To establish goodwill in my next speech, I will make sure to choose a topic that is of importance to me, but is also of interest and relevant to the audience. By doing this, it can help "establish community." Through speaking about an idea that brings out what the audience values, it will let them know that I have the audience's best interests at heart. Because I will have established goodwill with my audience, they will be much more focused and attentive, and hopefully getting more out of the speech than the average presentation would.
That is a good strategy Cruz. I think that will lead to a well established community of the audience.