By Geralyn Lederman

A speakers bureau is essentially a go-to group of experts on which an organization can rely to act as spokespersons.  The bureau can be developed for both proactive and reactive purposes, depending on the needs of your organization.

A speakers bureau can:

• Help your organization be prepared to respond to media queries promptly with accurate information and/or expert opinions.
• Be used to promote the messages, goals and vision of your organization.
• Add a new dimension to your organization’s crisis communications response plan.

Setting up a speakers bureau

Step One: Identify the topics for which your organization needs spokespersons. In doing this it may be helpful to consider the following:

• Recurring issues faced by your organization
• New or ongoing news trends
• Messages that your organization would like to see addressed in the media

Step Two: Seek out qualified individuals who are affiliated with your organization, for example, directors, members or employees, who are willing to participate. Participants should be:

• Qualified to speak on their assigned topic
• Willing to make themselves available for interview
• Well versed in the key messages of the organization

Step Three: Participants should be very familiar with your organization’s key messages and be able to work them into their responses to media questions. Media training is an excellent way to ensure that speakers don’t go off topic and remember to seamlessly include the organization’s messaging when answering questions.

Step Four: Maintain a continually updated database of speakers’ information, including:

• Areas of expertise
• Qualifications
• Biography
• Head shot
• Contact information

Reactive and Proactive Speaker Activities
If they are willing and able, speakers bureau participants can do so much more for an organization than respond to media inquiries. Speakers can represent an organization – and their area of expertise – by speaking at conferences, participating on panels, and presenting at workshops or networking events.

A vibrant and active speakers bureau can be an extremely valuable asset to your organization’s communications program.

Geralyn Lederman is an Account Supervisor for Kellen Communications.

By Travis Rush

Facebook has undergone a drastic transformation from an online college yearbook in 2004 to the worldwide personality and brand networking site it is today. In a system as dynamic and interactive as Facebook, however, misinformation and confusion can be plentiful. Many brands feel pressured to join the social media conversation, but before jumping in to create a Facebook page, an organization must decide who they plan to target and what action they want that audience to take.

It is crucial that an organization’s online presence clearly communicate its brand, while allowing its message to stand out from the crowd. And, for better or worse, Facebook is too noisy to convey the real value or brand attributes of a smaller organization to a large audience. Facebook is often necessary as a presence, but it is not always a solution. It is important to remember that with social networking tools, users are in control - Facebook, and its 350 million users, will continue to evolve around that concept.

At Kellen, many of our clients are trade associations and professional societies – non-profit groups with a mission. Often, that mission includes public awareness and outreach and therefore using all the communication tools available is a must for these groups. Facebook is a great communication tool as a platform for an entity to say what it wants to say about itself and engage those who are interested, much like a conversation. As such, the skills of engagement, humour, intrigue and sincerity are vital to success. But, just like in the real world, you need to know with whom you are engaging and where they are located (online and offline).

Define your audience. Consider who they are and what motivates them. For many associations, societies and non-profits, their most effective “real world” outreach avenues –  trade magazines and conventions – don’t yet have strong “online” parallels, and the demographic breakdowns that Facebook offers are still too broad and vague to re-create the off line audience. The outlet that does offer the desired demographics is an organization’s Web site.

The caveat with Facebook, and other forms of social networking, is that you have only five seconds to attract your audience. To be effective, you must determine what moves your audience to take action. Whether it is cartoons, giveaways, videos, contests, trivia or food, it has to be exciting to create a buzz on Facebook. Once attention is engaged, Web sites or microsites can be used for follow up, which will lead to action.

While it’s almost necessary to have a Facebook presence, it is not a way to distinguish yourself to your audience. You want the real conversation and value to come from your own Web site. By embracing your site, you will compel your organization to examine its mission and audience, which is a real key to growth.

Travis Rush is the New Media Specialist for Kellen Communications.