Almost every performance coach will tell you that it is essential to CONNECT with your audience. What, exactly, does that mean? Keep in mind that any communication involves both speaker and listener, whether the communication is between two people or in a lecture hall with an audience of one thousand. Remember, too, that unless the message is received by the listener, communication does not successfully occur.

 

So then, who is in your audience? You need to ask who they are, where they come from, and what they would like to know. The importance of answering these questions is at the beginning of a very useful article called “7 Killer Ways to Connect with Your Audience During a Speech,” at

http://www.dumblittleman.com/2014/01/7-killer-ways-to-connect-with-your.html

Before author John Corcoran gets to the 7 Killer Ways, he lets you know that unless you grab your audience’s attention at the outset, the audience will lose interest and your speech will have been a waste of valuable time. Doing preliminary research on the audience will give you basic information about your topic and the amount of time you should spend on themes, humor, analogies, visuals, self promotion, and review. The first “Killer” tip suggests that you contact people who will be in the audience to ask them what they want to hear and what are some of the questions that they would like to have answered.

If members of the audience are in a similar situation as the speaker or facing similar issues, the similarity may help to establish the connection. One way to get this information is to mingle and speak with people in the audience before the event begins. Then you can tailor your presentation to what you learn about your audience. You can begin to build rapport and establish ethos. (Ethos? See my post April 8, 2015) Make eye contact, show interest, use active listening, take names: consider weaving what you glean from your pre-speech investigation into your presentation if appropriate.

When the members of the audience find you credible and likable, they are much more likely to pay attention and enjoy your presentation. This is true whether you, as the speaker, are about to address a jury to make an opening statement, to make a proposal at a board meeting, to introduce yourself to a potential employer, or to announce a run for public office. When you connect with your audience, it becomes your ally.