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Public Speaking as
Strategic Marketing Tool

By Bill Arnovich, Media Relations Specialist

Most Public
Relations Firms realize the abundance of issues in any industry work lends
itself to PR client speaking opportunities at many available venues.

Speaking engagements are a uniquely effective strategic marketing and PR
tool, IF a few important criteria are met. Effective public speaking builds
your credibility and confidence in a particular subject matter, exuding
competence and conviction to prospective customers. Here are several important
considerations:

• Invitations to speak should
  be evaluated based on the opportunities they offer the organization to
  communicate with key audiences. Invitations, then, are prioritized and
  assigned to appropriate individuals in your organization, or declined if
  they appear to offer little value.

• Speaking opportunities are
  solicited before audiences upon whom the success of your organization
  depends.

• Recognize that every speaking
  opportunity is different.

• Every audience is different.

• Commit to prepare and
  practice all presentations.

The benefits to those executives or subject matter experts who speak and the
companies they represent are many. Networking opportunities with the people who
attend the presentation often leads directly or eventually to new clients.
Another benefit is that press people are often in attendance at conferences or
trade shows. They only target a select few so button holing to meet and attend
the presentation before and after will be vital.