CHOOSING A SPEAKER
The most recognisable name is not automatically the right speaker. A successful choice starts with the event, the audience and the change you want the room to experience.
Start with the outcome
Before making a shortlist, decide what the event needs to achieve. Are you raising funds, thanking supporters, motivating a team, starting a conversation or helping an audience understand a cause differently?
A clear outcome makes it much easier to identify the right experience, tone and format.
Understand the audience
Think beyond the number of people in the room. Consider their age, background, relationship to the organisation and familiarity with the subject.
- What will already matter to them?
- What might make them switch off?
- Do they need energy, reassurance, practical ideas or a new perspective?
- How formal or conversational should the appearance feel?
Look for relevance, not just recognition
A famous name can help sell tickets, but recognition alone does not guarantee a strong event. The speaker needs a credible connection to the brief and the ability to make their story useful to this particular audience.
Ask what the audience will take away after the name, photograph and applause have passed.
The right fit is the person who can connect their experience to the reason your audience is in the room.
Choose the right format
Not every story needs a traditional keynote. A hosted interview can create warmth and honesty. A panel can bring several perspectives together. A Q&A gives the audience a direct role, while an after-dinner appearance may need humour, pace and a lighter touch.
Choose the format that helps the speaker connect—not simply the one that appears most prestigious on the programme.
Brief the speaker properly
A good brief explains the organisation, cause, audience, event purpose and desired outcome. It should also cover practical details: timing, format, sensitive subjects, questions, photography, travel and what happens before and after the appearance.
The more relevant context a speaker receives, the more effectively they can prepare and adapt.
Five questions for your shortlist
- Does this person’s experience genuinely relate to our event?
- Can they communicate in a way that suits this audience?
- Will their preferred format work in our room and running order?
- Are the fee and practical requirements realistic for our event?
- Do we feel confident they understand what the organisation is trying to achieve?
Do not worry if the name is not listed
A speaker directory should be a starting point, not a limit. If you have a particular person in mind—or only an idea of the voice you need—share the brief. The right recommendation may come from outside the obvious shortlist.
How YCGS helps
YCGS listens to the event before recommending the person. We consider the audience, cause, format, budget and desired outcome, then help manage the introduction and booking process where there is a good fit.