PR Week

Pre-conference: Here's what we prepared earlier

While organisers have some control over the technology and support services, once a speaker steps on to the podium it's all completely out of their hands. However, at an early stage there are steps that can help to ensure that the quality, content and key messages are conveyed.

Choice of speaker is the first and most important decision. Joseph Jones, director of After Dinner Speakers says it is crucial to be aware of the broad categories of speakers.

He explains: "There are broadly three types - humorous-after-dinners, motivational and specialists. Organisers must be clear on what they require. Then it is important that the speaker and audience are right for each other. Speakers can be unhappy if they feel that their audience does not want to hear them".

He adds that some also boast the very particular skills of being a good chairman, providing professional links between speakers and making pertinent comments with a good sense of timing.

Corporate speaker and trainer, Graham Davies emphasises that preparation is all. "If the conference is important enough to be at, it's important to prepare for. Speaking is an activity which can be coached by going through the techniques. Just like with a golf swing you have got to get the basics right".

He notes that an outside speaker can often be more effective as chairman since they can be more objective and ask senior management questions which colleagues might be afraid of asking.

Isabelle Bulley, conference manager at Haymarket Conferences recommends holding briefing meetings for speakers at least a month before the event. She also emphasises the importance of the role of chairman. "They are vital to smooth running and time-keeping and a poor one can really put the kibosh on a conference".

Sometimes you have to be quite brutal with speakers. Jerry Starling of The Eventworks says: "Some VIPS turn up with old acetates and presentation aids. You have to be more willing to hurt their feelings than the audience's remembering that conferences are for their benefit not speaker".