Social conventions tend to hold strong men and women with a warm personality in high regard. In fact, even in general conversation, unless some one is competent, strong, regarding the subject matter and on our side, warm, we do not even listen to what they are saying. In "Compelling People," author, John Neffinger describes how to understand and utilize this phenomenon.
Identify how to connect emotionally
What about their circumstance makes them feel the way they do.
Find a way to empathize with them.
Your audience wants to know you feel the same way you do. Be empathetic.