June 2004 Article

Selecting Successful Speakers
Advice from Gwendolyn King, president, Podium Prose

It’s an occupational hazard for any organization that hires a paid speaker for their meetings, conferences or conventions. No matter how glossy the promotional photo or how impressive the biography, there is simply no guarantee that a speaker will hit the notes that an audience wants to hear. And when the speaker’s words and audience expectations don’t mesh, it can undermine an otherwise well-planned event.

“People get caught up in wanting a star,” Gwendolyn King, president of Podium Prose says, when they should be thinking through what information they want to present to their audience. So, before you hire a speaker, she continues, you must put a great deal of thought on the front end.

As an example, Mrs. King suggests that if you are sourcing speakers for a travel agents convention in Washington, you could get a famous TV anchor (for an arm and a leg, she adds) or the U.S. secretary of transportation. The latter is obviously more relevant and productive for your meeting. 

Formerly the Commissioner of the U.S. Social Security Administration, Mrs. King also worked in the Reagan White House and currently serves on several corporate boards. Podium Prose is her brainchild. While attending a conference she saw the need for a company that can “provide speakers that bring not only eloquence to the podium, but also a genuine expertise and interest in an organization’s priorities.” 

Here are some other pointers from Mrs. King on how to find good speakers and even a suggestion on how to handle a speaker who may not be so good.

Hear them first. If at all possible, go to hear the speaker at another event. If that’s not possible, ask him/her to send you a videotape of a talk. Or, talk to someone you trust who has heard the speaker.

Journalists. They often have expertise in your area. But, print journalists aren’t always good speakers. See No. 1 above.

Authors. “I love them,” Mrs. King says. “But, tell them up front that you want them to talk from experience, not turn to Chapter 6 and start reading.” That’s for book signings at bookstores, she says.

Inspirational speakers. They can be useful, Mrs. King says, if there is low morale in your organization or if you have just lost a key, respected leader. But getting someone who has survived a difficult ordeal can often be more depressing than uplifting, she cautions. If your intended message is to boost spirits, then lighten up. Humor can get you going, she recommends.

Good subject, questionable speaker. Let’s say you have someone in mind who has done something great in his/her lifetime. The topic is relevant to your audience, but the guy may not be much of an orator. Hold a roundtable, Mrs. King suggests. Make it informal. Allow questions. Have several sessions if need be to accommodate more people.

Panel participants. Be sure to have an advocate for every point of view on the issue, Mrs. King says. You are there to help the members of the audience make up their own minds. 

Panel moderator. This is the key to a successful panel according to Mrs. King. The moderator must take control, see that panelists get equal time, keep the hot dog from taking over, focus the discussion on the important areas, and skillfully sum up what’s been said.

Humor and smiling. If you are speaking or giving advice to someone who is, remember that humor is tricky. “Practice it and get feed back first from someone who loves you,” Mrs. King suggests. As for smiling, especially on camera, go for it, she says. “It sure brightens your face.” 

Podium Prose has chosen to eschew the glitzy names in favor of speakers who will be the right fit for the right situation. “For example, if we are working with a conference on financial planning, we can offer Michelle Singletary, a columnist for The Washington Post who is one of the most influential personal finance columnists in the country,” Mrs. King said. “If it’s an audience concerned with corporate governance issues, we can call on someone like Roger Raber, President and CEO of the National Association of Corporate Directors… .The key is getting the right fit. A successful speaker should be like a well-tailored suit. There has to be a great fit with the audience and with the objectives of the event.”

Podium Prose provides both speech coaching for executives and speechwriting services. Mrs. King also offers media coaching for those in both the non-profit and corporate worlds who want to be more effective in using media interviews to their advantage. For more tips and information, go to www.podiumprose.com.