Events: What makes a great industry speech
Be fearless, clever, real – and always keep it tight
He is trying something new, the New Statesman Executive Producer Chris Stone recently announced on LinkedIn: preparing a talk by scripting it like a podcast.
Chris is in charge of the New Statesman’s award-winning podcast and knows a thing or two about scripting. He writes scripts verbatim, he said, honing and refining certain phrases, choosing words and editing carefully.
As Chris pointed out, most received wisdom about public speaking suggests making bullet points and speaking to them in a natural voice.
We’ll know if Chris’s strategy worked when he speaks at the PRCA conference on September 12th, but he got me thinking: What makes a great speech at an industry event?
I am no public speaker (I prefer to be behind the camera, and a squeaky voice doesn’t help), but I have attended and watched countless event presentations to write about them or edit the videos.
A great speech will electrify a room, have people nodding along, take notes and share content on social media. You will leave the audience with two or three takeaways. Attendees will gain knowledge and insight and/or have an emotional reaction. Often, they will be entertained.
A lousy presentation will see attendees scroll on their phones, reach for their laptops to check emails or get up and leave. Their only takeaway may be irritation. Nobody has time to listen to mediocrity, no matter how “important” the speaker is.
Seasoned speakers will balance confidence and body language. They will speak clearly and modulate their voices, varying their tone and expression. But in my experience, content is key for industry events.
Content must be structured and logical (attempt Donald Trump’s weave, aka meandering rambles, at your own peril). It must be well-researched and authoritative (obviously!) and easy to understand – speak “normal” (think Tim Walz). For goodness sake, avoid the jargon and the fluff and get to the point. Make every word count and keep it tight: the longer the speech, the more likely you are to digress. It’s about the audience, not you.
My colleague Cobus Heyl, master of the speaker list, sums it up thus: “A great event speech connects with the audience, focusing on their interests and value requirements. It respects them and does not waste their time. It's authentic, energetic, and clear. It, more often than not, uses the power of threes (three ideas at a time) and banishes all fluff. It's conversational with engaging storytelling that inspires, leaving the listener motivated and with lasting take-outs.”
Memorable speakers
I have sat through speeches that made me want to bleach my eardrums to erase the memory, but many have made a lasting impression. In no particular order and within the confines of brevity by no means an exhaustive list, here are a few of my favourite speakers.
The Shift’s Sam Baker, an author, podcaster and former magazine editor, is frank, funny and unassuming on stage. She tells a great story, is authentic and generously shares her vast experience and knowledge.
TheWrap’s Sharon Waxman, an author and award-winning journalist, has a reputation for talking straight and having insider industry knowledge. She has star power, and I have seen her charm a packed audience with delicious industry gossip before seamlessly imparting real insight and solid advice.
Jacob Donnelly, founder of A Media Operator and previously at Morning Brew, is energetic and compelling. His in-depth knowledge of the media industry makes him a firm crowd favourite.
Don’t be fooled by Lucky Gunasekara’s soft-spoken demeanour. The co-founder and CEO of search personalisation service provider Miso.ai packs his presentations with facts and insight, and you can hear a pin drop in the room when he is on stage.
Natasha Christie-Miller, senior adviser to TED Conferences and chairwoman of Sifted, is fearless and flamboyant as well as deeply knowledgeable.
No pressure, Chris. See you and a whole line-up of brilliant speakers, including Sam Baker, at the PRCA conference.