Pointers From the Pros
"It's important for meeting planners to know that many speakers over the past few years have reinvented themselves to be able to address the topics that are the current buzzwords at corporate meetings. Planners need not feel that they should avoid a speaker because they used that speaker a number of years ago; they are likely not the same speaker they used to be. Planners need to be open-minded regarding speakers they've seen around for a while." —Marc Reede, Nationwide Speakers Bureau
"Tell a bureau if your group has any special requirements, dislikes, or prejudices. I know that it may not be something you wish to broadcast, but if your group only wants a woman speaker or no bald men, please communicate that. Or if you want a speaker with an aspect of diversity, mention it. We had one request to avoid suggesting speakers with glasses, beards, or no hair. Things like that will quickly fine-tune our focus and suggestions." —Andrea Gold, Gold Stars Speakers Bureau
"If you rely on an exclusive agent, he has a vested interest in making sure the meeting planner is as happy as possible. That agent will work to make you, the meeting planner, shine because he wants repeat business from you. It's a partnership—and repeat business is the goal." —Don Epstein, Greater Talent Network, Inc.
"The most important step we take is a 'Speaker Needs Analysis.' Some of the more important questions are: What is the desired outcome of the event? To sell tickets? Increase employee morale? Make people laugh? What does your ideal audience look like (age, median income, political leanings)? If you could have any speaker in the entire world regardless of fee, who would it be? Why?" —Sean Lawton, Keppler Speakers
"Stay away from the prima donnas. There are so many good choices that a meeting planner doesn't need to put up with a high-maintenance speaker. Also, bureaus need to be knowledgeable. Of the hundreds of possible choices they need to know who does what, who tailors, who is humorous, and who will fit best with a particular audience. There is no substitute for experience." —Esther Eagles, Eagles Talent Connection, Inc.
Shut Your Mouth!
"I don't consider print media as relevant." So said Jon Stewart at a recent panel session for . . . the Magazine Publishers of America. Whether you agree with Stewart or not, this was perhaps not the most appropriate of forums in which to make such a statement--especially when the MPA paid a whopping $100,000 to have Stewart moderate the panel.
So what happens when a speaker fails to meet expectations? What recourse does a planner have? According to published reports, Stewart's appearance at the event was contingent upon his refraining from being overly critical of the magazine industry; if the MPA was that specific in its contract, it clearly knew exactly what type of speaker it was dealing with.
And, unless the goal was publicity versus useful content for the audience, it should have chosen more carefully. A good defense is the best offense, and thorough vetting prior to hiring a speaker is the most effective way to ensure that you are getting your money's worth when hiring talent.
At a recent "Special Speakers Within your Budget" panel session hosted by MPI, Laurie Meyer, president of Programs Plus International in New York City, recommended particular attention be paid to comedians. Since comedians have a tendency to be racy, it is important to call all references as well as see tapes ahead of time. Meyer also recommends asking for either the full presentation or an outline in advance; "Every speaker worth his salt should at least an an outline," even if he doesn't have the full text prepared to give you ahead of time, she says.
If you're feeling brave, Stewart runs about $250,000 for most bookings.