22 September 2011
Speaking opportunities are still one of the most effective ways in which a company can boost its profile. Yes portals such as Facebook and Twitter help build a brand but speaking opportunities are still more effective and are a traditional means of reaching a large targeted audience, according to MBALI MSIMANGO.
We live in a world where Facebook and twitter updates help build a company’s brand. However we should not forget the traditional ways that can be used to build a brand such as speaking opportunities. These are one of the most effective ways to boost your company’s profile.
By speaking publicly on a topic within specific area, companies can position themselves as industry leaders. Speakers can share their knowledge with a group of people, within their target group, who see them on the podium as the experts and who may be encouraged to start doing business as a result.
In many cases the CEOs, or the senior executives, are the most reputable people to be in the “speaker space”. They obviously know the business well and have the final say in all issues.
The value of having a great company spokesperson is being able to profile the company and protect its reputation. They should be able to keep on top of industry trends and anticipate questions before they are asked by the audience.
According to a Holmes Report, the two most valuable podiums for CEOs were the World Business Economic Forum and The Business Roundtable. Companies search for answers in conferences like these, because they are believed to have the most valuable information.
In our own company, HMC Seswa, we are focusing our efforts into providing opportunities for clients to generate awareness for themselves, their company and its products and to also establishing themselves as industry leaders.
Speeches are a powerful way to directly communicate with and influence targeted stakeholders. Speeches offer a face to face opportunity to engage with important people. A perfect speech will catch the listeners’ attention.
All spokespeople should undertake some sort of media training to ensure that the spokesperson is well prepared by using a specialist media coach to build the speakers confidence and ensure maximum impact of voice and tone. The media training will assist the spokesperson to be in control when speaking and the will help convey the key messages.
Research for potential speaking opportunities in different forums and group, locally and internationally is also valuable. Locally, institutions such as Gibs, Wits Business School and Graduate school of Business often have forums where attendees are brought together to build quality business relationships, gain further understanding of the fast-paced business environment and share best practices of innovation and leadership.
Companies should consider the opportunity of becoming prominent members of various forums and networking groups. It’s good to be seen in a number of different places, to practise speaking and to continue to build the company’s brand.
Mbali Msimango is practice group head for HMC Seswa Corporate Communications. HMC Seswa Corporate Communications, a wholly-owned subsidiary of Mazole Holdings, is a specialist PR company whose main forte has traditionally been in the ICT sector, but with a growing number of clients in the business to business arena. HMC Seswa is a PR agency that has a 28 year track record of consistency and excellent in the PR industry, especially for delivering high quality communications results in the IT, business to business and mining space