By Sherif Attar
In a world of ever-changing ambiguity and uncertainty, executives have to face two challenges: excellent performance and people development. Where many managers think those endeavours are “competing”, this author believes they are “completing”. GET DOWN TO BUSINESS argues.
(Adapted from Trainer Bubble)
We’ve all sat in an audience during a presentation and been less focused on “what can I get out of this?” and more focused on “when can I get out of this?”
One mistake we make when we’re planning a presentation is to focus on the content and the delivery that we forget the most important element – the audience! Presentations are not one size fits all, and the same presentation may be received differently depending on who it is being presented to. An un-engaging and ineffective presentation may negatively impact results, putting you or your business at risk!
Knowing your audience is critical, as it will set the tone, content and approach for your presentation. Audience will impact every aspect of delivery. You may not always know the audience you’ll be presenting to and it’s dangerous to make assumptions about them! Doing some preparation around the audience’s needs can make all the difference when it comes to a great presentation.
Try using this list of questions to build a bigger picture about your audience.
Analysis: Who are they? How many of them will be there?
A small audience provides a more personal feel, so it’s important to know more about each member. Prepare for direct interaction and engagement. Understanding small group dynamics is key! A large group makes it important to be clear and concise, as there is less room for discussion, and you’re trying to hold the engagement of more people – it’s harder to pull members of large groups back in once you lose their attention.
Understanding: What is their knowledge of the subject?
You don’t want to bore your audience by relaying information they are already familiar with. Knowing what they know will help you focus on the new information and/or solutions that you want to cover.
Demographics: Where do the audience fit into the wide company? Are there any biases I should consider?
Knowing your audience allows you to make a rational judgment about how their views of your topic might be shaped. It is important to recognise which opinions can be challenged, and which should be respected.
Interest: Who asked them to be here? What are they here for?
Knowing your audience’s attitudes to attendance and their attitudes towards the subject matter is crucial. Resistant? Enthusiastic? How can you make the content appealing to them?
Environment: What are your surroundings?
Will the environment impact the audience’s attention? Distractions? For example, afternoon may require breaks, while on ground floor it will be helpful to close the blinds.
Needs: General needs?
What is your audience looking for in your presentation? What key themes are important to relay to them? And how can you make these aspects clear.
Customised: What more specific needs are important to this audience?
What specifics may be relevant for each audience? Are there any activities or methods that may work better with some groups than others? Customise your content to keep it relevant!
Expectations: What do they expect to learn?
If you are presenting a new strategy, how can you break it down to ensure you successfully provide all the information expected?
So, answering these questions before or during your planning will have a positive impact on your presentation. With all of that said… you should also not underestimate the importance of a good structure for your presentation, the technology used to deliver your presentation, and the qualities of an effective public speaker.
For questions or suggestions, please send your comments.
Sherif Attar, an independent management consultant/trainer and organisation development authority, delivers seminars in the US, Europe, Middle East and the Far East.
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