This issue speaks to the topic of speakers. In my work, I have the opportunity to hire, coach and work with speakers. I also appear as a speaker at conferences and meetings. I have been witness to the good, the bad and the ugly. In hindsight, I have learned many lessons.

Speakers may consider themselves celebrities, subject matter experts, motivational, sports, keynote, break-out, or entertainers. Innovative meetings occur where there is a good match between Speaker, Topic, your Requirements/Needs, Desired Outcome and the Setting with a twist of the right Chemistry.

This issue of Tips for Innovative Meetings and Events aims to help you make that right match. It starts with you so be prepared to speak out in your search for the optimal choice.


Sue
Sue Tinnish

1. Successful Speaker Checklist
   
2. Bring in the Best
   
3. References - Telling the Truth
   
4. Narrowing Down
   
5. Groundwork to Reach New Heights
   
6. Primo Promotion
   
7. Freebies: Be All Knowing
   
8. Future T.I.M.E.
   
9. T.I.M.E. Gone By

The best speakers create in audiences the desire to change, the confidence to act, and the knowledge or tools to succeed. Speakers can impact people's:

• Attitudes (how they feel)
  
• Knowledge (what they know)
  
• Actions (what they can or will do)

• Entertain (change how they feel)
  
• Motivate (change how they feel)
  
• Promote a cause or organization (change how they feel and what they know)
  
• Educate (change what they know; perhaps what they do)
  
• Shift behavior (change what they do)
  
• Introduce a change effort (change what they do and feel)
  
• Raise funds (initiate action)

1. What size of a group do you work with?
   
2. What level of people do you work with?
   
3. Are we an attractive audience for you? Why? Most top speakers don't accept every engagement even if they are available. They select audiences with whom they have the greatest chance of success.
   
4. How would you characterize your “style” of speaking?
   
5. What is your focus? Are you more of a “special event” speaker? Do you focus on keynotes? Do you offer ongoing, long-term training as well? Most speakers operate a three-pronged business: Keynoting, workshops and consulting.
   
6. Do you specialize by topic or industry?
   
7. How long is your “typical” program?
   
8. How do we make sure your program works?
   
9. What will you do to make your message relevant to our group?
   
10. How will you create an empathetic connection with the audience?
    
11. How will you create involvement and interactivity? Professional speaker Patricia Gardner says, "People don't want to listen to a lecturer." That requires speakers to use techniques and tactics that involve the audience.
    
12. What will you do to finish on time?
    
13. How can you help us promote this meeting?
    
14. What else do we get when hiring you? Some options include:
    
    • Deliver one or two "breakout sessions" or a spouse program
      
    • Introduce other speakers
      
    • Emcee the event that they are part of
      
    • Host a book signing
      
    • Meet and greet at a reception
      
    • Coach other internal speakers either in advance or on-site
      
    • Moderate a panel
      
    • Sign autographs
      
    • Appear in the sponsor's booth to increase the value of their sponsorship
    
    
15. What are the pros and cons of having you speak to our organization more than once?
    
16. Will you customize your program for our organization? Content, titles, introductions, props and visuals are areas that can be customized? For example, your organization's name, logo, and meeting theme can be incorporated in the handout.
    
17. What type of pre-program research do you conduct?
    
18. Do you provide handout masters and/or finished handouts? Who pays for the handouts?
    
19. How do you accommodate hearing and sight impaired audience members (i.e., Handouts in Braille, audio tapes, etc.)?
    
20. Will you be accessible to all attendees before and after the event?

When you want to bring in the best, here are three additional tips for you:

1. Specify (especially for keynot speakers) that they don't use PowerPoint. See how they respond. This request will discourage the use of PowerPoint bullets. Instead encourage the use of PowerPoint as a tool to present graphics or as the frame for video clips. Beware of bullets!
   
   
2. Leverage your sponsorships to bring in big-name (or bigger-name) speakers that normally you cannot afford.
   
   
3. Arrange to preview the speaker to get a clear picture of the speaker's delivery, manner, language, and poise. Demo tapes are useful but seeing the speaker in action is far superior.

Always check references. While no speaker will give you bad references, use a few questions to dig deeper into a speaker's ability to be successful at your meeting. When contacting references find out:

1. What do previous audiences say about the speaker? Does the reference lend credibility to their testimonials?
   
2. Did the reference utilize the speaker in a similar manner to your plans? Do your outcomes and audience profile match?
   
3. Does the speaker use appropriate humor? This is your opportunity to check for off-color, racial, ethnic, gender, or comments that your audience may find offensive.
   
4. Does the speaker self-promote or sell products during their speech?
   
5. Is the speaker easy to get along with? Does he or she make stringent demands? Is he or she willing to make last-minute adjustments? How does this speaker responds to client requests?
   
6. The magic question: "Would you hire this speaker again?"
   

When it is time to narrow down your selection, here are some questions to add to your repertoire to insure success:

1. Have I considered a widely-diversified group of potential speakers? Does the pool of speakers address the type of diversity in my audience?
   
2. Do I have a match between Content (topic), Style (delivery), and the Call to Action (outcomes)?
   
3. Is the speaker entertaining as well as informative?
   
4. How does our location/site influence our selection of a speaker and that speaker’s success? How will a rugged, individualist speaker play in a tony, urban 4-star property? Can I use our site to help build a theme or thread running throughout the meeting?
   
5. Does the speaker have verifiable references that increase my comfort?

Hiring a speaker is only the first step. Both you and the speaker need to lay the groundwork for a dynamic presentation.

In order for speakers to customize their presentation for the audience and meeting, the organizers must commit to some groundwork.

Advance Preparations for the Speaker

• Be specific concerning the size and demographics of your audience (age, social and economic level, gender, etc.).
  
• Provide a heads up about the emotional state of your audience. If there is good news or bad within the organization or company, be sure the speaker knows this.
  
• Put your speaker on your company mailing list for newsletters and other meeting information.
  
• Provide your speakers with the vocabulary for success - names, buzz words, themes or "insider" information.
  
• Provide your speaker with information about the meeting or conference at which they will be appearing. Provide them with the framework for which their speech will fit into.
  
• Detail for the speaker your (or senior management's) definition for success. Descriptions of the session in brochures, registration materials or on a website is their "contract" with the audience. Tell them how they will be evaluated by the audience and by senior management.

• The size of the room and the audience impacts staging, lighting and sound systems. Some speakers have specific requests about staging - skirting, carpet, etc. Ensure that your speaker is comfortable and that the audience is comfortable.
  
• Test it out - rehearse. I have witnessed savvy speakers who move out of the area lit on stage so that the audience can't see them. Always test for clear visibility -- that includes visual and audio.
  
• Create the right atmosphere. Use all the tools at your disposal. Even simple room sets affect the atmosphere. For example, if you want an environment conducive to laughter, use semi-circular or theater style arrangements. Both these arrangements (especially the first) promote laugher because the audiences is sitting close together and they can see other people's faces. The site lines and proximity allows laughter to pass from one person to the other.
  
• Sound systems: A humorous presentation demands a better sound system than a serious speech. In a serious talk, words can be missed and the main message can still be very clear. Humor doesn't work that way. If key words are missed in a joke or story the humor is ruined.
  
• Plan your transitions between speakers. Be aware of changes in tone. Use transitions to make the audience aware of what’s happening next and prepare them for a change in tone.
  
• Craft the right introduction. A bad introduction can spoil a good speaker. It is your obligation to the speaker and your audience to get the speaker's own printed introduction, which is usually designed to "set the stage".
  
• Review visual aids -- this includes PowerPoint and props. Visuals should “show what you can’t say and say what you can’t show”. Check for typos (I have seen them at large, professionally produced meetings) and readability for people in the last row!
  
• Watch out for wireless cross-connections. Many speakers have wireless mouse devices which don’t have to be in sight of the receiver. This means that potentially one speaker’s mouse may interfere with another speaker’s presentation.

Here are some tips from the National Speakers Association (NSA) on how to promote your speakers:

• Tantalizing Titles
  
  Certified Speaking Professional (CSP) Chris Clarke-Epstein advises. "Start with a short, spiffy and clever title followed by a subtitle that explains the benefit of the session."
  
  Successful brochures contain titles that capture attention but also immediately answer the question, "so what?" The subtitle should contain phrases such as "how to," "10 tips," "master five steps," etc.
  
  Most importantly, make sure the session matches the description. "Hold speakers responsible for delivering what they promise," says Clarke-Epstein.
  
  
• Work Your Web Site and Create a Buzz with E-Mail
  
  NSA member Jeff Blackman, JD, CSP, offers the following tips to maximize technology.
  
  Post a detailed description of the session and the speaker on your site. Photos of the speaker in action are a good addition. You can also ask your speaker to provide you with audio or video excerpts from a previous presentation to promote the program before the event. Provide a link from your site to speakers' Web sites.
  
  When your event is over, Blackman also suggests posting audio or video excerpts from the session to reinforce the program's key points and educate people who were unable to attend.
  
  Feature speakers' materials prior to the presentation. If you have a chat room or bulletin board, consider slating some time for your audience to chat with your presenter. A professional speaker will use this opportunity to get to know your audience's concerns and questions and will customize his or her speech accordingly.
  
  E-mail is another easy and inexpensive way to promote your event and your speakers. For association meetings, use it to remind your members to register. Send them links to information and online registration forms. Generate a pre-meeting buzz by sending an e-mail questionnaire to your members. The responses should go to the speaker, who can reveal the findings during the presentation. Add a personal touch by having the presenter send a "welcome" message to each of your participants.
  
  
• Word of Mouth
  
  One of the best ways to promote your speakers is to get other members talking about them, according to professional speaker and former Olympian Vincent Poscente. Find out where your speaker is going to be presenting between the time when you hire them and when they will be presenting for your group. Invite management to see the presentation.
  
  For associations: Consider having the speaker address your chapters. Often, a professional speaker will negotiate fees when you book them for a number of presentations. Chapter newsletter editors often need additional material for their newsletters, so look into submitting an article on or from your presenter. Send them flyers to distribute at local meetings. Chapters are often the heart of an association, so don't overlook their potential to spread the word about your presenter.
  
  
• The Write Stuff
  
  Chances are your presenter has written many articles on the subject at hand. You can also ask the speaker to craft a customized article for your group or have a staff member conduct an interview. Not only do these articles make a great addition to publications; they might also be a good fit for the publications of other industry-related organizations. Provide links to the articles on your Web site as well. This builds the speaker's credibility and offers value-added information.
  
  If your speaker is published, use the speaker's book to build excitement for the presentation. You can give attendees the book when they register. For added panache, have a book waiting to greet members in their hotel room along with a welcome letter. "Books can even be personalized…depending on the size of the group," says Blackman.
  
  
• The Media: Get Ready
  
  Gather everything you need to promote your speaker to the media. Request that the speaker provide you with photos. They can be black & white or color, either head shots or action shots. Have the photo scanned and saved as a TIFF file. For Web publishing, 72 dots per inch will be fine. For print, save the image at 300 DPI.
  
  Speakers should also provide a short biography and a brief write-up on the program including key points, what the attendees will learn and why the he or she is qualified to speak on the topic.
  
  Prior to the event, send a short news release to the calendar editors at local daily newspapers and industry-related publications. Invite key editors to attend the event and make sure they get a copy of the program and other promotional materials. Contact local print and broadcast media to arrange interviews for your speaker and your key leaders.
  
  
• The Media: Get Set
  
  Find out when your speaker is going to arrive and when they are available for interviews. Keep a close eye on the news the week of your event. Is there a way to tie your speaker's expertise into a current news? If you want local media to cover the speech, you must determine the news angle and pitch it hard. Think about how your event would generate good photos or visuals for television cameras. Make follow-up calls to make sure the journalists have the information you sent them. Find out if the speaker has a publicist or PR firm and if so, partner with them on generating publicity. Provide your speaker with some short key messages to prepare them to discuss your group.
  
  
• The Media: Go!
  
  On the day of the event, messenger packages to key media. Write a media alert telling them who, what, when, where and, most importantly, why their audience needs to know about your event and your keynote speaker. Add some goodies such as the speaker's book, a video, a program and your press kit and stuff it all in an attractive portfolio, preferably one with your logo.
  
  Finally, be prepared for the media when they arrive on site. Have someone available to tour them around. Introduce the media to people for interviews. Have a good place in mind to conduct the interviews and take photos--try to get your name or logo in the background.
  
  
• The Party's Over
  
  Professional speakers know that a program is not a one-time event, but an ongoing process. They will often offer to send an e-mail to attendees with some value-added links to additional information. Your participants should be able to benefit from the presentation long after it is over. Look for anecdotes from your audience about how they were touched or motivated by the session. How do they plan to implement what they have learned? Select the best photos and combine them with after-the-event news releases for ongoing exposure.

Freebies: Be All Knowing

You may be interested in some T.I.M.E. back issues and resources:

Presentation Tips (July 2001): Presentation Skills, Speaker introductions + Tips for preparing yourself or a speaker Presentation Tips Back Issue (07/01)

Audio Visuals (February 2004): Creating Attention + Tips on selecting an AV company Audio Visuals (2/04) Back Issue

Visual Aids (April 2005): The Many Looks of Visual Aids + PowerPoint tips Visual Aids (04/05) Back Issue

Speaker Guidelines a bonus from February 2004 issue Speaker Guidelines Freebie

Also, here are three web-based resources to help you become all knowing about speakers:

26 Hot Speakers for 2006 - Kinley Levack, Suzie Amer, Antoinette DeNise, and Sara J. Welch published the 26 Hot Speakers for 2006 in the January issue of Successful Meetings. The URL is: http://www.successmtgs.com/mimegasite/articles/article_display.jsp?vnu_content_id=1001736285 or click here: Hot Speakers

For free 60-page ebook entitled How To Hire A Speaker - Avoiding the Problem and Pitfalls, To Create Magical Meetings!, go to: http://www.motivational-keynote-speakers.com/ or click here: E-book How to Hire a Speaker This ebook is published by Lilly Walters.

The Advanced Public Speaking Institute publishes a glossary that defines terms used in speaking. It is found at:
http://www.public-speaking.org/public-speaking-glossary-article.htm or click here: Speaking Terms Glossary

More Freebies: How to effectively use a speaker's demo tape. Demo tapes have all the pretty moments. Learn how to disect them and what to look for. Email me for the Tips for Viewing Demo Tapes. Tips for Viewing Demo Tapes

In addition to writing and publishing T.I.M.E., I am also the founder and organizer of a women's networking and golfing group. We meet 8- 10 times a year. Our activities include clinics offered in April and May, golfing (May - October) and social events during the cold months. We golf in the North/Northwest suburbs of Chicago. If you are interested in joining our fun, supportive group of women golfers, please email me and I will send you information about our upcoming schedule. The Links Golfing Group


I have several speaking engagements lined up. Come and see me! I will be at Affordable Meetings in June. I will be part of Executive Meeting Center's (EMC) MEET education sessions in 4 locations this year. Atlanta in May. Other details forthcoming.

Finally, my subscriber base only grows through word of mouth of my subscribers. I would really appreciate it if you would forward T.I.M.E. onto your colleagues, associates, and clients. Just press the forward button at the end of the newsletter.

If you are interested in past issues, please e-mail us with the month and topic and we will send you a copy of that newsletter. Here's what is included in past issues Back Issue Request:

2000
Teambuilding (May), Green Meetings (June), Values (July), Minimum/Minimal Meetings (August), Evaluations (October), Politics (November), and Toys (December)

2001
Sales, Award Presentations (January), Change and Communicating Change (February), Open Space Technology (March), Adult Learning Styles (April), Trade Shows (May), Emotional Intelligence (June), Presentation Tips (July), Ice Breakers (August), Facilitation (September), Humor (October), Customer Care (November)
Slack (December)

2002
Teambuilding Options (January), Promotional Products (February), Multicultural Communication (March), Outdoor Learning (April), Budgets and ROK (May), Creativity (June), High Touch Technology (July), Economic and Business Cycles (August), Successful Environmental Factors/Conference Centers (September), Return on Investment (October), Incentive Meetings (November), Resource Recap (December)

2003
Everyday Meetings (January), Diversity (February), Problem Solving (March), Marketing Pre- and Post- Event (April), Entertainment (May), Balance in Meetings and child care (June), Mobile Events (July), Last Minute Ideas (August), Training Meetings (September), Unique Venues (October), Data, Information and Number Crunching Privacy (November), Deja View (December)

2004
Branding (January), Audio Visuals (February), Networking (March), Strategic Budgeting (April), Sensory Meetings (May), Board Meetings (June), Leadership (July), Barrier-free Meetings (August), Time Management & Meetings (September), The Travel Experience & Stress (October), Voting Techniques (November), Deja View II (December)

2005
New Year's Resolutions (January), Brainy Side of Food and Beverage (February), Sarbanes-Oxley and Meetings (March), Visual Aids (April), Experiential Teambuilding (May), Emotional Meetings (June), Press Conferences (July), Green Meetings (August), International Meetings (September), Value of Entertainment (October), Copyright Laws (November), Deja View III (December)

2006
New Year's Resolutions (January), Generational Differences (February)