The Art of Engaging by Steve Adubato, Ph.D.

A lot of people talk about the importance of engaging an audience. Customers and clients must be engaged. But what does it really mean to engage someone and how do you do it? Interestingly, professional development and business training initiatives offer little if any coaching on how to engage others, which raises a series of questions.

Q—What does it mean to engage your audience?

A—Engaging means to get them thinking, feeling, reacting and involved. The key to engaging your audience is to see them as active participants as opposed to passive recipients of your message. It is creating two-way communication. Engaging communication is a conversation and not a monologue. As the speaker you are not the only one doing the talking. Rather, your audience is playing a key role in achieving this important, but rarely experienced, form of communication.

Q—Where exactly do we engage people?

A—Everywhere! We engage people in meetings, conference calls, negotiations, and resolving conflict. We engage coworkers as well as our own children. We engage every day when we sell, persuade and connect through our presentations. If you aren’t engaging your audience you aren’t really communicating.

Q—What are the most important techniques or tools in getting your audience engaged?

A—It is not how many skills or tools you use, rather, it’s making sure that the ones you do use are used effectively. The most important tool is your attitude as a communicator. If you see communication as a one-way street, forget it. Your attitude must be that we are all in this together. Rather than trying to inundate your audience with how much you know, instead, let them know how much you care.

Now let’s get more specific. Instead of making a series of statements, ask an actual or rhetorical question that will get your audience thinking, which will in turn get them engaged. You can also engage people by using powerful examples and anecdotes that your audience will relate to. Speak from your experience while speaking to their experience. Find the common ground with your audience, which will really engage them.

Use your entire body when communicating. Be animated and energetic. When your audience sees genuine passion in you, they are immediately engaged. Even if they disagree with what you are saying, they appreciate the way you are saying it.

Q—What is the payoff when you engage your audience?

A—It’s huge. Instead of you trying to sell them, an engaged audience sells itself. The more involved your audience is in your communication, the more likely they are to be moved by you and your message. Plus, when engaging your audience, you don’t have to wind up doing all the work. Think about it. If someone in your audience is actively participating in your presentation, much of the attention is off of you. It’s much more natural for us to be involved in a conversation. Those who don’t engage feel more pressure, which only creates more anxiety, which can’t be good.

Q—With all these benefits, why don’t more people engage their audience?

A—Other than not having been trained to do it, most professionals have never taken a step back to even think about it. We take communication for granted, like it just sort of happens. Well, it doesn’t. Great communicating is about having a plan, executing, and practicing. Next time you are asked to persuade an audience of either one or one hundred, try engaging them. The payoff will be big.

Dr. Steve Adubato coaches and speaks on the subjects of communication and leadership and is the author of the book "Speak from the Heart." Write to him at The Star-Ledger, 1 Star-Ledger Plaza, Newark, NJ 07102, or click here to contact him through this web site.