322 / PLANNING TO PRESENT
Putting the audience first
Identifying the need
A presentation serves a very different
purpose from a written report—it is far
more than just another vehicle for
information. A presentation allows an
audience to gain knowledge by watching,
listening, and being inspired by you.
Audiences come not to learn everything
you know about a subject but to gain
your perspective—they are likely to
remember only the big themes even a
short time afterward. Good presenters
understand that audiences are looking
for information in context, not in full
detail, so ask yourself what you can add
through your presentation of the subject.
Researching the audience
Get to know your audience, even before
you plan your presentation. Talk to
the organizer of the event about their
expectations, and if possible, engage
with those attending ahead of time;
ask them about their existing level of
knowledge, and what they hope to hear
about. Work out if they need persuading,
informing, educating, motivating, or a
mixture of all these. The more you
understand your audience’s expectations,
the better you’ll be able to meet them.
Presenting successfully means stepping back from your own knowledge
of your subject. Examine what you want to say and how you convey that
information from the perspective of the audience. Their priorities will
almost always be different from yours.
MIND YOUR LANGUAGE
Check the language abilities
of your audience—if you
do not share the same first
language, you will need to
make allowances.
Tip
Audiences are likely
to remember only the
big themes even a
short time afterward
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PUTTING THE AUDIENCE FIRST / 323
Focusing your message
Identify the essential information you
want your audience to understand and
remember—no more than three such
core messages. Build your presentation
around these points and add supporting
details where necessary—but remember
that less is more when it comes to
presentation. Make your key points
emphatically and repeatedly and don’t try
to be too subtle or clever. Look for the
overlap between what you want to say
and what your audience wants to hear.
MATCH THINKING
STYLES
Is your audience made up of
creative thinkers or analysts?
Bear in mind that you’ll need
to tailor your presentation
content and your delivery to
match their thinking style.
Tip
ASK YOURSELF…
YES NOWho is my audience?
1 Do I know who will be listening.................................................
2 Do I know how much they already know? Is there a common
understanding to build on?.......................................................
3 Do I know their expectations? Will they hold any
preconceived notions about the subject?..................................
4 Do I know what I want them to learn? What do I expect
them to do with that knowledge?..............................................
5 Do I know what I will say to accomplish my goals?.....................
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