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How Do I Give Presentations to Audiences from Different Cultures?

Do you want some advice on giving presentations abroad or to multicultural audiences?

Then you are in exactly the right place!

Grab a drink and get ready for spending the next few minutes of your life learning about giving presentations to audiences from cultures different to your own.

We'll give you some excellent basic guidance on things to consider next time you're developing a presentation that may need some cultural insights to make sure it's a success.

Click the link to skip to a section:

• Language used in presentations
• How to use body language
• Use of time
• Presentation styles
• Use of tech
• Audience Participation

8 Tips on Presenting to Audiences from Different Cultures

The international flavour of many people's jobs naturally means that there is greater interaction between people from different cultures.

Within the business environment, understanding and coping with cultural differences between people is critical to ensuring that interpersonal communication is successful.

Cultural awareness is necessary for two reasons.

• Firstly, it minimises the possibility of misunderstandings and/or the causing of offense through intercultural mishaps.
• Secondly, it is a means to maximising the potential of business relationships through the utilization of intercultural differences productively.

One area within the business environment in which cultural awareness is a necessity is in the business presentation. 

Directors, managers, salespeople, consultants and business personnel are regularly required to deliver presentations. However, when one is asked to give a presentation to an audience from a different culture there are intercultural factors that can hinder the success of a presentation.

By way of illustrating some of the cultural differences in presentations, these tips to effective cross cultural presentations are offered.

1. Language:

The language you use in a cross cultural presentation is important.

Although the majority of the language that is used in a cross cultural presentation will be understood by an English speaking foreign audience, a speaker must be careful when it comes to slang, idioms or phrases.

If an Englishman were to talk of being "knocked for six" or "bowled over" he may very well be met with puzzled expressions. More subtly, when an American talks of a 'billion' he means a thousand million, whereas in the UK this would mean a million million.

Try and keep language simple.

2. Body Language:

Pay attention to your body language in a cross cultural presentation.

Some cultures are quite animated and will appreciate hand gestures and the expression of emotion through the body. Others expect speakers to remain calm and would find such behaviour over the top. Similarly pay attention to the use of gestures. The thumbs up may mean 'good' in the USA but it means something very different in Iran. Eye contact can also be a major intercultural difference. Some cultures consider strong eye contact a sign of sincerity, others find it overbearing and an invasion of privacy.

Do your cross cultural homework before a presentation.

Be aware of different approaches to time across cultures.

Some cultures prefer a structured, timetabled approach to conducting business affairs, others are more casual. In countries where a start time is considered a guide rather than a definite, allow time for networking or engage in some chit chat until others arrive. Oppositely, if you arrive late to a meeting in a punctual culture, expect some negative feedback.

Always show the appropriate stiffness or flexibility depending on the culture.

4. Emotions:

Some presentations may be in front of a small number of people and deal with sensitive issues in a pressured environment.

In such intercultural situations one should always keep their emotions in check. In some cultures a certain amount of cross examination or scrutiny may occur. If this happens bear in mind the positive intentions behind such actions, i.e. the questions are only being posed to establish facts, not to undermine you. Never lose patience, show frustration or display anger.

To do so will lead to a loss of credibility.

5. Style of Presentation:

Different cultures learn and take in information in varying ways.

One should always try and tailor their presentation style to meet the needs of the target culture. Some cultures, such as Europeans, prefer information to be presented in detail and in a way that sets down foundations that act as the support to a final argument or point. In such a presentation the speaker should gradually lead the audience, using a logical succession of points, to a conclusion.

On the other hand, some cultures, like the US, prefer a much faster paced presentation that is bottom-line orientated, meaning the presenter speaks from a point rather towards a point.

6. Use of Technology:

Power Point is not the default method of giving a presentation across the world.

Some countries many not even have the technical capabilities to accommodate this so one would need to adapt to the resources at hand, whether it be an Over Head Projector or blackboard. Some cultures do not even like a visual element to presentations and find much more worth in words and personality.

7. Content:

In a cross cultural presentation, ensure you tailor the content of a presentation to the audience.

Different cultures expect different things from a business presentation. Long term orientated cultures may be excited about future projections and figures, but others would rather learn more about the presenter's credentials, accomplishments and experience.

A presenter needs to ask whether the target culture will appreciate factual, statistical information presented visually, or a more personal oratory approach.

8. Audience Participation:

Audiences react in different ways across cultures.

Some are very engaging and are willing to participate in exercises and Q&A sessions, others are the opposite. Audiences also show respect in many ways. A Japanese audience may close their eyes while listening; a US one may clap when a good point is made and a Saudi one may do nothing at all.

Although the number of areas where one could point to cultural differences in presentations is vast, for the sake of brevity the above mentioned areas have been highlighted as a way of drawing attention to some of the major ones.

It is hoped these can then act as a foundation to improving ones insight into the way intercultural differences manifest in the business environment.

Learn more about Cultural Differences in Business

If you want to explore the impact of culture on yourself and the workplace, then have a look at our Cultural Awareness eLearning course .

It's a really detailed course offering lots of insights into cultural differences. Check out the free video sample below.

Photo by Matthew Osborn on Unsplash

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9 Tips for High-Impact Presentations Across Cultures

Samuel had done it quite a few times before. He boarded a plane, headed halfway across the world from his corporation’s headquarters in New York City to deliver yet another presentation to a foreign audience. His expertise in his decade-long role as a business analyst at a large, worldwide corporation made him the perfect candidate to present sales leaders with the latest information on increasing sales efforts across cultures. As usual, Samuel used his long flight to reminisce about his past successes and shortcomings as a foreign presenter.

He remembered his first presentation in Hong Kong. Cross-cultural communication went well because of his meticulous planning, but he failed to send written copies of the sales tactics he would be presenting, which would have helped prepare his audience for the upcoming presentation and give them more time to prepare questions beforehand.

In Hong Kong, business people typically prefer presentations and proposals to begin in general terms before transitioning into the narrow details. Samuel’s presentation, although applicable for the audience, would have been more effective if he would have begun with more general terms, especially because once again he didn’t send his audience a formal or informal outline of his presentation beforehand.

Different Countries, Different Approaches

Samuel also reflected on his recent trip to Iraq. Before the trip, he spent weeks planning an in-depth sales-tactics presentation geared to sales leaders. Samuel’s company had recently purchased the latest video software, so he planned a cutting-edge interactive presentation for his audience in Baghdad. The audience appreciated his personal anecdotes and personable introduction, but he seemed to lose them at the end when he distributed a folder full of statistics, graphs and sales figures.

Studies have shown that people in present-day Iraq tend to appreciate more listening than reading when viewing a presentation. Strong images and relevant stories will resonate with them more than reading the latest statistics. Samuel’s interactive presentation went over well, but his conclusion, which involved the audience reviewing statistics placed before them on a handout, didn’t hold their attention as well as it could have. He watched his audience lose interest before his eyes, and he made a note to avoid handouts in any future presentation in Baghdad.

Samuel also remembered how the same handouts were highly effective in Japan, where he did a very similar presentation on the same sales tactics a month earlier. In Japanese culture, detailed written materials are appreciated, and audience members typically enjoy any kind of supporting documentation to supplement a presentation.

Gauging How to Speak to a Foreign Audience

Even the most experienced presenters face unique challenges when presenting information to audiences across cultures. It’s been said that great international speakers aren’t born. They’re made through:

• Practice and a desire to fine-tune their public-speaking skills.
• Culturally appropriate levels of confidence and passion
• Introspection, self-awareness, and sincerity.

In short, they know how to properly engage with their foreign audience.

Much can go awry during a cross-cultural presentation if you fail to plan appropriately. You must tailor your presentation to your audience, and, in order to do so, it takes a great deal of prep work. You can’t simply work with a translator or neglect meticulous research and planning before your presentation.

Avoiding Problematic Barriers

If your goal is to deliver impactful cross-cultural presentations, it’s best to consider your presentations from all angles and learn from the advice of past successful presenters. Part of your success will depend on your ability to recognize and avoid barriers to effective intercultural communication, such as:

• Language differences . Language barriers will likely play a role in your execution of a successful presentation to a foreign audience. You may work with an interpreter, but confusion may arise due to slang, dialects, or accents. Furthermore, words don’t always translate perfectly from one language to the other. The same word in one language may have different meanings when translated into different languages.
• Level of context . Low-context cultures, such as Germany, Switzerland and the United States, expect verbal messages to be explicit and direct.

High-context cultures, such as Japan and Brazil, expect less emphasis on words themselves. A “maybe” or even a “yes” may actually mean no, especially in Japan, where an outright “no” or refusal can seem rude and too blunt. People in high-context cultures place more importance on nonverbal elements of communication, such as tone of voice, eye movements, and facial expressions.

• Body language . People in one culture may take offense if you stand too close to them or too far away. For example, a Norwegian executive may feel uncomfortable and crowded if someone invades their personal space, which in their culture is a distance of up to three meters. In Saudi Arabia, the personal space requirement is much lower, and even complete strangers typically stand very close to one another to speak.

Eye contact is also a potential barrier. Those from Continental Europe, for example, are known to make more eye contact than those from Britain and the United States. Another consideration is facial expressions, such as smiling. French and Russians tend to smile less than other cultures, which can make them appear cold or unfriendly.

• Value of time . People from different cultures place different values on time. In some cultures, such as Latin America, for example, there’s less emphasis on punctuality than there is in Switzerland. In Mexico, you’d be expected to finish a conversation with a colleague, even if it made you late to a business meeting.
• Control of feelings and emotions . Certain cultures are more comfortable showing their emotions. In France and Italy, most people are fine with displaying their emotions outwardly, while people in Japan and the United Kingdom tend to keep tight control of their emotions in public. An excited speaker in Italy may speak loudly and emphatically, while those tactics may embarrass a Japanese listener.

Once you consider the possible barriers to effective communication, you should consider the best strategies for learning how to speak in front of a foreign audience.

Tips for Cross-Cultural Presentations

Presenting across cultures always requires adequate planning. Years of experience presenting to audiences in the Middle East won’t prepare you to deliver an effective presentation in China. If you’re communicating your tenth presentation on the latest sales software, but it’s your first time speaking to diverse audiences, it’s imperative that you tailor your approach to best suit your new audience.

The following tips for presenting cross-culturally will help you deliver a seamless, effective exposition.

1. Step Outside of Your Comfort Zone

You know that what is effective in one culture may not be effective in another, which is why it’s important to consider intercultural awareness as you prepare for your foreign presentation. Intercultural awareness is two-fold. It involves standing back from your own viewpoint and acknowledging your own cultural beliefs, as well as considering those of the other culture.

There are many factors that contribute to an effective presentation across cultures, but it’s important to begin by understanding your own cultural beliefs and recognizing you may need to step outside of your comfort zone as you prepare for your presentation. Once you’re aware of the similarities and differences, it becomes easier to plan an effective presentation across cultures.

For example, if you’re Japanese and preparing to present to a Portuguese audience, you may want to consider adding more personality to your presentation. It may be out of your comfort zone to show some emotion during your presentation or share a very personal story, but it will likely go over well in front of your Portuguese audience because they tend to appreciate creative, highly engaging presentations.

2. Decide If You’re Going to Use a Script

Using a script may be helpful when presenting to an international audience because it can direct you to stay focused on the precise language of your foreign presentation, especially if you’re presenting in a language other than your first.

If you’re not completely comfortable in the language, consider distributing a handout so readers can understand your message with certainty. Usually, speakers are advised to avoid reading from a script or from a screen, but in some cases — especially where a possible language barrier exists — it may be effective to offer your audience another way to comprehend the material.

There are many ways to use a script without boring your audience, such as:

• Knowing the material well . If you decide to read from a script or allow the audience to follow along using a handout or screen, don’t neglect to skim over the material as you prepare. You’re the expert, and you should exude an appropriate level of confidence as well as have the knowledge to answer possible questions about the material.

You may work with a professional writer or translator as you prepare for your presentation, but that doesn’t mean you can skip any steps in the research and preparation phase. Simply reading from your script won’t be effective. You must know the material, maintain eye contact and intonation that’s appropriate for your audience, and be prepared to answer questions.

• Personalizing your message . Using a script doesn’t have to equate to a boring, dry presentation. Eliminate any words that don’t sound like you. Inject personal stories where it makes sense to do so. Many speakers have no trouble injecting a personal touch to the beginning of their scripted speech, but then they fail to maintain their personality throughout it. Instead of sliding into a script after the introduction, aim to add your personality from the beginning to the end.
• Learning to emphasize appropriately . A monotone presentation read from a script is a sure way to bore your audience, regardless of their cultural backgrounds. The vocal variety will add dimension to your speech, especially if you’re following a script.

If you’re reading in a language other than your native language, be sure to study proper pronunciation and listen to other speakers enunciate in that language. Become aware of your own vocal patterns, so you can vary your volume, pitch, and tone in a way that’s appropriate for your target audience.

It may be beneficial to label your script, so you know when to effectively take a breath, pause to allow your audience time to process information, or stop to ask a question. You can also underline words you should emphasize as you’re reading. You can appropriately emphasize by changing your pitch or inflection, varying your pace, increasing your volume or altering your rhythm.

• Treating your script as an extended conversation . Instead of talking to your audience, aim to talk with  them. When you’re reading from a script, it can seem like your presentation is forced, rigid, and lacking any personality. Using culturally-appropriate gestures, eye contact, and language, you can take your audience on a journey with you through your script, instead of simply reading to them.

3. Know What to Expect from Your Audience

Regardless of where you’re presenting, you will feed off of your audience’s energy or how you’re perceiving their reactions to your presentation. If they’re frowning back at you or don’t participate when you ask a question, it can negatively affect your confidence, and your entire presentation could suffer. It’s important to know what to expect from your audience in the context of the given culture. Audiences around the world outwardly respond to presentations in different ways, so it’s helpful if you’re aware of what to expect before you begin.

For example, if you’re presenting in Japan, the audience will likely nod their heads slightly up and down to show concentration and approval — and they may even slightly close their eyes. Rest assured you aren’t putting them to sleep; they’re showing you that they’re with you. At the same time, a Japanese audience will not likely interrupt you to ask questions or provide comments, even if you prompt them to do so.

As a general rule, applause is a universal sign of approval after you finish a presentation. However, there are other signs to look for as well, depending on where you are. In parts of Austria and Germany, if you’re presenting around a table, your audience may knock on the table to show their approval when you’ve finished. You may hear whistles of approval if you’ve done especially well in the United States, but whistling signifies disapproval in some European countries. It’s also wise to be aware that no one receives standing ovations in Australia.

4. Learn About the Local Culture

If you’re presenting to a homogenous foreign audience — meaning everyone is from the same cultural background — you should consider studying the local culture before your presentation. The following are excellent resources for discovering cultural norms and important local information:

• Recent books and travel guides . Without a clear understanding of the audience’s culture, you’re taking a risk that your presentation won’t be effective. Access resources available to you, such as recently published literature about the culture, travel guides, and websites directed to foreign travelers.
• Local news . Be aware of news and current events. You should also be able to access local news by finding the most popular domains online for the geographic region or speaking with someone who can direct you to a trustworthy local news source. Connect with someone in your organization who is familiar with the culture in which you’ll be presenting and ask for their input. Beyond the local culture, consider hot topics within the organization itself, as company culture can be equally as important as local culture.
• The CIA Factbook . While not specifically about culture, the Factbook provides information about 267 world entities, touching on topics of people, history, government, communications, transportation, and more.
• Aperian ® . An industry-leading cultural intelligence resource, Aperian offers in-depth information on more than 95 nations around the world. It provides a section on how to give a presentation in each of the 95 nations. The resource offers extensive research, interviews with experts, and guidance for conducting business successfully across cultural boundaries. The GlobeSmart ® Profile helps bridge the gaps with other cultures and colleagues.

5. Pace Yourself Appropriately

You should tailor your pace and progression to your audience’s expectations to experience positive results when delivering an intercultural presentation. Never rush through a presentation, but be aware different cultures have different preferences for receiving information.

Be mindful of language barriers as you’re presenting as well. If you’re speaking in a non-native language, slower speech will help your audience better comprehend your words. If you’re speaking in your native language, but your audience is listening in their non-native language, it’s also wise to talk slower to increase comprehension. Always give your audience time to process information that may be new to them.

Expectations are always changing, but historically there are guidelines to follow when it comes to how certain cultures prefer to process information. Although this may be changing over time, it’s safe to assume Asians prefer to more details when compared to Americans and Canadians, where audiences tend to appreciate a faster pace.

6. Modify Your Nonverbal Communication

The way you communicate nonverbally to a foreign audience is equally as important as the words you choose to use. Here are a few tips for appropriately modifying your nonverbal communication during a cross-cultural presentation:

• Be conscious of your hand gestures . A “thumbs up” is a positive signal in the United States, but it has negative connotations in the Middle East, Australia, and Greece. Similarly, gesticulating doesn’t always translate across cultures. It can add personality to a presentation in the United States, but it can be seen as rude and distracting in Japan.
• Be aware of eye contact expectations . A certain level of eye contact is important in all presentations, but the expectation is different depending on the audience’s culture. For example, Canadians, Germans, and Americans expect more eye contact than Hispanic and Japanese audiences do.
• Use an appropriate level of animation . Your body movements and facial expressions can either emphasize your presentation or undercut it. Perceptions of facial expressions vary across cultures, so a basic understanding of what’s considered appropriate in a specific setting will help you adequately prepare for your presentation. For instance, East Asians and Western Caucasians perceive happy and angry expressions differently, so it’s important to be aware of your own facial expressions.

7. Be Careful When Selecting Visuals

Your graphics should be free of any culturally inappropriate images. It’s also important to consider color because it can carry different symbolic meanings from culture to culture. For example, red is a high-energy color used as a warning or to elicit feelings of excitement, passion, or even anger in Western cultures, but it’s used as a color of mourning in South Africa. Similarly, red represents good fortune in China but can mean anger in Japan. Another example is yellow, which is the color of mourning in Myanmar (Burma), but it signifies happiness and prosperity in the Middle East.

Besides color, be sure your visual aids make appropriate use of words and symbols for the culture in which you’re presenting. For example, Asian cultures tend to prefer pictures, numbers, and symbols whereas Europeans typically favor text with logical bullet points.

8. Be Cautious in Your Use of Humor

Only use humor when you’re certain it’s appropriate. Jokes will not likely translate well between cultures. If you’re not sure if a joke will go over well, avoid it. In many cases, your attempt at humor will be lost in translation, or worse. It could be taken offensively.

Here are a few reminders when it comes to humor in a cross-cultural presentation:

• Be aware that technology can pose challenges in relation to humor . Using humor across cultures is difficult, but using humor virtually and cross-culturally is even more problematic. If you’re using cameras in a face-to-face situation, you can immediately see your audience’s reaction to your attempt at humor. If you’re giving a virtual presentation and can’t see your audience, your feedback will be limited, so it’s important to know beforehand whether your attempt at humor will be well received.
• Carefully review all graphics and texts . If you’re utilizing handouts, slides, or any media that contains written text, be sure it’s carefully reviewed for cultural appropriateness. There should be no culturally offensive reference, nor should there be any words or phrases that are lost — or become offensive — in translation. For example, the word “fanny” means different things in the United States — one’s rear end — and Britain — a female’s private parts.
• Consider the style of humor . The capacity to laugh at things is universal, but everyone is different when it comes to what they think is actually funny. There are more gray areas where culture is involved, as well. For example, irony is usually well understood in British culture, but it’s not as understood in direct-speaking cultures such as Germany, the Netherlands, and Switzerland.

Sarcasm typically goes over well in Israel and India, but it can be offensive in Latin America. Making fun of oneself is often considered humorous in the West, but may cause Asians to feel uncomfortable and empathetic. Similarly, physical humor — like slipping on a banana peel — will likely go over well in Italy or France, but not in Malaysia.

9. Utilize the Best Resources

The easy part of preparing a presentation across cultures is gathering content for the topic itself. After all, you’re the expert and you were chosen to deliver a presentation based on your knowledge and experiences. The difficult part of preparing a cross-cultural presentation is ensuring you convey that content in a culturally appropriate manner that will resonate with your audience.

Aperian, an industry-leading online cultural intelligence resource, offers advice on giving presentations for over 95 countries – among 50 other business topics.

Access the free trial of Aperian to explore on your own!

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Ten Tips for Presenting to Different Cultures

10 tips on delivering better business presentations to culturally diverse audiences!

Making a Speech to a Culturally Diverse Audience

Presenting to audiences from different cultures can be particularly daunting because there are often diverse characteristics and customs we need to take into account. However, fear of misunderstandings can cause speakers to hold back, which impacts their ability to influence audiences successfully .

Here are some simple tips that will boost your presentation skills and help you speak confidently when presenting to people from different cultures .

• 1. Research the Audience

2. Meet the Audience Before the Speech

3. use some local language.

• 4. Find Local Examples
• 5. Speak Slowly and Clearly  

6. Use Visual Aids

• 7. Use Humour Carefully

8. Get the Audience Involved

9. watch the length of the presentation.

• 10. Evaluate, Review and Continually Improve

1. Research the Audience 

Find out as much as you can about the country and organisation you are presenting to. Internet research, guidebooks, travel magazines and local media will provide valuable insights about different cultures that shape the creation and delivery of your presentation. Bear in mind that this is as much about what to avoid as what to include.

More than likely, you will not know your audience personally, and they will not know you. To establish a personal connection, try to meet as many as possible one-to-one before presenting to them as a group.  

At the start of the presentation, it can also help to engage in some light banter to warm them up. This can make them more receptive to your messages, but perhaps check with your local liaison first to see if this is a suitable approach. 

Impact Factory runs Open Public Speaking Courses Tailored Public Speaking Training and Five-Day Elite Presentation With Impact Workshop s

Identify a few short phrases in the local language that can be used as an icebreaker at the start of the presentation, or to illustrate key points. For example, President John F Kennedy used the phrase “Ich bin ein Berliner” to great effect in Germany during one of his speeches. 

4. Find Local Examples 

If you are presenting new ideas or complex concepts to people from different cultures, it can help to convey them using local examples. This not only helps the audience to understand your messages, but also establishes a stronger connection with the audience. 

5. Speak Slowly and Clearly 

English may not be the first language for most of the audience, so speak slowly and clearly using Plain English . Not too slowly though, or you may come across as patronising. Check out our article on cross-cultural communication , which will also help you when presenting to audiences from different cultures.

Photographs, illustrations, graphs and charts can cut through language barriers to ensure your verbal messages are clearly understood. If adding text to visual aids, bear in mind that some of the audience may speak better English than they can read or write. 

7. Use Humour Carefully  

Including humour is a recommended approach when presenting. However, bear in mind that sense of humour varies in different cultures. Stick to universal humour or something that you know is humorous locally, and avoid anything inappropriate or risqué. Your liaison may be able to help you find an appropriate balance. 

Most audiences tend to switch off after 20 minutes or so, which makes it the perfect time to introduce a quick physical activity or interaction to regain the audience’s attention. Never try this at the start of the presentation though as the audience hasn’t got to know you yet. 

Take into account that you will be speaking slightly slower, spending a few minutes getting to know your audience at the start, and potentially involving them in an activity after 20 minutes or so. If necessary, cut out some of the extraneous content or your presentation may feel rushed. 

10. Evaluate, Review and Continually Improve  

Making presentations to culturally diverse audiences is a fascinating experience that will teach you a great deal about the art of presenting itself. Monitor audience reactions and identify what they are receptive to. This will help you eliminate things that don’t work and focus on those that build better relationships.  

Master the Art of Presenting with Style and Confidence!

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Tailor Your Presentation to Fit the Culture

Johnny loves facts and Johan loves theory.

Fourteen years ago I moved from Chicago to Paris. The first time I ran a training session in France, I prepared thoroughly, considering how to give the most persuasive presentation possible. I practiced my points, and anticipated questions that might arise.

• EM Erin Meyer is a professor at INSEAD, where she directs the executive education program Leading Across Borders and Cultures. She is the author of The Culture Map: Breaking Through the Invisible Boundaries of Global Business (PublicAffairs, 2014) and coauthor (with Reed Hastings) of No Rules Rules: Netflix and the Culture of Reinvention (Penguin, 2020). ErinMeyerINSEAD

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How to give a compelling presentation to a diverse audience

Presentation skills are a critical part of being an effective leader. Whether you’re speaking to your team at a standup meeting, presenting an update at a town hall, or giving a keynote presentation at a conference, there are critical skills needed to communicate in a way that’s clear and compelling.

The  GLOBE leadership study  found that audiences everywhere want leaders to communicate clearly, dynamically, and with vision. But the more diverse your audience, the more you have to adjust the way you present. Clear, dynamic, visionary communication has always been essential for effective leaders. But global leaders go a step further in how they prepare and present information to diverse, distributed groups.

Global leadership is not about geography. It’s about a mindset for leading people from myriad backgrounds and places. Here are a few ways to think about making a presentation to a diverse group:

1. Prepare Content…but revise the “why” and the “logical” order of the presentation

When preparing a presentation, I spend the most time thinking about the “so what” for the audience. MBA students care about cultural intelligence for very different reasons than nurses do. Non-profit leaders think about innovation differently than private sector executives. Most audiences decide whether your presentation is relevant within the first five minutes. 

I obsess over my introductions and how to hook the audience right from the start. I practice it in my head on my morning runs and I keep revising it until I’ve mastered answering “why should I care?” The more diverse the audience, the more time I spend thinking about how to answer that question.

I’m not suggesting that the majority of a presentation should be spent answering the why. That can be incredibly frustrating, particularly for groups who have already bought in and want to hear about the “how”. But if we don’t first stop to understand why this content matters to the audience, our illustrations and application are going to be off course.

The other key difference in how ‘global’ leaders prepare a presentation is to think about how to structure the content. Many public speaking courses present formulaic outlines for how all good presentations should be organized, (e.g. “why, what, how”). But reasoning and logic are significantly shaped by culture so we need to adjust how we present an argument based on the audience.

INSEAD University Professor Erin Meyer discusses this issue by contrasting a principles-first approach versus an application-first approach . Principles-first reasoning uses deductive logic. You spend time defining a problem, describing the theoretical process for addressing it, and eventually arrive at a conclusion. Applications-first reasoning uses inductive logic. You get to the point quickly and briefly reference the process used to get to the outcome. “Why” is less important than “how.”

When I’m presenting to most North American groups, I get to practical solutions as quickly as possible. A long explanation about the theoretical process of how we conceptualized and researched CQ is sure to be met with impatience.  Just get to the bottom line!  If I’m making a presentation about cultural intelligence in Europe however, I’ll methodically walk through the process of how we conceptualized cultural intelligence, the design behind the CQ assessment, and eventually the conclusions reached. If I move too quickly to practical solutions, I’m met with skepticism.  How did you arrive at this conclusion? What were the questions you started with?  It’s inadequate to say, “We used sound, research methodology.” This rhetorical difference is also true with other audiences. Many academics prefer to hear “principles-first” and many North American corporates prefer “applications-first.” 

There are many other considerations for how to prepare a presentation for a diverse audience including using relevant examples, anticipating how much content to share, and the powerful use of stories. But fundamental to preparing your content begins with figuring out the right “why” and logical order based on what makes sense to  them , not you. 

2. Demonstrate passion…but adjust the level of charisma and enthusiasm

Repeated studies have found that the top two characteristics of the most highly rated professors are their content and that they teach with passion . This carries over into what we want from leaders’ presentations. Content matters but it’s equally important to demonstrate your belief in what you’re talking about. Audiences look for authenticity and passion in how leaders communicate.

Diverse audiences, however, have different preferences for how they want leaders to demonstrate passion. I often tell the story about the time I observed a group of emerging leaders in Czech Republic. I was concerned by the limited enthusiasm and charisma most of them demonstrated when giving their presentations. But my Central European counterpart told me that speakers with a lot of visible enthusiasm actually create a barrier for themselves when speaking in places like Prague or Bucharest because many audience members believe that a lot of emotion and excitement from a leader makes them seem too much like leaders from an era gone by when leaders manipulated people with emotional presentations.

If I’m presenting something I’m passionate about, my default is to be loud and visibly expressive. In part, I think this stems from growing up in church environments where fervor and commitment were linked with charisma and enthusiasm. Over the years, I’ve learned that I’m a better global leader and communicator when I regulate my level of enthusiasm based on the audience and context. When I speak to audiences in places like Japan or to a group of engineers, I turn it down a bit, speak a little more slowly, and consider how to moderate my expressiveness based on what will translate best for the audience involved.  

3. Invite questions and comments….but offer multiple ways for audience participation

Many leaders wrap up a presentations with, “Any questions?” I loathe tacking on Q&A at the end of a presentation as an afterthought. Even if you’re presenting to your own team, this is a lazy approach. Inevitably, the same people speak up, often thinking more about how their question or comment makes them look to the rest of the group than asking something that’s going to genuinely help the group at large. I much prefer finding culturally intelligent ways to get feedback and interaction throughout the presentation. 

Global leaders spend as much time considering how to get audience participation as they do developing the content they’re presenting. If you’re presenting to a smaller group, let them know ahead of time that you want them to respond to a particular question at some point in the presentation. This allows the introverts more time to prepare and it enables those from more hierarchical or collectivist cultures to understand that you want them to be prepared to say something. Alternatively, have the audience members pair up with a couple other people during the presentation to come up with a question or comment they would like to raise as a group. 

In larger groups, ask everyone to respond to a poll on their phones and display the results on a screen. Or you can run a low tech poll in the room by simply having people stand or sit in response to various questions (e.g. “Stand up if you’ve been working here 5 years or less”). Just avoid forcing everyone to answer a question that makes them feel uncomfortable in front of a large group.

In a follow-up article, I’m going to address how to give effective  remote  presentations to diverse groups. Platforms like Zoom and MS Teams provide additional ways to engage an audience than what we can do in live presentations. Whatever the context, global leaders give thoughtful preparation to how the audience will have a chance to participate and engage. 

4. Inject humor…but vet it with a trusted “cultural advisor” ahead of time

I somewhat disagree with the conventional wisdom from many cross-cultural experts who say to avoid humor in any diverse setting. I understand the concern. Humor does not translate very well from one culture to the next and it runs the risk of being offensive. But humor is such a powerful way to make us seem more human and there are many studies supporting the psychological benefits of humor. 

Laughter is proven to release endorphins and it’s something experienced across every age and culture. I avoid humor that makes fun of anyone other than myself. But I try to inject  “bonding” humor with an audience—something that the group understands that outsiders may not. Comedian Ellen DeGeneres uses bonding humor extremely well. She portrays a friendly, easy-going personality and puts people at ease with her jovial banter, never really making anyone in the room the butt of her jokes. Many audiences are endeared to leaders who reference inside jokes as part of their presentation.

Ironically, bonding humor is hardest for individuals from some backgrounds to understand. So it takes careful preparation and cultural intelligence to figure out humor that will bond rather than isolate or simply fall flat. Humor in a presentation is never just about the literal words spoken. It’s as much about the one who is saying it and the context where it’s said. There are funny things a Black leader can say that I should never say. This is of course why many experts advocate avoiding humor all together. But I think a more culturally intelligent approach is to inject humor but vet it ahead of time with some individuals who understand the context where you’ll be using it. 

5. Be authentic…but don’t overdo it

Ultimately, we want to hear from leaders who are authentic and real. This desire is consistent among followers across all cultures. People everywhere want leaders who are ethical, clear, and true to themselves. For many leaders, this means being yourself and “shooting straight with people”. For a global leader however, authenticity means,  I’m going to figure out the best way to communicate who I really am and what I care about in light of the audience.  In addition, global leaders understand that there is some information that shouldn’t be shared with an entire group publicly, either because it puts the organization at risk or because it may end up creating too much anxiety and uncertainty that your audience can do nothing about. 

I’ve  written previously  about my growing concern with the over-emphasis on authenticity at the expense of considering what behaviors most effectively communicate our intention to a diverse group. I acknowledge that it’s easy for someone like me to say this given that many of the contexts where I speak are made for “people like me.” But we all benefit when global leaders present in a way that is authentic while simultaneously understanding that authenticity is going to require some adaptation depending on the audience involved. 

Seasoned leaders become adept at giving “stump” speeches and winging a presentation. But an effective global leader always takes at least a few minutes to consider how to communicate to a diverse audience in a way that ensures the group understands the message without unnecessary interference due to limited adaptation by the presenter.

I look forward to following up these insights with some ideas about how to give an effective remote presentation, something all of us are called on to do much more since 2020. In the meantime, I welcome your own observations!

Join me at the Global Leadership Lab to work together on these kinds of global leadership skills!

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Adapting to Different Audiences When Speaking

Do you find it challenging to engage diverse audiences in your presentations? Studies illustrate that understanding and adapting to the varied interests, beliefs, and attitudes of an audience can make or break a presentation.

This post offers practical strategies like tailoring communication style and adjusting content for diversity, that will help you connect more effectively with different groups. Ready for the tricks to command any crowd’s attention?

Key Takeaways

• Tailoring your message and presentation style to different audiences is crucial for effective communication.
• Understanding the demographics, interests, and needs of your audience allows you to personalize your content and create a meaningful connection.
• Adapting language, addressing cultural differences , and adjusting tone and pace are important strategies in engaging diverse audiences.
• Incorporating humor, utilizing visual aids, catering to different learning styles, and encouraging questions and feedback can enhance audience engagement.

Understanding Different Audience Demographics

Understanding different audience demographics is essential to tailor your message and presentation style effectively.

Navigating the age demographic of your audience is key to a successful presentation. Different generations or age groups – be it Baby Boomers, Gen X, Millennials or Gen Z – have distinct cultural upbringings and psychological factors that shape their values and interests.

Recognizing these generational characteristics can dramatically transform your speaking style from generic to personalized. For instance, millennials may respond better to tech-savvy language and references while baby boomers might relate more with traditional concepts.

It’s not just about cracking age-appropriate jokes but also understanding behavioral patterns shaped by shared life experiences within each generation. Equipped with this insight into your audience’s lifestyle choices and media consumption habits, you tailor content that resonates on an individual level, making for an effective speech every time.

Understanding the gender dynamics of your audience is a stepping stone to effective communication in public speaking. Gender, distinct from sex, can be diverse and richly portrayed across various platforms.

Media, for instance, plays a prominent role in developing gender stereotypes in children and adolescents. As a speaker, it’s paramount to grasp these nuances before addressing an audience.

Delving into the demographic profile of your audience arms you with insights such as age, educational level, racial or cultural influences— crucial elements that heavily shape one’s perception and reception towards information relayed.

Thus, fostering effective communication strategies that adapt to your audience hinges on nuances like gender representation among others.

Diving into the realm of audience adaptation, it’s crucial to consider location as a key factor in your demographic analysis. This critical aspect plays an undeniable role in shaping the needs and expectations of your audience.

Knowing whether you’re addressing urban or rural dwellers, residents of a specific region or country, can dramatically influence how you tailor content for effective communication. Incorporating local terminologies and cultural nuances when applicable can foster deeper connection with your crowd.

For instance, pop culture references popular within certain locations could serve as ice breakers during presentations. Moreover, adapting your speaking style based on physical venue characteristics adds another dimension to engaging your audience effectively; a cozy coffee shop may welcome casual anecdotes while a formal conference room might demand more structured discourse.

So, speakers need to pay close attention to location perspectives for fruitful engagement with their audiences.

Understanding the interests of your audience is crucial when adapting your message as a public speaker. Audiences are naturally drawn to topics that resonate with their own interests, needs, goals, and motivations.

By taking the time to research and identify these interests beforehand, you can tailor your speech or presentation in a way that captures their attention and keeps them engaged throughout. This could involve incorporating real-life examples or anecdotes that relate directly to their interests, using multimedia such as videos or images that grab their attention visually, or even just adjusting the tone and pace of your delivery to match what they find most appealing.

When you speak directly to the specific interests of your audience, you create an instant connection and increase the likelihood that they will remember and value what you have to say.

Tailoring Your Message and Presentation Style

Tailoring your message and presentation style is essential for connecting with diverse audiences . By identifying their interests, adapting language and terminology , addressing cultural differences, and adjusting tone and pace, you can engage your audience on a deeper level.

Read more to learn how to tailor your communication for maximum impact!

Identifying audience interests and needs

Understanding the interests and needs of your audience is a fundamental aspect of effective communication as a public speaker. By identifying what topics resonate with them, you can tailor your message to capture their attention and engagement.

Additionally, knowing their needs allows you to address their specific concerns or challenges, making your presentation more relevant and valuable. Audience analysis plays a crucial role in this process, helping you gather information about their preferences, expectations, and demographics.

By conducting thorough research on your audience beforehand, you can customize your content to meet their unique requirements and create an impactful presentation that resonates with them. Ultimately, by taking the time to understand your audience’s interests and needs, you set yourself up for success by delivering a message that truly speaks to them.

Adapting language and terminology

To effectively engage and connect with different audiences, it’s crucial to adapt your language and terminology. Tailoring your message to match the demographics and interests of your listeners can significantly enhance their understanding and engagement.

By using vocabulary that resonates with them, you establish a common ground that fosters connection. For example, if you’re addressing a tech-savvy audience, utilizing industry-specific jargon and technical terms can make your content more relatable and credible.

On the other hand, when speaking to a general audience or those unfamiliar with the subject matter, simplifying complex concepts through everyday language ensures clarity and accessibility. Remember that adapting language and terminology is about creating meaningful connections by meeting people where they are in terms of knowledge and comprehension levels.

Addressing cultural and social differences

Understanding and addressing cultural and social differences is crucial when adapting your message and presentation style to different audiences. Cultural sensitivity plays a significant role in effective communication, as different cultures have varying preferences for receiving information in presentations.

By eliminating figurative language and being aware of nonverbal cues, such as gestures and posture , you can ensure that your message resonates with diverse audiences. Inclusive communication practices also involve adapting language and terminology to avoid alienating or excluding any group.

Being mindful of cultural differences allows businesses to be more welcoming, inclusive, and successful in their messaging endeavors.

Adjusting tone and pace

Adjusting your tone and pace during a presentation is crucial for effectively engaging your audience. By adapting your communication style to suit the needs and expectations of different audiences, you can ensure that your message resonates with them on a deeper level.

When delivering an intercultural presentation, it’s important to consider the cultural context and adjust the pace and energy accordingly. This not only shows respect for the audience’s preferences but also enhances their understanding and retention of information.

Additionally, tailoring your tone and pace helps in catering to different learning styles, ensuring that everyone in the room can connect with your message. So remember, by adjusting your tone and pace thoughtfully, you can captivate any audience and deliver high-impact presentations that leave a lasting impression.

Engaging Your Audience

Incorporate humor and anecdotes to captivate your audience’s attention and create a memorable experience.

Incorporating humor and anecdotes

Incorporating humor and anecdotes into your presentations is an effective way to engage your audience and make your message memorable. Adding wit, amusement, and entertainment not only captures attention but also creates a connection with the listeners.

By sharing relatable stories or funny personal experiences , you can establish a sense of relatability and rapport with the audience. Studies show that humor leads to increased interest in the content and makes information more appealing.

Moreover, using comedy as part of your public speaking arsenal helps build trust with the audience as it is associated with positive emotions. So go ahead, infuse laughter into your speeches and captivate your audience with entertaining storytelling !

Utilizing visual aids and multimedia

Visual aids and multimedia are powerful tools that can take your presentations to the next level. By incorporating captivating images, videos, and visuals into your content, you can grab the audience’s attention and keep them engaged throughout your speech.

Not only do visual aids enhance comprehension by explaining key points in a clear and concise manner, but they also make a lasting impact on the audience. Studies have even confirmed their effectiveness in engaging eLearning audiences.

So don’t miss out on the opportunity to strengthen your connection with your listeners – leverage the power of visuals to captivate and connect with your audience like never before.

Catering to different learning styles

Understanding and catering to different learning styles is crucial for public speakers to effectively engage their audience. Research has identified three main types of learners: visual, auditory, and kinesthetic.

Visual learners prefer information presented through images, diagrams, and videos. Auditory learners thrive on spoken words and enjoy discussions and debates . Kinesthetic learners learn best by doing or experiencing things physically.

By adapting your content delivery to suit these different learning styles, you can ensure that everyone in your audience feels included and engaged. Consider incorporating visual aids like slides or props for visual learners to enhance their understanding.

For auditory learners, add anecdotes or stories that bring your message to life through spoken words. And don’t forget about the kinesthetic learners – include interactive elements such as group activities or demonstrations that allow them to actively participate.

Encouraging questions and feedback

Engaging your audience and encouraging their participation is a crucial aspect of public speaking. One effective way to achieve this is through the encouragement of questions and feedback. By creating an environment where individuals feel comfortable asking questions or offering their thoughts, you can foster a sense of dialogue and connection with your audience.

Being open to questions allows you to address any uncertainties or clarifications that may arise during your presentation. This not only ensures that your message is understood but also shows that you value the input and opinions of your audience members.

Additionally, receiving feedback gives you insights into what resonates with them, allowing you to tailor future presentations accordingly.

To encourage questions and feedback from your audience, create opportunities for interaction throughout your speech. Pose thought-provoking queries related to your topic, inviting attendees to share their perspectives.

Incorporate moments for reflection or discussion in small groups, encouraging participants to exchange ideas amongst themselves before coming back together as a larger group.

Adapting to Different Settings and Environments

When presenting, it is essential to consider the venue and setup, adjusting your approach based on audience size and adapting to virtual or online presentations.

Considering the venue and setup

When it comes to public speaking, considering the venue and setup is essential for a successful presentation. The right environment can greatly impact how your audience perceives and engages with your message.

For example, choosing a space that accommodates the size of your audience ensures everyone can see and hear you clearly. Additionally, taking into account factors like lighting, acoustics, and seating arrangements helps create a comfortable atmosphere conducive to learning and interaction.

Remembering these details shows professionalism and consideration for your audience’s experience throughout the event. So, whether you’re speaking in a conference hall or online, make sure to adapt your approach accordingly to create an engaging environment that leaves a lasting impression on your listeners.

Adjusting your approach based on the size of the audience

One important aspect of adapting to different audiences as a public speaker is adjusting your approach based on the size of the audience. Whether you’re speaking to a small group or addressing a large crowd, understanding how to engage effectively can make all the difference in delivering a successful presentation.

For smaller audiences, it’s important to create an intimate and interactive atmosphere by encouraging questions and feedback throughout your speech. On the other hand, when speaking to larger audiences, consider using visual aids and multimedia to enhance comprehension and maintain engagement.

By recognizing the size of your audience and tailoring your approach accordingly, you can ensure that your message reaches everyone effectively.

Adapting to virtual or online presentations

Virtual or online presentations require a different approach compared to in-person ones. With the growing popularity of remote meetings and webinars, it’s important for public speakers to adapt their speeches accordingly in order to keep their audience engaged.

One key aspect is understanding the challenges of virtual engagement. People attending virtual presentations are often surrounded by competing distractions, from email notifications to social media updates.

Thus, presenters need to find creative ways to capture and maintain their viewers’ attention across different devices.

To achieve this, incorporating interactive elements can greatly enhance engagement during virtual presentations. This can include features like live polls, quizzes, or Q&A sessions where participants can actively participate and contribute their thoughts.

Additionally, optimizing your audio and video settings is crucial as poor sound quality or pixelated visuals can quickly lose viewers’ interest.

Another important factor is ensuring that your message resonates with your audience’s interests and perspectives. Conducting audience analysis before the presentation helps you tailor your speech according to their needs and preferences.

By addressing topics that are relevant and meaningful to them, you increase the likelihood of holding their attention throughout the presentation.

Being flexible and adaptable to unexpected situations

In the world of public speaking, being flexible and adaptable to unexpected situations is a crucial skill. Whether it’s a technical glitch, an unruly audience member, or last-minute changes to your presentation, the ability to go with the flow is essential.

An adaptable speaker can quickly think on their feet and adjust their message and delivery as needed. This not only shows professionalism but also helps maintain engagement with the audience.

Research has shown that adaptability in public speaking leads to better communication and connection with listeners. So embrace change, stay calm under pressure, and be ready for anything that comes your way on stage.

In conclusion, adapting to different audiences is essential for effective communication. By understanding the demographics, interests, and needs of your audience, you can tailor your message and presentation style to resonate with them.

Engaging your audience through humor, visual aids, and catering to their learning styles will further enhance their experience. Adapting to different settings and environments while remaining flexible and adaptable ensures successful interactions with diverse groups.

Ultimately, by personalizing your content and modifying your delivery approach, you can effectively connect with various target audiences.

1. Why is it important to adapt to different audiences?

Adapting to different audiences is crucial because each audience has unique preferences, needs, and communication styles. By adapting your message and approach, you can better connect with your audience, build trust, and increase the chances of achieving your goals.

2. How can I identify the characteristics of a specific audience?

To identify the characteristics of a specific audience, you can conduct market research through surveys, interviews, or analyzing demographic data such as age, gender, location, interests, and buying habits. Social media analytics tools and website analytics can also provide valuable insights about your audience’s behaviors and preferences.

3. What are some strategies for adapting content to different audiences?

Some strategies for adapting content to different audiences include tailoring language and tone to match their level of knowledge or expertise in the subject matter; using visuals that resonate with their cultural background or preferences; incorporating relevant examples or case studies that align with their interests; and addressing their pain points or specific challenges they may face.

4. Can I use the same marketing message for all audiences?

While it may be tempting to use a one-size-fits-all marketing message for efficiency purposes, it is not advisable as it may lead to ineffective communication or alienating certain segments of your target audience. It’s important to customize messages based on the unique needs and preferences of each audience segment in order to maximize engagement and conversion rates.

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The Hows of an International Business Presentation: Etiquette, Cultural Norms, and Expectations

Building a mutually agreeable and beneficial relationship has become vitally important within the rapidly globalizing business sector, and there are many resources online that can help prepare someone for specific types of presentations .

However, the existence of multiple cultures around the world means that the standards of courtesy, norms, and etiquette vary wildly when it comes to interaction and communication, and what might be a positive gesture in one location can be a grave insult in another.

A person’s knowledge of the cultural expectations and customs of the intended audience can either make or break partnership deals and agreements. So for international business presentations, it is crucial to know the factors that can both engage audiences and still be cultural, which can include research, creating the appropriate content, and the ability to navigate through differences, before, during, and after a presentation.

Table of Contents

Cultural Norms and Expectations: International Factors Affecting Businesses

Before the business presentation even starts, get to know the people who will be listening. Where are they from? What industry are they working in? What do they need to know? Gather as much information as possible, as this will establish your credibility and expertise within the field and make the audience feel more inclined to listen to the ideas presented.

Some of the ways to get these details include conducting interviews or surveys, consulting with local contacts or partners, or researching online resources. Concentrate efforts not just on the presentation contents, but also on the way the speaker should engage the audience which can vary greatly across different regions. This ensures that the presentation will be not only interesting and informative but also culturally appropriate and respectful.

Creating the International Business PPT

Once the background work has been completed, create the presentation. Clarity and conciseness is the key. Align the content with the audience’s interests and values alongside the topic that will be discussed, whether that be persuading the crowd of certain ideas , or convincing them to buy certain products.

Using appropriate visual aids and data should also be considered. This can involve using images, measurements or terms that are more familiar and attuned to the audience. Certain symbols or color associations that are commonly used in one culture may have different meanings in another. Communication strategies such as humor and storytelling can also be another useful tool in the arsenal, as long as the speaker takes care to use idioms and cultural references that are relevant and unoffensive to the listening crowd at hand.

However, even after all preparations, cultural barriers to communication and engagement may still arise during an international business presentation. Be prepared to accommodate language differences or other social interaction misalignments to ensure that the audience can fully be in tune with the intended message.

Delivering Effective International Business Topics to Audiences

An international business presentation implies that the audience that will be spoken to belongs from a different culture, or taken to the extreme, that each person in the group is from vastly different communities with their own traditions, beliefs, and practices. Not only should the business presentation be heard, it should also be convincing and effective in sharing in the message.

Therefore, the manner of sending the message should be carefully considered. Speak at a pace that is comfortable for the audience to follow. Use the appropriate volume and tone to convey ideas clearly. Be mindful of non-verbal cues, such as facial expressions and gestures, so they are not misinterpreted or misunderstood.

The languages spoken should also be coherent and understandable for everyone involved. In one such case, a client from a private flight company contacted Tomedes translation services in order to pitch a new business idea to the higher-ups. The translation needed to apply to the entire PowerPoint presentation, containing sections that needed to be explained in detail with technical jargon. Tomedes understood that this would require both native-level linguistic and general aviation knowledge, and has transformed the presentation in a way that will both be accurate and comprehensive for the client’s superiors.

Apart from demeanor and language, encourage the audience to participate in keeping the group’s attention and interest on the topic. This can come in the form of asking and answering relevant questions during the presentation, or seeking feedback through polls and surveys, all the while being aware of any cultural faux pas that might be committed in the process.

Business Presentation Ideas: Navigating Cultural Differences and Etiquette

These potential “faux pas” can range from greetings to outfits. Every culture has its own preferences ranging from attires (formal vs casual), business customs and practices (hierarchal vs egalitarian, on-time vs late meetings), and types of physical contact initiated (handshakes or bows). Mix and match for the best method available.

Furthermore, take note of the communication styles and cultures expected in the area. Some audiences may like a more direct and concise approach, while others value more elaborate and detailed presentations. Meeting behaviors such as eye contact or interruptions are also included. Look into tips online on how to engage specific types of audiences , and adjust strategies as necessary.

Finally, be aware of any sensitive or controversial topics that may arise, such as political or religious views. Be sensitive to each question or objection as they come, acknowledge the difference in perspectives, and seek common ground where possible.

When it comes to dealing with international business relationships, do the homework properly. In the end, all businesses want the same thing: a beneficial outcome for both parties. Look into additional resources and training, both online and within the company, to learn more about how different presentations affect different types of groups. With mutual respect, readiness, and the willingness to meet each other halfway, the global business market can remain open and thriving, simply waiting for a company to discuss an opportunity.

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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 .

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Cultural differences: meetings & presentation style 101, how to avoid cultural business traps: how to do international business like a pro.

As we all know, effective communication is the basis in any business situation. In order to do so, considering cultural nuances is key. The way we grow up shapes our perception, and sometimes there can be a disconnect between what we believe is effective communication and what others perceive. So, before heading into your next international business call or meeting, make sure to take the time to dive deeper and familiarize yourself with each country’s cultural norms.

All the countries and markets that German Accelerator is active in – Singapore, Germany, India, and the U.S. – there are unique cultural differences in both personal lives and a business environment. Here are some key areas to be keenly aware of before you schedule that next business call or meeting:

Who Makes The Decisions?

Decisions in German companies are typically made by consensus, which contrasts with American culture where there is normally an authoritative decision-maker at the top (either a CEO or President) who makes a decision the entire organization abides by. In Singapore, decisions are very often made by the owner of the company and most functional managers will play more of the role of collating information and presenting the information for the owner’s final decision. “If you want to start a business anywhere in Asia, whether that is Singapore or anywhere in SEA – you really have to understand the culture,” says Toby Ruckert , CEO of UIB and German Accelerator Mentor.

How Are Meetings Organized?

When it comes to how meetings are actually conducted, in most business settings you should expect a detailed agenda prior to the meeting; however, Germans tend to follow it more rigorously than Americans will. Regardless of which country you are located in, meetings typically always open with light chit-chat and it is considered a bit a bit aggressive to dive into business without the initial pleasantries. This is especially true for U.S. based meetings. The reason behind this is summed up perfectly by global sales and marketing expert and one of more than 300 international German Accelerator mentors Melanie Klaschka “People in the U.S. like to buy from those they trust and know, so they first get to know you, and then they talk business”. This is also true for meetings in Asia. Timothy Toh , German Accelerator mentor recommends to “take it more casually. Small talk is important as is getting to know the other party.”

It’s key to not rush straight into the presentation as it is more important to get to know your counterpart than it is to immediately present your slideshow. Invest time in building rapport and credibility with your counterpart/ client during this initial meeting. Hint: Small talk about the weather is always a good default topic and usually works in all markets. 🙂

Are Any Topics Off Limits?

In Singapore and India, business and personal life merge a lot more, and you do not experience the distinct separation as you would be used to in Germany. While it may be commonplace to inquire about income or body weight (really no topic is off-limits) during a meeting in Singapore or India, these topics would be viewed as too invasive in an American or German business setting.

How Quickly Can Meetings Happen Across the Globe?

Americans can quickly schedule last-minute meetings, the American view is that time is money and it is better to be spontaneous than to miss the opportunity for a meeting. German Accelerator mentor Jens Weitzel shared “a venture capitalist once told me ‘in Europe they say that $1 million is a lot of money, and in the Valley (Silicon Valley) they say that one hour is a lot of time.’ When people agree to meet and allot a certain amount of time, you need to be respectful of their time and be prepared to fully utilize this time to network.” Be it responding to emails or accepting networking opportunities, in the U.S. you must be sure to quickly act or the opportunity will pass you by.

Indian organizations and clients will have a more fluid and relaxed notion of time. They mean no offense, but given their experience, they have a different way of dealing with time as navigating through India often has a lot more uncertainties that regularly lead to delays.

According to Timothy Toh, business meetings can happen more spontaneously in Singapore compared to Germany. He said, half-jokingly “In Germany when I meet with people, I plan one or two months in advance. It’s a little bit less spontaneous, I’d say,” compared to Singapore, for example.

Do I Need To Adapt My Presentation Style?

In many facets, German engineering and ingenuity are looked to as the gold standard. “Being from Germany is like a brand in itself – the engineering excellence and reputation for great processes are an advantage for startups in Southeast Asia,” says Dr. Arne Kruse , Managing Director at Rytle, one of German Accelerator’s Southeast Asia program alumni. This same meticulous approach is usually applied to German business presentations. In U.S. business presentations, emphasis is put on the bigger picture rather than the details. There, audiences want to listen to a story and hear your “bold vision” first and then see some data supporting the vision. In Asia even, “backing up your initial data with secondary data is strongly recommended. Sometimes if that is not mentioned explicitly by a startup, there will be follow up questions on how certain numbers or projections were generated,” according to mentor Timothy Toh.

Having experienced this mentality in Silicon Valley, German Accelerator mentor Daniela Caserotto-Leibert states “Americans are born as communicators. Investors love to listen to visionary founders. They like to hear the elevator pitch and the story of the founder to see what kind of person he or she is, why they should invest time and money, and what is in it for them.”

So… What Does “Tell Us Your Vision” Mean?

Having a story-telling element to your presentation is very important in a U.S. business context, especially when it comes to pitching in front of investors. Daniela shares another valuable tip: “the story needs to get to the point because investors here do not have the time and will make their decision often within the first two minutes of listening to you. In Europe in comparison, due diligence is much more appreciated and paid attention to during a first meeting.” When seeking money in the U.S., be sure to paint a big, bold and broad picture of where your company is going – oftentimes German startups are viewed by U.S. investors as having a limited view of where their company can grow. German Accelerator mentor Han Jin (Co-Founder & CEO, Lucid) elaborates on this presentation style difference in our #GACoffeeSession , “Back in German high school, we were trained to pitch something only when we could deliver on it. We could not talk about our big dream because we didn’t know exactly how to get there. There is a notion that you have to underpromise to overdeliver – that’s the German mentality.”

Is Networking Still An Important Skill?

Perhaps the best way to understand and excel through business meetings and presentations in other countries is to immerse yourself fully at that particular location. “The German Accelerator opens up networks that can help startups grow rapidly and very efficiently, ” confirms German Accelerator’s Silicon Valley program alumni company KeyX. Thus, German Accelerator mentor Melanie Klaschka highly recommends “immersing yourself in the culture and environment. Getting out and networking with other people in your respective industry. Finding out about who your competitors are and seeing them at networking events. These kinds of events are great indicators to learn how you should act and how you should not act.”

Another important thing to remember the next time you travel is what German Accelerator mentor and Associate Trainer, Dale Carnegie Singapore Alex Tan says “take the time to understand if there may be religious connections with certain practices, pleading ignorance only reflects on one’s insensitivity and sense of cultural superiority. Being sincere and authentic always helps bridge any cultural divide there may be.” Now that you have some of the basics covered, the next step is to learn how to expertly give and receive feedback in a business setting.

To Summarize

• #Business Basics
• #Local Flavor
• #Useful Tips

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Are the world's cultures growing apart?

by Nature Publishing Group

Cultural values may have become more different globally, but more similar regionally, over the past 40 years according to a paper published in Nature Communications . The authors suggest that over time, high-income Western countries have grown increasingly culturally distinct from other world regions. In contrast, countries in the same world region have developed more similar cultural values.

In a modern world, globalization, mass media , and the spread of technology have made many forms of culture more similar, but not necessarily cultural values. Competing theories have debated whether economic development would encourage self-expression and tolerance or facilitate the development of distinct national identities.

Joshua Conrad Jackson and Danila Medvedev analyzed data from the World Values Survey from more than 400,000 people in 76 countries across all inhabited continents between 1981 and 2022. They measured cultural variation for 40 values, many which related to openness, obedience, and faith.

The authors also measured the similarity in values between countries over this time period. They found evidence for global divergence in cultural values, such as the importance of children learning religious beliefs or the justifiability of prostitution, but also a convergence among countries in the same region. For example, while people in Australia and Pakistan found divorce equally unjustifiable decades ago, their views have evolved in opposite ways, as has the importance they place on child obedience.

The authors suggest that globalization alone may not result in the convergence of cultural and social values and that wealth may have different effects on cultural values in different regions. For example, the increase in wealth per person has been similar in Hong Kong and Canada between 2000 and 2020, but the acceptance of homosexuality has increased at a faster rate in Canada. Moreover, the importance of child work ethic decreased in Canada, but increased in Hong Kong. The authors note that future studies on other values would help improve the generalizability of these findings.

Journal information: Nature Communications

Provided by Nature Publishing Group

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