Most savvy PR pros understand the impact of speaking opportunities for company execs or top-level clients. "One of the advantages of speaking opportunities is they create
multiple face-to-face relationships. People are just more inclined to buy from you if they see you speak or speak to you," says Diane DiResta, author of Knockout Presentations and
a presentation coach. DiResta appeared last week at a Women Executives in PR event on "Putting Your Money Where Your Mouth Is" to discuss the marketing and media relations value
of key executive speaking placements.
But with fewer trade shows and seminars, speaking slots are becoming a rare commodity, and PR pros are being challenged to find opportunities that fit their companies' needs in
terms of audience and media coverage. Schwartz Communications has come up with a solution to the problem: If you can't find a speaking opportunity, create one. The Boston-based
firm, like a number of other agencies, has begun offering Webcast panel discussions of newsworthy issues. Heavy-hitters among the agency's clientele form the majority of the
panel, and government officials and other third-party experts offer credibility with reporters and other attendees.
A recent Webcast panel on cyber-terrorism included Howard Schmidt, former chief security officer with Microsoft and current vice chair of the President's Critical Information
Protection Board. The editorial director of Network World magazine also participated, along with execs from no less than four of Schwartz's clients. The event drew reporters from
Network World, Dow Jones News Service, eWeek, Computer World, the Associated Press, CMP Media, Information Week and Government Computer News, among others. As of Friday, March 15
(four days after the event), the Webcast had been viewed 1,134 times. Schwartz says the number is probably hundreds higher by now.
The lesson: Creating a forum that provides the media access to a variety of major players on an issue - all in one room, whether live or virtual - is sure to attract attention,
probably more effectively than any individual speaking opportunity.
Don't have the funds to produce a live Webcast or other speaking opportunity on your own? DiResta suggests producing an event in partnership with another company, a current
partner or a vendor: "If your association is not having as many meetings, get another company to co-sponsor something."
(Diane DiResta, [email protected], http://www.diresta.com; Schwartz: Frederick Balboni, Jr.,
781/684-0770, [email protected])