Know your Audience: How Disney adjusts speeches to meet audiences where they are
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Put yourself in the shoes of those who must sit through your speeches. Are they employees or investors? Do they want something from you, or do you want them to do something? In this session, you'll learn what it means to thoroughly evaluate an audience before you start writing so your speeches are written for the people who are listening. Jay Shannon, executive communications manager for Disneyland Resort, will talk about the nuances of audience expectations and how minor adjustments can make major differences in what you communicate.
- What questions to ask about your audience before you write one word, so you write to communicate with them instead of talking at them
- What you can and can't control about your audience, so you give your speaker the greatest opportunity for success
- Strategies to tailor your message for new audiences so you don't reinvent the wheel
- Day-of speech tips for helping the speaker connect with the audience
- How to give the audience something they didn't know they needed so your speeches are memorable
Jay Shannon, the manager of executive communications for the Disneyland Resort, produces speeches and multimedia presentations for executives and internal and external audiences. While many of his fellow cast members tell tales of pirates and princesses (and padawans), Jay creates the communications strategy that tells the story of the Disneyland Resort as a caring corporate citizen, an economic engine, a job creator, and a world-class vacation destination. Jay's 20-year Disney career includes public affairs jobs at the Walt Disney World Resort, the Disneyland Resort, Hong Kong Disneyland, Disney Cruise Line, Disney Interactive and most recently, the Shanghai Disney Resort. A native Ohioan, current Californian, Jay earned his BS in Journalism and Mass Communications from Kent State and his MBA from Chapman University. He's a slow cyclist, a terrible guitarist and a morning person. @JayPat13