CAPS IN THE NEWS
By SAMARA CYGMAN
Calgary Sun

You can't simply rely on word of mouth when choosing the best keynote speaker for your event or conference, but that is a good place to start.
And since the success of your event relies heavily on the keynote speaker, it's important to confirm what you hear with facts.

Cheryl Cran, certified speaking professional and national president of the Canadian Association for Professional Speakers (CAPS), says it's crucial to research the speaker and ensure they have a strong track record - even if they come recommended by a reputable association.
"Your event's success is reliant on the right speaker - find out if the speaker has worked with your type of environment, otherwise you leave your entire event up to chance," says Cran.

"Speakers should have reference letters or provide references upon request and should be accessible, easy to work with and be willing to partner with the client for a successful event."

And because the success of an event can come close to making or breaking a company's bottom line, some are prepared to spend anywhere from $5,000 to $25,000 for a well-known speaker and will even splurge a few hundred thousand dollars on celebrity speakers - hoping for a return on their investment.

Valerie Cade Lee, president of The Performance Curve in Calgary and former national president of the CAPS, says professional speaking is an art form - one which celebrity speakers may not have grasped.

"Celebrity speakers might get people excited to be in their seats because they recognize the name but professional speaker will make you feel glad you were in your seat," she says.

"If the keynote speaker is just okay, you really have to make up for it with other things like location and food - and that's not really why you go to a conference."

The theme of your event is important and the speaker you choose should have a message or a presentation that is in alignment with your event's theme and direction.

Professional speakers are experts in their topic areas and will often tailor their message to be completely in line with your goals and desired outcomes of the event.

For more information, visit www.canadianspeakers.org.

SIDEBAR: How to choose the perfect keynote speaker 1. Know what you're trying to achieve - before you can start looking for the right speaker, you must know the program objectives. Begin with the end in mind.

2. Understand the audience's needs - along with the program objectives, consider the needs of your audience. Does your group need industry-specific or technical information? Will a mix of motivation and entertainment serve your group's purpose?

3. Check for reputation - many speakers produce highly professional or glitzy marketing materials to help sell their services. What experience does this speaker have? How familiar is this speaker with this industry?

4. "Test drive" your prospects - if you don't have the opportunity to preview a speaker in person, request a video or audio recording of a previous presentation. A session recorded before a live audience gives you a sense of a person's ability.

5. Be wary of grandiose claims - speakers who claim to be all things to all people are probably desperate for work. True professional speakers usually have certain areas or topics of expertise.

6. Provide and ask forinformation - reputable speakers want to find out as much as possible about your objectives, the audience, etc., in order to tailor their presentation. Share information to help design a program to fit your needs.

7. Ask for an outline - ask prospective speakers for an outline of the presentation to make sure they will be covering the material as you discussed.

8. Trust your instincts - through your communication with the speaker, you will quickly form an opinion or have a feeling about this person. First reactions count here. "I like this person" or "I don't like this person," are strong indicators.

Source: Susan Friedmann, Certified Speaker Professional