event. Speakers should be compelling, well briefed and relevant; and variety is essential, with winning over the audience at the top of the agenda. “Panel sessions are becoming popular, as they allow audiences to hear from several speakers and potentially debate hard


want to hear stories,” says Zibrant’s Sharpe. She recommends captain of the GB wheelchair rugby team at the 2012 Summer Paralympics, Steve Brown, who broke his neck aged 23 and was paralysed from the chest down. “He tells his story and brings to life hope, motivation and


“Sessions often take the form of a popular TV programme, which adds fun and allows the audience to warm to the subject matter”


hitting topics,” says Event Travel Manage- ment senior manager Victoria Deprez. “These sessions often take the form of a popular television programme, which adds the fun and allows the audience to warm to the subject matter.” And, given millennials’ well documented short attention span, do not make sessions too long.


Choosing a speaker is central to success and not easy. Their content has to appeal to all parties and inspire them to do what is required or feel a certain way. “People


inspiration,” she says. Delegates respond better to people who speak from the heart than to a presentation.


A more unlikely candidate is chief economist of Standard Chartered Bank, Marios Maratheftis, who makes econom- ics entertaining – speaker and genius, clearly. For further speakers with a story to tell, visit TED (ted.com) for ideas – its website is a kaleidoscope of short addresses that are funny, informative, fascinating and more.


Engaging an audience should start before the event, even if it is a small gathering. For example, ask individuals to prepare something for the meeting or bring ideas for an item on the agenda. “When put on the spot, people tend not to say anything and then you are talking at them for an hour,” says Sharpe. And consider the demographics of the audi- ence – age, position in their company, the male/female balance and so on. Also, the message should live on way beyond the event. For example, says man- aging director of agency Speakers Corner, Nick Gold: “Motivational speaker Nigel Risner makes a point of incentivising delegates to complete tasks days, weeks and even months later.” Merely ensuring the wellbeing of delegates is no longer enough – it should be at the top of the agenda. First, because that physical and psychological health of participants is part of duty- of-care; and second, if those attending come away inspired, informed and on good form, they will perform better. Job done.


business stays


St. Ermin’s Hotel, 2 Caxton Street, London SW1H OQW www.sterminshotel.co.uk


BUYINGBUSINESSTRAVEL.COM


/StErminsHotel @sterminshotel


BBT September/October 2016


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