How to introduce a speaker (or how to write your own introduction)
If an event has a speaker, s/he will need to be introduced. At larger events, that’s often done by someone whose primary function is to act as MC; at smaller events, the event or meeting planner is likely to introduce the speaker in addition to all their other responsibilities. In either case, the content of that introduction would ideally be developed well in advance of the event.
MCs/event hosts will want to contact the speaker(s) for some raw information to use for crafting the speaker’s introduction. (This is especially important if the event host will be introducing more than one speaker, as the introductions should have some continuity in the content and style.)
When there’s no MC, the speaker him/herself will likely need to supply the introduction. This is often the case at smaller events and meetings (and podcasts!) where the planner has a myriad of responsibilities and might overlook it until quite late in the game or simply not know how to do it well.
Three reasons to prepare an introduction:
1 It helps the host. Having remarks prepared in advance—by the speaker or the MC—ensures it will be high quality and enable smooth transitions and a lighter day-of-event load.
2 It helps the audience. An introduction paves the way for the audience to receive the message. Supplying them with some pertinent details will help them connect to the message and to the meeting itself.
3 It helps the speaker. With merely 90 seconds (on average) to win the audience’s attention, a well-crafted introduction serves as a credibility boost. Spontaneous introductions are stressful for the host and usually fall flat, or—worse—leave the speaker fighting even harder for the audience’s attention.
What should be included in an introduction (with examples from one I supplied when I spoke to a group of accountants):
A hook. Provide something contextually interesting—a fact or a question—that will demonstrate the need for the speaker’s expertise. What problem does the audience face that the speaker’s expertise helps solve? (Because speakers should also have a hook for the opening of their message, be sure the content doesn’t overlap.)
As accountants and controllers, we present to our executives at least four times a year—usually more. Like 77% of Americans who report being afraid of public speaking, most of us are far more comfortable in front of spreadsheets than a C-suite audience. But our companies’ success depends on the accuracy of our efforts, which means we need to communicate effectively.
A sketch. Offer some pertinent biographical details that establish the speaker’s authority on the topic. An anecdote (as long as it’s at least somewhat related) can establish a more personable connection between speaker and audience. Always insert a phonetic rendering of the speaker’s name to ensure it gets pronounced correctly.
“Keer-sten” Holmberg is a public speaking trainer and coach who works with clients from Fortune 50 companies, including Amazon, HP and Google, equipping them to present with confidence and clarity. She holds a degree in Finance from the University of Colorado at Boulder, but these days she counts words instead of beans.
A roadmap. Supply an overview of what the audience will learn and how they’ll benefit from listening to the content of the presentation. Phrase this in second person to invite the audience into the presentation.
Today, you’ll gain tools for developing your presentation content, principles for slide design, and tips for beating stage fright. Please join me in welcoming “Keer-sten” to our stage.
What to do with it once it’s written
MCs should tuck the introduction away safely in their (digital) files for the day of the event. If, however, the speaker is crafting the introduction him/herself, it should be emailed to the event planner a few days in advance. I also recommend speakers bring a printed copy of it to the event in case it gets lost in the flurry of last-minute details. (If it’s a virtual event, have the digital verbiage handy so it can be sent again quickly via text/chat/email as needed.)
With these principles in mind, crafting an introduction for your next event should be both easy and effective. Set your audience up to receive the full value of the message.