Chapter 4

Reaching the Audience

McGraw-Hill © 2013 The McGraw-Hill Companies, Inc. All rights reserved.

 The Self-Centered Speaker

Focus on self

4-2
The Audience-Centered Speaker
Focus on audience

4-3
Analyzing and Adapting

• Analyze

• Adapt

4-4
 Analyzing and Adapting

• Analyze

• Adapt

What do listeners
know about ice
packs as first aid?

4-5
 Getting Information
about the Audience

• Interviews

4-6
 Getting Information
about the Audience

• Surveys

4-7
Audience Diversity

4-8
 Audience Diversity

• Gender

4-9
 Audience Diversity

• Age

4-10
 Audience Diversity

• Educational
background

4-11
 Audience Diversity

• Occupation

4-12
 Audience Diversity
• Religious affiliation

4-13
 Audience Diversity
• Economic and social status

4-14
 Audience Diversity
International Listeners

• Respect taboos

Approval?
Or insult?

4-15
 Audience Diversity
International Listeners

• Learn nonverbal
signals

Evasive?
Or respectful?

4-16
 Audience Diversity
America’s Diverse Cultures

• Avoid ethnocentrism

Are arranged marriages

superior?

4-17
 Audience Diversity
America’s Diverse Cultures

• Learn expectations and viewpoints

4-18
 Audience Diversity
Listeners with Disabilities

• The best resource

4-19
 Audience Diversity

Listeners with
Disabilities

• Listeners
who have
mobility
impairments

4-20
 Audience Diversity

Listeners with Disabilities

• Listeners who are deaf

or hearing-impaired

4-21
 Audience Diversity

Listeners with Disabilities

• Listeners who are blind or visually

impaired

4-22
Audience Knowledge

4-23
 Audience Knowledge

• Audiences that know a lot about the

topic

4-24
 Audience Knowledge

• Audiences that know little or

nothing about the topic

4-25
Audience Knowledge

• Mixed audiences

 

4-26
Audience Psychology

Excited? Indifferent?

4-27
Audience Psychology

Interest level

• Assess with a survey

• Create interest

4-28
 Audience Psychology
Attitudes toward the goal

• Unfavorable

• Neutral

• Favorable

4-29
Audience Psychology

Attitudes toward the speaker

Attitudes toward the occasion

4-30
The Occasion

4-31
 The Occasion

Time limit

4-32
 The Occasion

Expectations

4-33
 The Occasion
Other events on the program

4-34
 The Occasion

Audience size

4-35
Adapting during the Speech

4-36
Tips for Your Career

4-37
 Tip 4.1
Be Sensitive to
Audience
Discomfort

4-38
 Tip 4.2
Work Closely
with
Interpreters

4-39
 Tip 4.3
Be Prepared
to Trim Your
Remarks

4-40