A practical checklist for planning a document around the reader's priorities, knowledge, evidence needs and likely objections.

Good workplace writing begins with the audience. Before drafting, the writer should ask who the document is for, what those readers care about, what they already know, what they need to decide or do, and what may stop them from accepting the message.

Audience analysis is especially important because effective writing does more than transfer information. In organisational settings, documents often seek to influence attitudes, decisions or behaviour. That influence may come from rational persuasion, from alignment with organisational values and priorities, or from both.

• Who is the primary audience? Identify the person or group whose needs matter most.

• What decision, action or understanding should the document support?

• Is the central message descriptive, such as an explanation or finding, or prescriptive, such as a recommendation or request?

• What does the audience already know, and what must be explained?

• What are the audience's priorities, values, risks and constraints?

• Which organisational goals, missions or strategic priorities are relevant?

• Which parts of the topic are technical, unfamiliar or likely to be misunderstood?

• How much detail does the audience need, and how much would become distracting?

• Which claims may the audience question or resist?

• What evidence would the audience regard as credible?

• What objections, alternative explanations or counterarguments should be addressed?

• What is the simplest structure that will help the audience follow the reasoning?

The answers should shape both content and structure. A senior decision-maker may need the strategic consequence first and the technical justification second. A specialist reviewer may need more detail about method, assumptions or limitations. A mixed audience may need a clear executive-level argument supported by well-organised detail for those who need to test it.

Audience analysis does not mean telling readers only what they already believe. It means building the argument so that readers can understand the message, see why it matters, and judge the reasoning on terms they recognise as relevant.

You may also be interested in the companion edVirtus course: Persuasive Presentations.

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