Pierpont Communications, Inc.

All public relations professionals know the importance of securing good speaking opportunities for their clients. Speaking opportunities can provide clients with positive exposure and position them as thought leaders – people who can be looked to for knowledge and guidance within their industries. They can also be great avenues for growing business and meeting new contacts within the industry.

But how do you go about getting these opportunities for your clients? It’s not as easy as it may seem.

Here are some general rules to follow when you’re trying to secure speaking opportunities.

Determine what your client can speak about. Figure out where your client’s strengths and expertise lie. The client will be more interesting to the audience if speaking about topics he or she is passionate about. If the subject is too narrow, try and broaden it a bit. Or, if the topic is too broad, see if you can hone in on something more specific.

Research, research, research! Before looking at potential events, get a good grasp of your client’s topic of interest. Learn as much as you can about the topic so it is easier to find relevant speaking opportunities. A strong understanding of the topic will help you look beyond the “obvious” opportunities and find more niche ones that may be suitable.

Find good opportunities and make great contacts. After you’ve figured out your client’s topic, look for good opportunities -- publications (especially trade journals) and industry organizations are a good place to start. Don’t be afraid to look beyond the obvious opportunities, and never underestimate a good Google search! Once you have found good opportunities, call the conference administrators and build a good rapport. Remember – they need speakers too, so more likely than not, they will be happy to assist you in any way they can.

Make sure the conference is reputable and has a relevant audience. The last thing that you want is for your client to be at the wrong conference with the wrong audience. Research the conference itself, the sponsors, other organizations the conference administrators are affiliated with and past speakers. Ask yourself if your client will be speaking to the right group of people. If the answer is yes, move forward. If not, keep researching more opportunities.

Stay ahead of the game. Speaking opportunity work is never done! Always be on the lookout for good conferences for the coming months and following year. Many conferences open up their speaking proposals for the next year almost immediately after the conference is over. Be ready to turn in your proposal faster than you can say keynote speaker!

What are other tips you follow when securing speaking opportunities for your clients?