Communications 101 - Keeping Your Audience Engaged

Imagine this: You are required to address a group that includes “Applications-first” and “Principles-first” people. Applications-first reasoning allows conclusions to be reached after reviewing empirical observations whereas principles-first reasoning requires that conclusions or facts be derived from principles and concepts.

Generally the educational background of an individual, which is determined by the kind of curriculum that is in force in one’s country of study, determines which approach such an individual favours. Schools in countries like the U.S., Canada, and the UK usually focus more on how to apply a tool and spend less time explaining principles and concepts (Applications-first). In contrast, schools in countries like Spain, Nigeria, Germany, and in Latin America tend to spend more time teaching general principles and less time on how to apply those principles (Principles-first).

Most often than not, we don’t have the liberty of choosing the preferred approach of our audience. This mix is very likely in the wake of globalization. Our audiences tend to be as diverse as possible. Leaders need to be able to engage their target audience if they hope to get anything moving.

The best approach has been determined to be alternating between principles and examples. Introduce a principle THEN give some practical examples. Then, go on to the next principle and give examples. Many people love stories because they have elements of both in

It is also important to read the mood of your audience so you don’t bore them. You need them awake to remember your key points. If you have the luxury of time, you can allow them ask questions but be careful not to go off-topic. My personal preference is to ask the participants to note down their questions. Periodically, I pause and answer questions. You can also ask them to wait till after the presentation, if it isn’t a long one.

You need to display some emotional intelligence with your audience. Once, I was training some young engineers and I observed that one of them was not smiling at any of my wisecracks. I know I sometimes crack dry jokes but I knew it wasn’t the case in this instance. I had to ask him what the matter was. It turned out that he wasn’t feeling well. I had to ask him to take care of himself and come back the next day. I also spent some time discussing “off-topic” points (which I later related to some points in the presentation) when I observed that my audience were getting tired with engineering details.

The best presentations merge facts with practical examples. Think of any sermon/presentation/articles you ever listened to or read: they have a good mix of both.

So, what are you going to do about your next presentation? Will you pack in so many facts and leave out the fun part? Will you keep the fun and leave your audience with no principles to take away? Or will you find the right balance between facts and fun?

Please feel free to share your views and comments. Have a blessed and productive day.