1. AUDIENCE CENTERED Gain desired response from audience Ask yourself  Whom am I speaking to?  What do I want them to know?  What is the best way to achieve my goal?

2. Know What Motivates Your Audience Self-Actualization Needs Esteem Needs Belongingness and Love Needs Safety Needs Physiological Needs

3. AUDIENCE ANALYSIS- PSYCHOGRAPHIC [Skinner/Grice] Attitude  Taking a position  Can change over time Beliefs  Not based on tangible evidence Values  Long lasting ideals that guides behavior

4. DEMOGRAPHIC ANALYSIS Age Gender Culture  ethnicity  race Religion Group membership

5. CONTEXTUAL ANALYSIS Size Setting/environment Audience relationship to topic  interest  knowledge of audience  attitude Credibility of the speaker toward topic

6. OBTAINING INFORMATION- AUDIENCE Interviewing Questionnaires  fixed alternative questions  scale questions  open ended questions

7. AUDIENCE ANALYSIS (During the Speech) A. Is the audience paying attention?  Eye contact  posture  connect speech to audience

8. AUDIENCE ANALYSIS (During the Speech) B. Does the audience understand your message?  “strange look on their face”  clarify any perceived misconceptions

9. AUDIENCE ANALYSIS (During the Speech) C. Audience evaluation of message  Does audience agree with you?  Concentrate on message