For the Really Big-Deal Speech, You Need an Advance Team

Every once in a while, a really big speech opportunity comes along. You might be getting a prestigious award. You might be speaking to an audience of heavy hitters. Or really important customers. Whatever it is, it's got to be perfect.

For this kind of speech, create an advance team. Have them pull together as much information as possible about the audience, the event, and the venue. Put all of it into a binder.

First, the audience. For every speech, you should do an audience analysis. Who are you speaking to? Why are they there? What do they think of you and your organization? What are they expecting you to talk about? Is this audience friendly, neutral, apathetic, hostile?

For the really big-deal speech, have your advance team do phone interviews with a sample of audience members. They'll tell you things about issues and possible content that you won't get from event organizers. Upfront audience input will help you write the speech.

Second, the event. What's the whole program -- and where do you fit into it? Why is the audience there?

For the really big-deal speech, your advance team should get a minute-by-minute breakdown of the whole event. They should also get scripts or transcripts of what previous speakers have said. Again, phone interviews with audience members can reveal what's worked and what hasn't.

Third, the venue. What is the room like? What's the setup of podium and audience? How about lighting and sound? Your advance team should get detailed descriptions of how you will move from where you park -- to the front door of the building -- to the event room -- and to the lectern. Photos are useful.

You might be saying, "Isn't this overkill? I show up. I give my speech. It's all good."

Not necessarily. One slip up puts you under pressure -- which you don't need. If it's visible to the audience, you look unprepared.

A smooth, professional speech is like a swan gliding across a pond. Above the water line, effortless and serene. Below the water line, webbed feet paddle furiously.

Comments

[Terry Gault]

Pete,

For the big ones: preparation is key.

One other thing I would add is this: as the presenter, it is your job to create the best environment for your audience to have a good experience, so taking charge of the space is crucial. If you need to move something, move it. If you need to write something on the flip chart or white board, do so.

If you become too deferential, it can be seen as a lack of confidence , which will undermine your authority and thereby your presentation as a whole!

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