Developing an Audience-Centered Presentation

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  • 0:01 Audience-Centered
  • 0:57 Aim Your Message
  • 4:02 Lesson Summary
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Lesson Transcript
Instructor: Jennifer Lombardo
A presenter has to be able to develop an audience-centered presentation to target the wants, needs, motivations and characteristics of the attendees in order for the message to be delivered appropriately.


What if during your presentation the audience acts completely disinterested? Or perhaps the audience seems utterly confused by what you are saying? This would be a business presentation nightmare for any presenter. This scenario does manifest itself in the workplace due to poor audience research, planning and presentation. In this lesson, you will learn what it means to develop and deliver a presentation that is audience-centered, where the presenter researches the audience's demographics, needs, motivations and characteristics. The presenter then tailors their presentation directly to what will interest the audience.

Let's take a look at Mark's upcoming presentation to Pear Products, a large technology company. Mark works for Fun World, and he is trying to convince the top executives to have their national sales meeting this year at his resort.

Aim Your Message

The first step in developing your presentation is to take A.I.M. at your audience. These three steps are:

  1. Analyze your audience
  2. Intent of the message
  3. Make your message stick

Analyze your audience by researching the demographics, education and work experience of the viewers of your presentation. It is also important to understand what the audience's expectations are for the speech, such as length, topic coverage and format type. Will the audience be receptive to your speech?

This can be accomplished by investigating exactly who will be attending your lecture. For example, Mark asked for the names of the attendees and then conducted his own research of each individual executive. He was able to discover that the executives were a mix of genders and a similar age range of 40-50 years old. He found out that they were very hard workers but all had families with numerous aged children. Mark felt that the viewers would be receptive to his message, as they had invited him to present and expressed excitement to hear his proposal. They asked for a 30-minute presentation that would cover the benefits of having their meeting at Fun World.

The intent of the message needs to be identified right from the beginning of the presentation. What is the purpose of the presentation? Will Mark be informing or persuading his audience? He also was able to contact an old friend who gave him some inside knowledge about the company's objectives for the sales meeting. He knew other companies were also competing for the national sales meeting.

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