How speakers are raised
Almost any business must fight for media for its growth. At the same time, it is highly desirable that business starts to associate with certain personnel over time. It is through brand-persons or even brand evangelists. Usually these are owners, representatives of PR, the head of marketing - variations are different. Evangelists may even not be the employees of the company.
In most cases, such brand-persons are associated with the brand through:
This raises the question - what does the media space of the brand need these people for? In the long run, moving just a brand becomes difficult on its own.
It is possible to endlessly launch media, offline or any other advertising. The public will either be satisfied or some sides will remain unaffected. And if you promote brand and personalities, the coverage of media activity will eventually become wider.
Within this text, we will talk about speakers – those who hold presentations, events, read reports, broadcast about the brand. And not necessarily directly about the brand itself, it can only be indirectly affected. There is another extreme - for example, sports brands can supply athletes with branded equipment, kit, devices, and then athletes use all of these in competitions that are broadcasted on TV - a kind of advertising through the display of the brand on famous personalities.
And what to do if you, for example, are a digital company?
What to do if your market space is too narrow or target audience can be achieved through the activity of specific people and they have no resources to directly show their brand in top media? You need to get into your own niche through the creation of your content. It is also useful to have a brand-person. Of course, one can simply hire a famous man. But this is not our way – it is too easy.
Let's start a long and hard way of raising media industry specialists in your team:
It is definitely the person who has access to projects or product development – he/she must know the product, services, details of their creation and distribution. You can say that it is not necessary to know all the details of the company's product, that it is enough only to be charismatic - yes, this opinion is often expressed at seminars on oratory art, too. However, the public is always more interested in those who can quickly and directly answer specific questions.
Before asking a person to perform for the audience it is worth to give him a small and more attentive group – the newly recruited staff. Because they have to be taught. Large brands have their internal corporate academies and institutes. This is a real factory of new talents and new speakers. If there is a profile group that needs the material that your practitioner has – let him read it.
This item is directly related to the previous one. We collect material, cases, data, necessary statistics, then form structure and add everything in a presentation. For the first few presentations for small groups, it is not necessary to make a presentation with an amazing design. As a result of the first speech, the weak and strong points of the material will be revealed. We will know what to keep and what to remove. After the structure and content of the presentation are stabilized – it is time to give a task for designers to make the necessary design, to draw graphics, to bring the material in the general format.
Any presentation can be easily translated into text. You should imagine that the same topic should be presented to people in text format, accessible, clear, and without accompaniment by the voice of the speaker and with a minimum of illustrations. So the article is written. The first article, again, will not be a masterpiece. But there will be a second, third, fourth… Then the topic will be segmented into smaller topics, foreign experience will begin to be studied. There will be more and more articles. In any industry there are thematic sites where you can freely offer your articles. It is especially simple if there is a section like "sandbox", where anyone can post material on the topic.
As the number of speeches and publications increases, over time a list of questions which listeners and readers often ask will be collected. Quite often these questions are related to the news agenda – trends, rumors. You have to be ready to answer them in the context of your topic. The same can be said about complicated questions – listeners can cling to statistics, data truthfulness – it is necessary to remember at least the main sources from where the data is taken. If a speaker himself has any doubts about correctness of information he should double-check that the presentation coincides with the source. If there are any differences and discrepancies, temporarily remove the disproved data until you make sure that it is true.
In General, speakers are divided into three main types: 1. Working with the audience in real time - dialog and questions; 2. First lecture, then questions; 3. First lecture, but questions are for the next lecture or mail. I will say at once – I am not a supporter of the last variant, but such lecturers are often found, for example, in universities. The audience is particularly pleased with the first type of lecturer – who constantly communicates with the audience, asks questions, asks to do something here and now. This is especially evident in the business forums that have been held in recent years at stadium level sites. It is such speakers who then become the winners of the best speaker award.
If this is an event like a conference, you (or your speaker) have a time of 20 minutes to speak, and you need to share a lot of material - there is little time for communication with the public. In this case it is reasonable to choose the second type – first to convey the material, to give time for questions at the end of the speech, and who will not have time to ask can come up to talk in lobby afterwards. However, in any case, the details of the format of the speech should always be mentioned at the beginning of the speech, so that the public can understand the order of communication. If you promise to answer questions after the lecture – do so in order not to upset those who listened to the whole lecture and carefully recorded questions.
I can give the list of the following representatives, related to the digital industry who should be listened to:
* Valentin Vasin (Alfa Bank, shows case-studies of communication with users on behalf of the bank)
* Mikhail Budanov (Yota - features of brand positioning in the network)
* Svetlana Krylova (monitoring Brand Analytics, demonstrates the current analytical social networks)
* Pavel Gitelman (RTA – performance marketing, including organization of events on this topic)
* Prokhorov Nikita (Reputation Lab, author of this text – managing reputation in the network)
* Alexander Syracuse (Youscan – generation of leads in social networks in very simple language)
The peculiarity of all the above speakers is that their reports are filled with relevant content for the industry, are presented with bright examples, so they attract the public easily.
To become an expert in the industry, especially in media industry – it is not enough simply to collect speeches and publications. People will want to communicate, will crave communication, even throw a new content. In the framework of events, articles, presentations there will be little time to communicate with everyone, and sometimes the format of the event itself will severely limit communication. Therefore, many courses in oratory skills often give a very good advice - to tell people a convenient and acceptable channel of communication with you. This is usually an email. You can often see that speakers at the end of each presentation or at the end of their posts specify email address and profiles on social networks. If someone wants to ask a question or talk about a topic, he always knows where to write.