1. © 2011 Cengage Learning Adapting to Audiences - Audience Analysis Presentation Skills for Designers

2. © 2011 Cengage Learning Learning Outcomes 5-1 Address initial audience disposition toward your topic. 5-2 Highlight common ground with your audience. 5-3 Articulate the relevance of your speech to your audience. 5-4 Establish your credibility as knowledgeable, trustworthy, and personable. 5-5 Employ strategies to enhance comprehension and retention. 5-6 Overcome potential language and cultural differences. 5-7 Create your own audience adaptation plan.

3. © 2011 Cengage LearningAction Understand your audience and adapt to it. a.Understand audience diversity. b.Tailor your speech to address their needs, interests, and expectations.

4. © 2011 Cengage Learning audience adaptation the process of tailoring your speech’s information to the needs, interests, and expectations of your listeners

5. © 2011 Cengage Learning Initial audience disposition is the knowledge and opinions your audience has about your topic before they hear you speak. Initial Audience Disposition Learning Outcome 5-1

6. © 2011 Cengage Learning As a speaker, your goal is to identify and highlight common ground. You can build common ground by: Using personal pronouns Asking rhetorical questions Drawing on common experiences Common Ground Learning Outcome 5-2

7. © 2011 Cengage Learning You must adapt information in your speech so it is relevant (important) to listeners. You can do so by demonstrating the information’s: Timeliness Proximity Personal impact Relevance Learning Outcome 5-3

8. © 2011 Cengage Learning Three adaptation techniques can affect an audience’s confidence in the speaker, or credibility: Articulating knowledge and expertise Conveying trustworthiness Displaying personableness Credibility Learning Outcome 5-4

9. © 2011 Cengage Learning Guidelines for Adapting Information to Help Audiences Understand and Remember 1.Appeal to diverse learning styles. 2.Orient the audience with transitions. 3.Choose specific and familiar language. 4.Use vivid language and examples. 5.Compare unfamiliar ideas with familiar ones. Information Comprehension and Retention Learning Outcome 5-5

10. © 2011 Cengage Learning Kolb’s Cycle of Learning

11. © 2011 Cengage Learning When you address listeners from ethnic and language groups different from your own, be sure to: Work to be understood when speaking in your second language. Choose culturally appropriate supporting material. Language and Cultural Differences Learning Outcome 5-6

12. © 2011 Cengage Learning An audience adaptation plan should answer these questions: 1.What is my audience’s initial disposition toward my topic? 2.What common ground do audience members share with one another and with me? 3.How relevant will the audience find this material? Forming a Specific Plan of Audience Adaptation Learning Outcome 5-7

13. © 2011 Cengage Learning Learning Outcome 5-7 An audience adaptation plan should answer these questions: 4.What can I do to enhance my credibility? 5.How can I make it easier for audience members to comprehend and remember the information? 6.What language or cultural differences do audience members have with one another and with me? Forming a Specific Plan of Audience Adaptation