
Beth Stoops
Professor of Leadership Communication and Advanced Business Communication; Managing Director, Thunderbird Executive Education
Not all audiences are created equal. The same speaker can start the same speech with the same joke and get laughter on one day and awkward silence on the next. Effective communicators anticipate audience differences and make adjustments before stepping to the pulpit. They also monitor and respond to nonverbal signals that come during their presentations. And they remain aware of cultural preferences that vary by region and demographics.
The message being delivered does not need to change for each audience — only the organizational pattern, delivery style and supporting material. Business communication author Mary Ellen Guffey suggests specific strategies for succeeding with four common audience types.