If you fail to gather some intelligence about the psychographics (the tastes, preferences, educational level, orientation, strong beliefs, biases, and the like) of the audience you are going to address, or the group to whom you are going to be presenting...or even to the individual whom you are going to meet for the very first time, your best attempts at being a convincing, influential and persuasive communicator may fail miserably. You must define your audience (i.e., understand their thoughts, beliefs, behaviors, comprehension level and the rest) before you deliver a message.
This defining requires some extra effort - an investment in research, and perhaps some preliminary conversations to gather some background information. You must "know the territory" before you run up to the lectern and address a congregation.
Doing this background work can mean the difference between a stunning success and a horrific failure; the difference between a standing ovation and, say, a lynching. Your words, as well as your tone, your body language and other non-verbal communication, will either win you a bunch of believers and admirers, or will lose you a second chance. Perhaps worse.
You cannot afford to offend your audience if you value your success and safety.
Sometimes, when you are thrown into a situation where you cannot do any research, it is best to avoid any potentially controversial topics (even the slightest ones) or off-color humor and invest some time in listening to your audience. In fact, a good rule of thumb is to invest in listening and learning before you invest in speaking. This simple protocol gives you an opportunity to let your audience give you cues so that you may have a better knowledge of what to say (or not to say) and how to say it (or how not to say it).
Invest in listening, observing and researching your audience before you choose your material and the way in which you deliver it. I personally know the consequences of what can happen if you don't -- yes, Ladies and Gents. I have offended individuals and audiences worldwide, and it has cost me dearly. Please learn from my experience instead of having to learn the hard way.
Douglas E Castle
