No matter how charismatic, competent or well-known a speaker may be, if they are not a good fit for the company, their presentation will seem interchangeable or even inappropriate. This is because every organisation has its own culture, language and expectations. This is precisely what separates a ‘good presentation’ from a truly effective performance.
In this article, we show you how to recognise whether a speaker really fits your company – and how we as an agency ensure that this fit is not left to chance.
Why the speaker should fit the company
1. Professionally suitable – but also culturally?
Often, the selection of speakers initially focuses on professional expertise – and that is right and important. But just as crucial is: How does the speaker talk about the topic? And: What is their attitude, language and impact?
The following questions help with the assessment:
- Does the communication style fit the company – more casual or more factual?
- Does the speaker come across as credible to your specific target group?
- Do they have the necessary sensitivity for your industry, your challenges and your corporate culture?
When making our selection, we not only look at CVs and expertise, but also at the personality behind the presentation – because that is what determines how well it resonates with the audience.
2. Understanding the target group: Who is in the room?
For a presentation to be effective, the speaker must not only know their content, but also the people they are speaking to. As an agency, we work with you to determine:
- Who exactly is the audience? (Employees, management, customers, external parties?)
- What are their expectations or previous experiences?
- Are there any internal peculiarities or sensitive topics that the speaker should be aware of?
We brief our speakers carefully – so that they not only present their programme, but also reach your audience.
3. Corporate values and tone
A good presentation can do more than just impart knowledge – it can also be a statement about your corporate culture. But this only works if the speaker does not undermine this culture.
Therefore, pay attention to:
- Value compatibility: Does the speaker fit with the attitude and identity of the company?
- Language and expression: Is the speaker’s language understandable yet professional?
- Sensitivity to diversity, leadership styles, internal structures?
When making our recommendations, we pay attention to whether the ‘chemical connection’ between the speaker and the company is right – and address potential stumbling blocks at an early stage.
4. Briefing as the key to a perfect fit
The better informed the speaker is about your company, the more they can engage with it. That’s why we coordinate a structured briefing for each event:
- Clarification of objectives and expectations
- Insight into the corporate culture and current challenges
- Background information on the industry, competition, language, sensitive topics
- Formulation of ‘no-gos’ and clear dos
A good briefing creates certainty – for both sides. And it significantly increases the impact on stage.
5. Consider the form of presentation and setting
The environment of a presentation also contributes to the fit:
- Formal or informal? A business lunch requires a different tone than an executive conference.
- Classic stage or workshop atmosphere? Not every speaker feels comfortable in every setting – we coordinate this carefully.
- Interactive or frontal? Depending on the format (impulse, keynote, Q&A), the requirements for the speaker change.
We help to optimally match the person and the context – so that not only the content fits, but also the style.
6. Test via video or preliminary discussion
The decision for a speaker is often easier if you have seen them before. That’s why we offer:
- Video material and reference appearances to assess impact and style
- Personal introductory meetings before signing the contract
- On request, an on-site or digital dress rehearsal before the event
This way, you can be sure that the speaker is not only convincing in terms of content, but also harmonises in personal contact.
The right speaker not only conveys content – but also your identity
The best effect is achieved when a speaker speaks not only ‘for’ but also with the company. When he or she speaks the language of the audience, respects your culture and supports your goals.
As a speaker agency, we pay close attention to this fit – with experience, tact and honest advice. Contact us – we will connect you with personalities who suit you. In every respect: or