Speaking To An International Audience

Increasingly, CEOs and senior executives are being asked to speak to audiences made up of entirely different social and cultural backgrounds. Here are some tips to help you with the challenge of an international audience.

No matter who you are, giving a presentation or speech requires a great deal of expertise in your subject and close attention to what you are saying, the way you are saying it, and the needs and expectations of your audience. For an audience, unlike the TV at home, there is no rewind, pause, frame-by-frame buttons or record options. Whatever you are saying has to be understood in real time and that means there are no second chances.

Once you add an international audience in to the mix - people who don’t speak your language, come from unfamiliar surroundings and who quite possibly have different business and ethical standards than you are used to – then things become a whole lot more challenging.

Here are some tips to help you with the challenge of an international audience:

• Slow Down: This really is that important. People who speak a different language to you need more time to absorb what you are saying. If you have a strong accent try to soften it – many people have real difficulty understanding an accent they are not familiar with. So, slow down and enunciate clearly and confidently. An international audience probably doesn’t use your language on a daily basis. Even if they speak the same language that doesn’t mean they speak ‘your’ language.



• Watch your Body Language: In front of an international audience, before you even open your mouth, your posture and gestures can be sending a message to your audience. Crossing your legs in the United States is completely natural; sitting in the same position in Kuwait can be offensive. Nodding your head can actually mean “no” in some parts of Greece, Bulgaria and Turkey. Eye contact is considered a good thing in most Western countries but can be considered rude in many Asian countries and in Africa. The point is, what has a universal meaning in your part of the world may have an entirely different meaning in someone else’s.



• Avoid Slang: Your audience, almost certainly, will not understand slang. Someone from Malaysia who rarely speaks a language other than Malay may not comprehend expressions commonly used in Australia. Phrases such as “having a fair go”, “wrong end of the stick” or even common ones such as “do this a.s.a.p.” may be confusing to non-native English speakers. Speak clearly and avoid your favourite shortcuts.



• Beware of Stories: Stories and metaphors should always be included in any presentation because they make messages easier to understand and remember. When speaking to an international audience, however, you need to be careful about which stories you choose to tell.

  Some metaphors that are appropriate in one culture can be offensive in another. Much of what we find funny in the West is completely offensive in the East and vice-versa. Stay away from obviously sensitive areas such as politics and religion if you can and, likewise, stay away from references to sports or activities not practiced in the culture of your audience. In short, don’t use a metaphor that has the potential to be misunderstood by your audience because of their cultural background.




• Know what you are saying: This is important for two reasons. Firstly, as numerous companies have found out the hard way, not every word in your language has the same meaning in another language. If you are going to be using some jargon from ‘back home’ make sure that those words don’t have an entirely different meaning in your audience’s language. It can be very embarrassing!

  Secondly, while using your audiences language sparingly is nice and often appreciated (for example in a greeting) unless you are sure of the meaning of the word you are saying in a foreign language and its pronunciation, do not use it. This is because similar words in foreign languages can have completely different meanings in different contexts that may not really convey what you are trying to say. Slightly varying a vowel or the pronunciation of a word can completely alter its intended meaning. In some cultures even the point at which a phrase is uttered in a conversation can completely alter its meaning.

  Finally, take the time to try and find out and understand whom you are talking to. Know a little bit about the background of your audiences and their cultural norms. Do they say “bike” or “bicycle”? Are they metric or empirical? Should you shake hands or bow? Be respectful of their language, currency, beliefs and traditions and recognise that that there is no single correct way to do anything. Every audience has its own norms, culture and heritage and you should try to incorporate those same norms, culture and heritage in to your presentations.

Brett Rutledge is a World Champion of Public Speaking and a leading authority on effective business communication. He works exclusively at board and CEO level and is in strong demand around the world both as a speaker and verbal communication consultant. He can be contacted via www.brettrutledge.com
First published: 3 February 2010.