Presentations and Audiences

When giving a presentation, as the speaker, you need to analyze your audience. Giving an in-depth presentation on the company’s new marketing programs to marketing specialists is different than giving that same presentation to the company’s top executives. Marketing specialists know the technicalities behind marketing and want to hear the step by step implementation. They know the terminology and the processes so having a detailed speech will help them understand best.

 When presenting to company executives, you need to modify your presentation by analyzing the new audience you will be speaking to. According to Business Communications Essentials, you should “analyze why audience members are attending” and “analyze whether everybody has the same background and level of understanding”. Top executives are interested in how they can improve the company overall, so you should emphasize the main ways the new marketing program will improve the company as a whole. They don’t want the detailed and technical information because they are not as familiar with that area as the marketing specialists are. Business Communications Essentials also says that you should “analyze what the audience expects from you” and to “anticipate possible objections or questions”. Top executives typically are not going to spend their time listening to a presentation unless they believe it will be beneficial for them to hear and will result in possible knowledge that will improve the company. In order to fulfill their expectations, be sure to focus on how this new program will benefit the company. Also, you need to be sure that you are prepared for questions. Top executives will always be asking questions because they are constantly trying to find new ways to improve the company. Preparation comes from knowing your topic and knowing the audience and their level of knowledge of the subject being presented.