3.4: Connecting with the Audience

Audience Needs 

Public speaking is not just about what you say but also about how, when, and where you say it. A strong message can lose its impact if the situational needs of your audience are not taken into account. For instance, giving a long, data-heavy speech immediately after lunch may cause listeners to lose focus simply because they are tired. Similarly, an audience that has already listened to several presentations may need a quick break, a chance to stretch, or an interactive moment before they are ready to engage again. As a speaker, you can acknowledge these conditions by showing appreciation for your audience’s time and by adapting your delivery, such as asking listeners to briefly turn to a neighbor to discuss a point or by using humor to reset attention (Lucas, 2020).

 

Figure \(\PageIndex{1}\): Diagram of Maslow's Hierarchy of Needs. (CC BY-SA 4.0; Harmish.croker via Wikimedia Commons)

Leadership expert John Maxwell reminds us, “People don’t remember what we think is important. They remember what they think is important” (Maxwell, as cited in O’Hair, Stewart, and Rubenstein, 2020). To meet audience needs, speakers can use Maslow’s Hierarchy of Needs as a guide (Maslow, 1943). Maslow proposed that people are motivated to satisfy needs in a progression: physiological, safety, belonging, esteem, cognitive, and self-actualization. For example, if you are persuading people to take a self-defense course, you might address multiple levels of need: improving sleep (physiological), enhancing safety in the community (safety), encouraging participation with friends (belonging), boosting self-confidence (esteem), learning new techniques (cognitive), and reaching life goals without fear (self-actualization). By identifying how your message connects to different levels of need, you make it more persuasive and relevant.

Audience Common Ground and Connection

Finding common ground is not just about politeness, it is rooted in neuroscience. Princeton researcher Uri Hasson (2012) found that when a speaker and listener share common experiences through story, their brain activity synchronizes. This suggests that building connections is not only emotional but also biological. Toastmasters competitor Julie Miyeon Sohn (2019) noted that her story about learning English resonated deeply with Korean audiences but fell flat in an international setting. She later realized that adapting to universal themes such as resilience, belonging, or personal growth would have connected better across cultures. Similarly, Nancy Duarte (2010) reflects on moments when her references to niche companies or cultural practices alienated some audiences, reminding us to test whether our examples are truly relatable.

One concept that will help create common ground with the audience is using techniques for listenability. Scholar D. L. Rubin (1990) explains that “listenable discourse” uses language and structure that reduce the cognitive burden on audiences. In plain terms, this means making your speech easy to follow, using simple and clear phrasing, and always giving the audience a reason to care. Techniques for listenability include:

• Finding common ground: Referencing shared experiences, such as a local sports team, a campus landmark, or a community issue, builds rapport and credibility (Duarte, 2010). For example, a speaker at a university might mention the school mascot or a well-loved local restaurant to connect with students.
• Referencing people in the group: Acknowledging someone you spoke to beforehand (“As Derek mentioned to me earlier…”) immediately draws attention and personalizes your message.
• Showing relevance: Explicitly answer “So what? Who cares?” by telling the audience why the topic matters to them. For example, Laura Tempesta, in her TED Talk on sports bras, cleverly engaged both women and men by highlighting shared familiarity with the topic.
• Using audience language: William Butler Yeats once said, “Think like a wise man but communicate in the language of the people.” Avoid jargon, define terms, and adapt your word choice to the knowledge level of your listeners. Scientists who participate in the “Flame Challenge” (Alda Center for Communicating Science) demonstrate this skill by explaining complex concepts in ways that 11-year-olds can understand.
• Using inclusive language: Speak in ways that invite the audience to see themselves in your message. Instead of saying, “I know most people worry about their food,” you might say, “Like many of us, you may sometimes wonder what really goes into your food.”

By considering situational needs, psychological motivations, and strategies for listenability, speakers can create presentations that not only inform but also connect. As presentation designer Ken Haemer (2011) once said, “Designing a presentation without an audience in mind is like writing a love letter and addressing it: To Whom it May Concern."

Controversial Topics and Respectful Communication

Some of the most compelling public speaking topics are also the most controversial. Issues such as nuclear energy, immigration, gun control, or climate change spark debate because they connect to deeply held values and beliefs on multiple sides. For example, nuclear energy can be praised as a clean and reliable alternative to fossil fuels, criticized for its environmental risks and waste storage challenges, or evaluated primarily through economic or national security concerns. Engineers might emphasize modernization of the energy grid, while others focus on reducing reliance on foreign oil. Each perspective carries merit, which is why controversy makes these topics both risky and engaging. Choosing such topics requires careful audience analysis and a commitment to acknowledging diverse concerns rather than dismissing opposing views (Lucas, 2020). Audiences are more receptive when treated as thoughtful individuals, even when their knowledge of the issue is incomplete.

Respectful communication also requires avoiding offensive language, humor, or assumptions about groups of people. Offense can be caused indirectly through stereotypes, such as implying that all scientists are men, that all elderly people are frail, or that all relationships are heterosexual. These assumptions not only alienate listeners but also undermine speaker credibility. Scholars Samovar and McDaniel (2007) recommend four guidelines for ethical language which includes being accurate, considering emotional impact, avoiding hateful or belittling words, and being sensitive to preferred identifiers (e.g., “Native American” instead of “Indian,” “women” instead of “girls”). When speakers fail to respect diversity, audiences may disengage or even become hostile. By contrast, when controversial issues are handled ethically and inclusively, speakers foster trust, credibility, and genuine dialogue.

Credibility and Audience Connection

Every time you speak, you are either building, maintaining, or diminishing credibility. Credibility, or ethos, is not determined by what you think of yourself but by how your audience perceives you (Sheets, 2020). Listeners form impressions based on your knowledge, sincerity, and trustworthiness, as well as on external factors such as how you dress, your body language, and how you address them. For example, a speaker who appears prepared, respectful, and engaged is more likely to earn audience trust than someone who seems distracted or insincere. Ultimately, credibility is inseparable from the audience’s opinion of whether you genuinely care about them and their needs.

One way to both improve credibility and reduce speaking anxiety is to shift focus away from yourself and toward your audience. Thinking of a speech as an opportunity to provide something valuable rather than as a performance helps reduce nerves and increase connection. Instead of worrying, “I am so nervous,” speakers can reframe their mindset to, “This information will help my audience.” When a topic is meaningful and the speaker is passionate about it, nervousness often fades because the focus shifts to improving lives or offering insights that matter. As Ambrose Redmoon once wrote, “Courage is not the absence of fear, but rather the judgment that something else is more important than fear” (as cited in Lucas, 2020). Similarly, Marianne Williamson has noted that “playing small does not serve the world,” reminding speakers that sharing knowledge is both a responsibility and a privilege. Students and professionals alike have found that preparation, belief in their message, and audience-centered delivery strengthen confidence. The more speakers view their role as serving an audience’s needs, the less room anxiety has to take hold and the more likely their credibility will shine through.

Example \(\PageIndex{1}\)

 A nonprofit director is invited to speak to a diverse audience about expanding a community food bank. By observing that the event follows a long city council meeting, the director shortens their prepared remarks and begins with humor to reenergize the room. Using Maslow’s Hierarchy, they frame the food bank as meeting basic physiological needs (hunger), promoting safety (food security), and strengthening belonging (neighbors helping neighbors). To establish common ground, they reference a beloved local grocery store that donates surplus food. Knowing the topic is sensitive, the y avoid stereotyping recipients and instead emphasize dignity and respect. By focusing on audience needs, adapting to the situation, and speaking inclusively, the director builds credibility and delivers a persuasive, meaningful message. 

 Key Takeaways 

• Audience needs include both situational factors (time of day, setting, prior events) and psychological motivations (values, relevance, connection), which shape how well your message is received.
• Techniques such as finding common ground, showing relevance, and using inclusive language make your speech more listenable and engaging.
• Speakers build credibility when they treat audiences with respect, handle controversial issues ethically, and focus on serving the audience’s needs rather than their own anxieties

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Exercises

• Imagine you are giving a 10-minute presentation after lunch. List three adjustments you would make to your delivery or content to keep your audience engaged.
• Choose a persuasive topic (e.g., joining a campus club, using public transit). Write one sentence for each level of Maslow’s Hierarchy of Needs to show how your topic could appeal to that need.
• Pair up with a classmate and find two shared experiences (e.g., both like music, both live in the same town). Create a short introduction for a speech that uses those shared experiences to build rapport.

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Attribution

• Engage Your Audience- Don't Spit Random Words at Generic People(opens in new window) by Lynn Meade is licensed CC BY 4.0(opens in new window). Original source: Advanced Public Speaking (opens in new window)
• Why Conduct an(opens in new window Audience Analysis(opens in new window) is shared under a CC BY-NC-SA 3.0(opens in new window) by Anonymous is licensed CC BY-NC-SA 3.0(opens in new window). Original source: Public Speaking: Practice and Ethics (opens in new window)