Page 9 - Leadership Basics 6

Content

Think about what should be included. What content is appropriate? What does the audience need to
hear? Also think about the most appropriate way to present the content. You have to be quite
selective and include only material that is directly relevant.

Content relates closely to purpose. Your content will be derived from your interpretation of the
purpose. But even then you can get it wrong. You may focus on issues which interest you rather than
your audience. You have to consider their expectations. How does your content relate to their
concerns? A worthwhile idea can be identified through its applicability to the concerns of the listeners.

Although we have emphasized your purposes, you must not lose sight of the fact that you are making
the presentation for their benefit. You have to help the audience understand the message and give
them something they can use in their own spheres.

Summary
 Make the content relevant.
 Consider what the audience wants to hear.

 Be selective.
 Focus on the concerns of your audience.

 Write audience outcome statements..

Your Audience

 Consider the audience’s status.

 Consider their level of knowledge about
the subject.

 Consider their attitudes.
 Consider what they expect to hear.

 Understand things from their point of
view.

 Plan rapport‐building strategies.

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