Another best practice is to proactively manage the CEO’s speaking calendar.
Seek Out Strategic Audiences: Effective leaders do not just choose from the speaking invitations they receive. Instead, they seek out the audiences and venues that meet their strategic objectives. We can identify ideal venues. We can also create an “Event Scorecard” to help you evaluate speaking opportunities.
Maximize Announcements: We recommend “saving” announcements (such as new partnerships, investments, or expansions), so they can be announced by the CEO in a speech. Often, an announcement made in person by a CEO can generate more news coverage than an announcement made via press release.
Avoid Last-Minute Jobs: Being proactive also eliminates last minute speech assignments and the chaos they cause. It ensures that the CEO has enough time to get comfortable with the draft.
Maximize Out-of-Town Speeches: Given the expense and opportunity costs of an out-of-town speech, we recommend pairing a speech with other events such as media interviews and meetings with local employees, customers or suppliers.
Message Drives Format: Sometimes a speech is not the ideal way to deliver a message. The message and audience should drive the choice of format. In some cases, a “fireside chat” at an industry conference or a Q&A column in a key trade publication is a more effective way to deliver a message.
Streamlined: A company’s internal process for speeches should be clear and efficient, which will eliminate unnecessary rewrites.