| Making a presentation in front of international | | | | Many Asian and Latin cultures prefer |
| audiences is not for the fainthearted. People from | | | | presentations with emotional appeal. |
| different cultural backgrounds with varying | | | | Different cultures gather and process information |
| language skills are definitely more challenging than | | | | differently, in a way that is unique to that culture. |
| a homogenous local audience. Are international | | | | We assume that speaking Spanish is a safe option |
| audiences any different from local audiences? | | | | in all countries where Spanish is spoken, but |
| From a biological point of view, there are almost | | | | Hispanic employees from different countries even |
| no differences as all humans behave similarly in | | | | have different words for the same thing, and this |
| response to basic stimuli like hunger and heat. The | | | | can create conflict. Sometimes logic or reason can |
| differences become crucial when one considers | | | | evade us. For example, there is no concept of |
| cultural conditioning. | | | | guilt in some Eastern cultures. There is no Heaven |
| Let us take the classical example quoted in many | | | | or Hell, but there may be karma and shame. The |
| places. If the world were a village of 1,000 people, | | | | Chinese are very strict about Mianxi, not losing |
| it would include: 584 Asians, 124 Africans, 95 | | | | face. When a Chinese person doesn't understand |
| Europeans, 84 Latin Americans, 52 North | | | | something due to language problems, she still |
| Americans, six Australians and New Zealanders, | | | | says, "Yes, yes it is clear." People from a western |
| and 55 people from the former Soviet republics. | | | | background often have difficulties understanding |
| They would speak more than 200 languages and | | | | this. |
| reflect an astounding mix of different cultures. | | | | Presenters use humour skilfully to relax the |
| Fortunately, you would most likely never get such | | | | atmosphere. Another very powerful tool is telling |
| a mixed audience. Remember, what works in one | | | | personal anecdotes which reveal humaneness |
| culture doesn't always work in another. How can | | | | connecting the speaker with members of the |
| you make your presentation a success among | | | | audience. There must be a relevance to the topic |
| people from different parts of the world? | | | | or theme, as speakers who talk very much about |
| Many factors influence audience behaviour e.g., | | | | themselves are often considered self-centred and |
| culture, profession, gender, age, reason for being | | | | even tiresome. |
| in the audience, state of mind, time of day and | | | | The response to humour varies greatly across |
| year and general mood. In fact every audience is | | | | different cultures. Humour based on making fun of |
| unique. An audience of insurance salesmen in | | | | someone else is not understood in many areas of |
| Germany is very different from an audience of | | | | the world and is considered disrespectful. In some |
| German chemical engineers. So whenever a | | | | cultures like Japan, laughing aloud is a sign of |
| typical behaviour is associated with certain nation | | | | nervousness and is not appreciated. |
| states, you have to be extremely careful with | | | | How audiences respond to presentations varies |
| these stereotypes. | | | | across cultures. In Japan, for example, it's |
| The language barrier plays a very important role, | | | | common to show concentration and attentiveness |
| both for the speaker and the listeners. Many | | | | by nodding the head up and down slightly-and |
| people in your international audience actually have | | | | even closing the eyes occasionally. Don't think that |
| jumped over large chasms of language and | | | | they are falling asleep. In Germany and Austria, |
| cultural divides in order to be there in that very | | | | for example, listeners seated around a table may |
| audience listening to you. "Can I understand | | | | show their approval by knocking on the table |
| everything that is spoken there as they are | | | | instead of applauding. Applause is accepted as a |
| speaking in English and my English is very bad?" or | | | | form of approval in most areas of the world but |
| "What if someone asks me a question and I can't | | | | in the U.S, you might even get a few whistles if |
| answer it in French in this seminar held in France?" | | | | you have really made a great impression. If you |
| These are typical fears that many people have | | | | hear whistles in many parts of Europe, you had |
| overcome before they turned up in the | | | | better run because someone might start throwing |
| international gathering. | | | | tomatoes and eggs next. If you were finishing a |
| In mixed audiences the language used is bound to | | | | speaking engagement in a Latin American country |
| be a foreign tongue for someone, if not for the | | | | like Argentina and you waved goodbye, the |
| speaker. Deficient language skills might | | | | audience might all turn around and come back to |
| considerably limit their ability to grasp much of the | | | | sit down. For them the waving gesture means, |
| presentation and they have no way of dealing | | | | "Come back! Don't go away." |
| with that frustration with themselves. The fear of | | | | Ways of handling questions are very different |
| losing face in front of other people is very | | | | across cultures. Brits or Americans almost always |
| common, more so in Asian cultures. Many people | | | | ask challenging questions. In Finland or in some |
| think in their mother tongue and speak with the | | | | Asian cultures, audiences are more likely to greet |
| help of simultaneous translation. Many ideas are | | | | a presentation with silence or just a few polite |
| very challenging to be put into another language. | | | | questions. This is not always indifference but a |
| So the task of the presenter is to make sure | | | | show of respect. |
| that central ideas come across easily and even to | | | | As a presenter, you should have a clear goal of |
| people who are not natives to the language of | | | | what you want to accomplish and how you will |
| presentation. | | | | accomplish it. The goal should be easy to |
| Culture influences how people in different | | | | understand - even to someone outside of your |
| countries prefer to receive information. How | | | | organization or industry. If you can't summarize |
| interactive a presentation is, depends much on the | | | | your message, how can the listeners? When the |
| culture. Typically English speaking cultures like | | | | audience is international, you'll need to step out of |
| presentations to be lively and interactive. | | | | your own frame of reference and focus on |
| Paradoxically there are similarities among Far | | | | making communication relevant for your target |
| Eastern, Slavic and protestant cultures like | | | | group. The aim is to "localize." By focussing on the |
| Germany and Finland. There presentations are | | | | audiences' own frames of reference, you |
| formal and there are few interruptions. Questions | | | | acknowledge their importance and pave the way |
| are answered either when the presentation ends | | | | for them to come closer to you. If for example, |
| or quickly as they arise. | | | | you are using a metaphor about snow blizzards |
| Many Europeans, particularly Scandinavians and | | | | and sleet to sub-Saharan people, they might not |
| Germans prefer to receive information in detail, | | | | get your point, as they have no experience of |
| with lots of supporting documentation. They want | | | | snow blizzards. The most vital thing to remember |
| their presenters to be systematic and build to a | | | | is that each and every member in your |
| clear point within their presentation. The Japanese | | | | international audience is a fellow human being. If |
| business audiences, where senior managers are | | | | they feel treated well and get something for |
| more likely to hold technical or management | | | | being there, they will appreciate your efforts. |
| degrees are very similar. American and Canadian | | | | Good luck! |
| audiences, on the other hand, like a faster pace. | | | | |