What do PR pros think about the effectiveness of speakers bureaus?
A client (a mid-tier consultancy) has been approached by a speakers bureau called Leading Authorities. Has anyone worked with Leading Authorities have an opinion on how effective they are? In general, what are your thoughts on speakers bureaus?
Answers (3)
A good PR firm is a speaker's bureau for its clients. In this economy, an effective consultant tries to go above and beyond for their client by seeking bookings. See if you can provide this new service to your client.
Hi Alex,
Although I have a long way to go before I can consider myself a PR pro, I do have some experience dealing with speakers bureaus in Canada. I recently worked as an Executive Coordinator for a consultancy in Toronto where I was responsible for securing new keynote speaking opportunities for the company President. I hope you find my response to your general question regarding speakers bureaus useful:
Keeping in mind that no speakers bureau is created equal, I have found that aligning with a bureau that shows itself to be a good fit in terms of your client’s needs can create a win-win relationship. A reputable bureau will act as an ‘opportunity recruiter’ on their client’s behalf and ensure that they are profiled as a leader in their designated field of expertise.
An effective bureau will do the following: 1. Create a positive ‘buzz’ specific to the consulting services being offered 2. Double as a word-of-mouth referral for the firm 3. Scan the industry for upcoming opportunities (events/engagements/keynote speeches/conferences, etc.) 4. Handle the logistics (arrange travel, billings, negotiate fees, etc.)
As I am based in Toronto, I have not personally worked with Leading Authorities however my experience has shown that the best way to predetermine a bureau’s effectiveness is to review the profiles of speakers that have been represented in the past and who the bureau currently represents. It would also be important to note the average length of time since these relationships have been established. Take a look here: http://www.leadingauthorities.com/speakers/
Regards,
Asma Khan
Yes, yes, yes. Speakers' bureaus are excellent door-openers for your clients and their services. However, be sure that your clients take a "how-to" or "inside information/tips" approach to provide the audience with thought-provoking and useful content. Coach them, help them write outlines and advise them to avoid "selling" themselves or their companies. Audiences warm up to interactive speeches AND they would like to learn something useful, not hear a direct sales or advertising pitch. Also, create meaningful handouts and include the client logo, contact information and website, tastefully.
I've not worked with Leading Authorities, so I don't know the firm, but positioning your clients as experts with good information to impart -- to the media and to various organizations -- is an excellent strategy.
