Adapt Your Presentation for Different Cultures

Language can be a communication barrier, but it is not the only barrier that public speakers have to overcome when presenting to other cultures. While delivering a message across language barriers comes with its own challenges, there are cultural differences that exist even among those who speak or understand the same language. Culture is a common root of many miscommunications, as it influences how we interpret messages and how we participate in group settings. To reach your intended audience effectively, your presentation must be delivered with an understanding of the lens through which your audience will view it.

Develop Awareness

A handshake may be standard in the United States, but in other countries, such as France, a peck on the cheek among business associates is common practice. Implementing the proper greeting for the culture to which you are presenting will offer a good first impression and encourage your audience to be more receptive.

However, developing awareness of another culture is not limited to greetings and physical contact. How you set up the room can also be critical. Space, positioning, and even the time of day for which the presentation is scheduled should all be determined by the culture of your audience. Scheduling an 8-a.m. presentation in New York for those who flew in from Asia and are severely jetlagged will significantly reduce chances of your message being heard. And scheduling presentations that disrupt holidays important to other cultures can appear insensitive and rude. Would you attend a presentation on Christmas Day or Yom Kippur?

Know Your Audience

It’s important to know your audience’s style of reasoning. Americans work from an “applications-first reasoning,” basing conclusions on factual observations from the real world. The focus is on the “why” rather than the “how.” Conversely, European cultures work from a “principles-first reasoning,” basing conclusions from general principles or concepts. There is a focus on the “why” and less concern for the “how.”

Why is this knowledge important to your presentation? If your audience is rooted in a “principles-first” culture and you are speaking from an “applications-first” perspective, everyone in the room will struggle. You’ll wonder why your audience seems to be targeting you with specific questions regarding how you came to your conclusions, and the audience will feel as if they have missed a main idea. Conversely, an American audience could be immensely bored by a “principles-first” presentation, wondering when you will get to your point. Knowing your audience determines the direction and format of your message content.

Furthermore, in striving to know your audience, it’s important to determine if they appreciate a personal touch or would rather get down to business. If you are not certain, ask questions of colleagues or conference hosts prior to your presentation, to ensure that your approach will positively engage and not offend your audience.

Are You Listening?

A well-delivered presentation requires you to actively listen. Brief pauses can allow you to assess whether your audience is receptive to your message or if they are somehow confused regarding the point of your message. Pay attention to both verbal and non-verbal forms of communication, and be open to questions at any time. Be adaptable. If your presentation is not delivering the intended message, properly adjust how you are communicating.

When it comes to adapting your presentation for different cultures, sometimes what you say is not nearly as important as how you say it. Without clarity and an understanding of your audience’s cultural expectations, you may as well be speaking another language. Adhere to the basics of limiting humor and speaking slowly, but be mindful of the more intricate aspects of communication when presenting across cultures.

Franchetti Communications delivers accelerated results by designing power-packed media interview and presentation training sessions around your unique goals, in person and via teleconference. Franchetti Communications works with corporations and business leaders to develop communication strategy, messaging, and PR strategy. Follow Franchetti Communications on LinkedIn, and be sure to download our special report: 6 Ways to Guarantee Your Message Cuts Through the Clutter.