Identify your audience

One of the main functions of a speech is to convey a message that is useful to a specific audience. The audience that attends our speech or that which visualizes it through a video, is an essential part of our work. That is why when preparing a speech, we have to study beforehand, to whom we will be addressing. We do not always have a homogeneous audience, and this can make the scenario even more difficult.

To solve this problem, we must resort to various mechanisms and strategies that allow us to identify points in common, in order to address a topic that satisfies the general interest of all those present.

During the next session, we will be presenting some of the basic recommendations on how to work the speech according to the interests of our audience.

Homogeneous vs. heterogeneous audience: When identifying the type of audience to be addressed, it will be classified into homogeneous or heterogeneous audience. An audience is homogeneous when it is made up of people who share the same general criteria and tastes regarding the topic we will be addressing. When this audience is made up of groups of people who have opposing criteria, tastes or opinions, it is usually classified as heterogeneous.

A homogeneous audience is easier to approach. In general, if our message, language and criteria respond to those shared by this audience, it is usually well received and enjoyed by them. On the other hand, when we encounter a heterogeneous audience, it will be more difficult to adjust our discourse to satisfy their general interest.

Identify the points of connection: Considering that the homogeneous audience presents few difficulties to be approached from a speech that is pleasant to their interests, we will focus on the heterogeneous audience.

When we prepare a presentation that seeks to communicate ideas related to the interests of those present, it is important that we know how to identify the points of connection. A point of connection is an element, idea, taste, opinion or interest that is shared by the entire audience, regardless of the existence of opposing positions on other aspects. The more connections you generate, the more impact your message will have for the general public.

This is not to say that you should always communicate ideas that everyone agrees with. On many occasions the speaker works as a disruptive communicator, who raises arguments that incite people to think and question what they firmly believe in. The important thing is to know what the effect of your message will be when you take a certain position. Afterwards, you are the one who, with the proper information, chooses the reactions you will seek to provoke in your audience.

It doesn't matter if you want to create points of connection among your audience or simply prefer to assume a criterion with which some of those present will not agree: the most important thing is that you make these decisions consciously and that you are not taken by surprise by the reactions of your audience.

Deliver what you promised to your audience: In the previous point, we were talking about the importance of knowing the tastes and interests of our audience if we want to generate connections with them. This interest must be satisfied through your presentation, even when you have not communicated ideas that are shared by everyone present.

Those who have attended your presentation in order for you to teach them your knowledge on a specific topic, must receive the message for which they have decided to listen to you. It is unethical for you to sell a lecture as something it is not. Whenever you undertake to address a topic, you should do so to the best of your ability.

Avoid advertising your presentations under topics that will not be addressed faithfully. It doesn't matter if at the end of your speech, a part of the listeners consider that your method is wrong or that they would do it differently. The important thing is that you have fulfilled the commitment you made to your audience.