Making A Presentation In Front Of International Audiences

Making a presentation in front of internationalMany Asian and Latin cultures prefer
audiences is not for the fainthearted. People frompresentations with emotional appeal.
different cultural backgrounds with varyingDifferent cultures gather and process information
language skills are definitely more challenging thandifferently, in a way that is unique to that culture.
a homogenous local audience. Are internationalWe 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 almostHispanic employees from different countries even
no differences as all humans behave similarly inhave different words for the same thing, and this
response to basic stimuli like hunger and heat. Thecan create conflict. Sometimes logic or reason can
differences become crucial when one considersevade 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 manyor 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, 95face. When a Chinese person doesn't understand
Europeans, 84 Latin Americans, 52 Northsomething 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 andthis.
reflect an astounding mix of different cultures.Presenters use humour skilfully to relax the
Fortunately, you would most likely never get suchatmosphere. Another very powerful tool is telling
a mixed audience. Remember, what works in onepersonal anecdotes which reveal humaneness
culture doesn't always work in another. How canconnecting the speaker with members of the
you make your presentation a success amongaudience. 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 beingeven tiresome.
in the audience, state of mind, time of day andThe response to humour varies greatly across
year and general mood. In fact every audience isdifferent cultures. Humour based on making fun of
unique. An audience of insurance salesmen insomeone else is not understood in many areas of
Germany is very different from an audience ofthe world and is considered disrespectful. In some
German chemical engineers. So whenever acultures like Japan, laughing aloud is a sign of
typical behaviour is associated with certain nationnervousness and is not appreciated.
states, you have to be extremely careful withHow 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. Manyby nodding the head up and down slightly-and
people in your international audience actually haveeven closing the eyes occasionally. Don't think that
jumped over large chasms of language andthey are falling asleep. In Germany and Austria,
cultural divides in order to be there in that veryfor example, listeners seated around a table may
audience listening to you. "Can I understandshow their approval by knocking on the table
everything that is spoken there as they areinstead of applauding. Applause is accepted as a
speaking in English and my English is very bad?" orform of approval in most areas of the world but
"What if someone asks me a question and I can'tin 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 havehear whistles in many parts of Europe, you had
overcome before they turned up in thebetter 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 tospeaking engagement in a Latin American country
be a foreign tongue for someone, if not for thelike Argentina and you waved goodbye, the
speaker. Deficient language skills mightaudience might all turn around and come back to
considerably limit their ability to grasp much of thesit 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 ofWays of handling questions are very different
losing face in front of other people is veryacross cultures. Brits or Americans almost always
common, more so in Asian cultures. Many peopleask challenging questions. In Finland or in some
think in their mother tongue and speak with theAsian cultures, audiences are more likely to greet
help of simultaneous translation. Many ideas area 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 sureshow of respect.
that central ideas come across easily and even toAs a presenter, you should have a clear goal of
people who are not natives to the language ofwhat you want to accomplish and how you will
presentation.accomplish it. The goal should be easy to
Culture influences how people in differentunderstand - even to someone outside of your
countries prefer to receive information. Howorganization or industry. If you can't summarize
interactive a presentation is, depends much on theyour message, how can the listeners? When the
culture. Typically English speaking cultures likeaudience 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 Farmaking communication relevant for your target
Eastern, Slavic and protestant cultures likegroup. The aim is to "localize." By focussing on the
Germany and Finland. There presentations areaudiences' own frames of reference, you
formal and there are few interruptions. Questionsacknowledge their importance and pave the way
are answered either when the presentation endsfor 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 andand 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 wantsnow blizzards. The most vital thing to remember
their presenters to be systematic and build to ais that each and every member in your
clear point within their presentation. The Japaneseinternational audience is a fellow human being. If
business audiences, where senior managers arethey feel treated well and get something for
more likely to hold technical or managementbeing there, they will appreciate your efforts.
degrees are very similar. American and CanadianGood luck!
audiences, on the other hand, like a faster pace.