Speakers want to share knowledge and move an audience to share their viewpoint. To do this, they must send their message in such a way that it is easy for the audience to receive and understand it.

The speaker must know who the audience is and fine-tune how the message is sent to the audience in order to succeed.

VARIABLES
There will always be diversity among a group of individuals but a typical audience has several characteristics that distinguish it from other audiences. Consider the following variables when tailoring a speech to the interests of an audience:

Age range: When a speaker knows what kinds of events the audience has experienced, he or she is able to use statements that are meaningful to the audience. These statements help the speaker to establish why his or her ideas are relevant and of interest to the audience.

Male/female ratio: Depending on the organization or situation, an audience may be primarily or exclusively composed of one sex. If this is the case, select the language, examples, and line of reasoning accordingly. Effectively delivering a message means gearing the speech to the specific
needs and interests of an audience.

Occupational and economic status:

A speaker can assume that an audience comprised of persons sharing a specific occupation has a certain level of specialized knowledge. Using professional jargon with such an audience would be appropriate. Using jargon or referring to specialized
knowledge that is unfamiliar to the audience can be confusing and could be perceived as arrogant.

Economic levels also help to define an audience. A speech topic that appeals to an affluent the audience would be less likely to appeal to an audience of middle-class manual laborers. Whatever the occupation or economic status of the audience, the speaker’s goal is to ensure his or her message is perceived as significant to the audience’s lives and experiences.

Educational background: The educational status of an audience can make a significant difference in a speaker’s approach, wording, and focus. Avoid being perceived as patronizing by keeping the speech level just a bit higher than that of listeners but be cautious of using language that exceeds the audience’s understanding.

Political orientation: Some groups pride themselves on being open-minded, but others take firm positions. Be aware of an audience’s general attitude when deciding whether the speech focuses on a topic or merely refers to it briefly.

Leisure activities: Awareness of an audience’s extracurricular hobbies and activities help speakers further understand the audience’s interests and needs.

KEEP THE AUDIENCE’S ATTENTION
Visit the venue in advance or talk to the event host to gather information about:

Room acoustics
Seating
Lighting
Temperature control
Outside noise
Other possible distractions

When selecting the best way to hold your audience’s attention, also consider:
Time of day
Concurrent events/activities
The practicality of breaks for lengthy presentations

WHAT DOES THE AUDIENCE WANT TO KNOW?

Discover what it is that the audience wants to know. Figure out which approaches have worked before and which have not by:

Asking the event host what the audience already knows
Scanning any publications specific to the audience
Contacting local officers
Consulting references on the Internet and in periodicals
Talking with someone who has either spoken to the group or is an actual member

SPEECH OBJECTIVES
A speaker must recognize what the audience’s goals are and fashion a presentation that meets those objectives. The most common speech objectives are to:

Inform
Inspire
Persuade
Entertain

CONCLUSION
A speaker does not need to adjust his or her own opinions or talk only about what the audience already agrees with in order to effectively send a message. But the more a speaker knows about the people in the audience – backgrounds, interests, preferences – the easier it will be to establish the best way to deliver a specific message to a particular group.

Researching an audience in advance also will help a speaker feel knowledgeable and confident. Nervous tension will convert itself into positive energy, and instead of being disabled by fears of the unknown, a speaker will be ready to convert a room full of strangers into a captivated and speaker-friendly audience.