You have the date scheduled, the location reserved, and the agenda prepared. But NOW you need to select the best speaker to make the event a success. Your budget is meager (if you provide an honorarium), and the speaker you had at the last event was boring and the topic was not a “fit”... you want to make sure you‘re not in this position this time. Here are a few tips to help you make the right speaker selection.
Start with the end in mind. As Stephen Covey says, look at the results you want. Ask yourself, “If everyone got precisely what they need, what would that be?”
Talk with speakers from previous events. Speakers are happy to give recommendations and advice on future speakers. They know that if you like whom they recommend, they further build a firmer relationship with you. Previous speakers are usually happy to help you find the best persons who can meet your needs.
Contact other organization program planners. Talk with other program planners in other organizations. Their speaker database could be a treasure trove for you. And you can also help them with your suggestions: it‘s called “sharing.”
Check credentials. Don‘t forget to look at the background of the potential speaker. Does he/she have the credentials to speak on the chosen topic? Also look for professional organizations that the speaker may be a member of – a connection that might spark more insight on the experience of the speaker.
Ask for testimonials. This could include letters from satisfied clients, a reference list that you can call – see what others have to say about the speaker‘s style, approach and delivery.
Preview the speaker in advance (if possible). Do this in person. Great speakers have many local bookings. Be a fly on the wall and see if the speaker is a good fit for your chapter.
Arrange a meeting. While this is not always possible, providing the speaker with guidelines is a way to explain and set the ground rules for your event. This is your chance to see if the person is a good fit for the event, participants, and working with you.
Evaluate the attitude. Be wary of the speaker who comes across too cocky or “narcissistic.” The best speakers are generally focused on their audience – and not themselves.
Give them information. The potential speaker needs as much information as possible: composition of the audience and goals and objectives of the topic. With this information, he/she can better tailor the presentation. Great speakers learn as much about the organization as possible prior to the presentation through their own research. BUT, you can help: the more information the speaker has, the better the presentation.
Partner with the speaker. The best speakers are eager to be part of the event. Stay in contact with them frequently – ask if they need support, such as AV equipment or printed handouts? What can you do to help? Don‘t forget to ask the speaker to assist in publicizing their participation in your event via their newsletter and/or digital outreach. Reciprocity is key: you help the speaker get notoriety, and in turn your chapter gets publicity via the speaker‘s communication channels.
A last word: be vigilant about your chapter‘s event and helping make sure it is a success. Speakers can really “make or break” it! You always want to put your best foot forward to capture and retain a member audience. These individuals – members or not – can help grow your chapter through word of mouth (and keep your current members satisfied)!
About the Author
Anita K. Parran, is the Chair of the Association for Women in Communications. Parran, a native of St. Louis, makes her home in Kansas City, MO where she is Principal for KK Charles Communications, LLC, a firm she founded in 1998. The firm specializes in public and media relations, professional writing and special projects management. It provides communications consultation services for a select clientele of non-profit and for-profit entities and has earned a number of APEX international awards for communications excellence.
Anita received a B.A. in Journalism from Stephens College and M.A. in Business Management from Webster University in Webster Groves, MO. She also earned the Certified Communications Professional (CCP) designation sanctioned by the University of Washington School Department of Communication.
