Many speakers have a great topic and a well-prepared speech but make the mistake of treating all audiences the same. An experienced speaker will be very flexible and will easily deliver the same speech to fit the audience either in the soccer field or in the boardroom.

Information about the audience?s beliefs, attitudes and values can be vital to planning your speech. The speaker should also be aware of audience demographics, which include age, gender, education level, group affiliation and sociocultural background. These factors must also be considered while planning and preparing your message.

Harry Mills in his book, ?Artful Persuasion? classifies six different types of audiences and persuading them requires different approaches.

The hostile audience. The group disagrees with you and may even be working against you and will refuse to listen.

Tip: Do not start with direct attack. The hostile audience has to be warmed up. Sharpen your focus on the areas you agree about and have in common before dealing with the areas of conflict.

The neutral audience. Neutral audiences neither support nor oppose you. They understand the issue but still need convincing.

Tip: Limit your points and back them with expert testimony, statistics. Stress on the benefits of your propositions.

The uninterested audience. These people are informed about the issues you want to discuss but couldn?t care less. The issues bore them or are seen as irrelevant. They have their strongly-held opinions.

Tip: It is tougher to face an uninterested audience than a neutral one. This dominant audience needs motivating and energizing. Speak about the benefits and how they can get them. Be an expert on your topic and do not try to be funny.

The uninformed audience. They lack the information they need to be convinced. They need education.

Tip: Establish your credibility. Use simple language so as not to confuse. Keep your structure simple and straightforward and allow for extended questions and answers.

The supportive audience. This group already agrees with you.

Tip: Reinforce their commitment with success stories. Supportive audiences like to feel you are a friend. Remind everyone what you share as a group.

The mixed audience. This group has a cross-section of differing attitudes and views. Actually most audiences are mixed and represent a spectrum of viewpoints.

Tip: You never speak to a ?group? but to individuals. Identify the most influential person in the audience. Concentrate on the subgroup that has the most power.

? A jury consists of twelve persons chosen to decide who has the best lawyer?

Robert FROST