Killing or Bombing on Stage: The Psychology of Event Speaking
How Top Event Speakers Gain and Retain Audience Attention
Ever looked forward to a speaker, only to walk away disappointed? Hoping to learn something, but getting a sales pitch instead? Or sat in a room, half-distracted, only to snap to attention the moment someone truly engaging starts speaking?
Over the years, I’ve seen speakers light up a room the second they step on stage. I’ve also seen them bomb.
What makes the difference? It’s not just charisma or experience. There’s a science to audience attention, engagement, and connection.
The Attention Coefficient
Audience attention is short-lived. Some studies suggest it drops after 10-15 minutes in lectures or presentations. TED Talks are capped at 18 minutes—long enough to make an impact, short enough to hold attention.
But it’s not just about time. How a talk is structured, the stories told, and even how a speaker dresses and moves on stage all influence engagement.
How do good speakers ensure their ideas not only land but actually stick?
A Quick Aside: Events Loading
Before I go on, I’m currently working on several events that might be of interest to you:
SubscriptionX focuses on scaling and sustaining DTC brands in the subscription economy. It takes place in London on 14 May. Read more here.
Monetising B2B brings together some of the world’s top business-to-business leaders, from RELX, Informa and William Reed to brands such as the Business of Fashion, The Financial Times and The Economist. They will discuss topics such as information, media and marketing, data and technology, and conferences and exhibitions. It takes place on 20 May in London. There is more here.
The FIPP World Media Congress takes place on 21-23 October in Madrid. Few media companies survive 100 years without tenacity, adaptability, and a commitment to the future. FIPP marks this milestone this year. However, rather than dwell on the past, the Congress 2025 is about what’s next for the industry, technology, business … and audiences. Read more about it here.
I also produce event programmes for Prospect across several dates. These London-based events are policy-focused with themes including the economy, wealth, housing and energy themes. You can find more on the Prospect website.
The Three Main Speaking Formats (and When to Use Them)
Most conference sessions fall into one of three formats: fireside chats, panel discussions, or presentations. Each has its own strengths (and pitfalls). The key is knowing how to make them work for you.
Here is my quick take on them, so you know my biases before reading on!
● I’m a fan of fireside chats for their conversational nature and the way they draw audiences into the discussion. With the right moderator in place, they’re great for maintaining flow, but for unlocking valuable insights and engaging the audience. And, let me be honest, they spare organisers the headache of chasing slide decks and managing (costlier) AV setups.
● While panel discussions share the characteristics of fireside chats, I’m not a big fan. Too often, they’re a way to cram in as many speakers on stage as possible. To me, it feels like some organisers create panels not for the audience, but to appease egos, maintain relationships, or do favours for friends. It can feel like lazy programming.
● Slide deck presentations are often dismissed as old-school. I agree; it is a bit traditional. But while my favourite format is fireside chats, I know that in certain circumstances presentations are superior. I particularly like them to help with cues for multi-lingual audiences (helps understanding) or for anything where visuals add to the verbal story. Plus, it’s a pretty good feeling when the audience takes their phones out to take and share a picture of a slide!
Before I dive into the three session formats, the first and most important point for any type of event session is that good speakers put the audience first. Always.
Fireside Chats – Intimate and Engaging (If Done Right)
Fireside chats can create the most memorable moments at a conference. They’re relaxed, informal, and personal. Done well, they draw audiences in and encourage participation.
But there’s a risk. If the speaker isn’t naturally engaging or the interviewer is unprepared, it falls flat.
A great fireside chat feels like eavesdropping on an insightful conversation. The best speakers:
Ditch the script. No one wants PR soundbites. People want honesty, insight, and maybe a bit of humour.
Think of it as a conversation with colleagues or friends, not a speech. Be natural, like you're sharing insights over coffee.
Engage with the interviewer. Good energy comes from a real back-and-forth, not just answering questions.
Stay on point. No rambling.
Tell stories. Anecdotes make ideas stick.
Panel Discussions – A Conversation, Not a Sermon
Panels should feel dynamic—like a great discussion, not a collection of mini-lectures. Done well, participants feed off each other’s energy and bring fresh perspectives. Poorly done, they’re a scattered mess.
The best panel participants:
Paint pictures with words. Panels don’t have slides, so speakers must make ideas come alive through storytelling, clear examples, and analogies.
Find the balance. They jump in when needed but don’t hijack the conversation. They respect fellow panellists while ensuring their points land.
Make key points stick. A strong insight or example is more powerful than a long-winded explanation.
Build on others’ ideas. This creates flow and makes them look like a team player.
Solo Presentations – The Power Visuals and Voice
A great solo talk takes people on a journey. A bad one is a lecture people can’t wait to escape.
Great presenters:
Use slides as support, not a crutch. Slides should enhance the talk—not replace it. They use them for visuals, key takeaways, or data. Speak to the audience, not to your slides.
Tell a story. People remember stories far more than raw facts.
Start strong. A bold statement, question, or surprise grabs attention immediately.
Vary pace and tone. Monotone kills engagement. Energy shifts keep people tuned in.
End with clarity. One strong takeaway, summarised in a single sentence, makes it stick.
If your audience includes non-native speakers, presentations with slides can be a lifesaver. Panels and fireside chats rely heavily on spoken word. If accents, jargon, or speed become an issue, you risk losing part of the audience. Visual cues help create understanding and reinforce key points, making talks easier to follow.
The Psychology of Clothing: What You Wear Contributes to Your Storytelling
What a speaker wears on stage isn’t just fashion—it’s communication. Clothing signals intent, status, and whether someone aligns with (or challenges) cultural norms.
Take a recent example: When Ukrainian President Volodymyr Zelensky visited the Oval Office in his military-style gear, critics called it disrespectful. When Elon Musk wore a T-shirt and baseball cap in the same setting, few questioned it. Potential biases aside, this reflects how clothing creates or reinforces perceptions.
For event speakers, the psychology of clothing is similar. Consider:
Formal Attire (Suits, Business Dresses): Projects authority, expertise, and professionalism. Ideal for high-stakes, traditional settings (e.g., corporate keynotes, political speeches).
Smart Casual (Blazers, Sneakers, Relaxed Fits): Blends approachability and expertise, creating a sense of modern confidence without being overly rigid.
Ultra-Casual (T-Shirts, Hoodies, Jeans): Signals disruption and relatability, commonly found in tech, creative industries, and startup cultures.
Clothing, like stage presence and presentation style, is a nonverbal storytelling tool. The key is intentionality—whether the goal is reinforcing authority, relatability, defiance or whatever.
The Psychology of Public Speaking – How to Win Over a Room
Great speakers don’t just talk to their audience. They connect with them. They:
Use inclusive language. Saying “we” and “you” makes people feel part of the conversation.
Make eye contact. In smaller rooms, look directly at people. In bigger venues, scan the crowd naturally.
Be interactive. Ask a well-timed question, show of hands, or quick poll to snap people back into focus.
And what to do about nerves?
Rest assured, even pros feel them. The best speakers channel that adrenaline into energy.
Reframe nerves as excitement. The physical symptoms of fear and excitement are the same.
Start strong. A confident first 30 seconds sets the tone. Smile, breathe, and own the stage. It will all follow naturally from there.
Final Thoughts
Firstly, it’s all about the audience. Know them, value them, and speak to their needs.
Secondly, speaking at a conference isn’t just about sharing information. It’s about creating an experience. Engage people. Make them think. Leave them with something they’ll remember.
Great talks aren’t just heard—they’re felt.
An Event Psychologist’s Tips
I’ll close here with some tips shared by event psychologist Victoria Matey. According to Victoria:
● Slide design: Use minimal text. People cannot use two sensory channels simultaneously, so if they have to read a lot of text while you talk, they will not hear you. Always opt for less text over more.
● Grab attention early. Long intros are a killer. Research suggests you’ve got about 60 seconds to introduce your topic and hook your audience. To lock in their focus right away, start with a thought-provoking question, a captivating story, or a surprising statistic - anything that will pique their curiosity.
● Engage more senses. In a typical presentation, it’s mostly vision that’s engaged - maybe some striking images if you’re lucky. But studies show that involving additional senses makes information easier to remember and improve motivation.So why not engage other senses? Encourage your audience to take notes, add music, etc. These can really help with focus and memory.
● For online events, even seemingly irrelevant details matter. For instance, research found it’s best to have books and plants in the background to boost a speaker’s trustworthiness and perceived competence.
You can purchase Victoria’s Event Psychology for Speakers guide here.
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