Professional speaking is the least expensive way to promote your business. In addition, it lends to your credibility and positions you as the expert in your field.
Every speaking opportunity is a chance to promote yourself and your business. But the best speakers in the business know how to leverage their speaking engagements for additional publicity. Use the following steps to strategically turn a speech or presentation into limitless exposure:
1) Get editorial calendars to increase speaking opportunities. Many newspapers, magazines, television stations, newsletters and e-zines have free listings of topics that they will cover in the near future. If any of the fields are of your expertise, you can alert producers or journalists well ahead of schedule and put yourself in a good position to become a speaker and be noticed.
2) Initiate pre-event publicity. You can generate pre-event publicity in a number of ways, ranging from sending out a media alert, including it in a community calendar, publicizing it on your website, or posting an announcement with newsletters and e-zines relevant to the topic you’re speaking on. Getting the word out will help to increase attendance and your chance of reaching out to someone who can benefit your business.
3) Be on good terms with the event’s sponsor. The people in charge of the event are likely to have generated their own publicity for the occasion. If you have a good professional relationship with the sponsor of your presentation, they can easily recommend you to the media as an expert to quote or even promote you directly to potential clients.
4) Write your own introduction. It is likely that you will have a positive relationship with the person introducing you, so requesting to write your own introduction shouldn’t be a problem. By doing so, you can include things you would like to say, or brag, about yourself without seeming like a walking advertisement.
5) Do the obvious: practice practice practice. This may seem like redundant advice, but you never really know who is in the audience. There can be a journalist, a producer, or a potential client. Be clear, concise, and prepared for anything to happen!
6) Mention your business and your expertise each time you speak. No matter it be to a classroom of aspiring public relations pros or to success-minded individuals who wish to start their own business, always let them know what you do and how it can benefit them. Being clear about your expertise and letting people know of its importance can generate positive references, potential clients, and unexpected media coverage!
7) Offer to submit a summary to a newsletter. Whenever you speak for an organization, offer to submit a summary of what you covered to their newsletter. Be sure to include a photograph and contact information. It is certain that the organization will have its own way of sending its newsletter to the media, and you can piggyback off their coverage.
8) Take advantage of post-event publicity. After every event, send out a notice or news release to your local area. Make the information newsworthy by tying it in with a recent headline or find ways to make your field more appealing and exciting. Also, mention the background information of the event, how it relates to your field, and what you offered and can offer to the audience.