The Art of Booking Political Speakers

What is happening in the US government today will always be a relevant and sought-after topic. WWSG can help meeting planners book a political speaker.

Then & Now: The Dynamic Pace of Change in the Meetings Industry

A year ago, we offered ideas on how a speakers bureau could help meeting planners in the “new” post-Covid reality. While the pandemic posed real challenges, it also sparked amazing progress. Today, we hear very little about Covid. Conference halls are packed again and airports are booming. We’re racing to keep up with demand for provocative speakers on AI, geopolitical experts, US political insiders, and transformational business leaders.

Yet, the concepts posed in our previous article still hold true. International events continue to require intense experience and risk mitigation. The technologies required to capture the minds of an audience are changing by the minute. Lead times are often weeks rather than months or years.

We all need help from outside our own walls—advice, insight, and expertise. As business leaders, we must choose our partners with critical discretion. We must lean on the people and organizations that have proven their ability to adapt and who can move us closer to our business objectives.

Toeing The Line: How Skilled Meeting Planners Bring Political Insight to Attendees

Since Ronald Reagan first made a splash by declaring himself a private citizen after leaving the Presidency, political leaders and ex-government officials have been very popular on the global lecture scene. Providing hosts both the big-name ‘splash’ necessary to capture the attention of registrants as well as elite-level insight into the vaulted US (and international) political landscape, there has been constant demand for the services of political commentators.

From the 1980s until recently, conferences often included dedicated political sessions. These sessions covered a wide range of topics, from specific legislation impacting industries to broader overviews of global trends. Speakers addressed what could be expected with changing Administrations, highlighting various tendencies and provocations of one party or the other.

So, what has changed? Perhaps first we should acknowledge what has not changed when it comes to the demand for political commentators.

Organizations, and more specifically the leaders within organizations, will always require guidance and insight from experts outside their own walls. Sure, a large trade association or multinational investment firm will have their own experts who provide real-time analysis and direction internally. But there are always reasons to bring in external perspectives. The fact is the world may be more complex than ever. One could argue that the need for experienced insiders is more crucial now than ever before.

And yet, as everyone knows, politics in the US is perhaps as combustible of a topic as exists in our culture. From our homes to our schools and our places of work, we are all treading lightly. Some people feel strongly about their views and express them outwardly, regardless of how others may feel. Others, perhaps just as dedicated to their position, choose to keep their views completely hidden from public consumption. Consensus, it seems, is not a realistic goal no matter the size of the sample.

So, what does a meeting planner do?

Politics is top of mind for many, and conferences have a responsibility to illuminate the issues affecting their attendees. Conversely, how can you feature a political speaker without alienating half the audience or damaging your brand’s reputation?

At Worldwide Speakers Group, we provide access to thought leaders who are in demand by our customers around the world. We represent former political leaders and other experts who can help our customers’ business objectives, regardless of party. Our goal is to help audiences make sense of the chaos. We don’t endorse parties or candidates, rather, we promote the thought leadership of many different individuals to help meeting planners. Now that we got that out of the way, how is it that some meeting planners are bringing political speakers to their meetings in such a way that their attendees benefit from the insight without a downside?

Five ways to effectively offer political insight to conference and event attendees:

1. Organizations often book political speakers for private, closed-door, off-the-record sessions with their top leadership. Whether it be a board, C-Suite or leadership meeting, this “Chatham-house” style provides a full scope of the content without public consumption. It allows for very candid discussions that provide perspective, without having to hedge every comment. This format is particularly useful for discussing sensitive political issues (america and politics) or current political events that might be controversial or require a nuanced understanding.
2. Many meeting planners seek to “even the playing field” by providing two speakers, each affiliated with a different party, to have a point-counterpoint discussion. The idea is to bring the content to the stage without seeming to prop one person over the other. This format can be effective when the right speakers are chosen, and they have a very clear understanding of what is expected. For example, a conservative speaker or conservative commentator might be paired with a liberal pundit to discuss recent government events.
3. Meeting planners will also bring in a political speaker with a very clear and direct relation to a particular topic. Perhaps they sat on a relevant committee in Congress, or they held a Cabinet position directly related to an industry, or they have expertise in a certain geopolitical hot spot that is important to an audience. This type of speaker can be extremely effective when chosen carefully and presented with a very clear set of objectives. For instance, a former political reporter might offer insights into US government news today or a political pundit could analyze what is going on in the US government today.
4. Lastly, some organizations simply worry less about an event’s optics and more about bringing in unique people. Whether that be a former Prime Minister, a Cabinet Secretary, a political historian, or even a celebrity—these planners aim to be provocative rather than playing it safe. While perhaps the riskiest position, it may also provide the biggest return on investment. Once a conference becomes known for pushing edges and testing conventional thinking, its value to attendees becomes immense. This approach can be particularly appealing to audiences interested in current politics in the US.
5. Additionally, organizations may consider booking female conservative speakers and female liberal speakers to provide a unique perspective on recent political issues in the US. These voices are lesser heard on large stages, yet they’re pivotal to a full understanding of how political issues affect everyone.

The bottom line is that the need for political discourse and insight is perhaps greater than at any point in our history. If you do not have a strategy for how to successfully connect your attendees to this topic, then you may find your attendees looking elsewhere for the information.

A very good speaker bureau can help guide you through these decisions. It is usually a matter of getting the right individual on stage who will make all the difference. Even very controversial topics can be brought to light if done in the right way with the right presenter. Do not be afraid to challenge norms and be provocative. You can give your attendees what they so desperately crave in a way that is not only acceptable, but appreciated.

Let Us Help You Select the Perfect Political Speaker