Know the Audience: Five Keys to Effective Communication

Training is an important aspect of the careers of first responders. How that training is delivered will depend a great deal on the knowledge, skills, and abilities of the instructor or speaker. A trainer speaking to new first responders should assume only a basic level of understanding and skill from their audience. The same trainer, speaking to veteran first responders with decades of experience, would deliver a more succinct message with familiar terminology and context. However, the veteran audience hearing the presentation to new responders would receive the message as condescending. Likewise, new responders listening to the message appropriate for veteran professionals would be unable to follow along.

As this key difference demonstrates, it is essential to understand the intended audience. A speaker must understand the complexities and framework of their audience to craft an effective and targeted message. To know an audience, a speaker should consider who they are, what they know or think they know, why they are there, and what needs to be communicated. This information will not just make someone a better communicator. But this information is vital to anyone who wants to deliver a successful message that their audience will understand and remember.

The following are five keys to understanding an audience that I have refined over the past twenty years of public service as an educator, coach, principal, firefighter, engineer, and fire chief in volunteer and career departments.

Generational Differences

I grew up in the 1980s, a Gen Xer, when there was no internet. Computers were expensive and not common in homes. The monitors were shades of green and black. Some wealthy families had video game consoles like Atari, but most kids spent their free time outside, riding bikes, and exploring the neighborhood. Children were expected to be seen, not heard. Supper was at six o’clock, and in my town, a siren sounded in the summer to remind them to head home.

In contrast, modern professionals today consist of many different generations like Y or Z. They barely remember September 11, 2001. They have never known a world without high-speed internet, cell phones, or social media. From 1981, the first year Gen Y was born, to 2012, the last year Gen Z was born, the percentage of children living in single-parent homes increased from 20% to 28%. Many were latchkey kids, accustomed to independence. Their social interactions are often virtual rather than face-to-face, and they prefer texting over phone calls.

Understanding these generational gaps is crucial. What resonates with one group may completely miss the mark with another. Speakers and professionals must adapt their approach, using examples and references that establish common ground across these generational groups.

One effective strategy is incorporating appropriate humor. A well-placed joke can enhance engagement, put an audience at ease, and make key points more memorable. Humor, when used thoughtfully, can bridge generational gaps and create a sense of connection, regardless of the message being delivered.

Understanding generational dynamics and adapting communication styles accordingly is a critical skill for communication. A strategic, adaptable approach ensures that messages are received as intended, making stronger connections and more effective collaboration across diverse age groups.

Socioeconomic Status (SES)

A family’s income can influence a person’s experiences and outlook. For those struggling to make ends meet, survival often takes priority over long-term planning or saving. Trust in government, authority, and institutions often depends on personal experience and SES.

Some individuals grew up in two-parent households, where financial stability and access to resources made their dreams seem achievable. Others faced obstacles from an early age. Maybe they were raised in single-parent households, had to deal with financial instability, or struggled with their environment. These experiences shape their worldview and, ultimately, how they respond to messages.

Philip DeVol, in his book Getting Ahead in a Just-Gettin’-By World: Building Resources for a Better Life, explores how the experience of poverty affects more than someone’s immediate financial situation. It alters their sense of what is possible for the future. Individuals growing up in poverty are often forced to prioritize immediate survival over long-term planning. For example, for those from lower-income backgrounds, personal relationships and immediate concerns may take precedence over career advancement or educational goals. In contrast, those from more affluent families may focus on education and career development as the key to success, often sacrificing personal time for these pursuits.

When speaking to an audience, especially one made up of people of varying socioeconomic backgrounds, it is essential to understand where they come from. DeVol’s research underscores that an understanding of these differences can make or break how effective a message will be. Understanding the role of SES in shaping perspectives will help a speaker engage with the audience in more empathetic and effective ways.

Purpose: Why Are They Here?

“Purpose” is the basic reason an audience is attending. However, they may be there by choice or obligation. They may be eager to learn or just check boxes.

People attend meetings, training, and briefings for different reasons. Some seek professional development or career advancement. Others need specific information to solve an immediate problem. Some come for networking opportunities. Many attend because it is mandatory. A few might be there to challenge or contradict leadership.

If an audience is invested in a topic, engagement is easier. If they are there reluctantly or because they must be, the speaker needs to work harder to capture their attention. Speakers should ask themselves the basics of the audience’s purpose, “Why should this audience care about my message?” If they cannot answer that convincingly and have definitive reasons to give credence, then they should reconsider their approach and how to relay their message appropriately.

Prior Knowledge or Experience

Too many speakers assume audience members share the same background knowledge and enthusiasm for the subject. Consider these factors:

• How familiar is the audience with the topic?
• What misconceptions might they have?
• What past experiences might make them receptive or resistant to the message?
• What knowledge gaps need to be filled?
• How much technical language can they absorb before they lose interest?

A simple pre-assessment can help the speaker, and it can also provide an opportunity to interact with the audience. A speaker can ask for a show of hands: “How many of you have experience with this procedure?” or “On a scale of one to five, how familiar are you with this concept?” This instant feedback provides an opportunity to adjust a message in real time.

Expertise can be an asset and an obstacle, however. For example, professionals with vast experience may resist new thinking. The delivery will need to match the goal.

Delivery Method

Message delivery can be just as important as the message itself. A great idea, poorly communicated, can be entirely lost. Far too often, people focus solely on what they want to say without considering how best to say it. Effective communication requires adjusting not just words, but also the format, setting, and style of delivery to match the audience. Without this consideration, even the best speech will fall flat.

Consider the issues that may be affecting audience members:

• Are they distracted by ongoing tasks or emergencies?
• Are they physically comfortable while they are listening?
• Do they have the right technology to access digital materials?
• Is the timing appropriate for their work cycles?
• Do language barriers or disabilities require adaptations?

In an emergency, message delivery will be more authoritative and direct, but a training session will be more personal, open, and engaging. The method used should vary based on the situation. However, the audience make-up also impacts the method of delivery.

Crafting the Message

Crafting a message and knowing a target audience is simple. Adaptations and changes to a message are based on the specific group, the size of the crowd, and the relative importance of the message. After considering the above five items, a speaker can craft a message appropriate to a given audience.

The hard part is understanding and developing the skills necessary to deliver successful messages. It takes time, but with more practice, the easier it will be.