Article: The roles of manager, publicist, PR firm, speaker agent, and speaker bureau in a speaker's career


Here are some definitions from my 30 years' work as a PR consultant and manager for authorities, speakers, and spokesmen; and speaker agent/advocate since 1990. The following terminology may be helpful to those of you interested in speaking for a good fee... after having done unpaid book signings and unpaid book promotion appearances.

Also, you may find helpful an article I wrote called "12 Truths Speakers Need to Know About Speaker Agents and Speaker Bureaus", followed by 6-7 resources for speakers.
 
MY DEFINITIONS


PR CONSULTANT, FIRM: A public relations specialist who crafts a customized visibility campaign in chosen markets to boost a professional's expertise to celebrity status so that paid speaking invitations, paid writing assignments, top consulting assignments, etc., come to you effortlessly. The PR program is designed to bring the invitations to you, so that you no longer have to knock on doors or do cold-calling which simply diminishes your prestige. (In my opinion: most authors will spend their promotional budget on book publicity only when for the same amount they could hire services that will bring them income-producing work which often sells more books. This is not cost-effective thinking.) A retainer is required.
 
MANAGER: The CEO of the speaker's support team. A manager sees both the Big Picture and the Baby Steps it will take to get you to your specific, measurable goal. She monitors your career so that you don't stray too far from your chosen path that will get you to your goal. She brings you back to the path when you get distracted and off course, keeps you improving your craft, knows when to bring in a publicist, and often becomes a major support - the voice of reason - during personal crises. Mostly she makes sure you're in the right place at the right time and fully prepared.

Many celebrities have managers for another reason: because they aren't good money managers. Managers also help them control spending by putting them on an allowance and investing the surplus for their later, possibly leaner, years. A monthly fee is payable.
 
BOOK PUBLICIST, PROMOTER: Publicizes only your book for the purpose of getting reviews, press and media coverage in order to drive book traffic to book stores. A fee is common.
 
GENERAL PUBLICIST: Keeps your name in the news by generating media and press exposure. What you do with the exposure is the critical element. Often the program stops there... with no real payoff, but temporary fame. A monthly fee is common.
 
SPEAKER BUREAU: Bureaus work for the company hiring speakers. (Some bureaus will call themselves "agents" but their client is actually the organization which hires speakers, not speakers.) They get paid for getting the speaker that the organization wants - usually a Big Name because they look for speakers who are a "draw". If you are not a big name you will be passed over. Also, if there are many speakers who speak on your subject, the speaker who can command the biggest fee will get hired. 30% commission is now common.
 
SPEAKER AGENT: Agents work on behalf of speakers' interests and usually only represent one speaker in an area of expertise so there are no conflicts of interest. In return you as a speaker must also pledge exclusivity or you will be dropped as soon as you are caught. A good agent can make you very financially comfortable because they ensure you are paid well, treated like royalty, and that your intellectual property rights are protected. Commissions depend on your experience, your ability to deliver the goods and how easy you are to work with.

Keep in mind, agents want to work with speakers who have already attained a level of fame and consistent speaking fees of $10,000 - $15,000 and higher. In my experience, the less experience the speaker has, the more hand-holding he requires; the more experience a speaker has, the less maintenance is required.
 
A common question I receive: "Would you find me speaking engagements and handle the travel details?"

(Notice: there is no mention of fees being involved which indicates to me the person is seeking a free service or one based on a finder's fee. I don't know anyone who is willing to do this unless the speaker is already in demand, big time.)

ANSWER: You're talking about two different roles. You need a PR firm first to position you as a sought after speaker (this is popularly referred to as building a "platform"), then a loyal agent to handle the money discussion and make the arrangements.

Meeting planners do not like to be approached by speakers or their telemarketers. So why use that method if it's only going to backfire on you?

I've written an article, "12 Truths that Speakers need to know", that will shed more light. Also see the 6-7 resources at the bottom of that web page.
Let me know if you have questions that aren't answered by the article above.
Andrea

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