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Step 1
Audience temperament is important because it will affect how well your message is received; it plays a major role in whether your message is accepted or rejected. For example, if you are giving a speech to your staff to inform them of recent drops in sales performance and to motivate them to be more diligent, it is likely that the audience temperament will be defensive at first. Defensive people do not receive messages very well because they are too busy thinking up excuses and blame-shifting in their own minds. So, your job as a speaker would be to help your audience along the path away from defensiveness and on to an attitude of eagerness and teach-ability. This must be done before you even present the disappointing sales figures. Otherwise, the staff members' defensive thoughts may very well distract them from even hearing, processing, and acting on the motivational portion of your message.
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Step 2
Let's use that same example to discuss audience expectations. These people are your subordinates. What do they expect from you, their leader, when hearing this sort of speech? Answers to this question may include:
• A touch of humor, to put them at ease.
• Practicality. No one wants a leader whose goals are way up in the clouds.
• Clarity and honesty.
• Encouragement.
• Instruction and guidance.
Because of these expectations, your speech will have to be more substantial than a simple, "Sales are down by 20% from last month. We need to spend more time on customer relationship management. You're dismissed." While your staff may appreciate the brevity, it is unlikely that such a speech contains enough content to be memorable and influential. -
Step 3
The concept of brevity versus longevity brings us to audience level of interest. Level of interest is affected by at least three factors:
1. What your audience did before your speech
2. What level of significance your audience has assigned to your speech
3. What your audience plans to do after your speech
If your staff has come to hear your speech just after receiving news that causes fear or distress (e.g. "layoffs are a likelihood," or "the company is being acquired."), it will be quite difficult for them to focus on your message. You will need to either choose better timing or find a way to relate your message to the distracting news. That is how your audience will come to assign enough significance to your speech and decide to pay attention. Likewise, if your staff anticipates that something distressing or exciting will take place immediately after your speech (e.g. a press release or company party) you will face the challenge of either improving your timing or cultivating focus by linking your message to this distraction. -
Step 4
Before you finish outlining the content of your speech, be sure that you have included enough information to meet your audience's needs. For a speech like the one I have discussed, those needs might include:
• Sufficient detail about sales shortcomings
• A detailed plan on how "diligence" might me increased
• Acknowledgment of the sales staff previous efforts
• Acknowledgment that the drop in sales is a company-wide shortcoming that includes you and the rest of management
• Acknowledgment that a renewed rise in sales will require company-wide effort that includes you and the rest of management -
Step 5
Once your speech has been outlined, you are ready to begin writing. Be sure that your diction, syntax, illustrations, et cetera are consistent with your audience's level of understanding. For example, a speech to the company sales staff should not be flooded with business terminology if the average audience member is more familiar with layman's terms. Present your speech in a way that is not only understood by you, but by your audience as well.
