The Audience and You
Understanding Cultural Differences
Today’s corporate environment has no geographic boundaries. It is not uncommon for businesses to work with clients and colleagues from across the world. If you manufacture office supplies in Mississippi, you may need to occasionally meet with suppliers in Mexico. If you work in the computer software industry, collaborating with Indian programmers may become a part of your daily routine. Embracing this diversity is essential for success in this new economic climate.
If you are an inexperienced public speaker, you may be terrified by the prospect of speaking to an international audience. However, the experience can provide you with a wonderful opportunity to learn about cultural values and traditions. Conducting some basic research about local customs and following a few simple public speaking tips will ensure that your presentation is well received.
Getting Your Point Across
When speaking to an audience that includes people of various cultural backgrounds, take care to speak slowly. If you are speaking in a language that is not the audience’s native tongue, they will need time to interpret what you are saying. If you are speaking with an unfamiliar accent, they may also find it difficult to grasp the key points of your presentation. To improve your chances of being successfully understood, use pauses and repetition to emphasize your main points or key facts. Including carefully chosen visual aids in your presentation can also be an effective strategy.
Remember that word choices are interpreted differently by people of various cultural backgrounds. For example, the Chinese consider the expression “next Friday” to mean “the Friday that follows this one,” not “the first Friday after today.” Metaphors are also open to misinterpretation. For example, a comment about “sacred cows” would likely be poorly received by an audience in India. In addition, it is a good idea to avoid American slang whenever possible. Expressions such as “barking up the wrong tree” or “giving her the cold shoulder” are typically confusing to non-native English speakers.
When you are preparing a presentation for a diverse audience, it is a good idea to avoid creating an “us versus them” mentality at all costs. Statements that emphasize the differences between cultures will create a barrier to effective communication. In addition, you will want to avoid phrases that imply sweeping generalizations about a group of people. Do not say that people are “all alike” or tell your audience that you do things a certain way “back home.”
Inexperienced public speakers often overlook the importance of nonverbal communication in delivering a successful presentation. Hand gestures, eye contact, and body language add significant meaning to your words. For example, Kuwaiti audiences may perceive crossing your legs as defensive and hostile behavior. Make sure asking a local resident or an experienced traveler to critique your performance is not misunderstanding you.
Cultural expectations of propriety will also affect your interactions with a diverse audience. For example, people of Japanese descent will typically try to avoid confrontation. They may say “yes” to your questions to be polite, not because they agree with your message. In many cultures, it is also considered impolite to stand too close to another person. Do not inadvertently offend someone by invading his or her personal space.
Working with a Translator
If you are speaking to a large group, you may be asked to work with a translator. To ensure a more successful performance, give the interpreter an advance copy of your presentation to review. You may also want to give the interpreter copies of any brochures, handouts, flyers, or visual aids that you plan to use. If possible, arrange for a rehearsal so the translator can get a feel for your speaking style.
One of the greatest challenges is working with an interpreter is trying to produce a presentation that retains all of the vital information when translated into another language. To guarantee the most complete and accurate translation, avoid using jargon or industry-specific terminology whenever possible. If you must use specific phrases, ask your translator if he or she understands their meaning. While humor is typically a great way to add interest to your presentation, many forms of humor do not translate well into other languages. Ask your interpreter for suggestions if you think your jokes may not be appropriate for the audience.