BLA

There exists no universal communication model applicable to all groups & cultures.

All communication efforts must be tailored to the local dynamics & with respect to the behaviors one is seeking to change.

Self-centric Trainers

Deliver the speech they want to give, without concern for who is in the target audience or what they may be thinking, feeling, or wanting

Audience-centric Trainers

Deliver the speech which the audience wants to hear, using words, concepts, stories, and visuals which will resonate with audience members and lead them to action.

Don’t assume that you know your audience, instead gather information and ask questions.

Audience are never the same, so adjust your speech according to the type attending.

Know how far your audience know about the subject to customize your subject & speech according to their information.

Know what bothers your audience, and then treat it carefully.

Make sure to cover the audience’s needs, before focusing on covering the points that you want to deliver.

If the audience disagrees with your ideas, determine the exact points of disagreement, and then start with the points of

agreement.

If the subject is pre-determined, start discussing that subject, and then move to what suits the audience.

In most cases, audience members who are attending voluntarily are much more open-minded, more enthusiastic, and more motivated to hear what you have to say.

On the other hand, mandatory attendees may require extra effort on your part to motivate.

Demographic Analysis

What style of presentation does the audience expect?

The aim of contextual audience analysis is to discover how the speaking event itself may influence your audience’s state of mind.

Audience analysis is the process of learning who your audience are, what they are thinking, and how you can best reach them.

In some ways, this analysis takes who they are (demographic) and what they believe (psychological), and pins it to a certain time and place where you’ll be speaking.

If done well, your audience analysis will provide insights that will help you focus your message, select the most effective content and visuals, and tailor your delivery to suit this particular target audience.

Psychological Analysis

What are people wearing?

Not only will this dictate how you may want to dress, but it may also guide you in the level of formality you should maintain.

Contextual Analysis

What time of day are you speaking?

Before/during/after a meal? Early/late in the day? Timing will influence your audience’s state of mind.

The previous analysis may be impacted by qualities of the audience as a whole:

Is the audience homogeneous or heterogeneous?

What is the size of the audience?

• What is their profession?

Imagine talking about a scientific discovery with an audience of scientists vs. accountants or bankers.

• How old are they?

A talk about economics would be very different if you are speaking with teenagers versus a group nearing retirement.

• Are they members of a relevant organization?

Imagine talking about volunteerism with members of a charity association vs non-members.

The aim of psychological audience analysis is to discover what your audience may be thinking before and during your presentation.

• What is their religion?

A talk about moral issues may depend heavily on the religion of your audience members.

• Men? Women? Mixed?

A talk about nutrition, fitness, or fashion may depend on the gender of your audience.

• What is their personality type?

Introverts and extroverts have different preferences that may impact your seminar approach.

• What is their educational level?

Imagine the difference speaking to high school students vs. lawyers.

Psychological analysis covers both the knowledge (or lack of knowledge) and the beliefs of your audience.

• Audience members belong to a certain race, culture, or ethnicity?

This might impact your message, choice of language, gestures, and other aspects of your speech.

• Other qualities relevant to your speech?

e.g. business leaders, marital status, cell-phone users, avid readers, marathon runners

Audience Knowledge

What do they know about your topic? What don’t they know?

• Do they share a common primary language with you?

If not, you may have to be careful with slang, idioms, and other language shortcuts.

These are critical questions to determine the “level” at which you target your presentation.

What do they want to know? What do they need to know?

It’s critical that you satisfy their expectations. Otherwise, your presentation will be seen as a failure for them.

What specialized terminology are they familiar with?

Using acronyms and technical terms is okay in a presentation, but only if your audience recognizes them (or you take the time to define them).

What concepts, processes, or tools are they familiar with?

Like terminology, you can draw upon these concepts, processes, and tools as you build your presentation. Consider them building blocks that are already in place before you begin.

Audience Beliefs

Are you similar to your audience, or are you different? (In gender, age, profession, education level, etc.)

Sometimes, it doesn’t matter. Other times, they will view you as an outsider, and that may influence your preparation.

Are they neutral, or are they leaning to agree with or oppose your message?

Audiences of the three different types require three totally different presentations.

Are they your peers?

What are the most important values to the audience?

e.g. co-workers or classmates

It’s important to know what they value as these are often the best starting points upon which you can build your arguments.

Or are they your superiors or subordinates?

What problems do they have?

Either could be good or bad…

If your presentation aims to offer them a solution, it surely helps if they agree with you that the problem exists in the first place!