Audiences are never neutral: they have their own feelings, ideas and agenda. For leaders to influence an audience, they need to start by thinking less about what they want to say, and more about what their audience needs to hear.

That’s just the start: to change how their audience thinks, leaders need techniques that help them to change how their audience feels.

At Craft of Communication, our background in performance gives us a grounding in Audience Psychology, both in theory and how every aspect of communication can be used to influence audiences: voice, body language, the structure of an argument, subjective and objective language, the use of narrative and using thought to change their behaviour.

Our Influencing Programme can help Leaders reach out to audiences on an emotional, as well as intellectual level, motivate individuals and teams, manage difficult conversations,  and lead by persuasion and empathy as well as authority.