Chapter 5 adapting to your audience

1. 5
Adapting to Your
Audience

2. Audience Analysis
 Obtaining and evaluating information
about your audience in order to anticipate
their needs and interests and design a
strategy to respond to them

3. What is an Audience?
 The audience-speaker connection
 Classroom audiences

4. Adapting to a Diverse Audience
 Target audience
 Meeting the challenges of audience
diversity
 Techniques for speaking to diverse
audiences
• Search for commonalities
• Establish credibility
• Include supporting materials that resonate
• Use language that appeals to all members
• Attend to all segments of your audience

5. Using Demographic Data
 Demographics – the ways in which
populations can be divided into smaller
groups according to key characteristics
 Gathering demographic data

6. Using Psychographic Information
 Audience standpoints
 Audience values
 Audience attitudes
 Audience beliefs
 Gathering psychographic data

7. Developing Credibility with
Your Audience
 Competence
 Trustworthiness
 Dynamism
 Sociability

8. Developing an Audience
Research Questionnaire
 Asking closed-ended questions
 Asking open-ended questions
 Combining question types
 Distributing your questionnaire
 Questionnaires for non-classroom
audiences

9. Using Audience Research Data
in Your Speech
 Types of audience data
• Summary statistics
• Direct quotes
 Referring to audience data in your speech

10. Adapting to the Setting
 The location
 The occasion
• Voluntary audiences
• Captive audiences
 The time

11. Credibility
 An audience’s perception of a speaker’s
competence, trustworthiness, dynamism,
and sociability

12. Relevant Websites
 Audience analysis
 Audience analysis questionnaire