Research the issue and possible opponents before you address a difficult audience. Photo credit: Next Berlin
Some audiences are so hostile they seem eager to tar and feather the speaker.
Corporate executives and public relations professionals may encounter antagonistic audiences in meetings with community or business groups or even boards or committees. The group may despise your proposal because it is attached to the status quo and fears change – or because it simply doesn’t understand your proposal. The group may approve the proposal’s general concept but not want it in its own back yard. As opponents spread fear and misinformation, more people may join the hostility.
Preparing for such confrontations includes fully understanding the “hot buttons” embedded in your proposal, the public perceptions about your organization, and the varied positions of your opponents. Experts, including Maurice De Castro, founder of Mindful Presenter Ltd, and Larry Tracy of Tracy Presentation Skills, offer this advice on handling combative audiences.
Research the issue. Acquire in-depth knowledge of the proposal, including the opponent’s side of the issue. Anticipate opponents’ arguments and prepare responses. Identify the main antagonists and learn about their credentials and why they oppose you. Find any articles they have written or public statements they have issued and study them to predict their strategy. Try to find a quote or fact supporting your position from a publication or organization the opposition respects, be it Fox News, The New York Times or the Sierra Club.
Know yourself. Find your organization’s and your proposal’s vulnerabilities. Don’t assume an opponent will not mention your weakness. Consider revealing your weakness at the outset to deprive your opponent of that opportunity. The audience may appreciate your honesty, and your opponent will be outmaneuvered.
Create a murder board. Ask knowledgeable colleagues to join the murder board. Brainstorm the opposition’s questions and arguments, and ask the murder board to pose the questions in random order. Have them to evaluate your responses, including your nonverbal actions. Videotape the session to review it later. The role playing session, or sessions, will help build your confidence and prepare you for a real hostile audience.
Play the foe. Create a reverse role murder board in which you play role of the questioner and someone else plays the presenter. Standing in your foe’s shoes can provide valuable insights into your position and your weaknesses.
Understand the meeting’s format. Frequently, people walk to a microphone placed in the aisle to ask questions. Ask the organizers before the presentation to have questioners recognized in their seats before walking to the microphone to speak. Otherwise, the most vehement opponents may “capture” the microphone to launch attacks against you.
Fraternize before the presentation. Establish a human connection with potential adversaries through friendly chatting to take the edge of some of their vehemence. Learn people’s names and refer to them during your presentation.
Take charge. If it’s your presentation, let the audience know you’re in charge at the outset. Ask people to turn off their mobile phones. Tell them when you’ll be taking questions. Take ownership of the podium and the agenda.
Remain calm. When people raise their voice, lower yours and speak more slowly. Make your point then move on. Don’t be defensive and return fire. Smile and employ humor when appropriate to ease the tension.
Address the room. When answering a question, answer the entire room and share eye contact. If you maintain direct eye contact with the questioner, you will lose the rest of the audience who will be bored and switch off while you have a one to one dialogue.
Be humble. If you don’t know an answer, admit it. Say you’ll obtain an answer and follow through. When people speak, listen to their entire question before responding.
Bottom Line: Addressing a combative audience that opposes your organization and its proposals calls for extensive research and preparation. Presenters must remain calm yet assertive and friendly while sustaining attacks – and stay on message using supporting facts.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
