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Professional
Communication
(Course Code: MBB 3443)
Bachelor of Business Administration (BBA)

Topic 3: AUDIENCE FEEDBACK
DR
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 For public presentations, something more formal is required to fully account
for and adapt to audience views

Introduction
• Audience analysis is a formal method of taking role that is useful for larger
audiences
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Topic highlighted:
Analyze the situation

Analyze listener characteristics
Techniques for analyzing audience

Analyze the situation
 A first step in audience analysis involves situational variables:

i) Occasion,
ii) Audience Size,
iii)Organizational Culture,
iv) Physical Environment,
v) Time Considerations
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Occasion

The occasion is the purpose and context of the presentation
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A speaker who doesn’t consider audience expectations about the purpose is
likely to fail
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As the size of the audience increases, so should the formality
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Methods to increase formality

Methods to decrease formality

• Formal attire

• Informal attire

• Manuscript delivery – read

• Extemporaneous delivery – from notes

• Questions held until after presentation is
complete

• Questions handled throughout the
presentation

• Deliver presentation from behind lectern

• Delivery presentation from beside of in front of
lectern
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Organizational culture
 When speaking in an organization that is not your own, it is
important to have some information about its culture
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Physical environment

 Physical environment plays a critical role
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 If possible, visit the site ahead of time
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Everyone is expected to speak for a given a time limit
Speaker credibility diminishes rapidly when a speech runs over time
v
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 These characteristics include – demographics and captivity, mutable interpretations such as
predisposition towards speaker and topic
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Demographics - Such as age, gender, economic status, education, religion, sexual
orientation, ethic background, or cultural heritage
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Captivity – to consider why the audience is at the speech? A voluntary audience is one that
attends a presentation of its own will
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Analyze Listener Characteristics
iii
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a speaker’s ability to
persuade is based on how credible the person is to the audience
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Predisposition toward the topic - listener’s perception – what they know about the
topic and the meaning for the topic
a
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Meaning for the topic
- Speakers should know the meaning the audience assigns to the topic

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