How to choose the right person for a public speaking opportunity

Nominating someone for a public speaking gig, such as an industry conference, can be frustratingly easy to get wrong.

I see teams struggle with these all the time, and sometimes they make them harder than they should be. The most common mistake is when nominators “repurpose” material from other sources in their effort to submit a speaker to a conference or industry event. It may not be intuitive, but it’s actually easier and faster to start from scratch.

Just as a professional chef prepares a “mise en place” by assembling all the ingredients, pots and pans, plates, and serving pieces needed for a particular recipe before cracking an egg, you’ll have a smoother nomination process if you read through the nomination form and material carefully and assemble all the “ingredients” you’ll need before you start drafting. Here’s a recipe for success:

1. Calibrate your candidate and conference.

In many cases, the CEO is the obvious candidate, but in choosing your approach, be clear on goals.

What are you trying to accomplish by having someone from this company speak at this particular conference? You’ll want to choose a speaker who can represent the company credibly with the specific audience, and whose title is appropriate given the other speakers at the event.

2. Consider diversity.