It used to be that a speaking appearance was just that — an appearance before a group of people at which you offered insights, took questions and maybe held a few sidebar chats afterwards. Now a speaking appearance is an event, transferrable in whole or remixed form to digital media. Not only is the mileage potential much greater, but the preparation factors multiply too. An appearance, says Lee Odden, is a content occasion.
Writing on the Top Rank Online Marketing Blog, Odden has given thought to promoting speaking "events" and come up with 19 ways to do that. You don't simply rely on your hosts to get the word around anymore. You need to submit notices to interested websites and bloggers, post an announcement in your own web newsroom, publish lists of influentials in your field that might prompt them to link back to you, run social ads on Facebook, Twitter, and LinkedIn and, whew, more to get ready to open your notes on the podium when the appearance actually begins.
It's easy to kid about all this, but the reenforcement and extension of your personal brand available from "marketing" your talk is likely to be worth the prior effort. We have two worlds now, the real one and its digital counterpart. Consider how you'll be playing in both. Lee Odden can be helpful in that.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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