1. Get everyone on the same page

    Confirm the objective of the meeting or event, its size and scope, and the makeup of your audience. This is a critical foundation to set.

  2. Consider the culture of your organization

    Share any particular concerns with your speaker, providing a clear understanding of the appropriate environment of your organization. Be sure to discuss your objectives.

  3. Take a hard look at your budget

    Celebrity speakers carry celebrity-caliber fees (whether or not these celebrities are great speakers, by the way). Be sure you have the appropriate budget set aside for the speaker who will shine at your event.

  4. Think beyond the keynote

    Speakers can play countless roles at an event-such as hosting a breakout session, acting as event emcee, or leading a Q&A session.

  5. Don't go it alone

    You can benefit greatly from the experience and expertise of a qualified professional speakers bureau. The bureau should be able to consult with you and provide a handful of “on-the-mark” speakers who meet your specific criteria, including your budget requirements.

    Focus on these recommendations first, and take the time to review their bios and materials, watch any videos (keeping in mind that videos represent only one short aspect of a speaker), and even speak directly with them on the phone. Narrow your choice to two or three, confirm their availability and affordability, and then present the options to your internal team/leadership for a final decision.

  6. Maximize your speaker

    Once your contract is in place, your speaker (and speakers bureau) should be able to brainstorm ways to really leverage this investment. Many speakers will help with pre-event publicity (through interviews, distributing materials, etc.). To add more value for attendees, many speakers may consider longer speeches, Q&A sessions, customized “leave-behinds,” follow-up phone calls or materials, and more.

  7. Go by the book

    Many speakers are also authors and may be willing to sign books, give away advanced copies of new books, or hand out book-related materials. They may make audio downloads available for a short time before and after a speech, or may have other incentives that are appropriate for your audience.

  8. Bulk shopping?

    If your meeting spans several days, there may be concurrent sessions that are appropriate for the speaker. Having one person stay for three or four days can, in the long run, be much more economical than obtaining/flying in different speakers for each session.

Diane Goodman, CMP, is president and founder of The Goodman Speakers Bureau, based in Windsor, Conn. For more information, visit goodmanspeakersbureau.com.