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1. Prep the speakers so they know the focus and goals of the discussion.
2. Direct questions to someone specific and then open up for people to add on - if you just ask the group either one person will dominate or you’ll have too many awkward pauses.
3. Plant questions in the audience in advance if you are doing a q and a session so there are no silences.
4. Audience poll questions (of the “hands up if you...” variety) have mixed results. If you have plants in the audience who can help drive participation that would be ideal
Engage your audience by explaining how your discussion points are relevant to their day to day activities... be aware of audience body language, etc and steer the convo accordingly such that it doesn’t turn into a university lecture
Ensure everyone who is talking has a mic, including the audience. You’ll want roving people in the audience to take portable microphones to others.
Cheeky additional thing is to have a list of ‘questions over email from people who sadly couldn’t make it today’ so you have a set of nice constructive questions to keep the conversation going.