Public Relations - Speaking Opportunities
Public speaking is an optional, but also a highly recommended, tactic in a strong public relations program. Every association in town, every club, church group, every business class or travel class at your local community college, enjoys having guest speakers. A tried and true tactic for a public relations strategy is to offer your expertise to a group in the form of a speaking engagement. When an organization provides you with a platform as a speaker, your credibility as a local expert is greatly enhanced. You stand out from the crowd of other travel consultants by virtue of your very appearance in front of the room. Moreover, opportunities to speak tend to come in successive waves – speaking at one function often leads to other speaking engagements.
Offer to address a particular topic that has some immediate currency:
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- Niche Cruising
- Favorite destinations or themes
- Great travel hacks
Talk about what you know. If you have just returned from a FAM, talk about the romance of the destination, the excitement, the people, the food and the culture. Your passion for travel will carry you far in your efforts to communicate your enthusiasm.
No matter how well you know your topic, rehearse your presentation several times, speaking aloud. The more practice, the better. If you have the opportunity, work off any nervous energy by engaging in small talk with the group prior to your presentation. Look at the audience and scan the faces of your listeners. Treat the audience as friends and know that they have a real interest in your topic and are looking to you as an expert. Resist the temptation to explain your nervousness or to apologize. Speak naturally, as though you would to a group of acquaintances.
A little nervousness prior to giving a speech is normal. Use it to your advantage by allowing it to energize you. I use the time just before a presentation begins to say a few preliminary “off the mike” things to audience members to use up some of the excess energy and to test my voice and projection. Most speakers will quickly learn a few of their own tricks to assist in hitting their own comfort zone.
Speaking in front of a group is daunting to some. If so, start with groups with which you are very familiar such as your Sunday School class, social club or other organization to which you belong. As you become more comfortable, branch out. Write a brief summary of your topic and research it thoroughly using resources like USA Today, MSNMC.com and other internet sites with good travel sections. Speak to those things that are interesting to you, that engage you as a professional.
Use your first effort to build a speaking resume. When you first approach an opportunity, inquire about the group’s interests. You can deliver the same talk to multiple audiences, but be prepared to offer a choice of topics if asked. When delivering your talk to the audience, stay on topic. Don’t be overtly promotional: your very presence as a speaker will establish you as an expert in the eyes of those listening. Make sure to take along some of your own marketing materials and business cards to hand out after your talk.
Take a deep breath, know your material well, and with a bit of practice you will be in full command of your butterflies. You will soon be one of your own best marketing tools!
Giving Presentations – Shaping Your Content
Let’s explore how to best craft your message for the particular group you will be addressing. Today’s consumers tend to be savvy. They have access to the internet travel agencies, to top notch publications like Budget Travel and Conde Nast as well as television programming devoted to travel. You will want your own unique message to be especially relevant. Your audience will expect valuable information that offers solutions or insight into their own travel ambitions.
Firstly, research the audience to assist with making your presentation relevant. Who will be attending and what is their demographic? What does the group’s affiliation say about it’s probable interest in travel? Speak to the organizer of the event to gather additional insights and find out who has spoken to the group previously and on what topics. If you know a member of the group you will be addressing, ask about the group’s personality and interests.
Next, be sure to make the presentation centers around the benefits to the listeners. Don’t make a speech just about you, your travel planning practice and your own history. Even if those are the topics of the presentation, find a way to let your audience know how each item you discuss relates to and benefits them. Try to introduce new, exciting, controversial or unexpected aspects into the presentation.
The title you choose for your presentation is very important. The title, which will likely be published in advance, sets the expectations of the group. At the beginning of the presentation, reference your title and immediately relate it back to them. Your audience is going to want you to succeed when they expect to learn something valuable about themselves from you.
Practice, practice, practice! Don’t try to wing it. The better you know your material, the easier your demeanor and your ability to put additional energy into your presentation. If possible, consider videotaping yourself to improve your “stage presence”.
A few days before the event, speak with the organizers and make sure that all of the on-site materials you will need will be there (projector/audio) and that everything is in order for the event. Arrive early to survey the room, the equipment and especially the projector if you are using one. Come armed with well-prepared hand outs and promotional materials, including your business cards, enough for everyone.
Take questions at the end of your presentation. Leave the group with a call to action – perhaps suggest that they sign up to receive more information from you. Have a sign-up sheet or collect business cards so you can later follow up with the attendees. On the signup sheet, ask a brief question about the types of travel or destinations in which they have an interest.
Write or email each attendee. Thank them for attending and refer to their interests in travel. Offer your services to them. Write a thank you note to the organizers and ask to be considered for future events. If the organizer received any feedback, ask for a copy. If you videotaped your presentation, consider adding it to your website. Finally, make any changes to your presentation while it is fresh in your mind.
As daunting as public speaking and presentations can seem, there are tremendous benefits to your business life. Follow the tips we have provided this week and you will get the most out of each opportunity… and maybe even have a good time doing it!
Exercise:
It’s a lot simpler than you might think! My guess is that if you follow these few steps, you will have a speaking engagement in a matter of days. Start making a list of topics you would feel comfortable speaking about in public. Next, write a brief summary of one of the topics and develop it into a 15 to 20 minute talk. Write down a few groups that would have interest in the topic. Now, simply volunteer your services. Begin soliciting speaking opportunities with churches, universities, clubs, and civic or social organizations. Many groups have people whose job it is to find speakers. If you are comfortable, create a piece of marketing collateral that gives notice of your availability for talks. Use each engagement to build up to another, and you can even consider developing a seminar or lecture series.
It’s a lot simpler than you might think! My guess is that if you follow these few steps, you will have a speaking engagement in a matter of days. Start making a list of topics you would feel comfortable speaking about in public. Next, write a brief summary of one of the topics and develop it into a 15 to 20 minute talk. Write down a few groups that would have interest in the topic. Now, simply volunteer your services. Begin soliciting speaking opportunities with churches, universities, clubs, and civic or social organizations. Many groups have people whose job it is to find speakers. If you are comfortable, create a piece of marketing collateral that gives notice of your availability for talks. Use each engagement to build up to another, and you can even consider developing a seminar or lecture series.