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Communicating for results


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Communicating for results

  1. 1. COMMUNICATING FOR RESULTS How to connect with your audience
  2. 2. WHO ARE YOUR AUDIENCE MEMBERS? Finding out more about your listeners is known as audience analysis. • Gather information informally • Demographics – age, race, gender • Observations and conversations with others • Gather information formally – for example, conduct a survey prior to the speaking event on audience members’ demographics and/or attitudes
  3. 3. AUDIENCE SIMILARITIES AND DIFFERENCES • How are members similar to one another? • How are members different from one another? • Examining similarities and differences, how can you establish “common ground” with the audience?
  4. 4. COMMON GROUND To establish “common ground” with your audience, examine the ways in which you and audience members are alike.
  5. 5. WHY ARE THEY THERE? • Is the speech to inform or persuade? • If you’re trying to persuade, are your listeners likely to agree or disagree with your point of view? (Remember the information you gathered as part of audience analysis.)
  6. 6. AUDIENCE ADAPTATION • Do you want the audience to listen to what you have to say? Probably so, and that’s why audience adaptation is critical. • You’ve gathered information about your audience through audience analysis. Now apply that knowledge to help your audience understand your message – and help you achieve your speaking objective. • You adjust, or customize your message, to hold your listeners’ attention and make them more receptive to your ideas.