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Chapter 6
There are apathetic, sleeping audiences that must be awakened
There are hostile audiences that must be defied & conquered
There are alienated and sullen audiences that must be won back
There are frightened audiences that must be calmed There are loyal affectionate audiences that must be further
inspired There are cool skeptical audiences that must be cooly
convinced There are heterogeneous audiences that must be molded
into some kind of unity
Houston Peterson
Audience focused communication is all around us What type of communication targets certain audiences? Why is it important that they know their audience?
Knowing your audience allows you to adapt your content to effectively communicate with them
▪ What type of delivery style allows for adjustments during your presentation?
If you looked up at your audience and saw this what would you do?
Would you continue with what you had been doing?
Gathering Audience Information So you have decided to analyze your audience for the speech How do you get information about them?
Observations This is one of the easiest ways to gather information but not
always the most reliable When would this type of info gathering take place
Research Seeking out information on your audience prior to the
speaking event Reviewing a company that will send many employees, Learning about a certain professions/groups that will be
present If you will have nurses, law enforcement, clubs,organization
Interviews Talking to people familiar with audience
Company manager sending employees Hospital head sending staff members Sample group of audience members
Surveys Series of questions designed to get information from audience Can be one of the most effective types of data collection.
What type of questions could you ask? When would you conduct a survey?
Who is the anticipated audience for speech Knowing will help in preparing for speech
First thing to consider is the demographics of audience Ethnic/cultural background and nationality
Audience may have lots of diversity, Knowing helps with cultural sensitivity in the content
Age Audience often vary in age often crossing many generations. Knowing this will help you to relate with different
views/perspectives Gender/Sexual orientation
Knowing will help with topics that may be controversial/sensitive to different sexual identifications
Religious affiliations Variety of beliefs exist as do non-believers Help prevent disconnect or angering audience during
religious / spiritual topics Socioeconomic status
Income level often identifies a persons life challenges Knowing these can help understand their needs
What kind of speaker would really beneift from this Relational Status
Refers to a persons bond with another person Marriage, domestic partner, single, widowed, etc
What is the audience relationship to your topic Previous knowledge
Do they have previous knowledge May require greater detail instead vs basic info
Involvement How is the topic relevant to audience Topics like “The new cell phone law” A public audience vs a police audience
Attitudes Knowing audiences views/attitudes helps prepare Especially for controversial topics
Persuading the receptive audience▪ Identify with audience▪ Clearly state objective▪ Tell audience what you want them to do▪ Ask listeners for an immediate show of support▪ Make it easy for your listeners to act
Persuading the neutral audience▪ Capture your listeners attention early in your speech▪ Refer to beliefs that many listeners share▪ Relate your topic to listeners and those they care for▪ Be realistic about what you can accomplish
Persuading the unreceptive audience▪ Don’t announce your intent to change them▪ Focus on most agreeable points first▪ Don’t expect a major attitude shift from hostile
audience▪ Acknowledge opposing points of view▪ Establish your credibility▪ Try to open audiences mind to understanding of
opposing views
Analyze attitudes toward your topic▪ Interested-Uninterested
▪ Hold & amplify interest or find a “hook”
▪ Favorable-Unfavorable▪ Know if audience is subject to respond positively or
negatively
▪ Captive-Voluntary▪ Captive – (required to attend)▪ Voluntary – Anticipate why they are coming
Analyze attitudes toward YOU, the speaker Credibility
▪ Establish early or before speaking▪ Trustworthy▪ Knowledgeable▪ Dynamic
▪ All factor into audience perception of you
Analyze audience after speaking Nonverbal Response Verbal Response Survey Response Behavioral Responses