The first question you should ask when preparing a presentation is, who’s my audience?  But that question requires more than a one-word answer.  It’s the beginning of an exploration of the exact circumstances of your audience – who, what, when, where, and why – everything about them you can determine. 

Why should you care?  After all, isn’t it a matter of integrity to say the same thing to everybody?  Yes and no.  The message, fundamentally, has to be the same.  But the shape that it takes may need to be entirely different.  Would you use the same words to describe World War II to a group of six-year-olds as you would to a group of adults? 

For my last blog on audience, let’s consider the importance of emotion. Specifically, the audience’s emotional state going into the speech.  Have they had recent news?  Was it good or bad?  Have there been layoffs at the company in the last few months?  Are you following any beloved speakers – or hated ones?  What are the aspirations of the audience – you’ll want to understand those and speak to them.  And what are the fears of the audience – you’ll want to understand those and deal with them. 

Following these basic questions, you’ll want to know the specifics of their situation on the day of your talk.  When did their day start?  Are they off work the entire day, or getting ready to go back soon?  Is your speech an assignment, or a break?  Are you standing between them and lunch, or drinks and dinner?  If so, go short.  No one ever protested when a speech ended early, but people will hate you for keeping them from their provender. 

You’re not ready to speak to an audience until you understand their emotional state – better than they do themselves.