A) Start With Desired Audience Outcomes – Define What Success Looks Like

Before choosing the décor, music, room setup, or speaker, ask:

• What should attendees think differently?
• What should they feel?
• What should they do after the event?
• What do you hope they will still be talking about on the drive home?
• What would make the investment feel worthwhile?

Every production decision should support that experience.

Your goal is not simply to fill the agenda.

Your goal is to guide the audience’s attention, energy, emotion, and action.

B) Choose the Speaker for the Audience, Not Only the Topic

A relevant topic is important, but it is not enough.

Consider:

• the culture of the audience
• the energy level of the event
• what the organization is currently navigating
• how much practical application is needed
• whether the audience needs challenge, encouragement, clarity, connection, or relief
• whether the speaker can adjust to the room

The best speaker is not simply the person with the right title.

It is the person who can meet this audience in this moment.

C) Promote the Speaker Ahead of Time

Resist the temptation to surprise your audience.

People generally appreciate structure. They want to know what is coming and why it matters. If the goal is to prepare them for change, allow them to prepare rather than springing it on them last minute.

Use pre-event communication to:

• introduce the speaker
• establish credibility
• create curiosity
• explain why the topic matters
• help attendees arrive ready to participate

Photos of the speaker on banners, screens, programs, emails, and social posts can build anticipation before the speaker ever steps onstage.

Promotion is not vanity.

It prepares the audience to engage.

D) Consider the Emotional Journey

Be intentional about what happens immediately before and after the keynote.

A speaker following:

• an emotionally heavy fundraising appeal
• a memorial
• a difficult organizational announcement
• a long awards ceremony
• a dense financial presentation
• an energetic performance
• a lengthy or emotionally demanding leadership presentation

…may need to open differently.

Avoid emotionally whipping the audience back and forth.

If you want a keynote to lift the room, do not place it immediately after emotionally overwhelming the audience without allowing space to process.

Tell the speaker what happens before their talk so they know what emotional room they are walking into.

Also tell them what happens next.

Will the audience move into a break, table discussion, awards ceremony, executive response, or another session?

A strong close should create a bridge into what comes next. Remember the power of three: Tell them what you are going to tell them. Tell them. Then tell them what you told them. It reinforces the learning, reminds the audience why it matters, and guides them into the next stage of your event.

A) Use the Backdrop to Build the Experience

A well-chosen backdrop adds polish and professionalism.

Uplighting can elevate a simple backdrop without breaking the budget.

Communicate the backdrop colors to the speaker ahead of time. If the speaker wears the same color as the background, they may visually disappear.

A beautiful stage is not helpful if the audience cannot clearly see the person standing on it.

Be mindful of placing the speaker in front of windows or other distracting backgrounds. You can direct focus with backdrops. Where do you want your audience to look? What do you want them to pay attention to?

B) Light the Speaker

Stage lighting matters.

If the stage is in a dark portion of the room or does not have dedicated lighting, the speaker can disappear into the background.

That sends an unintended psychological message:

This person is not important enough to focus on.

You clearly do not believe that – but the room may communicate it anyway.

Light the speaker.

Dim the rest of the room appropriately.

You get to drive the audience’s focus with light.

C) Keep the Stage Visually Clean

Remove anything the speaker does not need:

• extra chairs
• unused microphones
• water bottles scattered across the floor
• empty music stands
• boxes
• leftover awards
• unnecessary décor
• loose cables

A cluttered stage divides attention and can make movement awkward or unsafe.

D) Give the Speaker Room to Move Safely

If the speaker is dynamic, check:

• stage depth
• stage width
• stairs and railings
• access to the audience
• cables
• loose rugs
• low ceilings
• projection equipment
• furniture in walking paths

Bright stage lights can make a dark audience area difficult to see. Make sure the speaker can move confidently without creating a safety risk.

E) Protect the Connection Between the Speaker and the Audience

Keep the distance between the stage and the first row to a minimum.

Too much space creates an unnecessary barrier the speaker must overcome.

Too little space can make both the audience and speaker uncomfortable.

The goal is enough room for safety and movement without losing intimacy.

F) Consider Camera Sightlines

Even when the event is primarily live, photos and video often become valuable marketing assets later.

Check whether:

• the podium blocks the speaker
• décor appears to grow out of the speaker’s head
• screens create distracting lines
• the speaker is backlit
• audience heads completely obstruct the stage
• photographers have a clean angle
• the stage looks intentional on camera

A small production adjustment can significantly improve the quality of your event photography and video.

G) To Podium or Not to Podium

Some speakers prefer a podium. Others do not. It’s a good idea to ask.

A podium can provide a great place to display your logo, but it can also become a place for a speaker to hide and lose energy.

When a presenter camps behind the podium, it may:

• lower their energy
• limit movement
• create distance
• give the audience permission to sit back
• make the presentation feel more formal than desired

Removing the podium allows the speaker to move and requires the audience to visually follow them. That movement can increase attention and engagement.

If a podium is required, consider placing it to the side rather than directly in the center of the stage.

H) Watch the Room Temperature

Cool the room lower than you think is necessary. Once the room fills up, all those bodies will naturally turn up the temperature! This can make your audience uncomfortable and roast your speaker. Start cool and let the audience, and your speaker, bring the heat.

A) Sound Check Before the Room Opens

Nothing detracts from a presentation faster than bad audio.

Do not wait until the speaker begins to discover:

• the microphone cuts out
• the volume is too low
• feedback is present
• the batteries are weak
• the video sound does not play
• the speaker’s voice sounds muddy or distorted

Complete a proper sound check before attendees enter the room.

Test from the back row, not only from the audio table.

Running final checks BEFORE your guests arrive helps you present a polished, professional, and prepared image—communicating value and intentionality rather than something assembled at the last minute. It is another subtle way to help your audience feel cared for.

B) Choose the Right Microphone

Wired microphones are often the safest choice for connection and sound quality.

Handheld microphones are another strong option.

If the speaker uses their hands frequently or moves around the room, a lavalier or headset may be best. Just make sure it is a good one.

The audience must be able to hear clearly without worrying about the microphone cutting in and out.

The right microphone depends on:

• speaker preference
• movement
• room size
• audience participation
• sound system quality
• stage setup
• other active wireless systems in the building

Ask the speaker what works best for them.

C) Have a Backup

Even the best equipment can fail.

Have a backup microphone, and backup batteries, ready and make sure someone knows how to activate it quickly.

The backup should not be buried in a case across the room.

D) Use a Confidence Monitor and Timer

A visible timer helps the speaker:

• stay on schedule
• manage audience interaction
• adjust pacing
• protect the closing
• avoid getting lost in the topic

It also helps the event team stay on course.

The monitor should be easy to see without requiring the speaker to turn around.

E) Embed Videos Into the Presentation

Whenever possible, embed videos directly into the slide presentation.

Avoid jumping between:

• PowerPoint
• a browser
• a video platform
• a desktop folder
• separate media software

Every platform switch creates another opportunity for:

• the video not to load
• the audio to disconnect
• the wrong window to appear
• an unexpected notification
• Wi-Fi failure
• wasted time

Reduce possible errors and increase confidence by keeping media inside one program whenever possible.

F) Keep Backup Copies

Have the final presentation available:

• on the event computer
• on a USB drive
• in cloud storage
• with the speaker
• with the A/V team

Confirm which version is final.

Label it clearly.

Avoid files named:

• FINAL
• FINAL2
• FINAL-NEW
• FINAL-USE-THIS
• FINAL-REALLY

G) Use One Shared Run-of-Show

The planner, producer, emcee, speaker, and A/V team should not be working from different versions.

Include:

• start and stop times
• introduction
• music cues
• microphone needs
• walk-on and walk-off
• video cues
• Q&A timing
• transitions
• contingency notes
• the person responsible for each cue

Schedule a quick review of the schedule and transitions the morning of. If the A/V crew doesn’t know what’s going on, didn’t get a last minute update, or feels uncomfortable, it doesn’t matter how much planning you put in, the risk for mistakes will skyrocket.

A) Schedule the Keynote for the Outcome You Want

If the keynote is intended to create insight, practical application, or meaningful culture change, do not schedule it over a meal whenever possible.

Eating creates unavoidable distractions:

• clanking utensils
• servers moving through the room
• side conversations
• people focusing on their plates
• delayed food service

If the presentation must happen during a meal, choose content that is lighter, more entertaining, or inspirational.

If the message is important, give it room.

Sometimes people leave early. If you want your closing keynote to connect, make sure the surrounding schedule supports it so that the event continues to build to the closing, rather than sputter out.

B) Consider What You Serve

Avoid placing a heavy, data-driven keynote immediately after a meal filled with carbohydrates and rich foods.

A tired audience is not necessarily an uninterested audience.

Sometimes they are simply fighting a meal coma. They are digesting – just not the information you want them too.

Consider:

• lighter food
• movement before the session
• a short break
• energizing music
• a more interactive opening

C) Put the Kickoff Near the Beginning

If you want the keynote to kick off the event, schedule it as close to the beginning as possible.

Avoid multiple “kickoffs” before the actual kickoff.

A long series of announcements, executive remarks, sponsor acknowledgments, videos, and housekeeping items can drain the energy before the keynote begins.

If the keynote is intended to set the tone, allow it to do that.

If there MUST BE a kickoff before the keynote kickoff, keep it brief with a quick welcome, event highlights, maybe a celebration or two, then straight into your kickoff keynote.

D) Build Breathing Room Into the Schedule

It is tempting to fill every minute – after all, time is money.

However, that is not always the case for in-person events. People want time to:

• reconnect
• continue conversations
• process ideas
• meet the speaker
• visit sponsors
• handle personal needs
• move between rooms

Do not force attendees to choose between following the schedule and building relationships.

Bake that time in.

As Herb Kelleher once said, “The business of business is people.” Give your people time to connect. The magic often happens in the relationships built between sessions.

E) Do Not Let the Schedule Quietly Steal the Keynote

When earlier sessions run long, the keynote often absorbs the loss.

Decide in advance:

• what can be shortened
• what cannot be cut
• who will notify the speaker
• whether the end time is fixed
• how much adjustment is realistic

Professional speakers can adapt, but they need an honest update and time to adjust their presentation – not a surprise when they walk onstage.

A) The Introduction Is Not a Biography

Do not bore the audience with a long list of facts and credentials.

If detailed biography information matters, include it in the program or event materials.

As my friend Fred Miller shares, the introduction should answer three questions:

1. Why this topic?
2. Why now?
3. Why this speaker?

That is enough.

Your introduction is the opening act.

You have the baton and can either create a clean handoff or fumble it.

Keep it short. Build anticipation. Then bring the speaker onstage.

B) Prepare Before the Event

Research the speaker before the day of the event.

Request an approved introduction, then make sure you understand it.

Confirm:

• the speaker’s name
• correct pronunciation
• title
• topic
• relevant credentials
• the intended tone

The attached presentation handout emphasizes researching the speaker, confirming pronunciation, writing a concise introduction, practicing, checking A/V, and keeping the handoff short.

Pronouncing the speaker’s name correctly is a simple act of professionalism and respect. It is always acceptable to ask.

C) Memorize the Opening and Closing

You do not have to memorize every word, but you should be familiar enough to look up and connect with the audience.

Use bullets and notes, not a page of sentences.

Reading the introduction for the first time onstage communicates that it was not worth your time to prepare.

The audience may unconsciously conclude that the speaker is not worth their attention either.

Eye contact with the audience during the introduction helps engage people and draw them in for your speaker.

D) Create a Clean Handoff

Avoid:

• long pauses
• applause dying before the speaker reaches the stage
• the emcee slowly gathering papers
• wandering away from the microphone
• the speaker navigating cables or furniture
• unclear music cues
• multiple introductions
• technological mishaps

The cleaner the handoff, the stronger the opening.

E) Before the Keynote

The audience will follow your lead.

That is true before the speaker begins and after the speaker leaves the stage.

When you:

• look prepared
• pronounce the name correctly
• explain why the topic matters
• show enthusiasm
• keep the introduction concise
• welcome the speaker confidently

– you signal: This matters. Pay attention.

When you appear unprepared, read the introduction for the first time, or overload the audience with irrelevant information and a long biography, you send the opposite message.

F) After the Keynote

Do not simply move to the next agenda item.

Reference something the speaker said.

Reinforce a takeaway.

Acknowledge the value.

Thank the speaker with specificity.

For example:

“Jeff challenged us to recognize what is shaping our reaction before choosing our response. That is a question worth carrying into the rest of today.”

That brief reinforcement tells the audience:

I was listening. This mattered. Take it with you.

Without that moment, you may unintentionally signal that the message can be immediately forgotten.

A) Assign One Onsite Decision-Maker

The speaker should know who has authority to make quick decisions about:

• schedule changes
• room setup
• lighting
• sound
• audience participation
• timing
• content adjustments

Do not make the speaker search for five different people when something changes or create ambiguity within your team regarding roles and responsibility.

Clarity reduces stress and keeps the event moving.

B) Provide a Speaker-Ready Space

It does not need to be elaborate.

A quiet room with:

• water
• a chair
• a mirror
• restroom access
• a place for personal belongings
• a moment away from the crowd

helps the speaker arrive focused and ready.

Whenever possible, providing a secure space for your speaker to leave valuables or materials for their presentation ahead of time can be very helpful – not only for your speaker, but also for your team.

C) Avoid Last-Minute “One More Thing” Requests

Avoid asking the speaker, minutes before walking onstage, to:

• recognize several sponsors
• add a new executive message
• shorten the presentation significantly
• mention multiple people
• change the closing
• include a surprise announcement
• restructure the keynote

Sometimes changes are necessary, but major last-minute requests can weaken the opening, pacing, and close.

Plan and customize early. Confirm changes promptly. Finalize details before event day.

Do not rewrite the keynote or change the entire run-of-show at the stage door.

D) Make Sponsor Recognition Intentional

If sponsors need recognition, determine in advance:

• who will do it
• when it will happen
• how long it should take
• whether it belongs in the introduction, slides, program, or closing

Do not automatically turn the keynote speaker into an announcer.

E) Plan the Q&A Before It Begins

Decide:

• whether questions will be live or submitted
• whether a moderator is involved
• where microphones will be placed
• how much time is truly available
• who will end the Q&A
• how the speaker will know time is running out

Have at least one prepared opening question.

It eliminates the awkward silence and helps establish the quality of the conversation.

If no questions are asked, the moderator should be ready to move forward confidently rather than allowing the moment to become uncomfortable.

Avoid yes or no type questions.

F) Guide the Photographers and Videographers

Great event photography and videography should preserve the experience without disrupting it.

Ask them to:

• capture audience reaction as well as the speaker
• avoid constant movement near the front of the stage
• limit flash during important moments
• stay out of the speaker’s direct eyeline
• avoid blocking the audience
• capture connection, emotion, and participation
• understand which moments matter most

The best images often show the relationship between the speaker and the room – not only the speaker standing alone.

They are focused on getting you great images. You are focused on giving your audience a great event. Work intentionally with your photographer or videographer so your goals are aligned and mutually supportive.

G) Confirm Materials and the Promotion Area

If the speaker is shipping books, handouts, signage, takeaway cards, or promotional materials ahead of time, confirm that the shipment has arrived and that someone onsite knows where it is.

Also confirm where those materials will be displayed or distributed. A signing or promotional table may work best at the back of the room, in the hallway, or on the expo floor – depending on traffic flow and the event design.

Clarify:

• who will receive and store the shipment
• where the materials will be placed
• who will set up the table
• whether tables, chairs, linens, signage, and markers are needed
• when the speaker will be available for signing or conversation
• who will pack or ship any remaining materials afterward

Do not let boxes arrive safely and then disappear into a storage room.

H) Prepare for the Unexpected

Great events are not perfect events.

They are events where the team communicates clearly, adapts quickly, remains calm when something changes, and ensures the audience still feels cared for and well served.

Prepare:

• backup microphones
• redundant presentation files
• alternate introductions
• timing adjustments
• contact information for key vendors
• a plan for technical failure
• a plan for low attendance
• a plan for a delayed meal
• a plan for a late speaker
• a plan for an emergency schedule change

The goal is not perfection.

The goal is readiness.