Key Factors to Consider When Vetting Speaking Opportunities

Being invited to speak at events can be both an honor and a challenge. While these opportunities can provide valuable exposure and networking possibilities, not all events are created equal. To ensure that your time and resources are well-spent, it's crucial to carefully vet each speaking engagement.

Here are some factors to consider before accepting an invitation.

Availability and Logistics

First and foremost, consider the practicalities. When is the event scheduled, and do you or another appropriate spokesperson have the availability to attend? If travel is required, factor in the time and expense involved. It's also important to determine whether the event is pay-to-play, as this can impact your decision based on your company's budget and policies.

Questions to Ask

• What is the exact date, time, and location of the event?

• Is travel and accommodation provided, or do we need to arrange it ourselves?

• Is there a speaking fee, or is this an unpaid opportunity?

• Are there any costs associated with participating in this event?

• What are the deadlines for confirming participation, submitting content, and providing speaker information?

• Will the event organizer provide a dedicated point of contact for speakers leading up to the event?

Event Context and Reach

To gauge the potential impact of the event, research its context and reach. Find out if media attends and if the event typically receives press coverage. Look into the other companies speaking at the event, both currently and in the past, to assess the caliber of the participants. The event organizer's reputation and the typical speaker title or minimum acceptable level can also provide valuable insights. Additionally, determine whether the session will be recorded and if there will be a Q&A portion, as these factors can affect the session's longevity and level of engagement.

Questions to Ask

• What is the expected attendance size and demographic of the audience?

• Can you provide a list of confirmed speakers and their session topics?

• Are there any notable companies or individuals who have spoken at this event in the past?

• What is the minimum speaker title or level of seniority expected for this event?

• Will the session be recorded, live-streamed, or made available on-demand after the event?

• Does the event organizer have any media partnerships or confirmed press attendees?

• Can you provide examples of past media coverage or press releases from the event?

Content Control and Format

Understand the content expectations and your level of control over the format. Determine whether you need to present slides or if you have the flexibility to dictate the format. If other presenters will be joining you, consider how that may impact your portion of the session and the overall messaging. Ensure that the proposed topic aligns with your expertise and your company's messaging. Review the event's topic guidelines and the specific session title and abstract. Consider whether you can speak authoritatively on the subject, backed by relevant examples. If the topic doesn't fit or if you lack the necessary depth of knowledge, it may be best to decline the invitation.

Questions to Ask

• What is the expected duration of the speaking slot?

• Is there a preferred format for the presentation (e.g., slides, fireside chat, panel discussion)?

• Will there be other presenters sharing the stage during this session?

• Are there any specific topic guidelines or themes that need to be addressed?

• Can we have some flexibility in crafting the session title and abstract?

• Is there a Q&A portion, and if so, will it be moderated?

• Are there opportunities for audience interaction or engagement beyond the Q&A?

• Are there any specific technology requirements or restrictions we should be aware of?

Value and Objectives

Assess the value of the speaking engagement in terms of your company's objectives. Consider the target audience and whether the event supports your business goals. Determine if the opportunity could augment an existing or planned campaign, or if it will generate an asset that you can repurpose in the future. Additionally, find out if you will receive any free passes for non-speakers, as this can provide additional networking opportunities for your team.

Questions to Ask

• Are there any pre- or post-event networking opportunities for speakers?

• Do you offer complimentary passes for our team members or clients?

• Are there any specific metrics or goals the event organizer aims to achieve with this event?

• Can you share any testimonials or feedback from previous speakers or attendees?
  

Risk Assessment

Finally, consider any potential risks associated with the speaking engagement. Evaluate whether the topic could be interpreted differently by various stakeholders, both internal and external. Determine if the event or topic could expose you to a difficult line of questioning that may put you or your company in an uncomfortable position.

By carefully considering these key factors, you can make an informed decision about whether a speaking opportunity aligns with your goals, capabilities, and resources. Remember, your time and expertise are valuable, so be selective in choosing the events that will provide the most significant impact and value for you and your company.