Are you maximizing the ROI for your meetings and events? In order for your next assembly to produce a positive ROI, your attendees need to leave the event motivated to do something different in the long term. Promotional Consultant Today shares a look at the event presentation lifecycle, a formal process designed to help improve speaker skills and presentation quality, therefore improving event effectiveness and ROI.

1. Theme/Topic Selection. The first step in preparing a high-value event is to determine the main objective, theme and desired results of the event. Once the theme has been identified, topic selection and sequencing can begin.

Topics should be sequenced to build on previous topics, creating a storyline that runs through the event. By using a variety of presentation styles and audience interactions, audience engagement will be further supported. A loss of audience engagement leads to reduced ROI.

2. Speaker Assignment. Selecting who will be addressing your participants is often the most important set of decisions affecting the ROI of your event. Each speaker has various characteristics that will impact the energy, flow and effectiveness, including area of expertise, area of passion, energy level, presentation skill level, creativity and theatrical ability, and the ability to motivate versus train.

As part of your speaker selection process, you may consider hiring external speakers to add content expertise to your event. While this expertise is valuable, it can create additional risk. You need to make sure your speaker is addressing a message that is relevant and on point with rest of your topics. Also, ensure that you have control over the messages they deliver and that the quality of the presentation doesn't inadvertently upstage your executives.

3. Speaker Coaching. Regardless of the skill level of the speakers you are putting in front of your audience, formalized speech and presentation coaching will help ensure clear, consistent messaging. By supporting your speakers with a professional speaking coach who is intimately aware of your intent and objectives, you will create an environment that helps prepare each speaker for maximum effectiveness and impact.

4. Objective Assessment. When it comes to presentation effectiveness, a common mistake executives make is to rely on anecdotal feedback from staff and coworkers instead of objective feedback. The use of a structured and objective assessment tool will provide a baseline for ongoing speaker development and a baseline for continual improvement.

A formalized, objective assessment should be based around three main categories, including content and vocal delivery as well as presentation style and engagement. The objective results, combined with subjective feedback like audience engagement and survey results, provide a framework for an action plan for future improvement.

5. Coaching Review. The final step is the coaching review. Your corporate speakers should receive feedback from an expert trained in reviewing presentations incorporating the objective assessment, subjective feedback and a review of audio or video of the event when available. The coaching review and the action plan are then used as the basis for coaching the presentations for the next event.

Through this defined process, not only will you improve your current event, but you will lay the foundation and establish the process for continual event ROI improvement.

Source: Mark A. Vickers is a Certified Professional Coach, and Certified World Class Speaking Coach. He is a communications consultant focused on helping organizations improve performance through improved communication and speaking skills. Vickers is a creative author and speaker, and is known for developing the Communications Challenge, an objective way to measure communication effectiveness.