An event of any kind always needs a speaker. Whether you are organizing a conference, a trade show or a study day, you will probably have to coach your speakers. But do you really know how to do it? What are the key elements to remember in your brief and when should you plan the brief?
Eventdrive gives you some pieces of advice to brief your speakers and manage these special partners.
WHAT TYPES OF STAKEHOLDERS?
When we talk about stakeholders, we can think of different people. To be sure that your briefing is a success, you must first understand what a stakeholder is.
It is often the person who is responsible for presenting a product, holding a conference or launching a product. The speaker is, in the great majority of cases, in charge of speaking on a topic in which he is an expert.
As with any speaker, it is important to make them understand the issues, because even if they come mainly to talk about a subject they are experts on, they also represent your event during their presentation.
The facilitator is responsible for being the common thread of your event. He makes the link between the different activities, and must present the upcoming conferences. It must imperatively enhance your events and make them attractive. In fact, we invite you to read our article to learn how to become an excellent facilitator !
A well-known personnality
We set personalities aside, because it is not normally their job to express themselves in public. But their notoriety and skills in a sector allow them to intervene in events.
Celebrities can be a great help for your event, as they give a big boost to notoriety, a media buzz that is always welcome!
KNOW HOW TO BRIEF YOUR SPEAKER
The speaker’s brief is an important step. This is the moment when you will be able to tell him exactly what you expect from him, but also clearly present the stakes of his intervention.
To achieve this, there are several steps to follow that will make your work easier:
Set the context
Start by explaining the context. What is the purpose of the event, why its intervention is important. Feel free to provide him with any type of information or documentation you have. The aim is to make him understand the theme, the spirit that you wanted to put in place by organizing this event.
It may also be interesting to specify the angle to be taken when introducing yourself by reminding him of the reason for his intervention.
Finally, do not forget to tell him that he must be attentive to his audience and be able to respond to their requests.
Talk to him about logistics
A point on logistics must also be made. Of course, if you do a first briefing before the D-day, don’t forget to remind him very clearly of the day and place of the event, specifying the exact place where he should go. It is better to be too thoughtful than to take the risk that he will arrive late and get lost.
Also provide him with a list of people to contact in case of problems or questions. Of course, you will indicate your contact, but also 2 to 3 additional people, such as those of your assistant or the person in charge of the event location.
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Remind him of the restrictions
It is also important to make a small point on the restrictions related to the event or its intervention. He must be given the opportunity to improvise and carry out his intervention as he sees fit, while being sure to respect some limitations.
For example, he must be able to give a speech in a maximum of 1 hour, must be able to answer 30 minutes of questions afterward or must follow a very specific editorial line by quoting a brand name at least 3 times.
Recall the objectives
You have certainly already done so, but remember to recall the objectives of the event, but also those related to its intervention.
Without entering into figures that he won’t be able to do much about, be broader and ask him to be as informative as possible or to do everything possible to increase the notoriety of a brand, for example.
Ask if there are any questions
Finally, last one very important point: let him ask questions. You may think you have been clear enough or have covered all the points, but that is not necessarily the case.
Take the time to answer all his questions so that everything is as clear as possible, on your side and on his.
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WHEN TO BRIEF STAKEHOLDERS?
The brief of your speakers is an important point, but you must also be able to do it at the right time.
Our advice is to do it at 2 very different times.
First point before the event
Make a first brief 2 to 3 weeks before the big day, by email. Send a very precise summary of the points mentioned above, emphasizing the content of his intervention. This way, your speaker will have plenty of time to prepare or change his speech if necessary.
Second point on day D
Make a second point on the day of the event. Ask him to arrive in advance and set a time in your busy schedule to brief him (or ask a trusted person to do it for you). In this one, focus more on logistics and emergency contacts in case of problems, but especially on the context. Be sure he’s fully immersed in it.
Involving an outside person during an event is always a little stressful. We don’t necessarily know the person very well, we don’t know how they will react to the unexpected. To limit your stress related to the intervention of external service providers, take the time to brief your service providers by following a clear process. If you follow this process, step by step, there is no reason why something should go wrong!