The Seven Strategies of Master Presenters - Lifecycle Performance ...

Know Thy Audience / 35
Brad found that reviewing the participants’ case studies gave him
an in-depth sense of the type of problems that needed to be negotiated.
Because the case studies were relevant to everyone in the room,
he also gained a great deal of credibility. First, the case studies were
real issues and problems that the participants had to face in their
everyday work life. Second, the participants learned how to apply the
course materials to actual real-life examples that they had to face,
which thereby increased the transfer of training. Third, they could
also determine if the problem in the case study was a problem in individual
skill development or where or to what degree the problem was
a systems problem, that is to say, how much of the problem had its
origins in the organization’s procedures, organizational structure, or
climate and culture.
As a trainer, facilitator, or presenter, you can sense the energy
level in the room increase when the participants’ case studies are introduced.
Having the case studies submitted in advance helps the trainer
better determine which ones would be most appropriate to use and also
where in the program or course would be the best place to use them in
terms of the theory and/or course content that is being presented.
If you are not giving a workshop or a training session, you still
might want to ask the participants to submit brief case studies (a paragraph
or less) because they will still give you insight into the issues or
dynamics of the organization, and this too will give you an opportunity
to make sure that your speech or presentation hits the mark.
5. Worksite Visits
Worksite visits can also give you a feeling for the participants’
work environment. Brad has gone 3,000 feet underground to prepare
for an address to a group of miners. He also had the opportunity to
speak to a group of participants who worked on an oil rig. Visiting the
rig was very instructive and allowed Brad to tailor his presentation
much more specifically to that particular audience.
Similarly, David has spoken for Volvo at its headquarters plant in
Gothenburg, Sweden. Because it was in a country and a culture different
from those he had experienced previously, he found that a tour
of the facility proved helpful in relating his message to his audience. It
provided him with a glimpse of the audience’s work environment and
he was able to include a few “local” references in his talk.