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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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How Do I Give Presentations to Audiences from Different Cultures?

Do you want some advice on giving presentations abroad or to multicultural audiences?

Then you are in exactly the right place!

Grab a drink and get ready for spending the next few minutes of your life learning about giving presentations to audiences from cultures different to your own.

We'll give you some excellent basic guidance on things to consider next time you're developing a presentation that may need some cultural insights to make sure it's a success.

Click the link to skip to a section:

• Language used in presentations
• How to use body language
• Use of time
• Presentation styles
• Use of tech
• Audience Participation

8 Tips on Presenting to Audiences from Different Cultures

The international flavour of many people's jobs naturally means that there is greater interaction between people from different cultures.

Within the business environment, understanding and coping with cultural differences between people is critical to ensuring that interpersonal communication is successful.

Cultural awareness is necessary for two reasons.

• Firstly, it minimises the possibility of misunderstandings and/or the causing of offense through intercultural mishaps.
• Secondly, it is a means to maximising the potential of business relationships through the utilization of intercultural differences productively.

One area within the business environment in which cultural awareness is a necessity is in the business presentation. 

Directors, managers, salespeople, consultants and business personnel are regularly required to deliver presentations. However, when one is asked to give a presentation to an audience from a different culture there are intercultural factors that can hinder the success of a presentation.

By way of illustrating some of the cultural differences in presentations, these tips to effective cross cultural presentations are offered.

1. Language:

The language you use in a cross cultural presentation is important.

Although the majority of the language that is used in a cross cultural presentation will be understood by an English speaking foreign audience, a speaker must be careful when it comes to slang, idioms or phrases.

If an Englishman were to talk of being "knocked for six" or "bowled over" he may very well be met with puzzled expressions. More subtly, when an American talks of a 'billion' he means a thousand million, whereas in the UK this would mean a million million.

Try and keep language simple.

2. Body Language:

Pay attention to your body language in a cross cultural presentation.

Some cultures are quite animated and will appreciate hand gestures and the expression of emotion through the body. Others expect speakers to remain calm and would find such behaviour over the top. Similarly pay attention to the use of gestures. The thumbs up may mean 'good' in the USA but it means something very different in Iran. Eye contact can also be a major intercultural difference. Some cultures consider strong eye contact a sign of sincerity, others find it overbearing and an invasion of privacy.

Do your cross cultural homework before a presentation.

Be aware of different approaches to time across cultures.

Some cultures prefer a structured, timetabled approach to conducting business affairs, others are more casual. In countries where a start time is considered a guide rather than a definite, allow time for networking or engage in some chit chat until others arrive. Oppositely, if you arrive late to a meeting in a punctual culture, expect some negative feedback.

Always show the appropriate stiffness or flexibility depending on the culture.

4. Emotions:

Some presentations may be in front of a small number of people and deal with sensitive issues in a pressured environment.

In such intercultural situations one should always keep their emotions in check. In some cultures a certain amount of cross examination or scrutiny may occur. If this happens bear in mind the positive intentions behind such actions, i.e. the questions are only being posed to establish facts, not to undermine you. Never lose patience, show frustration or display anger.

To do so will lead to a loss of credibility.

5. Style of Presentation:

Different cultures learn and take in information in varying ways.

One should always try and tailor their presentation style to meet the needs of the target culture. Some cultures, such as Europeans, prefer information to be presented in detail and in a way that sets down foundations that act as the support to a final argument or point. In such a presentation the speaker should gradually lead the audience, using a logical succession of points, to a conclusion.

On the other hand, some cultures, like the US, prefer a much faster paced presentation that is bottom-line orientated, meaning the presenter speaks from a point rather towards a point.

6. Use of Technology:

Power Point is not the default method of giving a presentation across the world.

Some countries many not even have the technical capabilities to accommodate this so one would need to adapt to the resources at hand, whether it be an Over Head Projector or blackboard. Some cultures do not even like a visual element to presentations and find much more worth in words and personality.

7. Content:

In a cross cultural presentation, ensure you tailor the content of a presentation to the audience.

Different cultures expect different things from a business presentation. Long term orientated cultures may be excited about future projections and figures, but others would rather learn more about the presenter's credentials, accomplishments and experience.

A presenter needs to ask whether the target culture will appreciate factual, statistical information presented visually, or a more personal oratory approach.

8. Audience Participation:

Audiences react in different ways across cultures.

Some are very engaging and are willing to participate in exercises and Q&A sessions, others are the opposite. Audiences also show respect in many ways. A Japanese audience may close their eyes while listening; a US one may clap when a good point is made and a Saudi one may do nothing at all.

Although the number of areas where one could point to cultural differences in presentations is vast, for the sake of brevity the above mentioned areas have been highlighted as a way of drawing attention to some of the major ones.

It is hoped these can then act as a foundation to improving ones insight into the way intercultural differences manifest in the business environment.

Learn more about Cultural Differences in Business

If you want to explore the impact of culture on yourself and the workplace, then have a look at our Cultural Awareness eLearning course .

It's a really detailed course offering lots of insights into cultural differences. Check out the free video sample below.

Photo by Matthew Osborn on Unsplash

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9 Tips for High-Impact Presentations Across Cultures

Samuel had done it quite a few times before. He boarded a plane, headed halfway across the world from his corporation’s headquarters in New York City to deliver yet another presentation to a foreign audience. His expertise in his decade-long role as a business analyst at a large, worldwide corporation made him the perfect candidate to present sales leaders with the latest information on increasing sales efforts across cultures. As usual, Samuel used his long flight to reminisce about his past successes and shortcomings as a foreign presenter.

He remembered his first presentation in Hong Kong. Cross-cultural communication went well because of his meticulous planning, but he failed to send written copies of the sales tactics he would be presenting, which would have helped prepare his audience for the upcoming presentation and give them more time to prepare questions beforehand.

In Hong Kong, business people typically prefer presentations and proposals to begin in general terms before transitioning into the narrow details. Samuel’s presentation, although applicable for the audience, would have been more effective if he would have begun with more general terms, especially because once again he didn’t send his audience a formal or informal outline of his presentation beforehand.

Different Countries, Different Approaches

Samuel also reflected on his recent trip to Iraq. Before the trip, he spent weeks planning an in-depth sales-tactics presentation geared to sales leaders. Samuel’s company had recently purchased the latest video software, so he planned a cutting-edge interactive presentation for his audience in Baghdad. The audience appreciated his personal anecdotes and personable introduction, but he seemed to lose them at the end when he distributed a folder full of statistics, graphs and sales figures.

Studies have shown that people in present-day Iraq tend to appreciate more listening than reading when viewing a presentation. Strong images and relevant stories will resonate with them more than reading the latest statistics. Samuel’s interactive presentation went over well, but his conclusion, which involved the audience reviewing statistics placed before them on a handout, didn’t hold their attention as well as it could have. He watched his audience lose interest before his eyes, and he made a note to avoid handouts in any future presentation in Baghdad.

Samuel also remembered how the same handouts were highly effective in Japan, where he did a very similar presentation on the same sales tactics a month earlier. In Japanese culture, detailed written materials are appreciated, and audience members typically enjoy any kind of supporting documentation to supplement a presentation.

Gauging How to Speak to a Foreign Audience

Even the most experienced presenters face unique challenges when presenting information to audiences across cultures. It’s been said that great international speakers aren’t born. They’re made through:

• Practice and a desire to fine-tune their public-speaking skills.
• Culturally appropriate levels of confidence and passion
• Introspection, self-awareness, and sincerity.

In short, they know how to properly engage with their foreign audience.

Much can go awry during a cross-cultural presentation if you fail to plan appropriately. You must tailor your presentation to your audience, and, in order to do so, it takes a great deal of prep work. You can’t simply work with a translator or neglect meticulous research and planning before your presentation.

Avoiding Problematic Barriers

If your goal is to deliver impactful cross-cultural presentations, it’s best to consider your presentations from all angles and learn from the advice of past successful presenters. Part of your success will depend on your ability to recognize and avoid barriers to effective intercultural communication, such as:

• Language differences . Language barriers will likely play a role in your execution of a successful presentation to a foreign audience. You may work with an interpreter, but confusion may arise due to slang, dialects, or accents. Furthermore, words don’t always translate perfectly from one language to the other. The same word in one language may have different meanings when translated into different languages.
• Level of context . Low-context cultures, such as Germany, Switzerland and the United States, expect verbal messages to be explicit and direct.

High-context cultures, such as Japan and Brazil, expect less emphasis on words themselves. A “maybe” or even a “yes” may actually mean no, especially in Japan, where an outright “no” or refusal can seem rude and too blunt. People in high-context cultures place more importance on nonverbal elements of communication, such as tone of voice, eye movements, and facial expressions.

• Body language . People in one culture may take offense if you stand too close to them or too far away. For example, a Norwegian executive may feel uncomfortable and crowded if someone invades their personal space, which in their culture is a distance of up to three meters. In Saudi Arabia, the personal space requirement is much lower, and even complete strangers typically stand very close to one another to speak.

Eye contact is also a potential barrier. Those from Continental Europe, for example, are known to make more eye contact than those from Britain and the United States. Another consideration is facial expressions, such as smiling. French and Russians tend to smile less than other cultures, which can make them appear cold or unfriendly.

• Value of time . People from different cultures place different values on time. In some cultures, such as Latin America, for example, there’s less emphasis on punctuality than there is in Switzerland. In Mexico, you’d be expected to finish a conversation with a colleague, even if it made you late to a business meeting.
• Control of feelings and emotions . Certain cultures are more comfortable showing their emotions. In France and Italy, most people are fine with displaying their emotions outwardly, while people in Japan and the United Kingdom tend to keep tight control of their emotions in public. An excited speaker in Italy may speak loudly and emphatically, while those tactics may embarrass a Japanese listener.

Once you consider the possible barriers to effective communication, you should consider the best strategies for learning how to speak in front of a foreign audience.

Tips for Cross-Cultural Presentations

Presenting across cultures always requires adequate planning. Years of experience presenting to audiences in the Middle East won’t prepare you to deliver an effective presentation in China. If you’re communicating your tenth presentation on the latest sales software, but it’s your first time speaking to diverse audiences, it’s imperative that you tailor your approach to best suit your new audience.

The following tips for presenting cross-culturally will help you deliver a seamless, effective exposition.

1. Step Outside of Your Comfort Zone

You know that what is effective in one culture may not be effective in another, which is why it’s important to consider intercultural awareness as you prepare for your foreign presentation. Intercultural awareness is two-fold. It involves standing back from your own viewpoint and acknowledging your own cultural beliefs, as well as considering those of the other culture.

There are many factors that contribute to an effective presentation across cultures, but it’s important to begin by understanding your own cultural beliefs and recognizing you may need to step outside of your comfort zone as you prepare for your presentation. Once you’re aware of the similarities and differences, it becomes easier to plan an effective presentation across cultures.

For example, if you’re Japanese and preparing to present to a Portuguese audience, you may want to consider adding more personality to your presentation. It may be out of your comfort zone to show some emotion during your presentation or share a very personal story, but it will likely go over well in front of your Portuguese audience because they tend to appreciate creative, highly engaging presentations.

2. Decide If You’re Going to Use a Script

Using a script may be helpful when presenting to an international audience because it can direct you to stay focused on the precise language of your foreign presentation, especially if you’re presenting in a language other than your first.

If you’re not completely comfortable in the language, consider distributing a handout so readers can understand your message with certainty. Usually, speakers are advised to avoid reading from a script or from a screen, but in some cases — especially where a possible language barrier exists — it may be effective to offer your audience another way to comprehend the material.

There are many ways to use a script without boring your audience, such as:

• Knowing the material well . If you decide to read from a script or allow the audience to follow along using a handout or screen, don’t neglect to skim over the material as you prepare. You’re the expert, and you should exude an appropriate level of confidence as well as have the knowledge to answer possible questions about the material.

You may work with a professional writer or translator as you prepare for your presentation, but that doesn’t mean you can skip any steps in the research and preparation phase. Simply reading from your script won’t be effective. You must know the material, maintain eye contact and intonation that’s appropriate for your audience, and be prepared to answer questions.

• Personalizing your message . Using a script doesn’t have to equate to a boring, dry presentation. Eliminate any words that don’t sound like you. Inject personal stories where it makes sense to do so. Many speakers have no trouble injecting a personal touch to the beginning of their scripted speech, but then they fail to maintain their personality throughout it. Instead of sliding into a script after the introduction, aim to add your personality from the beginning to the end.
• Learning to emphasize appropriately . A monotone presentation read from a script is a sure way to bore your audience, regardless of their cultural backgrounds. The vocal variety will add dimension to your speech, especially if you’re following a script.

If you’re reading in a language other than your native language, be sure to study proper pronunciation and listen to other speakers enunciate in that language. Become aware of your own vocal patterns, so you can vary your volume, pitch, and tone in a way that’s appropriate for your target audience.

It may be beneficial to label your script, so you know when to effectively take a breath, pause to allow your audience time to process information, or stop to ask a question. You can also underline words you should emphasize as you’re reading. You can appropriately emphasize by changing your pitch or inflection, varying your pace, increasing your volume or altering your rhythm.

• Treating your script as an extended conversation . Instead of talking to your audience, aim to talk with  them. When you’re reading from a script, it can seem like your presentation is forced, rigid, and lacking any personality. Using culturally-appropriate gestures, eye contact, and language, you can take your audience on a journey with you through your script, instead of simply reading to them.

3. Know What to Expect from Your Audience

Regardless of where you’re presenting, you will feed off of your audience’s energy or how you’re perceiving their reactions to your presentation. If they’re frowning back at you or don’t participate when you ask a question, it can negatively affect your confidence, and your entire presentation could suffer. It’s important to know what to expect from your audience in the context of the given culture. Audiences around the world outwardly respond to presentations in different ways, so it’s helpful if you’re aware of what to expect before you begin.

For example, if you’re presenting in Japan, the audience will likely nod their heads slightly up and down to show concentration and approval — and they may even slightly close their eyes. Rest assured you aren’t putting them to sleep; they’re showing you that they’re with you. At the same time, a Japanese audience will not likely interrupt you to ask questions or provide comments, even if you prompt them to do so.

As a general rule, applause is a universal sign of approval after you finish a presentation. However, there are other signs to look for as well, depending on where you are. In parts of Austria and Germany, if you’re presenting around a table, your audience may knock on the table to show their approval when you’ve finished. You may hear whistles of approval if you’ve done especially well in the United States, but whistling signifies disapproval in some European countries. It’s also wise to be aware that no one receives standing ovations in Australia.

4. Learn About the Local Culture

If you’re presenting to a homogenous foreign audience — meaning everyone is from the same cultural background — you should consider studying the local culture before your presentation. The following are excellent resources for discovering cultural norms and important local information:

• Recent books and travel guides . Without a clear understanding of the audience’s culture, you’re taking a risk that your presentation won’t be effective. Access resources available to you, such as recently published literature about the culture, travel guides, and websites directed to foreign travelers.
• Local news . Be aware of news and current events. You should also be able to access local news by finding the most popular domains online for the geographic region or speaking with someone who can direct you to a trustworthy local news source. Connect with someone in your organization who is familiar with the culture in which you’ll be presenting and ask for their input. Beyond the local culture, consider hot topics within the organization itself, as company culture can be equally as important as local culture.
• The CIA Factbook . While not specifically about culture, the Factbook provides information about 267 world entities, touching on topics of people, history, government, communications, transportation, and more.
• Aperian ® . An industry-leading cultural intelligence resource, Aperian offers in-depth information on more than 95 nations around the world. It provides a section on how to give a presentation in each of the 95 nations. The resource offers extensive research, interviews with experts, and guidance for conducting business successfully across cultural boundaries. The GlobeSmart ® Profile helps bridge the gaps with other cultures and colleagues.

5. Pace Yourself Appropriately

You should tailor your pace and progression to your audience’s expectations to experience positive results when delivering an intercultural presentation. Never rush through a presentation, but be aware different cultures have different preferences for receiving information.

Be mindful of language barriers as you’re presenting as well. If you’re speaking in a non-native language, slower speech will help your audience better comprehend your words. If you’re speaking in your native language, but your audience is listening in their non-native language, it’s also wise to talk slower to increase comprehension. Always give your audience time to process information that may be new to them.

Expectations are always changing, but historically there are guidelines to follow when it comes to how certain cultures prefer to process information. Although this may be changing over time, it’s safe to assume Asians prefer to more details when compared to Americans and Canadians, where audiences tend to appreciate a faster pace.

6. Modify Your Nonverbal Communication

The way you communicate nonverbally to a foreign audience is equally as important as the words you choose to use. Here are a few tips for appropriately modifying your nonverbal communication during a cross-cultural presentation:

• Be conscious of your hand gestures . A “thumbs up” is a positive signal in the United States, but it has negative connotations in the Middle East, Australia, and Greece. Similarly, gesticulating doesn’t always translate across cultures. It can add personality to a presentation in the United States, but it can be seen as rude and distracting in Japan.
• Be aware of eye contact expectations . A certain level of eye contact is important in all presentations, but the expectation is different depending on the audience’s culture. For example, Canadians, Germans, and Americans expect more eye contact than Hispanic and Japanese audiences do.
• Use an appropriate level of animation . Your body movements and facial expressions can either emphasize your presentation or undercut it. Perceptions of facial expressions vary across cultures, so a basic understanding of what’s considered appropriate in a specific setting will help you adequately prepare for your presentation. For instance, East Asians and Western Caucasians perceive happy and angry expressions differently, so it’s important to be aware of your own facial expressions.

7. Be Careful When Selecting Visuals

Your graphics should be free of any culturally inappropriate images. It’s also important to consider color because it can carry different symbolic meanings from culture to culture. For example, red is a high-energy color used as a warning or to elicit feelings of excitement, passion, or even anger in Western cultures, but it’s used as a color of mourning in South Africa. Similarly, red represents good fortune in China but can mean anger in Japan. Another example is yellow, which is the color of mourning in Myanmar (Burma), but it signifies happiness and prosperity in the Middle East.

Besides color, be sure your visual aids make appropriate use of words and symbols for the culture in which you’re presenting. For example, Asian cultures tend to prefer pictures, numbers, and symbols whereas Europeans typically favor text with logical bullet points.

8. Be Cautious in Your Use of Humor

Only use humor when you’re certain it’s appropriate. Jokes will not likely translate well between cultures. If you’re not sure if a joke will go over well, avoid it. In many cases, your attempt at humor will be lost in translation, or worse. It could be taken offensively.

Here are a few reminders when it comes to humor in a cross-cultural presentation:

• Be aware that technology can pose challenges in relation to humor . Using humor across cultures is difficult, but using humor virtually and cross-culturally is even more problematic. If you’re using cameras in a face-to-face situation, you can immediately see your audience’s reaction to your attempt at humor. If you’re giving a virtual presentation and can’t see your audience, your feedback will be limited, so it’s important to know beforehand whether your attempt at humor will be well received.
• Carefully review all graphics and texts . If you’re utilizing handouts, slides, or any media that contains written text, be sure it’s carefully reviewed for cultural appropriateness. There should be no culturally offensive reference, nor should there be any words or phrases that are lost — or become offensive — in translation. For example, the word “fanny” means different things in the United States — one’s rear end — and Britain — a female’s private parts.
• Consider the style of humor . The capacity to laugh at things is universal, but everyone is different when it comes to what they think is actually funny. There are more gray areas where culture is involved, as well. For example, irony is usually well understood in British culture, but it’s not as understood in direct-speaking cultures such as Germany, the Netherlands, and Switzerland.

Sarcasm typically goes over well in Israel and India, but it can be offensive in Latin America. Making fun of oneself is often considered humorous in the West, but may cause Asians to feel uncomfortable and empathetic. Similarly, physical humor — like slipping on a banana peel — will likely go over well in Italy or France, but not in Malaysia.

9. Utilize the Best Resources

The easy part of preparing a presentation across cultures is gathering content for the topic itself. After all, you’re the expert and you were chosen to deliver a presentation based on your knowledge and experiences. The difficult part of preparing a cross-cultural presentation is ensuring you convey that content in a culturally appropriate manner that will resonate with your audience.

Aperian, an industry-leading online cultural intelligence resource, offers advice on giving presentations for over 95 countries – among 50 other business topics.

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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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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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Cultural differences: meetings & presentation style 101, how to avoid cultural business traps: how to do international business like a pro.

As we all know, effective communication is the basis in any business situation. In order to do so, considering cultural nuances is key. The way we grow up shapes our perception, and sometimes there can be a disconnect between what we believe is effective communication and what others perceive. So, before heading into your next international business call or meeting, make sure to take the time to dive deeper and familiarize yourself with each country’s cultural norms.

All the countries and markets that German Accelerator is active in – Singapore, Germany, India, and the U.S. – there are unique cultural differences in both personal lives and a business environment. Here are some key areas to be keenly aware of before you schedule that next business call or meeting:

Who Makes The Decisions?

Decisions in German companies are typically made by consensus, which contrasts with American culture where there is normally an authoritative decision-maker at the top (either a CEO or President) who makes a decision the entire organization abides by. In Singapore, decisions are very often made by the owner of the company and most functional managers will play more of the role of collating information and presenting the information for the owner’s final decision. “If you want to start a business anywhere in Asia, whether that is Singapore or anywhere in SEA – you really have to understand the culture,” says Toby Ruckert , CEO of UIB and German Accelerator Mentor.

How Are Meetings Organized?

When it comes to how meetings are actually conducted, in most business settings you should expect a detailed agenda prior to the meeting; however, Germans tend to follow it more rigorously than Americans will. Regardless of which country you are located in, meetings typically always open with light chit-chat and it is considered a bit a bit aggressive to dive into business without the initial pleasantries. This is especially true for U.S. based meetings. The reason behind this is summed up perfectly by global sales and marketing expert and one of more than 300 international German Accelerator mentors Melanie Klaschka “People in the U.S. like to buy from those they trust and know, so they first get to know you, and then they talk business”. This is also true for meetings in Asia. Timothy Toh , German Accelerator mentor recommends to “take it more casually. Small talk is important as is getting to know the other party.”

It’s key to not rush straight into the presentation as it is more important to get to know your counterpart than it is to immediately present your slideshow. Invest time in building rapport and credibility with your counterpart/ client during this initial meeting. Hint: Small talk about the weather is always a good default topic and usually works in all markets. 🙂

Are Any Topics Off Limits?

In Singapore and India, business and personal life merge a lot more, and you do not experience the distinct separation as you would be used to in Germany. While it may be commonplace to inquire about income or body weight (really no topic is off-limits) during a meeting in Singapore or India, these topics would be viewed as too invasive in an American or German business setting.

How Quickly Can Meetings Happen Across the Globe?

Americans can quickly schedule last-minute meetings, the American view is that time is money and it is better to be spontaneous than to miss the opportunity for a meeting. German Accelerator mentor Jens Weitzel shared “a venture capitalist once told me ‘in Europe they say that $1 million is a lot of money, and in the Valley (Silicon Valley) they say that one hour is a lot of time.’ When people agree to meet and allot a certain amount of time, you need to be respectful of their time and be prepared to fully utilize this time to network.” Be it responding to emails or accepting networking opportunities, in the U.S. you must be sure to quickly act or the opportunity will pass you by.

Indian organizations and clients will have a more fluid and relaxed notion of time. They mean no offense, but given their experience, they have a different way of dealing with time as navigating through India often has a lot more uncertainties that regularly lead to delays.

According to Timothy Toh, business meetings can happen more spontaneously in Singapore compared to Germany. He said, half-jokingly “In Germany when I meet with people, I plan one or two months in advance. It’s a little bit less spontaneous, I’d say,” compared to Singapore, for example.

Do I Need To Adapt My Presentation Style?

In many facets, German engineering and ingenuity are looked to as the gold standard. “Being from Germany is like a brand in itself – the engineering excellence and reputation for great processes are an advantage for startups in Southeast Asia,” says Dr. Arne Kruse , Managing Director at Rytle, one of German Accelerator’s Southeast Asia program alumni. This same meticulous approach is usually applied to German business presentations. In U.S. business presentations, emphasis is put on the bigger picture rather than the details. There, audiences want to listen to a story and hear your “bold vision” first and then see some data supporting the vision. In Asia even, “backing up your initial data with secondary data is strongly recommended. Sometimes if that is not mentioned explicitly by a startup, there will be follow up questions on how certain numbers or projections were generated,” according to mentor Timothy Toh.

Having experienced this mentality in Silicon Valley, German Accelerator mentor Daniela Caserotto-Leibert states “Americans are born as communicators. Investors love to listen to visionary founders. They like to hear the elevator pitch and the story of the founder to see what kind of person he or she is, why they should invest time and money, and what is in it for them.”

So… What Does “Tell Us Your Vision” Mean?

Having a story-telling element to your presentation is very important in a U.S. business context, especially when it comes to pitching in front of investors. Daniela shares another valuable tip: “the story needs to get to the point because investors here do not have the time and will make their decision often within the first two minutes of listening to you. In Europe in comparison, due diligence is much more appreciated and paid attention to during a first meeting.” When seeking money in the U.S., be sure to paint a big, bold and broad picture of where your company is going – oftentimes German startups are viewed by U.S. investors as having a limited view of where their company can grow. German Accelerator mentor Han Jin (Co-Founder & CEO, Lucid) elaborates on this presentation style difference in our #GACoffeeSession , “Back in German high school, we were trained to pitch something only when we could deliver on it. We could not talk about our big dream because we didn’t know exactly how to get there. There is a notion that you have to underpromise to overdeliver – that’s the German mentality.”

Is Networking Still An Important Skill?

Perhaps the best way to understand and excel through business meetings and presentations in other countries is to immerse yourself fully at that particular location. “The German Accelerator opens up networks that can help startups grow rapidly and very efficiently, ” confirms German Accelerator’s Silicon Valley program alumni company KeyX. Thus, German Accelerator mentor Melanie Klaschka highly recommends “immersing yourself in the culture and environment. Getting out and networking with other people in your respective industry. Finding out about who your competitors are and seeing them at networking events. These kinds of events are great indicators to learn how you should act and how you should not act.”

Another important thing to remember the next time you travel is what German Accelerator mentor and Associate Trainer, Dale Carnegie Singapore Alex Tan says “take the time to understand if there may be religious connections with certain practices, pleading ignorance only reflects on one’s insensitivity and sense of cultural superiority. Being sincere and authentic always helps bridge any cultural divide there may be.” Now that you have some of the basics covered, the next step is to learn how to expertly give and receive feedback in a business setting.

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• #Business Basics
• #Local Flavor
• #Useful Tips

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Adapt Your Presentation for Different Cultures

Language can be a communication barrier, but it is not the only barrier that public speakers have to overcome when presenting to other cultures. While delivering a message across language barriers comes with its own challenges, there are cultural differences that exist even among those who speak or understand the same language. Culture is a common root of many miscommunications, as it influences how we interpret messages and how we participate in group settings. To reach your intended audience effectively, your presentation must be delivered with an understanding of the lens through which your audience will view it.

Develop Awareness

A handshake may be standard in the United States, but in other countries, such as France, a peck on the cheek among business associates is common practice. Implementing the proper greeting for the culture to which you are presenting will offer a good first impression and encourage your audience to be more receptive.

However, developing awareness of another culture is not limited to greetings and physical contact. How you set up the room can also be critical. Space, positioning, and even the time of day for which the presentation is scheduled should all be determined by the culture of your audience. Scheduling an 8-a.m. presentation in New York for those who flew in from Asia and are severely jetlagged will significantly reduce chances of your message being heard. And scheduling presentations that disrupt holidays important to other cultures can appear insensitive and rude. Would you attend a presentation on Christmas Day or Yom Kippur?

Know Your Audience

It’s important to know your audience’s style of reasoning . Americans work from an “applications-first reasoning,” basing conclusions on factual observations from the real world. The focus is on the “why” rather than the “how.” Conversely, European cultures work from a “principles-first reasoning,” basing conclusions from general principles or concepts. There is a focus on the “why” and less concern for the “how.”

Why is this knowledge important to your presentation? If your audience is rooted in a “principles-first” culture and you are speaking from an “applications-first” perspective, everyone in the room will struggle. You’ll wonder why your audience seems to be targeting you with specific questions regarding how you came to your conclusions, and the audience will feel as if they have missed a main idea. Conversely, an American audience could be immensely bored by a “principles-first” presentation, wondering when you will get to your point. Knowing your audience determines the direction and format of your message content.

Furthermore, in striving to know your audience, it’s important to determine if they appreciate a personal touch or would rather get down to business. If you are not certain, ask questions of colleagues or conference hosts prior to your presentation, to ensure that your approach will positively engage and not offend your audience.

Are You Listening?

A well-delivered presentation requires you to actively listen. Brief pauses can allow you to assess whether your audience is receptive to your message or if they are somehow confused regarding the point of your message. Pay attention to both verbal and non-verbal forms of communication, and be open to questions at any time. Be adaptable. If your presentation is not delivering the intended message, properly adjust how you are communicating.

When it comes to adapting your presentation for different cultures, sometimes  what you say is not nearly as important as how you say it. Without clarity and an understanding of your audience’s cultural expectations, you may as well be speaking another language. Adhere to the basics of limiting humor and speaking slowly, but be mindful of the more intricate aspects of communication when presenting across cultures.

Franchetti Communications delivers accelerated results by designing power-packed media interview and presentation training sessions around your unique goals, in person and via teleconference. Franchetti Communications works with corporations and business leaders to develop communication strategy, messaging, and PR strategy. Follow Franchetti Communications on  LinkedIn , and be sure to download our special report:  6 Ways to Guarantee Your Message Cuts Through the Clutter .

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[…] to people from different cultures comes with its own set of challenges. While the obvious barrier is language, there is more to consider than just your ability to speak […]

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Differences in Culture

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