You're starting to plan your year-end function. Budgets aren't what they might have been last year. But you're under pressure to match or exceed the fun-factor at the event.
What are your priorities - a speaker perhaps? A sobering thought: Some startling recent statistics derived from US-based meeting planners indicate that their concerns about a speaker at an event are way below a long list of other concerns. They're typically more interested in the standards of rooming and food than they are in finding the right speaker. And maybe that's precisely why they land up with people who literally don't fit the bill.
Here are some questions (Q) and suggested solutions (S) you might wish to browse through, when considering a speaker as part of your event line-up.
Q: Is our emphasis for the event on fun or on learning? S: If it's really about fun, you need an entertainer. A comic, a ventriloquist, magician (there are some delightfully sophisticated folk around these days), a singer, band, dancers and the like. For goodness sake, don't go dragging in a speaker just so it looks like the event isn't actually the big booze-up it's intended to be. Or because you want to position it as an 'educational session' for tax break purposes.
Q: What's the intellectual and social sophistication level of the audience? Note, I didn't say 'education' level - because that's often irrelevant. However, if there's a mental or sophistication 'disconnect' between speaker and audience, it's painful.
Q: Will the speaker dovetail with our theme? Or will she or he just tweak their usual schpiel and give us that? S: Make sure you insist on something specific to your needs. If you can't get it, then find another speaker. There's nothing worse than a poorly-concealed 'adjustment' to an existing, off-brief talk.
Q: Where do I schedule the speaker? S: Don't regard the speaker as the perfect weapon against the after-lunch 'graveyard shift'. They may well be capable of maintaining energy and interest among your audience, but it makes more sense to use them where they'll have greatest impact.
Q: What do I want to happen in the heads of the audience when the speaker has left? S: If you can't answer that, you're going to land up choosing the wrong speaker.
Q: Where can I reliably source a speaker of substance? S: First port of call can be the website of the Professional Speaker's Association of Southern Africa (PSASA) – www.psasouthafrica.co.za There you have access to professional speakers who are members of the association, subscribe to certain standards and who will add value to your function. Many of them are topic experts and if they feel they're not the right fit for your need, they'll refer you to someone who is.
Q: Should I use a Speaker Bureau? S: Absolutely, if that's what you'd prefer. Go Google 'em. Type in 'Speaker Bureaus', select 'pages from South Africa', and hit enter. You shouldn't land up paying more for your speaker if you deal with a bureau, because most top speakers today have a single exit price. i.e. Whether you book the speaker direct, or through the bureau, you pay the same.
So, you have been warned. The speaker is not a prop. She or he will not fix what's a bad conference or event to start with - although they might well be the highlight of it. Do your homework. Above all, ask yourself: Do I want an entertainer? – it is, after all, going to be silly season – or do your people really want to learn something?
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