IEEE TRANSACTIONS ON PROFESSIONAL COMMUNICATION, VOL. 32, NO. 1, MARCH 1989 29

Handling a Hostile Audience-With Your Eyes GILDA CARLE

Abstract-This paper defines a method for turning confrontation between a speaker and a hostile audience into engagement of com- mon concerns by effective use of eye contact, as well as vocabulary related to the audiences perceptive style.

AN WESTON, an engineer with the Clifton Power D and Light Company (CPL), stood before the local Ki- wanis Club. It was his job this evening to inform the 30- member audience about CPLs new power lines, soon to be constructed in this community. Until yesterday, CPL was looked on as a community asset, providing hundreds of jobs and less expensive electricity. However, just one day before Westons presentation, the Clifton News pub- lished a study linking electromagnetic radiation from power lines with cancer. The Clifton Power and Light Company was the enemy. And, for this audience, Dan Weston was Clifton Power and Light.

As Weston was completing his introductory remarks, he sensed an undercurrent. As an experienced member of the Power Companys speakers bureau, Weston knew that he should discard his prepared outline dealing with the design modifications of the new structures. Instead, his two most pressing objectives were to let his listeners know he under- stood their concerns, and to get their attention for the in- formation he had come to share. How would he achieve these goals?

According to the Book of Lists [l], people consider pub- lic speaking their number one fear. Fear is certainly to be expected when a hostile audience can turn public speaking into public persecution. But audience opposition and anger must be confronted as soon as possible [2]. If antagonism is allowed to germinate, additional resentment builds, and with the slightest provocation, an entire auditorium can become unmanageable.

Many public speakers open their presentations with a pre- pared monolog-one that bridges the audiences agenda with their own. Other presenters immediately immerse the audience in participative dialog to build enthusiasm and activate involvement. But both monolog and dialog heav- ily rely on words to get their meaning across. And because

Dr. Gilda Carle is President of Interchange Communications Training, Yonkers, New York. As an image and communications specialist for the utility industry, she trains technical experts to make public presentations and give testimony, often concerning controversial issues. Her clients include politicians, academic leaders, and presidents of Fortune 500 com- panies in the United States and abroad. Dr. Carle is also on the faculties of Pace University, Long Island University, and Mercy College.

as little as 7 percent of our information is communicated through words alone [3], Weston chose to concentrate at first on communicating with facial and body expressions, particularly with his eyes. Before he uttered a single word, Weston conducted eye-alog, prolonged empathetic eye contact. More penetrable than monolog, and more disclos- ing than dialog, eye-alog can help to establish rapport and cooperation-especially among hostile parties.

SECRETS BEHIND EYE-ALOG

Former President Reagan used eye-alog before he began each press conference. He looked reporters in the eyes- and then smiled and greeted them by name. This initial eye-alog told his viewers, Im on your side. It pro- moted Reagans reputation as the great communicator [4]. Mikhail Gorbachev is considered by many to be one of the worlds best speakers. Using his hands and voice as well, he first dominates a meeting with his eyes.

America focuses much attention on the eyes with flattering eyeglass frames, tinted contact lenses, and colorful eye makeup. The vocabulary substantiates the richness of eye- alog: gaze, glance, glare, gawk, and gape are just a few synonyms for look. Because eye-alog should precede dialog and monolog, the wise communicator can use it to choose an appropriate vocabulary. Neurolinguistics teaches us that visual communicators look up before telling us they see our point of view; auditory com- municators look from side to side before explaining that they hear our side of the argument; and kinesthetic communicators look diagonally downward before admitting that they feel we are right [5]. Thus, by noting the di- rection of a listeners glances during eye-alog, a speaker can be alerted to choose words that are derivatives of see, hear, or feel in an effort to connect with the eye cues be- fore him. Based on the principle that Like likes like, this connecting of speakers vocabulary to listeners eye- alog enhances subliminal interpersonal communication, even under hostile conditions.

WESTONS PLAN

After his unceremonial introduction, Weston paused si- lently before the angry group. He divided the audience into imaginary quadrants, and for three seconds each, 12 sec- onds in all, he sought friendly eyes among the faces. He had an eye-alog with each-and then smiled. Finally, he

0361-1434/89/0300-0029$01 .oO 0 1989 IEEE

30 IEEE TRANSACTIONS ON PROFESSIONAL COMMUNICATION, VOL. 32, NO. 1 , MARCH 1989

took a deep breath and acknowledged the fear: By now you have read the findings of the Savitz study. You know the information is inconclusive. You also know that Clifton Power is subsidizing further research-which will take time to conduct, analyze, and report. This is a societal is- sue-and one we will all solve together. Tonight, let us openly discuss our mutual concerns. I will be glad to fill you in on the facts we currently have.

receptive face for question 1. With subsequent queries, when possible, he noted the interrogators eyes and was sure to respond in visual, auditory, or kinesthetic terms: I see what you are saying (visual), I can hear how up- set you are (auditory), or I understand why you feel as you do (kinesthetic). Finally, when a hostile interrogator got carried away, Weston was quick to disengage eye con- tact with him and enter into eye-alog with other audience members.

Weston had used eye-alog to establish unity and set the stage for believable dialog. With each question from the

sponse.

Weston conducted eye-alog for another few seconds, then smiled to some friendly audience eyes. He called upon a

Thus, beginning with eye-alog, Weston set the stage for

sponded to questions with the most acceptable language. He used eye-alog effectively with the hostile group before him and allayed their irrational concerns. Eye-alog was the perfect prelude to the subsequent dialog and monolog that contained Westons real agenda.

audience, he could offer a sympathetic monolog in re- each response* He read each inquirers eye-alog and re-

The EDM Formula for Hostile Audiences

The EDM Formula comprises the following compo- nents:

E: EYE-ALOG

Divide the audience into imaginary quadrants. Pause. Hold an eye-alog with the friendliest eyes in each quadrant, three seconds each, 12 seconds in all. Use the SOFA: - S : Smile. - 0: Open your posture to demonstrate receptivity

to your audience. - F: Forward lean-into your audience. - A : Acknowledge your listeners by nodding

slightly while smiling Hello.

D: DIALOG

Think NOT in terms of making a presentation to your audience; instead, think of having a conversa- tion with them. During your conversation with the audience, espe- cially while answering questions, use the SOFA. If you are close enough, note the position of the in- terrogators eyes. Also note the verbs he chooses: are they visual, auditory, or kinesthetic? Pause. Mirror the visual, auditory, or kinesthetic terminol- ogy and eye-alog used by your questioner-but sweep your gaze from the questioner to other audience members. By disengaging the eyes of the hostile interrogator, you will publicly and gracefully empower your own authority by conversing with the people you are there to influence.

M MONOLOG

With each response, paraphrase the question to em- phasize your own objectives and eliminate negative buzz words [6] . For example: Why is your company constructing those unsightly power lines by our homes, especially in light of the potential dangers to our public health? Responding Monolog: The question is . . . [Use the SOFA] . . . What are the safest and most cost-effec- tive means that Clifton Power has at this time to transmit electricity to our homes? The question is deliberately paraphrased to formulate a positive response. Do not offer the usual, defensive response of Power lines are not unsightly .. . or We are not sure that there are potential dangers in power lines . . . In- stead, reposition positive questions that will prepare you for positive responses. Using eye-alog and dialog, you have already primed your audience to support you. Now, through mono- log, you can crystallize your position and sell the reason you are actually there. For example: The words of the questioner above included the visu- ally oriented terms unsightly and in light of. Thus, monolog following the paraphrased question should incorporate visual terminology: Clifton Power views power lines as a cost-effective means of bringing electricity into our homes . . .

Monolog can therefore come to life in the audiences terms. The subconscious subtlety of familiar termi- nology and congruent eye-alog set the tone for dialog that will encourage acceptance of the monolog of in- formation.

CARLE: HANDLING A HOSTILE AUDIENCE 31

/ Eye-alog \ \

EDM Formula for Handling a Hostile Audience

The EDM formula inverts the usual tendency of speakers to begin with their prepared agenda and to monolog an au- dience to sleep. Especially with hostile listeners, the EDM

formula establishes immediate rapport through eye-alog to be followed by dialog, and finally by monolog. Using the EDM formula, a speaker has the chance to allay audience resistance and achieve his objectives.

REFERENCES

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Wallechinsky, D., Wallace, I., and Wallace, A., The Book of Lists, New York: Bantam Books, 1978. Carle, G., Coping with Corporate Rage, Shell World, internal publication of Shell Oil International, December 1987, pp. 28-29. Mehrabian, A., and Ferris, S. R., Inference of Attitudes from Nonverbal Communication in Two Channels, Journal of Con- sulting Psychology 31 (1967), pp. 248-52. Ailes, R., and Kraushar, J . , You Are the Message: Secrets of the Master Communicators, Homewood, IL: Dow Jones-Irwin, Inc., 1987. Richardson, J . , and Margulis, J., The Magic of Rapport: How You Can Gain Personal Power in Any Situation, San Francisco: Harbor Publishing, 1981. Lustberg, A., Winning at Confrontation, Washington: U.S. Chamber of Commerce, 1985.

Bostons City Health Commission has just introduced a keen idea to slow the spread of AIDS: give sterile hypodermic needles to all the local mainliners. I feel justified in describing this free-hardware program as abuser friendly.

Alden Wood (The Typochondriac)