So welcome to this video, where we'll be combining the aspects of purpose, audience, medium of communication together with tone and style, so that you're able to choose the right communication strategy. So, think about when a coach speaks to his team before an important match. He's already analyzed his opponent, their strengths, their weaknesses, and obviously devised a game plan so that his team can win the game. The same is for communication. You need to think about your audience, choose the appropriate strategy so you're able to achieve your communication objective. So by the end of this video, you're able to one, understand why it's important to match purpose with audience, with the medium of communication together with tone and style. And you'll also be able to use five helpful steps in choosing the right communication strategy. But first, let's do a quick recap of purpose, audience, medium of communication, and tone and style. First, purpose. Basically, it's what you wanna achieve. So, you might have a general purpose, a specific purpose, and you're gonna be very clear and refine if necessary. Especially after you've done an audience analysis. Which remember the audience is always the most important aspect of your communication. You need to identify who they are. You need to think about their needs and concerns. And you need to decide on the actions that you wanna take, or you want your audience to take in relation to those first two steps. Next is the medium of your communication. You need to choose the most appropriate method for delivering your message. Whether it's in spoken form, in the form of a presentation, or maybe in written form, in the form of a form, or report, or proposal. Next, once you've decided on your content and your delivery method, then you've gotta think about how to package your message, which will sound or look the most appropriate for your situation. And this goes down to tone and style. Remember, whenever you speak or you write you'll always be judged. And this could be in a negative or a positive way. So, you have to think before you speak or you write. So next, I'm gonna give you some helpful steps, five steps into choosing the right communication strategy. First, we think about purpose. Okay. You need to clearly define your purpose. In previous videos, one of the examples of a general purpose was to present a proposal of a new sales initiative. The specific purpose of this example was to convince or persuade your sales director to allocate more resources to your new sales initiative. In step two, we need to conduct an audience analysis. So remember, you have to identify who they are, their needs and concerns, and your actions. The results of your next analysis might show that your sales director might have some concerns that the initiative might go over budget, or there might be some resistance because they can't approve your sales initiative until for the new budget year. And step three, we've conduct our audience analysis and we might have to rethink or refine our purpose or objective. So, using the previous example, if your sales director thinks your initiative is gonna go over budget you might think of some alternatives with a lower budget. Or you might delay your request to the next budget year. In step four, you choose the appropriate medium for communication. So example, if your specific purpose was to sell the sales initiative idea which was to expand it to new markets to a group of senior managers, you might choose written form in the form of a proposal, or a report to justify your recommendations, or your suggestions using data statistics or even projections. Finally, we need to choose the appropriate tone and style. And this might involve presenting your proposal or your initiative to the board of directors. So, you wanna choose more formal tone and style. So, that you don't get any negative response from the board of directors. But at the same time, you wanna maintain a persuasive tone, because at the end of the day you wanna sell your proposal. Or alternatively, if your proposal has already received a positive response, and you only need a final meeting together with your self director who you're quite close to on a one-on-one basis. You might choose a more informal, personal tone and style. Remember, your communication has a direct impact on the audience. So, you need to be very careful in choosing the right communication strategy to achieve your objective. So, think about your purpose, think about your audience, think about your communication method, and think about your tone and style that you will use. So, let's do a quick recap. So in this video, I hope you understand now why it's important to match purpose with audience, medium of communication and tone and style. And that we introduce you to five helpful steps into choosing the right communication strategy. Thank you very much for watching.