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Public Speaking: The First Question You Need to Answer

The first question a presenter must answer concerns the listening audience. The composition of a group influences what and how one prepares. Determining the makeup of an audience involves certain considerations that can be divided into two categories: demographics and psychographics. “Demography” helps us define “age cells”, while “psychography” tells us about “type cells”.

Demography. Initially, it is useful to determine the demographic composite of the audience. We start by determining the average age of the crowd. Are there children? If yes, what age? If they are teenagers, are they younger teenagers (13-16) or older teenagers (17-19)? If we find that they are young adults, are they between 18 and 24 years old, between 25 and 34 years old, etc. ? Let me now explain why this demographic analysis is so important.

The age of an audience influences the type of language, examples and illustrations presenters use. For example, if I was talking to a group of young adults aged 18-24 about recent changes in the music industry, it would be more effective to drop names like “The All-American Rejects” and “Green Day.” than “Chicago” and “The Beach Boys.” Talking about the former would help me sound relevant and believable, while using the latter would get me out and make me seem disconnected.

The key is to know the demographic makeup of your audience. Some audiences have a narrow demographic scope, but most don’t. Typically, you’ll find that audiences are made up of mixed age brackets, and knowing that will help you tailor your examples and illustrations to impact broader segments of the group.

Psychography. It is also imperative to determine the psychographic profile of the audience. As stated earlier, psychography refers to “type cells” and all audiences are made up of them. These cells inform us of the inclinations and preferences of the audience, which is useful information when addressing a group. Below is a short list of potential “types” you might find in a particular audience:

Males or females

workers or professionals

Senior or junior managers

Officers or employees

Postgraduate students or undergraduate students

Wine drinkers or beer drinkers

conservatives or liberals

Religious or non-religious people

Doctors or lawyers

Teachers or students

Early adopters or late adopters

Animal lovers or hunters

Suffice to say, the age and type of people in a given audience will have a huge impact on how you prepare to speak to them. But while audience profile influences your method, it should never compromise or cause you to water down your message. Instead, the main message should simply be presented in terms relative to the intended audience. Therefore, it is very beneficial to know everything about the demographic and psychographic nature of the audience you will be addressing.

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