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Have you ever wondered why there are so many channels on TV yet it seems there s seldom anything you want to watch The simple answer is that there is an audience for everything, but not every program is interesting to every audience. The same idea applies to speaking situations. The trip to the land of Speech Disaster usually starts with failure to know important facts about your audience. It s up to you, the speaker, to choose the right message and delivery style for each group and each situation. We get information at incredible speed, and almost all of us are conditioned to use a remote control to surf through any message that doesn t matter to us. Multitasking is the norm, so for your presentation to have meaning, you have to connect with your audience. Although you ll often have to take an educated guess about some information, you must remember that assumptions can get you in big trouble. Do the best, most thorough research you can every time you speak. You can almost always nd information about an audience even a virtual one. Here are a few categories you ll want to learn about:
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Demographics are statistical characteristics, usually considered hard data. Common demographic data include age, gender, race, income, education, and so on. When preparing for your presentation, it s important to learn as much as you can about these demographics.
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Whether your audience is made up of boomers; Generation X, Y, or Z; or some other group, knowing the age range of your listeners is important. Our shared life experiences help us determine what s normal, motivating, and desirable. Our heroes and villains vary considerably based on our age. Each generation has been conditioned to communicate in ways that work for it. The younger the people in your audience, the more likely they are to communicate by text, instant message, and blog and the less likely they are to be interested in a long presentation from a talking head. Great communicators know how to make a common connection that speaks to everyone. You ll need to choose stories, references, examples, and terminology that will have meaning for your audience.
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My husband, Frank, adjusts to different audiences when he gives presentations on climbing Mount Rainier. His typical audience is over twenty-one and has an interest in serious outdoor sports. He includes maps, slides, books, and an ice axe as props. However, when he gives a presentation for the Cub Scouts, he adapts by shortening
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Speaking of . . . Generations
For the rst time in history, there are four generations in the workforce. Now that people are working longer, some organizations may soon emply ve generations of workers. Matures Baby boomers Generation X New millennials Generation Z Born before 1945 Born between 1945 and 1964 Born between 1965 and 1980 Born after 1980 Born after 2000
CHAPTER 2 Audience Analysis
the presentation, making it more interactive and dramatic, and spending more time with the ice axe, ropes, crampons, and glacier glasses.
GENDER
Is your audience predominately one gender or evenly mixed Choose examples and language appropriate for everyone. If you re using an example character, don t call every manager him or every programmer her. Choose terms that refer to one gender when you know the facts.
Example
If you choose to support a point by using a gender-speci c example, acknowledge that it may not apply to everyone present. Don t assume that all men or all women have the same interests or preferences. If your audience is predominately male, avoid using only sports references. For a female audience, constant references to children or fashion may be inappropriate unless those are the topics of your presentation. It s easy to unknowingly insult an audience by making gender-based (or any) assumptions.
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