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Audience-Centered Communication: Description & Effectiveness

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  • 0:01 Audience-Centered…
  • 0:44 Identify Audience
  • 2:00 Audience Feedback
  • 2:50 Effectiveness
  • 3:57 Lesson Summary
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Lesson Transcript
Instructor: Jennifer Lombardo
Audience-centered communication is a type of communication where a speaker analyzes the audience to determine the content, language usage and listener expectations. It allows effective communication because the speaker can tailor messages to the needs of the listener.

Audience-Centered Communication

CEO Marty Farty of Slapstick Fun Toys has been asked to give a speech at his alma mater, the University of Florida. He is very excited to have this opportunity to address the graduating class of seniors, but he is very nervous as he has never given a speech to a young audience. He is used to speaking at business events and sales conventions, but he knows that in order to communicate successfully with the graduation class he will need to utilize audience-centered communication. This type of communication is when a speaker analyzes the audience to determine the content, language usage and listener expectations. Marty's first job is to understand and identify his audience.

Identify Audience

It has been over 30 years since Marty graduated from the University of Florida. He is not sure what motivates and interests college students anymore, and he wants to understand their point of view. Marty decides to take a small group of graduating seniors to lunch at an exclusive business club to understand their attitudes, beliefs and values. He also would like to find out what their expectation is for his speech.

Later that week Marty spent over three hours having a lively lunch with a large number of graduating seniors. He learned that their attitudes, or immediate feelings towards graduation, were built around nervousness and excitement. Marty felt that he could tailor his speech by relating how those types of attitudes are normal when facing graduation and transitioning to adulthood.

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