ingentaconnect.com/content/stc/tc/2015/00000062/00000002/art00002

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