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The staff at Podium Power Speakers Bureau has been booking and managing speakers for more than 20 years. Here are a few tips and ideas about speaker management so that you will get the most from your speaker and have the best experience for your audience.

On Speakers: Protocol and Process

Effectively managing your speakers is one of the critical parts of successful meeting and conference management. You can book the very best, pay top dollars and still not have the desired outcome if you are not using the three best tools to enhance this process: communication, organization and professionalism.

As a meeting manager who is often on both sides of the podium, I can well attest to the importance of concise communication between the meeting manager and the speaker. The protocol and process of speaker management must be clear, concise, thorough, exact and explicit. Warm, friendly and accommodating also add to the success mix.

Strong organization of your meeting helps prevent lose ends, forgotten tasks and general chaos. Professional attitude and behavior sets the example for others and adds a great deal of credibility to your event planning. Here are several tips and techniques that will assist you to use your best tools in your Speaker Protocol and Process.

Initial Speaker Contact

We (at Meeting Makers Inc.) developed a one-page “Speaker Sign Up Form” to identify a potential speaker. Since most conference programs are the effort of a committee, this form helps all involved to remember to obtain all the needed information. Completed by the person who initiates or confirms the speaker, the form details the speaker name, title, organization, address, phone, fax, e-mail, presentation topic, day and time, honorarium, travel/hotel concessions and A/V needs. This form is most valuable because it begins the paper trail for the speaker management protocol and process.

Confirming the Speaker

1. Send a letter of either invitation or confirmation that includes a paragraph or two about the conference purpose and anticipated attendees. Include the expected topic area/title and length of presentation. If possible, include other speakers who are on the program who may be of interest.
2. We send a “Speaker Agreement Form” that identifies the speaker’s topic, day/date, time and travel/hotel concessions. Include an expected timeline for submission of the following necessary documents: short summary of topic for registration brochure, short bio for on-site program, vita (important for CEU credits), A/V needs, handouts (hard copy or electronic), etc. This form should be signed by the speaker and returned.
3. Be very explicit regarding financial arrangements such as travel, hotel stay (number of nights, type of room), per diem for meals (amount per day), taxi and shuttle service, special amenities, etc.
4. For keynote speakers, provide them with the purpose of the organization, the key issues for the group and/or the event, your key people (ie. mucky-mucks!), the organization’s yearly report . . . whatever can be useful for the speaker to learn about the group and use in their delivery.
5. Develop a speaker email directory and regularly send reminders for materials due, hotel information, special events and other conference activities. Keep in touch!

Remember, too much contact and information is much better than too little. As a speaker, I embrace this technique. And another thing, be sure to put in writing and make it perfectly clear that the speaker is there to inform and educate . . . not to sell. If the speaker has books or tapes, arrange for a table in the back of the room, outside the session or in the trade show for promotion. Be sure the speaker contract is specific on these issues.

Before the Event

1. Send all speakers a registration brochure (either to officially register or as an FYI).
2. Confirm A/V, room set up, anticipated attendance in their session, hotel reservations, airport shuttle, greeter, etc.
3. Remind speakers of the event’s special events, reception, dinner, hospitality room, speaker-ready room, on-site check in, etc. Be sure to include the particulars of the events they are invited to. Don’t let them second guess or be embarrassed because they did not know where to go.
4. Ask for their own introduction, particularly for keynote and invited speakers. Ask also for something that most people do not know about them and include this in the introduction.
5. Make sure the speakers know the exact times of their presentation(s) and what to expect: “X” minutes for introduction, “X” minutes for presentation, “X” minutes for questions. Do not EVER ask the speaker to reduce their presentation time because you are running short of time.
6. Be sure to put the speaker in the appropriately-sized room. If you cannot control the room size and the speaker will have a large audience, schedule a second session for this topic. If the room is too big, arrange for attendees to sit close to the front. Put handouts and water in the front rows and take out the chairs in the back of the room.

On Site Speaker Management

1. Devote a separate area for “speaker check in” near the registration area and not at the other end of the building or in a separate room.
2. When we manage a meeting, we provide a “speaker packet” which includes a one-page “Room Resume” that lists the particulars for that speaker’s presentation: day, date, room name, room location, time, presentation title, room set up, A/V equipment and facilitator’s name. We ask the speaker to review the form for corrections or modifications. Since most speakers check in the day or morning before their presentation (particularly at a conference), this review will give everyone an opportunity to make changes early. We also give a copy of this form to the A/V technician, convention services staff and headquarters staff.
3. Include in the speaker’s packet a list of the names and phone/room numbers of your key management staff, a reimbursement form, the conference agenda, invitations you extended to special events and, if appropriate, the conference handouts.
4. If it is possible before the presentation, introduce the speaker to their facilitator who should be well acquainted with the speaker’s needs, room set up, A/V and should be able to assist with any last minute needs.
5. If possible, provide a speaker ready room. It that is not possible, allow the speaker to use your headquarters room or one of your suites to give the speaker time to check equipment, go over notes or simply relax.
6. When introducing a speaker, do not read from the handout given to the audience (let’s assume they all can read). Use the prepared introduction obtained from the speaker or condense the materials the speaker has submitted and prepare your own intro. Remember to use the one or two tidbits of interesting info you obtained earlier. The introduction should be no more than 1-2 minutes, perhaps 2-3 minutes for a keynote. Lengthy introductions are boring and take away the speaker’s time. It is always wise if the person introducing is a friend or colleague of the speaker and can add a bit of personal touch to the intro.
7. Of course, you will thank the speaker and see to their after-presentation needs, collecting extra handouts, assisting with A/V disconnection and providing a copy of the critiques, if possible. If the speaker is to go to a book signing, luncheon or special event, be sure to escort them to the place where they are to be. Introduce them to the other people present. You may also want to check on return transportation, luggage, folio check out and shipping of additional materials.

All speakers -- whether highly-paid “professional” speakers or sincere, in-the-know industry speakers -- want to do a really good job. They want to be there, be prepared, be on time, be informed of their expectations, be effective, be liked and be appreciated. They want to give the audience what is expected of them and they want to make an impact with their presentation and materials. The meeting manager has the power to make all this happen as a diligent steward of speaker management. Communication, organization and professionalism are definitely your most important and essential management tools.

Please Note: The forms listed in this article are available to clients from Meeting Makers Inc. We can provide copies of these forms at your request.

Barbara Ann Cox, CMP is president of Meeting Makers Inc., a full service meeting and conference management firm located in Tallahassee, Florida. The firm also offers meeting site research and contract negotiation for organizations at no cost. Barbara Ann is a national speaker and trainer and presents workshops on all parts of meeting and conference management, including “On Speakers: Protocol and Process.” She has been a free lance writer since 1984. Contact her at 850.656.0025 or Barbara@MeetingMakersInc.com.