Middle East magazine - Anyone Can Become An Effective Public Speaker

Anyone can become an effective public speaker, as this article states. I’m quoted extensively in this article published in 2016. The content remains relevant

https://www.ceo-middleeast.com/ceo/ten-steps-become-better-public-speaker-652066-html

Short Cut To Audience Analysis

Recently I was working with a speaker who was scheduled to deliver a keynote-style speech at a regional event. To practice for the big event, she planned a trial run of her content with a smaller audience.

When she and I talked, I asked her to clarify the relevance of her speech for the smaller audience.  She said that she simply had a prepared text she needed to deliver to the larger audience, so this was a chance to practice the material before this smaller audience. I encouraged her to spend some time considering the attendees at the smaller audience, and then plan some small adjustments to shape her content for that audience. 

She later told me her trial run went exceptionally well, as did her presentation to the regional group.

To improve the relevance of your topic with an audience, some audience analysis can be very useful.

Enable The Audience To See Relevance of Your Topic

Any speech delivered to any audience must have meaning for the attendees. Why would anybody speak about a topic that has no meaning for the members of the audience?

A speaker and/or introducer should make the relevance of the topic very clear as the presentation begins. This enables the audience to organize and process the speech content. Please invest some time to empower your audience to process your message.

You can invest a great deal of time on audience analysis considering age, demographics, psychographics, and many other factors. Or you can take this short cut with the event organizer or person who invited you to speak.

Audience Analysis Short-Cut

To better understand your expected audience, simply have a conversation with the person responsible for the quality of the event.  For example, I’m often asked to speak on topics of leadership and public speaking. A common discussion I have with event organizers sounds similar to this;

“So, you’ve asked me to speak about leadership. Are there any particular areas you’d like to see covered?”

“Just basic leadership.”

“Ok, do the attendees lead people now?”

“Some do, but most are high potential employees developing into possible leadership positions.”

“OK, so what sort of jobs do your attendees perform in your company?”

“It’s a mix, but there is a large contingent from IT and accounting.”

“I see. What sorts of attributes or behavior shows that one of your developing employees shows potential?”

“That’s mostly based on feedback from other leaders. As well, we invest a lot in community development, and often employees who take part in planning and running these events show potential.”

“Interesting.  Do these events have significant budgets?”

“Not usually, but sometimes.”

“Should I touch on financial management?”

“Maybe a little.”

“OK based on this is there anything you’d like me to emphasize about leadership?”

“I suppose I’d like to see more people get involved in the early planning of these events. That shares the workload, and provides an opportunity to showcase their talents.”

“Perfect. Thanks. Anything else?”

Conversation Analysis

A brief conversation such as this helps the organizer focus on her objectives, enables me to better understand those objectives, and enables me to review my notes later and then direct some of my content for better value to the organizer. As the event draws near, I like to review my plan with the organizers.

In preparing such a presentation I’d draw on my experience, and theoretical concepts to quickly draft an outline. Here’s an example;

1.    Set the stage – Clearly introduce the topic and objectives

2.    Round table introductions (small group)

3.    My background;

a.    Toastmasters International, L’Arche, other volunteer work, family endowment fund, corporate background

b.    Emphasize professionally presenting one’s credentials

4.    Contrast management versus leadership – Blanchard

5.    Discuss Situational Leadership – Hersey-Blanchard

6.    Comment on financial measures and reporting

7.    Introduce a Model for a Basic Leadership Speech

8.    Etc

 

Summary

You can spend a great deal of time on audience analysis. Or you can simply have a brief, well-focused conversation with your event organizers. Our world needs more and more simple, direct conversations.

An event organizer, or whoever invited you to speak, wants you to do well, because then she’ll get great feedback and be praised for her wisdom in inviting you.  Engage with the event organizer.

A few simple questions as I’ve illustrated will help you better understand the audience the host expects to have in the room.  It might also help him or her clarify what they hope to see as an outcome from your speech.

Additional Viewpoint On Audience Analysis

Here is another point of view on audience analysis

https://ca.indeed.com/career-advice/career-development/audience-analysis