How to Prepare for Any Media-Related Speaking Engagement Like a Pro

I stand outside the lecture hall with my laptop bag while a small crowd gathers in the hallway around me. We’re at the Self-Employment in the Arts Conference in Springfield, Missouri, and we’re waiting for the current session to end so we can file into the classroom for the 1 p.m. session on writing for the web.

This time, I’m not an attendee of this conference. I’m a speaker, and the web writing session is mine.

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It’s surreal, especially because I don’t look any more accomplished or knowledgeable than the writers gathering near me at the door. There’s a man with a briefcase. A briefcase, people. I think everyone assumes he’s the speaker. I suddenly regret my rainbow-striped laptop bag.

But when the former session lets out and everyone files in, I take my place at the podium and pull out my note cards. When everyone settles down, I clear my throat and begin. The room is silent except for my voice. By no means am I an expert in public speaking (I’ll need a briefcase for that, I think), but my first professional speaking gig taught me tons about myself and what makes for a good presentation.

Know thy audience.
Maybe it should go without saying, but knowing your audience is essential to both speaking and writing. In the same way you wouldn’t try to sell your 101 Cupcake Recipes book to a gluten-free health fanatic, the success of your speaking gig depends largely on your audience’s needs. Though it’s impossible to make everyone happy, get a feel for your crowd’s energy before you begin. Ask the event coordinator for information on the event, or if it’s a recurring conference, ask about last year’s turnout. Get specifics: How old are the attendees on average? Gender? If it’s a conference, what types of writers are in the crowd? What level? If you’re speaking at a bookstore or college far from home, consider the political and religious affiliations of the geographic area.

I asked my audience at the SEA Conference to state their names, type of writing they do, and current profession, and discovered that a third of my audience was made up of students at Evangel University. As a result, I made a mental note to substitute a talking point involving an article I wrote on atheism with an article I wrote on parenting. Not only did I potentially avoid offending a third of my audience, but getting a feel for each person’s writing genre allowed me to tailor other pieces of advice to fit their ambitions. Occasionally referencing specific people in the audience as you talk (“Which applies to you, Joe, since you write fantasy novels!”) makes things cozy and personal. Plus, it keeps people alert.

Have a structured presentation.
As a common courtesy to your audience, I think it’s a good idea to be as transparent as possible about the structure or duration of your speech. For my session, I offered eight practical tips for earning money as a writer for digital publications. I provided handouts listing each of my tips, with a little room under each for notes. Having this structure, and having it out in the open, prevents any misunderstandings about what to expect from your speech.

Of course, not all speaking gigs fare well with list-type formats. Keynote speeches, motivational or humorous speeches often require a little more artfulness, which may be stunted by a rigid “step one, step two.” But you should still give your audience a head’s up about your content early in your speech by weaving your main points into a digestible thesis.

Regarding your use of media and other resources, do what’s comfortable to you. If the thought of all of the variables of setting up a presentation rich with media makes your chest tighten, go low tech. On the other hand, using PowerPoint or video clips or Shakespearean thespians to do dramatic reenactments can ease your nerves, especially if you’re the introverted type who hates having all eyes on you.

Practice… but don’t go overboard.
If you haven’t done a ton of public speaking, your instinct may be to practice over and over, for days on end. While it’s important to rehearse your presentation aloud to uproot and replace awkward phrases, I’ve found that my sweet spot is three or four full rehearsals. Beyond that, I second guess myself, I get bored with my own content and I start panicking over little things like my pronunciation of words.

If anything about your talk bores you, cut it or change it. Just like in your writing, you can’t expect someone to be interested in what you’re saying if you’re not. Finally, the best pointer, and one that you probably remember from Public Speaking 101, is to never write out your speech word for word. Limit yourself to a couple of note cards with bullet points for reference. Usually, if you’ve been invited to speak somewhere, you know your material, so trust yourself. You’re not a fifth grader making a speech on Alexander Hamilton. You’re a professional who’s excited to share her expertise with an eager audience.

Realize you don’t need to have all the answers.
Although I’ve only spoken at one conference, I’ve attended enough literary events to know there’s always going to be one curmudgeon, one audience member who either knows everything or hates everything, including your face. And if you’re the speaker, they’re probably going to ask you something.

My curmudgeon wasn’t terrible, but she sensed my uncertainty on a particular topic — making money on one’s personal blog — and dug deeper. “So how do you make money from blogging, then?” she asked me. I nodded, apparently mulling over the wording of my confident, educated answer, but this is what my internal monologue looked like: Crap. What did I read about blogging for money a month ago? Something about selling a product? Google Ads? Right, growing an audience, platform — ugh…

“Honestly,” I told her, “I haven’t done it, so I can’t tell you how. I’ve only written for multi-author blogs with budgets big enough to pay writers. I do remember learning that it’s best to write about one specific topic, and update your blog regularly, so you can grow an audience and develop your platform for future books and articles. But there are entire books written on blogging for profit, so I’d look into those.”

The great thing about events like these is that you don’t have to have all the answers. If you really have no idea, I’d suggest you don’t pretend like you do. Most people have pretty good BS detectors and you’ll look arrogant if you completely make something up. Another option is to crowdsource your answer. Not only does this open up the entire room to learn from one another, but it takes the focus, and pressure, off you.

Enjoy the experience.

Embrace any opportunities you have to speak to a group. If you write fiction, you may be asked to read excerpts or make speeches at book-signing events. If you’re a nonfiction writer, you may be invited to speak at gatherings pertinent to your topic of expertise. Book authors are required to speak constantly when they’re on tour. Even freelance article writers often bring in extra income by taking on speaking gigs (plus it’s an excuse to travel, sometimes with expenses paid). Even if the only crowd you ever address is your local writers’ group, knowing what you might face at your first speaking gig can relieve some of the tension you may be feeling.

And when it’s all over, you may surprise yourself. I felt exhilarated by my presentation, convinced for a few moments that public speaking was my calling. And as my audience cleared out, my curmudgeon actually thanked me, as did one of the Evangel students. And another young girl came up, shook my hand, and said, “Thank you. That was interesting but also really practical. I was joking to my friend that I’d need caffeine for this session because the speaker at lunch was really boring, but you kept me awake!”

I’d missed the lunch speaker, so out of curiosity I opened my pamphlet to see who it was. What do you know. It was one of my very own audience members: the man with the briefcase.

Amanda Layman Low is a freelance writer and artist. Contact her on Twitter
@AmandaLaymanLow.