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How to Run the Greatest Conference Ever
by Graham Jones
Like most good achievements, a
magnificent meeting depends on planning and preparation. These are
essential to a good conference and this article explains the basics of
what you need to do.
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Planning The first stage in organising any conference is planning.
Your plan should start with these questions:
What do we want our audience to go home and say about the meeting,
apart from the fact that they had a great time? What is the key
message we want our audience to remember? What action do we want our
audience to take after attending this conference? In other words,
start your planning with your meeting’s overall objectives. Write
these objectives down and ensure that everyone involved knows them -
from people who hand out the coffee to the speakers themselves. The
answers to these questions will be your mission statement for the
meeting. You must have a clear set of simple objectives for your
meeting otherwise it will fail.
Having set your objectives you will need to work out how you will
achieve them. Challenge all your assumptions about your proposed
conference. For instance:
Do you actually need a conference to achieve your objectives? Will
some other kind of meeting or even no meeting do? Do you need one big
meeting or a number of small, more intimate ones? Does the meeting
need to be a grand formal affair, or an informal get-together? In
other words, just because you have been set the task of organising a
conference, does not mean you have to! If there is an alternative,
superior method of achieving your objectives, choose that route
instead. Do not opt for a conference just because it seems a good
idea.
Choose your key messages Assuming you have set your sights on a
conference, you’ll now need to work out what messages you want to
convey. These will arise from your mission statement. It is worthwhile
noting, though, that there is plenty of research to back up the fact
that your audience – no matter how expert – will only remember a
handful of messages from your meeting.
Typically, the average conference day can only deliver four or five
main messages. Once you have set out your key messages, work out the
order in which these will make most sense. Try to produce a logical
sequence so that one key message clearly comes out of the previous
one. This will make it much easier for your audience to remember the
meeting. Do not put your messages together in some kind of internal
sequence, such as by company department.
Instead, put your messages together that would be seen as logical
by the audience. If you do not know what would be logical to them, you
need to do some audience research to find out. Indeed, finding out as
much as you can about your audience is essential to any meeting.
Describe your audience You now have a good idea as to what you want
to say at your conference. But who will be listening? You need a
definition of your audience that will help everyone involved. Your
audience definition should describe a typical member of the audience –
age, gender, job title, work interests, personal likes and dislikes,
professional qualifications etc. Together with your conference mission
statement and your key messages, your audience description will
provide you with a very clear outline of your meeting. Together these
three items will tell you:
What you will say? Why you will say it? Who will be listening? What
they will do?
Your audience description will also provide your speakers with a
good guide as to what they need to say in order to get their message
across.
You have now completed all the main parts of your initial planning
and your need to move on to detailed preparation.
Preparing your conference The first stage of preparation is script
writing. You need at the very least an outline script of your event.
Often, people produce a conference programme that shows the timings
and the list of speakers. But this is not enough. Your outline script
needs to be much more than a simple programme. That’s because everyone
involved in the conference needs to know exactly what will happen,
when it will occur and how it will take place. Otherwise, it might not
be possible to ensure you meet your conference mission.
Your script should start with the logical order of your key
messages you produced in the planning stage. Then allocate some timing
to each message. Generally, no key message should take longer than
20-30 minutes to deliver; the human attention span is comparatively
short and you’ll need plenty of breaks to keep your audience ‘alive’
and ‘fresh’.
Also, at this stage, decide where to hold your long breaks, like
coffee, lunch and so on. These long breaks should always come in your
programme at dramatic points. You will want to leave your audience
with something powerful to talk about so make sure the key message
delivered before a break is controversial, emotional or surprising in
some way. This will keep your audience on their toes and wanting to
come back into the room for more.
This means you may well need to arrange breaks at unusual timings –
don’t opt for coffee at 11am, for instance, because that is ‘normal’.
Instead, put coffee immediately after a controversial message, even if
it means breaking for coffee at 10.30 or 11.30. In other words, shape
your meeting around the messages, not tradition. By arranging your
timing in this way, you will be helping to ensure the maximum impact
of your key messages and therefore supporting your conference mission.
Your conference script can now have some detail added to it. For
instance, you can now put some specific times onto your programme.
These would include the length of each presentation, the length of
each link between talks and the timing of any music, video or other
multimedia you are planning to include. In other words, your
conference script that determines how long a video or a presentation
will be – not the items that determine the programme timing.
Essentially, you are working much like a TV producer; these people
have fixed times available to them – 30 minutes, 50 minutes, an hour.
What they have to do is fit all the music, the dialogue and any breaks
into that time – no less and no more. That’s what a professional
conference script will be like – detailed timings of every item to be
included. Far too many conferences decide what to include and then try
to work the timings out afterwards.
Choosing your speakers Your preparation can now move on to deciding
whom you should use as speakers. You will realise that you have done a
great deal of work already, and that the speakers will have to fit in
with your plans if the conference is to be a success. You do not need
prima donnas who say they need an hour to give their talk when your
script only allows 20 minutes.
Nobody, absolutely nobody, is more important than your audience.
Hence, the script that has been prepared from their point of view is
virtually sacrosanct. Speakers will need to be the kind of people who
will fit in with your requirements; you cannot allow yourself to fit
your programme around the speakers. Otherwise, you will fail to meet
your conference mission.
To ensure that you get the right speakers, prepare yourself a
‘Speaker’s Contract’. This is a list of requirements that you have of
your speakers. When you invite someone to speak, you let them sign up
to the contract; if they don’t like it, there are plenty of other
speakers around. Professional speakers never have a problem with such
contracts. In fact, they like them.
Suitable speakers are those that can deliver your key messages –
not necessarily the most senior people in the business or an expert.
Base your decision on who should speak based on their ability to
communicate with your audience – not on any other measure. This means,
for instance, that the best person to get a particular message across
might be a senior manager, rather than the chief executive. This does
not matter – what does matter is that the audience gets the message,
not who they get it from. Indeed, some large multinationals use actors
to get important messages across, rather then senior executives.
Speaker preparation Having selected your speakers and got them to
sign up to your contract, the next stage of preparation is working
with them to write their talks. Under no circumstances should you
allow a speaker to do this alone. If you do, you will lose control
over your messages and your overall conference mission.
In other words, speakers are going to need to work closely with you
and accept their talks being edited – even written for them. In fact,
many top company conferences use scriptwriters who produce all of the
talks for all of the speakers. That way the delivery of key messages
and the conference mission is tightly controlled. Of course, this does
not mean your speakers can have no input. Their contributions are
highly valuable. It just means you need to get them to work with a
professional writer who can take their material and shape into
something that fits with the overall conference objectives. Speakers
will usually only be interested in their talk; hence they can disturb
the balance of the meeting as they are not properly focused on the
conference as a whole. Using a scriptwriter means that you can ensure
that the meeting does not become unbalanced in any way.
Preparing audio visuals The scripts for each talk can be the basis
for the preparation of visuals for the conference. Often, speakers
fall into the trap of preparing their slides and then trying to write
their talk around them. This means presentations can often drift and
lose the attention of the audience as they are not tightly controlled.
By writing the words first, it is possible to choose visuals that are
much more accurately linked to the material being said. Also, being
able to read the text of a talk allows graphic artists to be more
creative as they know exactly what the speaker is trying to convey.
Never start a talk with visuals – always write the text first and add
the visuals later.
Preparing the venue You have now reached the stage where you have a
detailed timetable of the programme, the words that will be said and
the visuals that will accompany them. You now need to make sure that
the environment in which all this activity will take place is set up
to help you achieve your mission. You will need to visit the venue a
number of times to prepare efficiently and effectively. You will need
to look out for the ways in which your audience will pass through the
building – gain a good idea of ‘foot flow’.
Make sure the building is going to help you achieve what you want.
If modifications are needed, such as barriers or signage, get them
organised now. You will also need to work out items like seating
arrangements for the audience and the speakers, as well as lighting,
acoustics and a host of other ‘production’ factors. If you are not
experienced in this aspect of conference organisation, you will need
the advice of a professional conference director or a conference
production company.
Don’t make the mistake of getting these people in after you have
made your decisions about the venue and your meeting. Get these people
in early; seek their advice and their input to your preparation. These
people organise many conferences and know all the problems – and more
importantly can come up with solutions to any difficulties you may
face. If you have already organised your mission statement for the
meeting and drawn up your list of key messages, a conference producer
will be so much more able to help.
Practising Under no circumstances should you allow a conference to
go ahead without rehearsal. Otherwise, the event itself will be the
first rehearsal. Can you imagine seeing a play’s first rehearsal? Even
professional actors can improve upon their first attempts. Yet, you
are likely to be using people without such skills as your presenters.
Hence, their first rehearsal is almost certainly going to be quite
bad, compared with the final performance. If you do not have any
rehearsals, your conference will be nothing more than a bunch of
amateurs trying to do their best, and probably failing. You simply
must rehearse; otherwise you will be unable to meet your objectives.
Ideally, you should rehearse each speaker alone, several weeks in
advance. Get a presentations coach to guide them through some key
improvements and to help them learn some stage skills. If you have
people who are new to speaking at conferences, get them some basic
training. Then, get your speakers together so they can perform a ‘run
through’. In this way, everyone will know what will take place and the
order of the event. They will also get a ‘feel’ for the detailed
timetable.
These kinds of rehearsals can be in any large room – a hotel, a
village hall, it doesn’t really matter. However, you will also want
your speakers to feel comfortable with the venue, so you will need
them to run through their talks on the actual stage they will be
using. Do this a week or two in advance, so they can go away and think
about any changes in delivery they need to make and get a chance to
practice them. Finally, the day before the conference you should have
a full ‘dress rehearsal’ – lights, cameras, visuals etc. Only then
will your conference mission be achievable. To do any less is to
accept second best.
Guiding your helpers Throughout the conference planning and
organising process you will doubtless have a team of assistants, from
admin to graphic artists to people who hand out the badges to the
audience. All of these people should know what is happening at every
stage of the process. For this reason you should produce a complete
guide to the conference – a manual for the team involved.
This should show all the detailed times, include important
information about the venue, the hotels being used and so on. Make
sure all the important contact information is included and
instructions are added as to what to do in all sorts of eventualities.
This manual will be the ‘bible’ which every ‘back stage’ participant
will need to use to ensure the event runs smoothly. In the
professional theatre, such manuals are an established means of
ensuring the production runs smoothly. Initially developed by the
producer, these manuals eventually become the stage manager’s rulebook
for running the show. Your manual should do just the same.
On the day Firstly, don’t worry. Secondly, don’t panic. If you have
done all the planning and preparation thoroughly, any difficulties at
this stage will be minor. Whatever happens ‘the show must go on’. So,
sit back and enjoy watching the audience have a good time. If you have
planned it effectively, they will. Well done.
About the author - Graham Jones runs The Presentation
Business at
http://www.presentationbiz.com to
help you make great presentations and run magnificent meetings. |