Briefly Speaking – The art of writing an effective Professional Speaker brief
As mentioned in my last article, I recommend five questions to put to your speaker to maximise audience impact. Here, I discuss the importance of writing a quality speaker brief. A well thought out brief will align your expectations with the speaker’s capability to deliver. The key elements to consider:
- Essential elements:
· Purpose of the event
· Event theme
· Dress code
· Seating style i.e. theatre, round tables etc (and whether the speaker has a choice about this)
· The name and contact details of the person briefing the speaker
· Description of the audience, including demographic profile
· Background on your organisation (just include the key facts that you feel are relevant for the speaker to be aware off, to successfully deliver their presentation)
· Relevant feedback from previous events / similar speakers
2. Do you want to film the speaker’s presentation?
Many speakers will not allow their presentations to be filmed. It’s important you check this prior to your event and have the speaker sign a release if they agree to be filmed.
Many speakers will be very happy to provide permission if they receive a copy of the video for their own marketing purposes.
3. Is there anything the speaker needs to be aware that they should not mention or refer to?
This is particularly relevant for all sponsors of your event however could also include some sensitive issues.
4. To help the speaker understand the audience mindset and acknowledge (if appropriate) as part of their presentation:
a.What challenges has the industry/organisation/and or audience faced in the last 12 months?
b.What are the challenges facing your industry/organisation and/or the audience over the next 12 months?
c.What are the current and future trends for your industry/organisation?
5. Is this an annual event?
6. Who are some of the speakers you have booked in the past? Did they meet your expectations?
Understanding how past speakers impacted your audience can help your speaker get a sense of the audience and what resonated with them.
7. What are some of the key messages you would like your speaker to share with your audience?
Two or three is good for best impact.
8.What change would you like to see in the audience after the speaker’s presentation?
Once your delegates are back at work, what’s one thing you would like to see change? (how do you want the audience to FEEL, what do you want them to KNOW/DO, what ACTION do you want them to be inspired/able/empowered to take)
9. Is there any scope for the Speaker to provide extra services such as follow-up webinars, articles for your/the client’s newsletter, an offer for further consulting for the audience?
Some speakers may have a special offer/code for your audience for their book/program/course.
10. What are some of the promotional activities you will be undertaking in the lead up to your event, that the Speaker could assist to promote (ie: videos/info on social media / hashtags / pre-webinars / speaker piece-to-camera introduction and synopsis of talk)
11. Is there anything else the speaker should know?
Not all speakers need a detailed brief like this. Work with your speaker and ask them how they like to be briefed. Some speakers do provide their own briefing documents for you to complete prior to the final verbal briefing. Setting clear expectations like this before your conference and event will give that speaker every chance of having the impact you desire.