Annual Meeting Presentation Prep: Inviting Guest Speakers
If you’ve ever attended a shareholder or annual investor meeting, you’ve probably noticed that guest speakers were on the agenda. Inviting a prominent guest speaker is a way to increase audience engagement, and the right speaker can even entice more of your invited guests to attend.
Simply booking a guest speaker, however, is not enough – even if that speaker is well-known and respected in his or her field. Your guest speaker must be able to connect to your audience and provide something of value, or your efforts can become an expensive bust.
Who Should Be Invited?
There are two categories of guest speakers: a subject-matter expert and a headliner. Each serves a unique purpose.
At a private equity or hedge-fund investor meeting, it’s common to invite a subject matter expert – typically the CEO of a portfolio company – to speak. This speaker can add tremendous value by highlighting company growth or industry trends. For a public company shareholder meeting, there may be a guest appearance by a well-known customer or business partner. These guest speakers can highlight the quality of industry relationships that the company has or the value the company provides. Importantly, these subject-matter experts provide a source of “show and tell” and can leave your investors with a higher level of confidence in your organization’s abilities.
Other organizations invite headliners to speak at their annual meetings. Major politicians, prominent economists, book authors, and even top comedians, such as Jerry Seinfeld, have headlined at our clients’ meetings. There is no doubt that the RSVPs pour in more easily when there is a “big name” involved.
Set Clear Expectations with Your Guest Speaker
Include all requirements and expectations in your original invitation to the guest speaker. For a subject matter expert or CEO, be specific about the topic(s) that should address and your motivation for extending the invitation; provide information about the audience and the length of the presentation. Give your speaker ample time to meet your deadlines. Once the speaker accepts the invitation, there should be no surprises – and there definitely should not be any surprises after the speaker has arrived. Your speaker needs time to prepare, so be a thoughtful host by not adding to the assignment once it has been accepted.
If you are hiring a professional keynote speaker, politician, or other headliner, be aware that many of them have “stump speeches” that they frequently deliver. Some are willing to customize their material; others are less willing to do so. You may need to book these types of speakers through an agency or speakers association, such as the National Speakers Association or the Washington Speakers Bureau.
Treat Your Speaker Like a Guest
A happy and well-cared-for speaker is more likely to help you in the future.
Designate someone as your speaker’s concierge. Provide transportation to all events. The less your speaker is required to do and the more he or she feels appreciated, the more comfortable your speaker will be and the more they can focus on doing a great job for you.
Prepare an interesting introduction for your guest speaker. Select a few of the most compelling things you learned about your speaker and include only the most relevant points. Mention prestigious accomplishments and awards. That will help your guest speaker make a powerful first impression and engage your audience.
Communicate thoroughly in advance about all audio-visual expectations and ensure that the equipment works. Someone must be available during the presentation in case something goes awry.
Invite your guest speaker to stay for the duration of the event.
Guest speakers can add variety and interest to your annual meeting and can help distinguish your event from your competition. Pay attention to the specifics, and clearly communicate your expectations to ensure that the occasion runs smoothly.