By Bello Sagir Imam
In 2005, Prof. Auwal Yadudu of the Faculty of Law, Bayero University Kano, had to speak to a bench of Kano state Sharia courts judges at Aminu Kano College of Islamic and Legal Studies (AKCILS), where I was studying Law at Diploma level. I was even nicknamed as Senior Advocate of Nigeria (SAN) by my colleagues. The college management invited me to represent students as the Public Relations Officer (PRO) of Redemption Chambers, an association I co-founded at the AKCILS.
The legal luminary started his speech by addressing the judges in English, smiling. After about six minutes, I noticed him slowing down, and he completely paused. While silence overtook the venue, making it a graveyard, the lawyer examined the hall, making eye contact with some of us as if searching for something in our eyes. Then he returned to his speech with full force but this time with a bit of speed. We were all shocked to have discovered that Prof. switched to speaking in the Hausa language instead of the English language he was using earlier, which I enjoyed because of his near-native speakers’ control of the language I sensed in it.
Prof. Yadudu spoke for a while in Hausa, as if trying to do what he knew best: “defense”. He then paused and quickly said: “na tsara jawabi na gabaki dayansa a harshen Turanci, amma, tun kafin na yi nisa, sai na fahimci cewa, kaso mai tsoka daga cikinku ba sa fahimtar abin da nake fada yadda ya kamata, saboda da harshen Turanci nake magana, shi ya sa na yi sauri na koma yin magana da harshen Hausa.”
He mentioned his full name as “Barrack HUSSAIN Obama.” The former US president deliberately added the middle name (i.e., Hussain), a Muslim name, in his address to Turkish Muslims that he came from a Muslim background. This is unusual; Obama does primarily address Americans or other non-Muslim audiences.
Malam Aminu Kano, in his time, was hated by many Kano elites, including monarchs, politicians, and clerics. Why? Because he opted to always please the masses (talakawa), to the detriment of the elites, in his speeches. Why? Perhaps the masses cast votes en mass, while the elite, who were much fewer, hardly voted, and the Malam, a politician, needed votes.
The three stories above demonstrate the power of knowing your audience as a speaker for an effective speech.
Eugene Ehlich & Gene R. Hawes have recommended finding the answers to the following questions for any speaker who wishes to speak effectively to the audience. For instance:
What is the:
- Age
- Gender
- Educational status
- Religious inclination (including sectorial affiliation)
- Social status
- Their knowledge of you (the speaker)
- Their familiarity with your subject matter
- Race
- Peculiarity
- Career of the audience.
A series of phone calls ensued between me, the secretary, and the Chairman of Elite Coven of the Faculty of Law, Bayero University, Kano, last month, shortly after I accepted their invitation to train them in public speaking. That was in my effort to find answers to some of the questions above. For instance, number 2,3,7 etc. The aspiring lawyers furnished me with all the answers, accordingly.
One of my public speaking students asked me what she should do if, despite her effort to know her audience, she couldn’t succeed. My response was: “Don’t speak to them. Simple!”
In conclusion, “Unexpected Voices: 10 Years of Speaking for the World” is this year’s World Speech Day (WSD) theme, marking the 10th anniversary. All the voices that shaped the world, Like Malala’s, King’s, and Danfodio’s, that WSD aimed to celebrate and promote would not have been heard if the people behind them were oblivious of who their audiences were. The fate of future voices is going to be bleak, except if the knowledge of the audience is understood.
Bello Sagir Imam is a Public Speaking Coach at Domain Leadership Academy, Zoo Road, Kano. He can be contacted via belsagim@yahoo.com.