An article for meeting planners by
Patricia Fripp, CSP, CPAE
You
are planning your company's next meeting and you want everything
to be perfect. You've got a location, theme and date. The
only thing left is to hire the speaker. Where do you turn?
How do you know what kind of speaker is best for your meeting?
Here's a checklist:
1. Do
your homework. Many organizations and associations keep a
data base on speakers -- who is good, who is not, who is reliable,
who cancels at the last minute, and other details. See if
your group has one. If you had a speaker last year you loved,
use him or her as a resource to recommend someone who will
be a good fit for your group.
2. Star?
Or partner? Don't assume that only a celebrity will do. Consider
your reasons for having a speaker. Is it to attract more people
to the meeting? Is it to motivate the sales force to go out
and work harder? Is it to bring information that the audience
could not get elsewhere? Or is it to start the meeting off
with a bang so that everyone is in a receptive +mood for the
real working sessions? If you think a 'Big Name' is necessary
to attract the numbers you want, the investment may be worth
it. Otherwise, you may want to consider using two more moderately
priced speakers who will adapt their presentation to your
group and even show up at the cocktail party to meet the members.
3. Communicate
your needs clearly. A common mistake in choosing a speaker
is not being clear about your expectations and needs. Some
meeting planners feel nervous about giving instructions to
a celebrity, but whether you are paying $2,000 or $20,000,
the speaker is there to do a job for you. The clearer you
are about what you expect, who is in the audience, and what
previous meetings have taught you, the easier it is for the
speaker to do a good job and the happier you will be.
4. Brief
your speaker. Don't assume he or she knows all about your
organization or industry. Send information about your company,
no matter how well known it is. Too much background is better
than not enough. Julia Carey, Employee Communications and
Customer Service Manager for the Meredith Corporation, says,
"If we are bringing in an outside speaker, I make sure I provide
that person with enough information about the company to help
him or her be successful. They need to know about our company
culture, our key players, and our businesses when they talk
with our people. I provide company publications and a write-up
about the 'mood' of the company."
5. Treat
the speaker like an attendee. Make sure your speakers get
all the advance mailings and information kits the attendees
do so they know who else is speaking and if their time slot
has been changed (but no one remembered to tell them.) When
your speakers arrive, make sure they have a complete itinerary
and phone numbers of contacts. This way, you and they will
have a restful night. Suggest they call you as soon as they
check into their hotel. I make a habit of this and am amazed
how often my clients tell me I am the first one who has even
done it!
6. Schedule
wisely. Putting the right speakers in the wrong time slots
makes them the wrong speakers. Don't schedule an economist
or someone with highly technical information just before lunch
or after dinner when everyone tends to be tired. Use them
in the morning when the audience is fresh. A good rule of
thumb is the later in the day, the lighter the content.
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