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Welcome to Dubai. The land of sand, sea, and five-star hotels.
But that’s the surface.
Scratch it, and the real Dubai pours forth.
A land of multicultural influences.
Of a smorgasbord of languages.
Of densely-knit communities hailing from the world over.
Why did I start with Dubai? Because when you’re looking to address a multicultural audience, there’s no better testing ground for your work. Dubai’s home to some 240 nationalities. Each with their own nuances, preferences, speech and vernacular.
So, let’s get straight to it. I’m distilling some 10 years of professional presenting in that city, where I’ve hosted some 350 events thus far, to come up with a checklist of how to sway a multicultural audience:
I absolutely cannot stress this enough.
Personal anecdote here – I’m learning Arabic, and have become almost okay at partially understanding grammatically correct, slow speech. The only trouble is that no one speaks like that in real life.
If you watch sitcoms, a popular joke is people on holiday speaking loudly and slowly to people from another culture – hoping that will make a difference. While this is a staple for comedy – here’s the truth: It works.
Not the talking loudly bit. But the simplification bit.
Multicultural audiences may not speak your first language as well as you do. But they speak several others. And also understand yours.
That’s cause for appreciation.
So, don’t put second language speakers under the cosh by speaking at freight train speed, or trotting out the entire thesaurus. Keep it simple, and easy to follow.
Takeaway: The first courtesy you can offer is to realize that a multicultural audience speaks many languages; but maybe not as well as you do in the one you’re presenting in. Be inclusive by being straightforward and logical in your sentences.
This may read like a cop-out.
Some of us are blessed with languages because of how, and where, we grew up.
Unfortunately, I’m really not one of them. I’ve only had English, really.
And Urdu and Hindi if you count being able to give directions and order shawarma. But the best way to associate with people is to speak their language – or at the very least be interested in learning to speak it.
I keep saying “I’m learning Arabic” – but not because being unable to communicate effectively in their language makes me feel vulnerable.
The reaction from native Arabs is heart-warming, and one of delight. The fact that you’re making the effort is what counts.
Takeaway: Either speak your audience’s languages or show you are trying. This doesn’t mean being fluent, or doing intensive courses. Two or three words will do, and will help forge that connection.
Here are two contrasting statements: Humor is universal. All people find some things funny. Or: Humor is very specific. It depends on cultural influences.
The answer is somewhere in between. The mechanics of connection are universal.
People like warmth. People like attention. People like surprising twists and turns.
But the specifics of connection are murky — what is welcome in one language and cultural milieu is totally off the mark in another.
As a presenter, your role is to appeal to a broad audience.
Ditch the very specific cultural humor and references like local rivalries, yorkshire puddings, New York City traffic...these will only appeal to a small subsection of your audience.
Go broader. Use inspirational stories, chat to people from stage, and evince interest.
Make your messages broader too: Everyone understands hard work, cookies, wanting to sleep late, and the beautiful, delightful, torture of having a three-year-old. Not as many understand Klondike bars.
Takeaway: There’s no reason to not be yourself. But focus on universal tropes and things that resonate across cultures. Sleep, hunger, food, wanting success, inspiration, stress and so on. Stay away from very specific cultural references that only two people in your audience might appreciate.
This is the big win.
As professional presenters, we have the edge over standup comedians in dodgy basement bars.
We can usually predict our audience; they have to entertain whomever walks in after a few drinks.
Let’s use this to our advantage. Because when we know our audience, we can work our welcome speeches, spiels, and “hellos” to better suit them.
You’ve been given that leeway – use it well.
Takeaway: You’re probably not going to be in a position where you have no idea who’s turning up to your presentation or gala dinner. The organizers will have a good idea of the probable composition your audience will veer towards. Use that knowledge, and work your script accordingly.
Think you’re killing it with your opening spiel and carefully cultivated references?
How can you be sure?
If you’re giving a purely corporate presentation, you’re probably safe.
But if your presenting role is wider-spanning and includes audience interaction, run any pre-scripted content by people from cultures you might encounter from stage on the big night.
They’ll set you straight.
Takeaway: If you’re presenting to a multicultural crowd, chances are you’re surrounded by a multicultural crowd at work. Run content by them. They’re your free safety check.
If I had a dollar for the times a client has said, “Oh! We’re going to have largely [insert culture] in crowd, and they get offended easily. Tone it down”, I’d have enough for at least a couple of McDonald’s sandwiches. I mean meals. Upsized. And with extra fries.
But when comes the day of reckoning, that multicultural audience still responds if you’re being genuine. And always, always be genuine. Because the rewards are worth it.
Takeaway: Don’t give up before you start. Don’t commit to a boring awards ceremony, conference, gala dinner, or chef cook-off before the kick-off because you’re not sure of the audience. Be yourself, and engage with them. People of all cultures, hues and ethnicities will reward you.
To summarize,. a multicultural audience is a beautiful thing, and I hope these six reminders will help you give them a super event.
Good luck!
About the Author:
Hisham Wyne is an internationally recognized MC, broadcaster, presenter and moderator who helps the world's best-known brands create memorable occasions. He regularly hosts conferences, panel sessions, gala dinners and award ceremonies for some of the world's best brands. With 150+ events under his belt, Hisham is the professional speaker that brands and agencies turn to when wanting to interview, engage and entertain government VVIPs and Hollywood celebrities.
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