Organising a corporate event and searching for a guest speaker? TLC has been through the process more than once. We’ve scoured the circuits, overseen our share of inspirational business events and know exactly what to look for in the perfect presenter. Here, our CEO Liz Taylor, a seasoned orator herself, shares her thoughts on finding the right guest speaker for your corporate event.
WHAT ARE YOU LOOKING FOR?
Any business event planning will most certainly have finding the right guest speaker for your corporate event top of the to do list. But where to start the search? Well, firstly you need to know what you are looking for.
As with every element of event planning, finding the right person is all about your objectives. What do you need to get from your event and your speaker?
Do you need a respected headliner for a business conference? One that will pull in delegates and drive sales. Is the main purpose to motivate your troops? A speaker to energise and inspire. Would somebody with a resonating story that moves people to act be more fitting – at a charity fundraiser or gala dinner for instance. Or is it a little celebrity edge that your event needs as a focal point and USP.
Setting out your aims and objectives is crucial in terms of getting the most out of your guest speaker and finding one aligned to the purpose of your event.
You need a speaker that understands your brand and can produce the desired outcome by fully connecting with your audience.
Be clear on what you want to achieve, it makes your job all the easier.
HOW TO SPOT A GOOD EVENT SPEAKER
Before you commit to signing a speaker there are some tips that can help you predict if their performance will be up to scratch.
Firstly, see them speak. When planning an event, I never leave things to chance. I try the food. I visit the venue and I ALWAYS make sure I’ve been to an event that my guests are presenting at. Live. Video is a good substitute if you’re in different countries for instance, but you will never get the feeling that’s generated in the room to translate fully on film.
In addition, here are some things that a good speaker will always do.
- They will ask questions.
Finding a public speaker should be a two-way conversation. The right person will want to learn about your business and not just talk about themselves. They should be on a fact-finding mission from day one. Good public speakers are learners. Their aim should be to discover as much as possible about your business, your event, and the impact you want their speech to have.
- They’re highly recommended.
Word gets around in this industry. If there’s a good speaker doing the rounds, you’ll hear about them. Put the feelers out in your network. Ask business associates. Contact companies that have used public speakers before. You’ll root out any divas and demanding performers this way too, as well as those that are simply not up to scratch.
- Your event won’t be the last you’ll hear of them.
No event is finished on the day it happens. A professional speaker will contact you for feedback. Here is your chance to review your objectives and decide if you’ve achieved what you set out to do.
DIFFERENT TYPES OF PUBLIC SPEAKER
It’s widely agreed that there are four different types of performers. In reality it’s not quite as simple as that but it’s worth bearing in mind as you continue your search. Here are some of the characteristics of each type of speaker and how they may connect with your audience.
Motivational speaker – perhaps not a household name but a speaker that will deliver a speech according to your aims – whether that be to boost productivity, raise morale, or provide better communication within the organisation. Your audience should take away real practical tips that they can put into practice in their work or home lives.
Public speaker – a celebrity or an expert in a given field. A TV or radio personality or somebody with a unique story to tell. Baroness Helen Newlove or Figen Murray are both public speakers that I admire greatly. A public speaker will talk about their experiences – how certain events affected their lives. More often than not, they will give a version of the same speech to each audience. Public speakers are brilliant for functions or fundraising events.
Inspirational speaker – similar to a motivational speaker but one that will look at wider themes within society. They might examine how you can affect change or how the audience can be moved to reach their true potential. Examples include Greta Thunberg, Martin Luther King, and Steve Jobs.
Keynote speaker – Usually the highest paid of all your speakers and they should be the best. Your keynote speaker is like your headline act at a festival, they should be the one that draws in delegates. Your keynote speaker could be any of the three types of speakers I have already outlined and should epitomise what you are aiming to achieve from your event. Importantly they should be fully aligned with your brand values.
ONCE YOU’VE FOUND THEM – GETTING THE BEST OUT OF THEM.
So finding the right guest speaker for your corporate event has been a success. Now to getting the best from the person. The right brief, as well as the best time in your line-up to use them for maximum impact. Crucially, you also need to make sure they have everything they need to perform at their best.
You’ve found your speaker. The quest is over. Not so. Now the hard work begins. Nothing is worse than a speaker who clearly hasn’t done their prep.
Test equipment. Does the microphone work? Is the presentation loaded and saved to the hard drive. Never rely on Wi-Fi to stream a presentation! Just a few things to consider. Your audio-visual team should have this covered but always double check.
Brief them early. Brief them well. As a guest speaker, you should be sure to really get underneath the skin of the brand you’re working for and understand the audience you’re connecting with. This relies on a good brief from the event planner. Make sure you’ve seen their speech ahead of time. Some impromptu, off the cuff inserts are good for keeping things fresh, but you should have a handle on the main points to be covered. And ensure they hit your objectives.
Have them arrive early. The night before if possible. You want them fresh and ready to go rather than stressed and leaving issues with transport to chance.
Walk the room with them. Are they comfortable with the set-up and where they are positioned on stage. Are there any lights shining in their eyes. If they like to travel as they talk are there any obstructions in their path. Do they know where to stand, where to find the equipment, they need. Where do they enter and exit the stage.
A FINAL THOUGHT…THE CHEMISTRY TEST
Finally, I do talk about chemistry in business a lot but for me it is a key consideration. The litmus tests. For a speaker to truly gel with you and your organisation you need to have good synergy between you. I always rely on my gut feeling. Finding the right guest speaker for your corporate event relies on chemistry. If the chemistry isn’t right between you and a suggested public speaker, don’t use them. Neither party will leave the agreement satisfied.
The best thing is about finding the right speaker is that if both parties plan, prepare and perform to perfection then it could be the start of a brilliant, long-term relationship. Much of my public speaking work has come from repeat bookings or from being seen at events by an audience member who in turn has asked me to go on and work for them.
TO WATCH
Reese Witherspoon is an example of a fantastic public speaker that has the audience in the palm of her hands.
Or how about somebody who kicked off their public speaking career at the grand age of ten years old as inspiration?
TO READ
Want to find your voice as a public speaker? Here’s a great place to start.