It all starts with knowing your audience. Sales teams can learn from these speakers and deliver more effective presentations. Check out the following video of president Reagan addressing the nation on the day the US space shuttle Challenger crashed.
1. American public that experienced the tragedy
2. School going kids who saw the accident live on TV (the first civilian, a school teacher to go into space was on this flight)
3. Grieving family members of the astronauts
4. The demoralized NASA employees (who worked on this mission)
5. The former USSR (telling them that we are far from over with this)
Evidence of Reagan constantly involving American citizens prevail throughout the speech. He specifically engaged the audience by employing words such as “we,” “us,” “schoolchildren of America,” giving the audience a sense of involvement in the national matter.
Reagan also acknowledged pain of the families of the seven astronauts. He showed his understanding of pain of families by saying “we feel the loss, and we are thinking about you so very much,” “your loved ones,” which was an attempt to console them by implicitly suggesting that the families are the primary audience of this speech.
Moreover, he created a feeling that he and his wife Nancy are too involved as part of the public.