The Ultimate Guide to Speech Evaluations: What every speaker, presenter, and coach should know to dramtically improve feedback and skill online and offline! by Unknown

Author:Unknown
Language: eng
Format: azw3, epub
Published: 2021-12-17T16:00:00+00:00

Stage 4: Connect to the speaker’s intention

Previously, I talked about giving suggestions that are directly connected to the speaker’s intention. However, this was limited to talking to advanced speakers in a specific case. But as your evaluation skill improves you can consider this for all points. In other words, how are the positive points and improvement points connected to the speaker's intention?

Ultimately, when we give evaluations, we want to limit our focus on this. This is because it will have the biggest impact on the speaker’s success. It is ok if the speaker does well on eye contact, has cool looking slides, or tells funny jokes. But is it essential to the success of the presentation? What if the content is unconvincing? Ignoring that will hurt the speaker more than complimenting on the surface material.

When we think about this, there are three main elements involved. These are the target audience, the key message and the main intent. The intent is the change that you are trying to create inside the audience. The key message is the means to cause that change. The target audience may want to change, but something is holding them back. Thus, you need the right message to hook them and pull them over to the other side.

For example, suppose that you want to convince people to get out and exercise more. You decide to target people who telework and thus do not exercise enough. You ponder what would be holding those people back? One possible thing could be the initial effort is hard. Maybe it is hard to form a habit. Maybe the person is pressed for time. Each problem could generate a different key message.

Then it occurs to you could use dog walking. Just walk your dog every day for 25 minutes or more. There is data from studies like from the CDC that say this is good enough for many people. You ask yourself what could be the key message? Perhaps it is “Walk your dog. It`s good for the both of you.”

Given that, who would be the real target audience? Dog owners or future dog owners. I say this because this message would not work for cat owners even if they telework and are out of shape. It would also not work for people who can’t or are not interested in owning pets.

You could ask yourself, “Are their enough people in the audience for this message to be effective?” In the US only 26% of the people own dogs. Of that a certain percentage would be stuck teleworking and struggling to get in shape. Reaching that number may be fine for the speaker. Or it might not.

You as the evaluator can consider if the key message really fits the audience. Does it encourage them to make the change that the speaker recommending? It is too broad or too narrow? But what is too broad or too narrow will also depend on what the speaker is trying to do.

Sometimes you might not even guess correctly about who the target audience is or how effective the key message needs to be.

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