When we speak in front of a group, we’re not up there just to get through it…we are speaking to be heard and maybe even to transform.
In 1998, I began learning everything I could about public speaking and bought The Presenter’s Fieldbook: A Practical Guide, by Robert Garmston. The chapter How to Present When You Wish to Transform had a chart that intrigued me; I’ve kept it around to think about and share with colleagues and clients. It breaks down an audience into 4 types: the professors, the friends, the scientists, and the inventors.
The professors in your audience want facts, citations, and accuracy. They want to remember information and be able to perform the skills presented. Engage them with facts and demonstrations.
The friends want involvement, emotional hooks, metaphors, and they want opportunities to relate, and make choices. Address their feelings and beliefs; watch your tone.
The scientists want concepts, data, and organization. They like opportunities to understand, formulate, explain and make judgements. Involve them in formulating ideas.
The inventors want to adapt, modify, extend, explore, and tinker around. They like to reorganize what is known to make new connections. Send them on flights of fancy.
I thought about myself as an audience member and realized that sometimes I’m the scientist but sometimes I’m the professor or friend or inventor; it depends on the situation. My suggestion: tweak your presentation so you address the listening needs of all 4 types!
[bctt tweet=”Giving a presentation? Speak to 4 audiences.”]