One of the most gullible species in the world is a species called Nairobians. They oscillate between ten degrees of praises and seventy degrees of trashing any other species with which they may have had an altercation.
Just the other day, the two Jubilee contestants for the gubernatorial and senatorial seats Waititu and Sonko respectively, were seen as the worst mistake that The National Alliance (TNA) was about to make in the upcoming general elections.
But, wait!! The two candidates are currently flying high after performing extremely well against their elitist competitors on NTV and Citizen TV.
While many will fault the middle class for being gullible, let me be quick to point out that the two candidates have mastered an art of communication that many communication experts always ignore.
Sonko and Waititu have done their research well and thus they understand their target audience.
Understanding one's audience is one of the most important elements of effective communication. Audience analysis can help you gain valuable insight about your listeners, which helps you to choose and develop a relevant, meaningful topic. It also helps you to create a communication strategy that is tailored effectively to your audience.
Your communiqué should be filled with the right tone, remember the helmet joke that CORD’s Nairobi gubernatorial aspirant Evans Kidero hurled at Waititu? The tone used to deliver that joke resulted to an evening that CORD supporters could not fathom. Kidero had the right content but his style of delivery was wanting. If this was a media one-on-one interview Kidero would have beaten Waititu hands down.
When Waititu faced Kidero and told him that one of his intentions when he becomes the governor was to protect slum dwellers from land grabbers, I nearly flipped channels ... but Waititu was literally ‘touching the hearts’ of over 70% of Nairobi County. While Kidero was clearly enumerating his agenda for Nairobi County citing developed cities around the world he was essentially just communicating with 30 % of the county’s population.
There are three main areas to consider when analyzing your audience: demographics, dispositions and knowledge of the topic. For each of these areas, there are a set of questions you need to ask yourself so as to stimulate you to think about your audience. The age and socio- economic status of your audience will always affect your listeners' attitudes, expectations and opinions about you and your political agenda.