How to make the most of speaking engagements

If you are not using this PR tool, you are missing out on the chance for increased exposure

An organization has asked you to be a speaker at an event. Maybe you’re wishing you didn’t answer the phone. Perhaps you can think of an excuse to get out of it. Instead of dreading a speaking event, use these public relations tips to help you make the most of the opportunity.

There are numerous opportunities throughout the year to lend your services as a guest speaker. When you learn how much speaking engagements can advance your mission and enhance your brand, you’ll wonder why you haven’t done more of them.

Where you can speak:

Trade shows.
Guest lecturer at nearby colleges and universities.
Industry conferences.
In-house training for corporations.
Creating your own events.

What can speaking engagements do for your company?

Boost lead generation efforts.

On an average business day, how many people do you encounter who may actually want to buy your product? 10? 20? PR can help you find the right speaking opportunities and multiply that number by 10 or more. At certain events, you may even have the chance to demonstrate your product and show how it can help solve customers’ problems. You can also create supporting materials, such as resource guides and white papers, and get them in the hands of those who are really interested.

Educate your target audience.

Do you sometimes wish people knew more about your product, your industry or what you do? If only prospects understood how you could make their lives easier/richer/better, you’re certain they would be beating a path to your door. With content creation assistance and spokesperson training from expert PR professionals, you can use speaking events to explain the benefits of your services and share ideas about your industry in language that is sure to resonate with potential leads. When they see you as an expert, it builds the kind of trust that is necessary for conversions.

Raise your visibility.

Have you noticed that some companies and CEOs always seem to receive media attention? Is their business or message really that much better than yours? A constant presence in the spotlight is no accident; it’s PR. When you give a great speech or presentation, it gets discussed, cited and even shared on social media. Additionally, popular speakers get invited to speak again and again, further expanding their reach and influence.

Ways to maximize the impact of public speaking engagements

Collect information from attendees. This does not have to be a blatant, in-your-face demand for their contact information. You could offer something, like an e-book or demo, in exchange for a business card.

Hone your speaking skills. The more practice you get at public speaking, the better you will be. An interesting, fiery presentation will get your audience motivated and make you memorable.

Hire a PR firm to help you. Finding the right opportunities, developing your presentations and promoting the events take time. Let the experts handle it for you.

At Axia Public Relations, we recognize the importance of speaking events to share your messages, enhance your reputation and gain credibility. Contact us or download our e-book Maximizing Your Public Relations Investment to learn more about how we will get you booked solid.

Lisa Goldsberry is a blogger for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked for Axia since December 2013. Learn more about Lisa Goldsberry. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.