Culture Counts: How to Access Corporate Culture Before Your Next Presentation!

Most of you have changed jobs a few times in your career; in fact, you will probably have about seven to thirteen jobs in a lifetime. Think for a moment of the jobs you’ve had to date, including your current work. What do you recall about the environments, the people, and the unspoken rules—the cultures of each workplace? Chances are they were all fairly unique. Most of us have experienced several organizational cultures before we’re thirty. We have learned from them and how to adapt to them. The successful presenter can do the same—and yet this important step to presentations planning is often overlooked.

Culture is important. The emotional impact of culture is important. An understanding of culture is priceless for the stellar presenter. When you understand the culture of your potential audience, you have an edge on influence. This is especially true and important for women presenters who are often left out of inner circle discussions and male executive networks.  Culture is tricky; it’s often difficult to find immediately; it is unspoken and is comprised of traditions, language, experiences, and environmental changes.

Think of your hometown and you will easily understand the nuances of culture and how it is difficult for those who do not share your experience to understand. For example, I grew up in Peoria, and my memory of Peoria culture is a mosaic of sights and experiences. As a Brownie Scout, I hiked the winding trails that echoed the existence of the Peoria Indian tribe of the Illini. Growing up, there was no better social event than the Friday night high school football game. The river valley provided Peoria with beautiful hills. The river itself always connected us elsewhere—Chicago…St. Louis… Chillicothe. The river barges were quiet until they honked their great horns and you could wave at them when you were looking for turtles down by the bank. As a child, I knew the river was a good connection; to watch it change with the seasons provided a constant reason to look out the car window as we crossed the bridge. Even today, in Peoria, people still smile and say “Hi” at the grocery store, on the street, or at the cleaners.

As you can tell, my memories of Peoria’s culture are fairly specific and not unemotional. And, very similarly, as each community has a culture, so does every organization, association, and group that you, a Peoria woman, will address. You won’t always have a native to interview as you prepare. You will need to ask questions and dig into the answers to find culture. You will need to do this in advance of your talk and even in advance of your outlining the talk.

My first job upon graduating college was working as a substitute teacher for two bordering suburban high school districts—six different schools. You would think that all six cultures might be similar. No! They were vastly different. By the end of one day of subbing, I had an impression of the economic level of the students, their commitment to education, the school spirit or lack of it, and the involvement of parents and teachers. I could tell how happy the teacher was that I subbed for; I could read the cooperation and collaboration levels of the students, faculty, and leaders.

How? Because culture was evident everywhere—even in my lesson plans. I had lunch in the faculty dining room; I observed what was on the walls, on the floors, even in a few drawers of the absent teacher’s desks when I needed tape or a pencil. I listened to the language students used; I eavesdropped on conversations in the faculty lunchroom, and by the time I walked to my car at the end of the day, I had a good feel for whether or not this was a school I would want to work at full time.

Actually being a temporary visitor or observer is one of the best ways to decipher culture. There is an old Polish saying that says: “The guest sees more in a day than the host sees in a year.” As a speaker, you can identify the cultural essentials of every audience by asking questions like these:

• What is the educational and economic level of this group?
• How would you describe the morale and turnover of this area?
• How often does the group get together during off-work time?
• Are they more creative or analytical?
• Are they committed or passing through?
• Do they respect each other?
• How would a new person feel on this team?

And as you ask these questions, keep in mind that culture is very personal. Rarely will people comment on culture without emotion. Ask a friend about her company and you’ll notice immediately whether she likes it or not. She will probably say something like, “It’s a great company.” If you probe respectfully you will uncover culture. She may add, “…Well, the people are so friendly and the managers are supportive.” Or “You can do anything you want and nobody cares as long as you get your work done.” Do you begin to decipher culture?

On the other hand she may say, “Ugh, it’s awful but I need the money.” Again, if you ask why she may say, ”It’s boring, humdrum, and there’s no room to grow,” or “It’s so competitive. Nobody helps you out.” Are you beginning to get a feel for the emotion that surrounds culture? Don’t be afraid to ask! And don’t be afraid to ask a number of people to establish majority feelings about culture.

I facilitate and speak with a lot of groups in the pharmaceutical industry; they are all different cultures. I can usually tell by the time I’ve completed our phone interviews with 10 or 12 people. It is not that difficult to encourage people to talk about their work. Never, ever appear to be condescending or all-knowing about anyone else’s workplace. You’ll just end up being surprised with your ego deflated.

Every hospital, school, law firm, association, manufacturing facility, and telecom company is different. You can shine as a presenter if you can communicate and connect with them about what makes them unique. As a woman, you are naturally good at this; women can tie information pieces together and quilt them into a meaningful pattern.

To access audience culture before your next presentation:

1. Set yourself up for success by observing and asking good questions that get at culture that is not written down. Get people talking about what is unspoken.
2. Never criticize culture or attempt to be all knowing. Appreciate differences and learn from all sides of the issues.
3. Often it is easier for you, the outsider, to encourage dialogue about culture than for someone who works within it daily. Take advantage of your natural position to ask questions.