Wide and Deep: Why Creating Deep Connections When Public Speaking is Essential for Business Success

By

Geoffrey Huck and Charles Leyte

Individuals who speak confidently in public are perceived as more trustworthy by 75% of Americans (Bibliography 1).

Effective public speaking in business goes beyond delivering presentations; it's about making deep connections that drive success.

Public speaking is the quintessential skill of leadership, as it allows you to convey information and emotions from one person to a crowd. But limiting it to the delivery of messages would be missing an important part of the picture: the connection it creates between people.

When done right, public speaking can give a lasting good first impression. In fact, it is the base on which a relationship can be built. You can use it as a way to show your non-negotiables (personal values) to attract who you want to work with, and what topics you are interested in. It can give you the status of an expert.

That’s why the interactions you build when speaking in public should be treated as more than a casual encounter. These interactions are the first step in making deep connections that drive success.

The Fundamentals of Public Speaking in Business

Public speaking usually refers to situations when you are delivering a prepared speech in front of an audience. Most of the points discussed in this article can also be applied for impromptu speeches, for example, during meetings or networking events.

The reason public speaking can feel overwhelming is that, on top of its social significance, there are many dimensions that are interconnected: clarity and coherence of the message, body language, tone of voice, interactions with the audience, eye contact, use of space,? and presentation support such as slides.

All of the above must be in harmony while things like tics, hesitations and filler words must be avoided simultaneously.

To take things up a notch, there are often intense emotional responses involved for the speaker.

Regardless of the pressures of public speaking, experts agree that the core is the content itself. It goes without saying that you need to master the content to give a great presentation. Make sure you know your topic, as it is related to your business goals. You also need to make sure that you are interested enough to share it. This sometimes requires finding a creative angle from which to speak as it can make a big difference, and therefore it is always worth spending time on it.

Once you know your angle, you can use this simple structure:

• A short opening that triggers an emotional response
• A bridge from your opening to your introduction
• A short introduction of the topic
• Development in smaller digestible parts, each having a short introduction and conclusion
• A conclusion that echoes the opening

This structure is well used and effective, and you cannot go wrong by using it.

Then, practice. The more you practice, the more the structure will be internalized, and the easier the delivery will be.

Improving on the technical side of public speaking, everything that is not the content, requires a specific focus. Choose one dimension, and only one, to improve on each of your presentations.

Connecting with Your Audience

Connecting with your audience in any setting starts with understanding who they are. Knowing their demographics, roles, industries, and interests allows you to tailor your message effectively. Whether you're addressing executives, managers, or frontline workers, each group has distinct concerns. Tailoring your presentation to these needs ensures that your message resonates. Once you have a deep understanding of your audience, it is essential to prime your presentation with a simple but effective method such as engaging in a bit of chit-chat which can help set a positive tone and get key audience members excited for your speech. This brief interaction helps establish rapport and makes the audience more receptive. When it’s time to start, make your opening strong and relevant. A compelling question, an intriguing fact, or a relatable story can immediately capture attention and align your message with the audience's expectations.

Relatable content is key to keeping that connection alive. Sharing stories and examples that resonate with your audience helps them see how your ideas fit into their own world. A success story from a business in a similar situation can not only inform but also inspire. Adding a bit of humor or a personal story can make your message even more engaging and relatable. Just be sure your humor is on point and fits the audience and topic. When you weave in personal experiences, it shows your human side and makes your content stick with them long after the presentation is over.

Keeping your audience engaged is crucial throughout your presentation. Asking questions and encouraging participation helps everyone feel more involved. Open-ended questions are a great way to invite input, creating a collaborative atmosphere where the audience feels valued. Giving people time to answer shows you respect their contributions, which in turn encourages more participation. It’s also important to pay attention to the cues your audience gives you—like their body language or facial expressions. These can tell you a lot about how your message is landing. If you see signs of disinterest or confusion, it might be time to switch things up—maybe simplify your message, change your tone, or share a different example. Being in tune with these cues keeps your presentation dynamic and effective.

By really getting to know your audience, sharing content that speaks to them, and keeping them engaged, you can deliver a presentation that truly resonates. This approach not only grabs their attention but also makes sure your message sticks, leaving a lasting impact.

Deepening Connections Through Emotional and Authentic Communication

Deepening connections with your audience hinges on emotional and authentic communication. Emotions are a universal language, and making an emotional connection is often the first step before diving into more analytical discussions. When you share stories that evoke emotions, you’re not just conveying information—you’re building a bridge between you and your audience. Emotional storytelling allows you to connect on a deeper level, making your message resonate in a way that facts and figures alone can’t achieve.

Authenticity is key to this process. People can sense when you’re being genuine, and it’s that authenticity that draws them in. If you show real interest and enthusiasm, your audience will mirror that energy. They won’t be more excited about your message than you are, so it’s essential to bring your full, authentic self to the conversation. Building trust and credibility is also crucial. Your audience needs to feel confident in you, but that doesn’t mean you should be overly cautious. While it’s important to maintain professionalism, showing too much inhibition can make the atmosphere feel tense. Instead, aim to create a space where your audience feels good, engaged, and ready to enjoy the experience.

Establishing your authority and expertise is another vital component. When you speak with confidence and knowledge, you reassure your audience that they’re in good hands. However, expertise alone isn’t enough—you must also be honest, transparent, and consistent in your messaging. Your audience needs to trust that what you’re saying is reliable, and consistency helps solidify that trust.

Active listening and responsiveness further strengthen your connection. Paying attention to the rhythm of your presentation, using contrasts, and incorporating visuals can help keep the audience engaged. But it’s not just about delivering a monologue—encourage feedback and foster dialogue. Ask questions, invite opinions, and show that you value their input. This not only keeps them involved but also makes them feel like a part of the conversation.

Finally, showing empathy and understanding your audience’s concerns is essential. When you acknowledge their feelings and challenges, you demonstrate that you’re not just there to speak but to connect on a human level. This empathy creates a bond that extends beyond the presentation, leaving a lasting impression. By integrating emotional appeal, authenticity, trust, and active listening into your communication, you foster a genuine connection that ensures your message is not only heard but also deeply valued.

Overcoming Public Speaking Anxiety in Business Settings

Speaking in front of an audience is often a source of fear. In fact, it is one of the most common fears that we share with each other regardless of our culture. While a part of this fear can be disregarded as an overestimation of the risks involved, it is also true that some presentations are key moments where jobs and business deals are on the line.

The first type of fear we face when we speak in front of an audience is the fear of their judgment. It is a very common desire to control how we are perceived by our peers and superior and because of that, we often want to project confidence, reliability and trust. But by trying to control our image, we restrain our range of expression, and appear unnatural. In our effort to make sure we are not making mistakes, we end up sounding dull and uninspiring.

Then there is the fear of failure in high-stakes presentations. Here, the pressure can be so high that we can end up forgetting everything once we start to speak.

The emotions you feel before speaking are dependent on your mental image of the situation and your intention. If you think it is a high-stakes situation and you want to impress people in this life-changing moment, and you know that there are many chances you will fail, how can you possibly be relaxed about it?

It is important to remember to tie your intention to something you have control of. You cannot control how you are perceived. There is so much uncertainty regarding your perception that there is no other rational reaction other than fear in this context. Instead, focus on your audience and how best can you help and understand them.

As you start to acquire your bearings, remember that some amount of fear is good. Fear acts as a fuel for your presentation because your body gives you energy in anticipation of the unknown. As soon as you focus on your audience and not on yourself, your fear should lessen and you can begin to channel that energy into your speech.

If regulating your levels of fear is still an issue, there is still a great technique from Amy Cuddy (Bibliography 2), a psychology researcher at 美国哈佛大学 , that you can use before you speak: breathing deeply and slowly, and making sure you have an open posture. Your posture (shoulders, arms and legs) should be open. You can even stretch a little, standing, or stretching your arms behind your chair. This technique comes from.

As with other fears, the best method to face public speaking anxiety is by practicing incremental exposure. Start by speaking in low-stakes non-business situations, and gradually increase the difficulty. Starting can be as easy as having your camera on during online meetings.

The Long-Term Benefits of Effective Public Speaking in Business

Professional Growth

Mastering public speaking can be a game-changer for your career. When you get comfortable speaking in front of an audience, you’ll notice a big boost in your confidence. This newfound confidence doesn’t just show up on stage; it spills over into all your interactions, from casual conversations with colleagues to high-stakes meetings. You’ll find that you’re more at ease in social situations, and this can help reduce any lingering nervousness or self-doubt. Over time, this confidence can make you appear more authentic and charismatic, traits that people naturally gravitate toward in the business world.

But it’s not just about feeling more comfortable in the spotlight—effective public speaking can also bring a real sense of fulfillment and joy to your professional life. There’s something incredibly satisfying about knowing you’ve connected with an audience and shared something meaningful. As you get better at this, you’ll likely find new doors opening up for you—whether that’s moving up the career ladder, taking on more leadership roles, or simply having a bigger impact in your current position.

Public speaking also helps you build a strong personal brand. When people consistently see you speaking with clarity and passion, they start to see you as a leader in your field. This can lead to new opportunities, like speaking engagements or invitations to join key industry groups, which in turn expands your professional network and opens up even more possibilities.

Organizational Impact

Public speaking is also key to inspire and motivate others quickly by allowing you to influence the emotional tone of a group. Your words can bring people together around a shared vision, boost morale, and create a positive work environment. Great leaders are often great communicators, and by improving your public speaking skills, you can play a big role in shaping the culture of your workplace.

Public speaking is also a powerful tool for influencing stakeholders and driving business initiatives. Whether you’re pitching a new idea to executives or convincing potential partners to come on board, how you present your message can make all the difference. A strong, persuasive presentation can help you secure the resources and support you need to push your projects forward and make a real impact.

Creating Lasting Business Relationships

Perhaps one of the most valuable benefits of good public speaking is the ability to build lasting business relationships. When you speak with confidence and authenticity, you can naturally build trust with your audience. This trust is the foundation of any strong business relationship, whether it’s with clients, colleagues, or partners. People are more likely to want to work with someone they trust and feel a connection with, and public speaking gives you the perfect platform to establish that initial connection.

Being able to communicate effectively also helps you create and nurture partnerships and collaborations. By sharing your ideas and insights in a way that resonates with others, you position yourself as a valuable collaborator who can help drive success. These relationships are often the ones that last, providing ongoing benefits for both you and your organization.

Once you get comfortable speaking, you will also feel a sense of fulfillment and joy, because you will be able to create opportunities that were not available before. You will be able to have more impact, and make new steps in your career.

Conclusion

To wrap it all up, becoming a great public speaker is more than just a useful skill for your career—it’s a key ingredient for long-term success. When you’re able to speak effectively, you’re not just getting your point across; you’re building a personal brand, inspiring others, and forming meaningful relationships that can last a lifetime. Public speaking allows you to connect on a deeper level, whether you’re leading a team, influencing stakeholders, or simply sharing your vision with the world.

So, if you’re serious about advancing your career and making a real impact, investing in your public speaking skills is a must. Remember, people are drawn to those who speak with passion and purpose. As Simon Sinek says, “People don’t buy what you do; they buy why you do it” (Bibliography 3). By honing your ability to speak from the heart, you’re not just delivering information—you’re sharing your passion, building trust, and creating connections that can propel you and your business forward.

So, get out there, speak up, and make those connections count!

Bibliography

1. Public speaking Statistics Statistics: Market Data Report 2024. (n.d.). https://worldmetrics.org/public-speaking-statistics/

2. Cuddy, A. (n.d.). Your body language may shape who you are [Video]. TED Talks. https://www.ted.com/talks/amy_cuddy_your_body_language_may_shape_who_you_are?subtitle=en

3. Consumers do not buy what you do, they buy why you do it. (n.d.). https://www.publicist.co/the-spin/the-inside-scoop/consumers-do-not-buy-what-you-do-they-buy-why-you-do-it#:~:text=As%20Simon%20Sinek%20well%2Dsaid,simply%20proves%20what%20you%20believe.