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Understanding Cultural Differences in Public Speaking

Ever felt lost in translation while delivering a speech to an international audience? This happens when we overlook the role of cultural nuances in public speaking. From body language, gestures to addressing local beliefs, understanding these can unveil new dimensions in your communication style and make you more relatable.

Get ready as we delve into effective strategies that transform your speeches from monologues into engaging conversations! Let’s embark on this journey together!

Key Takeaways

• Cultural differences in public speaking impact communication styles , nonverbal cues, and values/beliefs, requiring speakers to adapt their approach for effective engagement.
• Understanding diverse cultural communication styles is crucial for avoiding confusion or offense and building connections with international audiences .
• Nonverbal cues such as eye contact, gestures, and facial expressions vary among cultures and must be interpreted within specific cultural contexts for successful cross-cultural communication.
• Cultural values and beliefs significantly influence public speaking, shaping language use, nonverbal cues, tonal variations, and body language. Ignoring these differences can result in miscommunication or unintentional offense.
• Common cultural misunderstandings can hinder effective public speaking by impacting emotional expression, conflict resolution approaches, or personal information sharing. Speakers should be aware of these potential challenges to connect with their audience successfully.
• Strategies for adapting to cultural differences include developing cultural sensitivity skills, overcoming language barriers through translation services, and respecting cultural norms/taboo topics during speech preparation.
• Researching the cultural context of a foreign country helps speakers tailor their messages to resonate with diverse audiences while adapting to local customs/traditions. This enhances rapport building and avoids unintended misunderstandings or offense during presentations.

Importance of Understanding Cultural Differences in Public Speaking

Understanding cultural differences in public speaking is essential for effective communication and audience engagement. Cultural communication styles, nonverbal cues, values, and beliefs can greatly impact how a message is received, making it crucial to adapt and tailor one’s approach accordingly.

Cultural communication styles and their impact

Diving into the world of public speaking, it’s a given that your audience won’t always share the same cultural background as you. This makes understanding different cultural communication styles an invaluable asset in your toolkit.

Why so? Let’s get into it. Cultural differences wield notable influence on how people communicate — from the tone and volume to the speed of speech; all these factors are shaped by culture.

In a multicultural environment, this can either make or break your presentation. Misjudging a listener’s cultural communication style means risking confusing or even offending them, thereby creating barriers rather than bridges between you and your audience.

On the flip side, being able to navigate these diverse communication styles allows for more effective engagement with international business partners or at global conferences, further solidifying your position as an inexorable force in public speaking.

So whether it’s mastering social norms or grappling with language nuances, successful adaptation to various cultural communication styles paves the way for engaging speeches and lively discussions across borders.

Nonverbal communication in different cultures

Cracking the code of nonverbal communication across different cultures is crucial for public speakers. It’s not just about what you say, but how your body broadcasts unspoken signals that can either amplify your message or generate a cultural faux pas.

Across different societies worldwide, people interpret actions in social situations differently, making nonverbal cues fundamental components of intercultural communication.

Eye contact and gestures are two aspects of body language that vary significantly among cultures. In some places, steady eye contact indicates trustworthiness and openness while in others it may be seen as aggression or disrespect.

Understanding the significance behind these variations could mean the difference between sealing a deal or causing unintended offense during a presentation.

Facial expressions too, often regarded as universal forms of communication, can stir up confusion if not appropriately interpreted within cultural contexts. A smile might convey warmth and friendliness to one group but might signify embarrassment to another.

Good public speaking isn’t just mastering speech; it involves becoming fluent in the language of nonverbal cues around us—a recipe for successful cross-cultural communication! So next time you step on an international stage with your well-practiced speech remember – it’s not all about words; Interpreting and delivering effective nonverbal cues rooted deeply in cultural norms is equally integral.

Cultural values and beliefs and their impact

Diving into the rich tapestry of cultural values and beliefs illuminates their significant impact on public speaking. Culture is like an invisible hand, subtly guiding our communication styles.

It shapes not just language but also nonverbal cues, tonal variations, body language, and so much more. For example, in some cultures maintaining eye contact while delivering a speech denotes trust and confidence while in others it’s seen as disrespectful or aggressive.

Ignoring this aspect can lead to unintended miscommunication or even offend your audience unintentionally. As speakers venturing across diverse cultures – understanding these differences is essential because what might be persuasive in one culture could fall flat in another due to contrasting cultural norms and beliefs.

Furthermore, deep knowledge about the audience’s values results in speeches that are sincere and respectful – two key elements of ethical communication that resonate with multicultural audiences globally.

Cultural intelligence amplifies your competence as a speaker by fostering genuine connections based on crosscultural understanding – making every word count for you and your listeners.

Common cultural misunderstandings

Cultural misunderstandings can be a significant barrier in public speaking, affecting both the speaker and the audience. These misunderstandings often arise from differences in expressing emotions, conflicts, or personal information.

For example, what may be considered appropriate humor in one culture might be seen as offensive in another. Likewise, the level of directness or indirectness in communication varies among cultures and can impact how messages are received.

Understanding these common cultural misunderstandings is crucial for public speakers to effectively connect with their audience and avoid unintended negative reactions during presentations.

Strategies for Adapting to Cultural Differences in Public Speaking

Cultural sensitivity.

Cultural sensitivity is a crucial skill for public speakers when it comes to understanding and managing cultural differences. It involves recognizing and appreciating the diverse backgrounds and experiences of individuals, promoting empathy and understanding.

Cultural sensitivity goes beyond surface-level observations, requiring an effort to understand hidden aspects of culture. It’s important not to assign values or judgments to cultural differences but instead recognize them as equally valid.

By developing skills in cultural sensitivity, public speakers can improve their cross-cultural communication and effectively connect with diverse audiences from different backgrounds. As our society becomes increasingly diverse, fostering cultural competence, sensitivity, and awareness is essential for creating inclusive spaces where every voice is heard.

Language barriers

Language barriers are a significant challenge when it comes to public speaking, especially in an international context. Speaking different languages can often lead to misunderstandings and gaps in communication, making it difficult to effectively convey your message.

This is particularly crucial for public speakers who want to connect with diverse audiences around the world. Translation services can be a valuable resource in overcoming language barriers, allowing you to bridge the gap and ensure that your message is understood by everyone.

By addressing language barriers head-on, you can enhance the quality and safety of communication during public speaking engagements while promoting collaboration and understanding among individuals from different cultural backgrounds.

Cultural norms and taboos

Understanding cultural norms and taboos is vital for public speakers when navigating different cultural contexts. Different cultures have their own set of expectations regarding appropriate behavior, language usage, and topics that are considered taboo.

It is important to be aware of these cultural nuances to avoid unintentionally offending or alienating your audience.

For example, what may be acceptable humor in one culture could be seen as disrespectful or offensive in another. Similarly, certain gestures or body language that convey a positive message in one culture might have negative connotations in another.

Being mindful of these differences allows you to adapt your communication style accordingly and ensure effective cross-cultural interaction.

In addition, understanding the cultural norms and taboos associated with public speaking can also help you tailor your content appropriately. By recognizing which topics are sensitive within a particular culture, you can avoid potential misunderstandings or controversies during your speech.

Research and Preparation for Public Speaking in a Foreign Country

Researching and preparing for public speaking in a foreign country involves understanding the cultural context, adapting to local customs and traditions, and ensuring language proficiency.

Understanding the cultural context

In today’s interconnected world, public speakers often find themselves addressing diverse audiences from various cultural backgrounds. To effectively connect with these audiences, it is crucial to understand the cultural context in which they operate.

This means recognizing and appreciating the beliefs, customs, values, and behaviors that shape their communication styles.

By understanding the cultural context, public speakers can adapt their messages to resonate with different cultures. For example, knowing that some cultures value indirect communication while others prefer directness can help speakers tailor their language and tone accordingly.

Additionally, being aware of nonverbal cues such as gestures or personal space preferences can ensure effective communication across cultures.

Researching and preparing for public speaking engagements in foreign countries also requires an understanding of the cultural context. Learning about local customs and traditions helps speakers navigate potential pitfalls or avoid unintentionally offending their audience.

Moreover, having a basic knowledge of the local language shows respect and enhances rapport building.

Adapting to local customs and traditions

Understanding and adapting to local customs and traditions is crucial for public speakers when delivering presentations in foreign countries. Every culture has its own set of norms, values, and practices that shape communication styles and expectations.

By familiarizing themselves with these cultural nuances, speakers can ensure that their message resonates with the audience and avoids any unintended misunderstandings or offense.

Researching the customs and traditions of a specific culture allows speakers to tailor their approach accordingly. For example, knowing whether it is appropriate to address elders first or observe certain gestures of respect can significantly impact how they are perceived by the audience.

Moreover, understanding local customs helps avoid taboos or sensitive topics that may inadvertently offend attendees.

Adapting to local customs also demonstrates respect for the host country’s culture, fostering a positive connection with the audience. It shows an appreciation for diversity and creates an inclusive environment where everyone feels valued and understood.

Language proficiency

Having strong language proficiency is essential when it comes to public speaking, especially in a foreign country. Being able to communicate effectively and confidently in the local language can greatly enhance your ability to connect with the audience and convey your message.

Not only does it show respect for the culture and its people, but it also demonstrates your dedication to understanding and embracing diversity. Moreover, having proficiency in different languages improves attitudes towards those who are different from us and allows for greater empathy towards cultural values.

So, whether you’re striving for distinguished English speaking skills or working on mastering another language altogether, investing time in developing your language proficiency will undoubtedly benefit you as a public speaker navigating cultural differences.

In conclusion, understanding and adapting to cultural differences in public speaking is essential for effective communication. By being culturally sensitive and aware, speakers can connect with their diverse audience on a deeper level, avoid misunderstandings, and deliver impactful speeches.

So embrace cultural diversity and enhance your public speaking skills to engage with people from different backgrounds successfully!

1. How do cultural differences impact public speaking?

Cultural differences can impact public speaking in various ways, including communication style, body language, and audience expectations. Different cultures may have different norms for eye contact, gestures, and vocal tone, which can influence how a speaker is perceived and understood.

2. What are some common challenges when speaking to an international audience?

When speaking to an international audience, common challenges may include language barriers, varying levels of English proficiency among listeners, differing cultural beliefs and values that shape understanding and interpretation of messages, as well as potential miscommunications or misunderstandings due to unfamiliarity with certain sayings or idioms.

3. How can speakers adapt their presentations for different cultures?

Speakers can adapt their presentations for different cultures by researching the target culture’s communication styles and preferences beforehand. This includes understanding appropriate use of nonverbal cues, using relatable examples that resonate with the specific cultural context while avoiding potentially sensitive topics or offensive content.

4. What strategies can help improve cross-cultural communication during public speaking?

To improve cross-cultural communication during public speaking engagements, it is important to be mindful of cultural diversity within the audience. Speakers should strive for clarity in speech delivery by enunciating words clearly and avoid using jargon or technical terms that might not be easily understood outside of one’s own culture. Additionally addressing questions from the audience respectfully helps create a more inclusive environment where all participants feel valued regardless of their background knowledge on given topic being discussed

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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!

David Livermore, PhD (Michigan State University) is a social scientist devoted to the topics of cultural intelligence (CQ®) and global leadership and the author of several award-winning books.

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Module 4: Considering the Audience

Cultural differences and multicultural audiences, learning objectives.

• Understand how perceptions of cultural differences impact communication.

Culture is a term used by social scientists, like anthropologists and sociologists, to encompass all facets of human experience that extend beyond our physical fact. Culture refers to the way we understand ourselves both as individuals and as members of society and includes the beliefs, values, behavior, stories, religion, rituals, material objects, and even language itself. Culture is part of the very fabric of our thought, and you cannot separate yourself from it, even as you leave home, defining yourself anew in work and achievements. Every business or organization has a culture, and within what may be considered a global culture, there are many subcultures or co-cultures. For example, consider the difference between the sales and accounting departments in a corporation. You can quickly see two distinct groups with their own symbols, vocabulary, and values. Within each group, there may also be smaller groups, and each member of each department comes from a distinct background that in itself influences behavior and interaction.

Recap: What is Culture?

This video illustrates an international conversation about culture that took place on the U.S. State Department’s Bureau of Educational and Cultural Affairs’ social media sites.

You can view the transcript for “What is Culture?” here (opens in new window) .

This video, made by Canada’s HIRE IEHPs program (Health Force Integration Research and Education for Internationally Educated Health Professionals), takes a deeper dive into the definition of culture and how it is expressed in everyday life.

You can view the transcript for “IEHP Perspective_02_What is Culture?” here (opens in new window) .

In everyday conversation, people rarely distinguish between the terms culture and society, but the terms have slightly different meanings, and the distinction is important to a sociologist. A society describes a group of people who share a community and a culture . By “community,” sociologists refer to a definable region—as small as a neighborhood (Brooklyn, or “the east side of town”), as large as a country (Ethiopia, the United States, or Nepal), or somewhere in between (in the United States, this might include someone who identifies with Southern or Midwestern society). To clarify, a culture represents the beliefs and practices of a group, while society represents the people who share those beliefs and practices. Neither society nor culture could exist without the other.

It is through intercultural communication that you come to create, understand, and transform culture and identity. As James Neuliep defines it, “Intercultural communication occurs whenever a minimum of two persons from different cultures or microcultures come together and exchange verbal and nonverbal signals.” [1] One reason you should study intercultural communication is to foster greater self-awareness (Martin & Nakayama, 2010). Your thought process regarding culture is often “other focused,” meaning that the culture of the other person or group is what stands out in your perception. However, the old adage “know thyself” is appropriate as you become more aware of your own culture by better understanding other cultures and perspectives. Intercultural communication can allow you to step outside of your comfortable, usual frame of reference and see your culture through a different lens.

Intercultural Communication

The American anthropologist Edward T. Hall is often cited as a pioneer in the field of intercultural communication (Chen & Starosta, 2000). Born in 1914, Hall spent much of his early adulthood in the multicultural setting of the American Southwest, where Native Americans, Spanish-speakers, and descendants of pioneers came together from diverse cultural perspectives. He then traveled the globe during World War II and later served as a U.S. State Department official. Where culture had once been viewed by anthropologists as a single, distinct way of living, Hall saw how the perspective of the individual influences interaction. By focusing on interactions rather than cultures as separate from individuals, he asked people to evaluate the many cultures they belong to or are influenced by, as well as those with whom they interacted. While his view makes the study of intercultural communication far more complex, it also brings a healthy dose of reality to the discussion. Hall is generally credited with eight contributions to the study of intercultural communication as follows:

• Compare cultures. Focus on the interactions versus general observations of culture.
• Shift to local perspective. Local level versus global perspective.
• You don’t have to know everything to know something. Time, space, gestures, and gender roles can be studied, even if we lack a larger understanding of the entire culture.
• There are rules we can learn. People create rules for themselves in each community that we can learn from, compare, and contrast.
• Experience counts. Personal experience has value in addition to more comprehensive studies of interaction and culture.
• Perspectives can differ. Descriptive linguistics serves as a model to understand cultures, and the U.S. Foreign Service adopted it as a base for training.
• Intercultural communication can be applied to international business. U.S. Foreign Service training yielded applications for trade and commerce and became a point of study for business majors.
• It integrates the disciplines. Culture and communication are intertwined and bring together many academic disciplines (Chen & Starosta, 2000; Leeds-Hurwitz, 1990; McLean, 2005).

Hall indicated that emphasis on a culture as a whole, and how it operated, might lead people to neglect individual differences. Individuals may hold beliefs or practice customs that do not follow their own cultural norm. When you resort to the mental shortcut of a stereotype, you lose these unique differences. Stereotypes can be defined as a generalization about a group of people that oversimplifies their culture (Rogers & Steinfatt, 1999).

The American psychologist Gordon Allport explored how, when, and why people formulate or use stereotypes to characterize distinct groups. When you do not have enough contact with people or their cultures to understand them well, you tend to resort to stereotypes (Allport, 1958).

As Hall notes, experience has value. If you do not know a culture, you should consider learning more about it firsthand if possible. The people you interact with may not be representative of the culture as a whole, but that is not to say that what you learn lacks validity. Quite the contrary; Hall asserts that you can, in fact, learn something without understanding everything. Given the dynamic nature of communication and culture, who is to say that your lessons will not serve you well? Consider a study abroad experience if that is an option for you, or learn from a classmate who comes from a foreign country or an unfamiliar culture. Be open to new ideas and experiences, and start investigating. Many have gone before you, and today, unlike in generations past, much of the information is accessible. Your experiences will allow you to learn about another culture and yourself and help you to avoid prejudice.

Considerations in Intercultural Communication

To address an audience whose culture is different from your own, there are several concepts to consider. These points should be researched before your speech to avoid misunderstandings. You want to make a connection with this group and should communicate with them in a way that makes sense on their terms.

The world is becoming a smaller place with many connections between various peoples on all continents. It may not be unusual to present to and work with people from a country other than your own. When you encounter an audience whose primary language is not your own, there are several considerations to make.

You should do research about the country itself. It is not hard to find out what languages are spoken and if the language you speak is prevalently spoken. If the group does not speak your language well, you can still present to them. You can do this by augmenting your speech. You can use descriptive visuals, speak slowly and provide them with a manuscript. Avoid using any gestures, unless you know what the nonverbal communication is like for that audience.

It helps to gauge how well the group speaks your language. This can be done in a couple of ways. You could ask someone who works at the company or survey the group regarding how many speak your language and to what degree. No matter what level of language acquisition it, it is important not to dumb down content. You might need to employ tools to assist you with your presentation and comprehension but do not treat the audience as though they might not understand.

Communication Styles

Every culture has its own communication style. To be successful with your presentation, it is essential to know what this style is. There are cultures that enjoy an animated speech. There are cultures who prefer a muted speech. Some want to feel you are talking directly to them and others who do not. It is up to you to figure out what works best for them.

President Barack Obama and Ensign Jennifer Proctor make the “shaka” sign as they pose for a photo. Proctor and President Obama both graduated from the same high school in Hawaii.

One part of a culture’s communication style is the use of nonverbal communication such as gesture, posture, physical contact, and personal space. Every culture has a system of nonverbal communication. It is easy to make a mistake and make a gesture that is lewd if you do not research the country ahead of time. Thus, everything you communicate should be carefully crafted to be respectful toward people.

For instance, having grown up in Hawaii, President Obama occasionally posed with his thumb and pinky out in a gesture known as the “shaka,” a signal of friendship or community often associated with Hawaii. As a skilled intercultural communicator, Obama would be unlikely to use this gesture in Australia, Russia, or New Zealand, where it could refer to alcohol, drug use, or even gang activity. [2]

Here is another example. When you give a presentation, you usually introduce yourself to the host, or group, when you arrive; how you do the introduction depends upon the cultural style. Maria is going to give a presentation to a group of visiting Japanese business people. Before this meeting, Maria does research into the communication styles in Japan. She learns that when meeting someone for the first time in a business setting, people bow to one another after which they exchange business cards using both hands. She also learns that the beginning of speeches in Japan often contain indirect language about the occasion. Maria uses what she has learned the day of her presentation, which results in a contract with the Japanese firm. Maria made it clear to the group that she found them important enough to learn their way of communicating and integrated what she learned into her speech. A willingness to learn about other communication styles is very important for building a connection between the speaker and the audience.

Language and communication styles are steeped in the values and attitudes of the culture. Every culture has a value system of their own that guides their everyday lives as well as how they interact with the world around them.

You might think, “why is this important?” It is important because the audience will listen to your speech through their value system. An audience cannot set aside their values. They will interpret your content based upon what they value. For example, Maria learned that Japan is a collectivist society. This taught her that her audience will most likely place great value on the cohesion of the group. Knowing this value helps Maria to shape her presentation to connect with them specifically.

It is important to know about some of these values in order to tailor your speech so that you make a connection with the listener. If you create your speech and are unsure if you are being biased or that you are overgeneralizing, ask someone who has deep knowledge about the audience to review your presentation and coach you in this area. Being sensitive to the group’s values and ways of being is one of the most important goals. This sensitivity will help you build a connection, gain attention, and maintain both. Showing that you have done your research and are being sensitive to the group is respectful and opens many doors to future endeavors.

The bottom line is that it is essential to know about the culture. Like any group, everyone is not the same. Yet, there are characteristics and mannerisms that are unique to them. Every culture has a system of nonverbal communication, behavioral patterns, and language that holds meaning to its society. All these elements together make a composite of their uniqueness. To be successful, it is important to understand what their uniqueness is.

To Watch: How to Communicate across Cultures

In this video, four graduate students from the Stanford Graduate School of Business share their perspective on intercultural or cross-cultural communication. The presenters are Funso Faweya, George Hodgin, Willem Smit, and Chengpeng Mou.

You can view the transcript for “Lost in Translation: How to Communicate Across Cultures” here (opens in new window) .

What to watch for:

This video is a great example of group presentation done well. All the speakers are highly attentive to speaking within their allotted time, and they have carefully organized the topics and flow of the presentation to keep the message coherent across all four presenters. The fact that they are using one unified slide show also helps preserve consistency from speaker to speaker. By distilling their thesis to the acronym STAY L.I.T. (Listen, Inquire, Test), they ensure that their listeners will come away with memorable insights from the presentation.

• Neuliep, J.W.: "The Necessity of Intercultural Communication."  Intercultural Communication a Contextual Approach. Sage, Thousand Oaks, California (2006): 1–42. ↵
• Wikipedia contributors. "Shaka sign."  Wikipedia, The Free Encyclopedia . Wikipedia, The Free Encyclopedia, 24 Aug. 2020. Web. 6 Oct. 2020. https://en.wikipedia.org/wiki/Shaka_sign ↵
• Society, community, Culture. Authored by : Lumen Learning. Located at : https://courses.lumenlearning.com/sociology/chapter/introduction-to-culture/ . Project : Sociology. License : CC BY: Attribution
• Culture. Authored by : Lumen Learning with Boundless. Located at : https://courses.lumenlearning.com/boundless-sociology/chapter/culture-and-society/ . License : CC BY-SA: Attribution-ShareAlike
• Intercultural communication. Provided by : Ecampus Ontario. Located at : https://ecampusontario.pressbooks.pub/commbusprofcdn/chapter/intercultural-communication/ . License : CC BY-SA: Attribution-ShareAlike
• What is Culture?. Provided by : Bureau of Educational and Cultural Affairs. Located at : https://youtu.be/57KW6RO8Rcs . License : Other . License Terms : Standard YouTube License
• IEHP Perspective_02_What is Culture?. Authored by : HIRE IEHP. Located at : https://youtu.be/l57vvpelfHI . License : Other . License Terms : Standard YouTube License
• Lost in Translation: How to Communicate Across Cultures. Authored by : Stanford Graduate School of Business. Located at : https://youtu.be/QjEDxlzZnIo . License : Other . License Terms : Standard YouTube License
• President Barack Obama and Ensign Jennifer Proctor make the shaka sign. Authored by : Chuck Kennedy. Provided by : The White House. Located at : https://obamawhitehouse.archives.gov/photos-and-video/photo/2011/05/president-barack-obama-and-ensign-jennifer-proctor-make-shaka-sign . License : Public Domain: No Known Copyright

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Speaking to Diverse Audiences

• Enunciate clearly. If possible, try to speak with a neutral accent to better include all audience members.
• Don't speak too fast. Remember that the normal pace of speech in one language might become incomprehensible for people relatively new to that language.
• Be careful with metaphors. Some metaphors that are appropriate in one culture can be offensive to another. A good example is references to sports not popular or practiced in a certain country, or phrases that are comical in one culture yet offensive in another.
• Know the meanings of words outside your native language . Unless you are absolutely sure of the meaning and pronunciation of a word you are using in a given language, do not use it. In some languages, slight variations of a vowel will completely alter the meaning of a word.
• Avoid slang, jargon and idiomatic expressions. Diverse audiences may not understand slang from a given country. English phrases such as "that dog don't hunt" or "cool as a cucumber" might be colorful, but the meaning could be lost on a large part of the audience.
• Be mindful of body language, eye contact and personal space. Posture, mannerisms and eye contact speak volumes and what is taken for granted in one culture might be considered offensive in another.

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Helpful Resources

Speak the language, speak the culture.

Public speaking in a multilingual world.

Evaluations: Bridging the Culture Gap

How levels of directness in feedback vary by culture and why that matters.

Breaking Language Barriers

Top 10 tips for communicating with anyone in the world.

How to Be Funny Across Cultures

Whether presenting virtually or face-to-face, ensure your humor is universal.

Engaging people of different cultures requires special tact on the part of the speaker.

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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. 

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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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