DEALING WITH A DIFFICULT OR HOSTILE AUDIENCE
by
David W. Richardson, CSP 

As you grow in your career and you speak more often in public, sooner or later you are going to find yourself addressing a group of people who don't want to be there . . . and perhaps they don't want you to be there either.  Sooner or later, you will face an antagonistic, unhappy audience remarkably unenthusiastic about your ideas or presentation. 

Many speakers have been figuratively "killed" by hostile audiences.  Sometimes the tension is so thick you can cut it with a knife.  Humorists use jokes, funny sayings, or anecdotes to try to break the ice.  If no stories or jokes come to mind, you must remember that becoming relaxed and demonstrating confidence and control is initially the best way to defuse a tense situation. 

Also, it is important to understand how tension arises and what we can do as presenters to minimize it.  Approaching an emotional or argumentative audience professionally is critical. 

Here are ten ways speakers typically respond to a negative audience:
 
1.      Argue
2.      Threaten
3.      Preach or moralize
4.      Advise/tell them what to do
5.      Give orders or commands
6.      Ridicule, shame, or discount them
7.      Distract or humor them
8.      Ignore them, shift focus to others
9.      Impugn their motives
10.     Blame or criticize 

Since these are negative reactions, they really won't help you in dealing with a tough group of people.  They will almost certainly work against you.  Plus, focusing on what the audience did wrong will rarely work toward accomplishing your final objectives. 

Let's examine some of the positive alternatives that will create a more positive atmosphere: 

1.                  Don't Take the Listeners' Attitudes Personally:  Chances are the audience knows nothing about you and are really concerned with the current situation and their own problems.  Maybe they wish they were playing golf or perhaps had something they deemed more important than listening to "some speaker". 

2.                  Confront Their Actions Directly:  This is not easy . . . you must think through what your listener is doing and evaluate how it affects your presentation and the attitude of others in the room.  Let the person know you expect a change in their behavior. 

3.                  Address Their Actions Personally:  It's important that you determine the reasons behind their response to you.  You might encourage them to talk about it by saying something like, "I can understand our differences on this issue, but, at the same time, I'm curious about why you're attacking me personally." 

You have now placed the negative situation into its proper focus.  You are acknowledging your differences while calling for an explanation from them. 

4.                  Acknowledge Their Feelings and Move On:  It is important that you let antagonistic people know you have heard them by saying something like, "I understand your concerns Fred, and that is what we are here to discuss."  Nod your head up and down very slightly.  The law of psychological reciprocity says that people are empowered to give back to you that which you are giving to them.  They will nod their head also.  Upon concluding that sentence, move on to the next issue at hand.  When people know that they have been heard and that you care, they will become better listeners. 

5.                  React to the Antagonist:  Hear them out.  Look at the person, ask questions, defuse the situation and move on.  Even if you are angry and upset, don't look bored or distracted.  Don't shift back and forth on your feet or break eye contact.  Your body language will give away the real meaning of your offer to let them talk.  

6.                  Terminate the Presentation:  If the group becomes too hostile, or perhaps is too distracted to appropriately respect the speaker, conclude your presentation by telling a "final story" and "closing".  Then, politely retire from the platform. 

As a rule of thumb, if you are called upon to speak before a group of people at an evening or dinner meeting, always inquire about the alcoholic beverages that will be served before and perhaps during your presentation.  If cocktails are going to be served for more than one hour prior to your presentation, you should consider declining.  There is nothing worse than standing up before a group of potential listeners who have been drinking steadily for the past 2 1/2 hours.  Not only will they not hear anything that you say, it's unlikely that they will remember much of that evening the next day. 

I was engaged to speak to a group of hard charging managers in the manufacturing industry at their closing banquet.  The bar had been open during the cocktail hour, throughout dinner, and was still open.  To top it off, their hospitality suite had been open all afternoon.  These guys were taking full advantage and feeling absolutely no pain. 

I was introduced . . . I should say that my intro was read, but no one heard it . . . and I ascended the platform.  The sight before me in this banquet room was not to be believed.  Talking, shouting, throwing things at each other  -- they were out of control. 

I did two magic tricks enjoyed by four people at the front table, concluded my remarks, and 7 minutes later left the stage. 

The meeting planner said it was the best speech he ever heard.  I was invited back the next year but respectfully declined. 

As a business professional called upon to speak before a group of people, it is your obligation to deliver the best presentation possible.  You should make every attempt to defuse a potentially hostile situation, but you can only expect to do so much.  When all else fails, dismiss the experience, assess what you have learned, and recognize that this was probably an isolated incident and probably will never happen again.