1. Audience-Centeredness
Keeping the audience foremost in mind at every step of speech preparation and presentation.

2. How to Stay Audience-Centered
To whom am I speaking?
What do I want them to know, believe, or do as a result of my speech?
What is the most effective way of composing and presenting my speech to accomplish that aim?

3. Factors in Audience Analysis
Identification
Creating a bond with listeners by emphasizing common values, goals, and experiences.
Egocentrism
The tendency of people to be concerned above all with their own values, beliefs, and well-being.
Attitude
A frame of mind in favor of or opposed to a person, policy, belief, institution, etc.

4. Demographic Audience Analysis
Age
Gender
Sexual orientation
Racial, ethnic, cultural background
Religion
Group membership

5. Be careful of STEREOTYPING!
Creating an oversimplified image of a particular group by assuming that all members of the group are alike.
Are all secretaries female??
Are all basketball stars black??
Are all doctors male??
Are all older adults geezers??

6. Situational Audience Analysis
Size
Physical setting
temperature…seating…room size
time of day…before/after a meal
The audience’s disposition toward:
the topic
the speaker
the occasion

7. Getting Information About Your Audience
Interview a representative sample
Survey a cross-section

8. TYPES of SURVEY QUESTIONS
Fixed-Alternative Question 
Have you ever engaged in volunteer work for a community, religious, or charitable organization?
___ Yes ___ No
Scaled Question
If you have engaged in volunteer work, how would you rate the experience?
 Very Somewhat Neutral Somewhat Very rewarding rewarding unrewarding unrewarding  
Open-Ended Question
If you have worked as a volunteer, do you plan to do so again? Why or why not?