Hitting a high note with your Keynote Speaker.

• Author: Sweeten, Liz
• Position: Focus - Brief Article

Peggy Stock, president of Westminster College, believes speakers perform better when an honorarium is provided. (Corporate Retreats)

Westminster College President Peggy Stock has given many keynote speeches in her day. She's also had to sit through many speeches that were "deadly" in her view. Companies and other organizations often inadvertently choose a keynote speaker who is "dull, perhaps very intellectual but doesn't have any kind of spark," says Stock. "And that's what a keynote speaker should bring. This person sets the stage."

Stock is absolutely right. The keynote speaker determines the mood and outcome of everything following their speech. Whether it's a day of workshops, an employee training, a board meeting or a company retreat, the speaker has a lot to do with whether the audience perks up and tunes in or loses interest.

How can you pick a keynote speaker who doesn't make your audience go AWOL (Asleep With Open Lids)?

Consider the situation: Ask yourself what you want the keynote speaker to do for your group. Are you hoping your speaker will persuade, inspire, entertain? Match your speaker to the occasion. Steve Richter, general manager of the Murdock Group, emphasizes the importance of selecting a speaker who will meet your needs. "One person may give a great speech on time management but not be able to address other career issues," he says. "Ask yourself what kind of format you want. Are you looking for a facilitator or a speaker? A keynote speaker may give a great lecture but may not be the best person to do a group facilitation or training."

Consider the audience: The keynote address should be targeted to the age, status and circumstances of your group. Are they upper-level managers, a reluctant board of trustees, new employees, frightened stockholders? Your speaker should have a sense of the group and how to approach them. Don't expect your speaker to subliminally discern these demographics. You should set the expectations early so the speaker can prepare.

Get references: Talk to people who have heard this person before. Stock recommends getting copies of their speeches or even attending one of their presentations to form a first-person opinion. The Murdock Group provides referrals from both the sponsoring organization and group participants.

Go with experienced speakers: When Stock and the Westminster College Board of Trustees select commencement speakers, they look for someone who has a reputation for being entertaining...