This is a crucial element to the success of your presentation, yet it's amazing how often speakers neglect this basic tenet: know thy audience. If you're a financial planner, you might have a great presentation to give on retirement planning. But the talk you'd give to a group of just graduated young professionals would be different from one to a group of people on the verge of retirement. A Master Gardener would give a different talk to a group of botanists than to a group of "brown thumbs" who want to try to start a garden. A utility engineer's presentation on electrical safety to a grade school class would be different than one to workers on a construction site.
It's an important first step to find out who your audience is composed of and what their interests and hot buttons are. So how do you do that? If you're speaking to an organization outside of your work setting, ask the group's contact about the audience. What profession(s) are they in? What's the average age? What do they know about your topic? Why did they ask you to speak? Then make sure you fashion your remarks to their perspective.
One of my volunteer activities is serving on the Domestic Violence Speaker's Bureau where I give presentations on domestic violence. I have to know the nature of the audience because my topic is a sensitive one. Men react differently than women. Older people have inbred stereotypes that younger people don't have. Ultra religious groups have different attitudes about it than more liberal ones. Knowing my audience not only helps me plan my remarks, but also prepares me for the possible questions and objections I might get.
If your audience is a group in your company, you may already know who they are and what their needs and hot buttons are. But not knowing that group, especially if it's a high-level one, can be a big source of stress. I often hear this concern in the corporate workplace. Mid-level associates get invited to make a presentation to a management team or other leadership group, and they're panic-stricken because they don't know what this group wants and they don't feel comfortable asking them directly. In this case, one good option is to ask associates who may work with or be familiar with those people. Administrative assistants could be a valuable source of help here.
One of the key things you want to know about a high-level group is whether they are big picture- or detail-oriented. Do they prefer just the bottom line or do they want to scrutinize every step? With people much higher up the food chain than you are, it's wise to try to meet their needs.
What if you discover that your audience is a mixed bag? In this case, where you risk alienating some members while pleasing others with your approach, I'd say this would be the time to ask for direction from that group's senior person. Whether you make direct contact with a phone call or e-mail, or use an administrative assistant as the go-between, there's a good chance the executive will be flattered and impressed that you took the time to find out the best way to meet the group's needs.
If you're unable to do this, then keep this in mind. Most people who are at the upper echelons of an organization are more likely to be big picture thinkers. Their job is to plan and oversee the company's vision. They leave the detail to those in the trenches. So even if you're a detail-oriented person, the odds are you'll be more successful in a presentation to upper management if you trim all the step-by-step methods and focus on the end result. Make sure you have a handout or backup visual that covers the details should anyone ask.
