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Meeting & Event Guide

How to Choose a Professional Speaker
by Pat Perry

Selecting a keynote speaker, emcee or entertainer for a corporate or organizational event requires careful planning and an understanding of meeting objectives. Every meeting and event is unique with its own objectives, themes, audiences and desired outcome. Matching a speaker to an event is probably one of the more critical aspects of event planning. How do you select the right type of speaker who will be a good fit?

There are three questions to ask yourself when making your selection: who is my audience and what am I trying to accomplish with the speaker, what is the value of the speaker, and will the speaker enhance the event and provide a memorable experience.

Speaker selection
Whether it’s an internal executive, industry leader or a professional speaker, a successful program will identify speakers early in the planning process. Advanced planning is always helpful and it’s easier to secure the best speakers by planning at least six to 12 months prior to the event.

To begin your search you first need to internally:

1. Determine meeting logistics and timing for speaker (time of day/length of presentation)
2. Understand the audience
3. Define the meeting objective
4. Define the expectations of the audience
5. Determine how to benchmark success

Plan an initial meeting with internal decision-makers to select a meeting venue and to identify clear event objectives and timelines. Confirm the direction you are taking in writing to keep everyone on the same page from the get-go.

Look for speakers that tie into the goals and objectives of the meeting, as well as the overall strategic mission and vision of the organization. The most common types of speakers are motivational, team building, adventure (courage and determination), leadership/management and generational.

Best-selling business authors are very often in demand. There seems to be a lot of interest in hearing from successful business executives or “gurus” in their industry who have been there, done that and are now talking about it. It is not uncommon for companies to blend the types of speakers they use at meetings.

Fees to budget
Fees can range from a few thousand dollars to more than $100,000. The speakers set their fees and there are no specific criteria or standards for how they do that. You may be responsible for additional speaker requirements which could include airfare, overnight accommodations, ground transportation, meals and A/V equipment. There may even be a specific fee for handouts.