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newspapers, radio and television. Let me relate a
story. For almost seven years, I’ve been presenting
my crash course in how to get free publicity from
newspapers, radio and television. Each time I agree
to speak, I drive off to the engagement mumbling and
grumbling. After all, I’ve had to a.) get up at an
ungodly hour of the morning, or b.) leave my office
and the many projects on the desk, and c.) take time
to brush up and rehearse.
However during the talk, a metamorphosis occurs. I
feel like a million dollars. I’m “on stage” and
teaching about a true passion of mine – media
relations. Yes, there is the occasional
post-luncheon napper, but usually everyone is
listening and providing plenty of positive feedback.
Following the talk, a number of people ask for my
business card. Let me share the really good news.
Some of these people actually do call, and a
precious few have resulted in delightful clients for
my PR company.
Driving back to my office I realize I’ve had an
absolutely terrific experience, made new friends,
and I wonder that I don’t do more public speaking!
Now let’s focus on you. You may be wondering what
topic to present. You might share your expertise in
business. Could you tell about your work in a way
that applies to an audience with a wide variety of
interests and businesses? How about your hobby? How
about inspiring and motivating people? You need to
identify a slam-dunk topic and write it, rehearse it
aloud, rehearse it again and time it. All the effort
is up-front. Once you have a talk that works, you
can customize it for use over and over.
The groups that are searching for no-fee speakers
are business clubs such as Rotary, Kiwanis, Lions;
chambers of commerce; libraries; church groups;
sorority and women’s clubs; and retirement
communities. Typically, the audiences are as small
as 12 people and as large as 100. Your talk will be
brief, approximately 30 minutes (20 minutes of talk
and 10 minutes for Q&A). Hand-outs are good, and
don’t forget the business cards.
The most important task of all, however, is to show
up. This seems obvious, but believe it or not, there
is a tendency to think that, because the talk is
no-fee, the booking is optional. Not true! There is
nothing worse than a group of people, all fed and
squirming in their seats, waiting for a speaker who
never arrives. The program chairman is left holding
the bag, and program chairmen talk to other program
chairmen. Honoring the commitment is the number one
priority. If you have scheduling uncertainties, say
no.
If you say yes, arrive early and enjoy the meal with
the group. You’re the star of the meeting so you
will be treated royally. Provide the program
chairman with a written introduction of yourself to
be read right before you begin.
Once in front of the group remember that it’s OK to
use notes, but with a little experience, you’ll find
you won’t need more than an outline to keep you on
track. If you’re scared silly, feel free to stay
behind the lectern. Later you may venture left or
right, and soon you will find yourself moving among
the audience members, microphone permitting of
course.
There are additional benefits. Public speaking
provides invaluable experience in communications;
each and every time you speak you improve. No-fee
speaking can lead to free public relations since
many groups send out press releases about you and
your talk to the papers (who, in turn, reach
thousands of readers). Another positive is that you
have a grand opportunity to educate the public; and
maybe most important, you are giving something of
yourself.
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Published in The Business Ledger
Jan. 2003 |
