Top tips for securing standout speakers for your event
Contributed by Robert Wright, CEO, The Business of Events.
It may sound sensational, but your choice of speakers can make or break an event. No matter how successful the logistics of running the event may be, if the speakers don’t hit the mark, then you’ll be battling against a disengaged crowd.
From news readers to newly appointed ministers, I’ve had my fair share of speaker sourcing drama, so have pulled together my top five tips for when you have to do exactly that:
Tip #1: Don’t reach for the obvious choice
Before searching for speakers, clarify what you want your audience to learn, feel or do. Knowing the goal helps you match your audience’s needs with the right expertise and tone.
It always pays to look for speakers who can combine insight with relatability. In my experience, it’s best to prioritise credibility and storytelling over a famous name or household brand, as they often have more applicable anecdotes for your audience.
To find the right person it may be that you need to look in a different industry or sector entirely. Is there another industry already succeeding in what your event focuses on? Perhaps a representative could come and explain how they’ve got it so right?
To this point, diversity and balance is key - showcasing a variety of experiences, backgrounds, and perspectives not only enriches discussion, but also reflects your audience more authentically.
Tip #2: Scour your contacts for surprising results
Firstly, check in with industry connections, has anyone heard of a standout case study from a brand you’ll be able to reach out to? Industry associations can be a gold mine for these kinds of cross-industry connections.
Secondly, consider having a dig around on social media and in the press; search for the theme your event is centred around and see what industries and brands it throws up – it might just lead you down a lucrative rabbit hole.
If you’re having no luck, then there are many speaker agencies who can help guide you – at a cost. Just make sure you outline your budget upfront and provide them with a comprehensive brief so that they can match you with the most relevant person or people.
Tip #3: Choose a strong moderator
If your event will have multiple speakers or panel sessions, then a strong moderator is essential.
Select someone who can balance professionalism with personality; keeping conversation flowing, managing timings, and drawing quieter voices in.
The moderator is also key to setting the tone when opening an event, and closing it with clear takeaways.
These kinds of bitesize quotes help the audience remember key messages long after the session ends, and reinstate the value they’ve obtained in attending.
Tip #4: Nail down logistics early
Agree on fees, travel, accommodation, AV requirements, and presentation formats upfront to avoid last-minute stress.
The format of the speech will depend on the subject, and objectives. Is this to be a debate against two parties? A more relaxed fireside chat with multiple viewpoints? Or should it be a podium keynote speech?
Once you have secured your speaker(s), it’s important to brief and support them. Share your audience profile, event objectives, and housekeeping information upfront (timings, tech set-up, tone etc).
A good briefing helps speakers tailor content and arrive confident. I always book in a coffee with speakers about a week in advance to allow them to ask me any questions - it often throws up some interesting points and nips potential mispronunciations in the bud.
Tip #5: Be flexible
The unexpected is bound to happen. Indeed, I’ve had a keynote speaker pulled into Parliament 30 minutes before he was due on stage and there was nothing I could do.
You have to keep a cool head, consider alternatives and dive into the unknown to ensure that the audience continues to have a highly valuable and seamless experience.
And for those wondering, yes, I furiously made some notes, took my place at that podium, and stood in as his replacement!
