Perhaps the most basic, and yet the most overlooked critical question concerns the audience. For example, if it’s Congress or the stockholders, is there any doubt that you should speak? Hardly. The audience determines the decision in such obvious cases. But what about the more common and less obvious groups?
When you receive an invitation to speak, your principal objective should be to qualify the group. You must determine who they are so you can decide if it will be worth your, and the company’s, time to speak to them. So how do you qualify the group?
First, check company files and see if you have any in-house information or analysis about the group already on hand. Often overlooked, inhouse files can provide a rich information ...
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