What Event Managers Should Look for When Booking a Keynote Speaker

I delivered my first keynote speech at a conference in Port Douglas when I was 22 years old and working for Lend Lease in Sydney. I didn’t know anything about speaking. I did know a lot about the subject matter I was asked to present on — performance development planning. We had dramatically improved engagement and morale in our team at Lend Lease of 120 people and the conference organisers wanted me to talk about that.

I remember being thrilled at the plane flight, amazed that someone paid for my accommodation, delighted that they even paid for my transfers and blown away that I could claim my meals in fabulous restaurants at the value of $50 per day! I also remember I had about 50 slides and almost every slide was covered in the words from my script. I essentially read it out to the crowd! Groan!

Before you judge me – I was only 22! I remember a man approached me at the end and said he was a speaker coach and perhaps I’d like help with how to create great slides! Ha ha! At the time I had no idea what he meant – I thought I was amazing! Ha ha ha! And now, 30 years later, I’m still a speaker as well as a speaker coach. Typically no words on the slides anymore! Still grateful that my job takes me on planes and to amazing places in the world!

From nervous beginner to experienced keynote speaker

That early experience taught me something vital: great speaking isn’t just about what you know, it’s about how you make people feel. The years have shown me that what matters most in a keynote is connection, clarity, and care for the audience.

As one of Australia’s leading women keynote speakers and a professional who’s now delivered more than 1,050 masterclasses helping other people to speak up and influence people, I’ve seen firsthand how event organisers can create extraordinary experiences by choosing the right speaker.

Here’s my take on what event managers should look for when booking a keynote speaker – drawn from 30 years of practice, passion, and learning the hard way!

1. Be crystal clear on your desired outcome – including budget!

Before you start exploring keynote speakers, pause to define your goal. What do you want your audience to think, feel and do after the keynote? Are you aiming to motivate a sales team? Inspire innovation? Reinforce a strategic message? The right speaker will design their content around your goals and ensure the message sticks long after the event is over. The other day I received a brief from Google.  My client wrote:

“Desired Impact on our Cohort (THINK, FEEL, DO): We want this to be one of the most valuable hours of our offsite. After the session, we want our Cohort to:

• THINK: “That was a great use of my time. I have learned something new.”
• FEEL: Inspired, energised, excited, and motivated.
• DO: Apply one specific tactic or suggestion from your talk to their current role or personal development plan within the next three months.”

So nice!  As a professional women keynote speaker if I can’t absolutely promise this, I should exclude myself from the event!

Be sure about your budget. Not all speakers were created equal and good ones cost money! I don’t recommend paying silly amounts of money if you can’t be sure you’ll get what you want. If the speaker is top quality, with a proven track record and you’re booking them because you trust them, don’t ask them to discount their fee. Speakers like me generally won’t negotiate. Plus remember you might need to fly your speaker from their home city to your location – this needs to be included. For example, I’m a keynote speaker in Sydney so I travel from Sydney to your event.

2. Match the speaker to the audience and the event type

Not every speaker fits every format. Some shine on big conference stages, while others thrive in more intimate, interactive settings.

Some speakers are truly made for large-scale events – like the incredible professionals Amanda Stevens, Ashley Fell, Ciara Lancaster, Kristy Goodwin, and yes, I’ll humbly add, myself! We bring big energy, big ideas, and big connection to rooms of thousands – like many of these have done at million Dollar Round Table.

Other speakers excel in smaller settings, such as offsite sessions with 100–150 people. Those events are more facilitative, conversational and two-way, and they require a completely different skillset.

As the winner of 2025 Women of the Year – Education, I’m proud to say I do both. I love the thrill of a large audience and the depth of engagement that comes from smaller rooms. Event organisers should look for speakers who can adapt seamlessly to the environment.

3. Prioritise energy, warmth and authenticity

The best keynotes aren’t lectures – they’re experiences. Great speakers know how to fill a room with energy, laughter, and heart.

When event managers look at potential women keynote speakers, I always recommend chatting with the speaker directly, where possible watch video footage of them in action. Does their energy feel genuine? Are they connecting with the audience, not just performing at them?

Charisma matters but connection and authenticity matter more.

4. Demand customisation and collaboration

Every audience is unique, and a great speaker knows how to tailor their message.

When I work with clients, I always immerse myself in their world. I ask questions, read internal comms, and design content that directly reflects their challenges and goals. This collaboration ensures the keynote feels personal, not generic.

Event planners should expect this level of customisation from professional keynote speakers. It’s how you turn a good event into a great one.

5. Ask about the speaker’s process – before, during and after

The best speakers don’t just turn up and talk and then ‘nick off’! Ha ha! They partner with you from start to finish.

For example, my approach includes:

• Before the event: Pre-event planning calls, teaser videos and promotional support to build excitement. Plus I have my Persuasion Smart Profile® to assess persuasive strengths and weaknesses and gosh is this an effective way to build excitement before the event!
• During: Interactive, engaging delivery that makes the audience feel part of the experience.
• After: Best-selling books, tools, templates, reflection questions, and follow-up exercises to ensure learning translates into action.

That’s how you create real ROI from your keynote. I encourage you to partner with your speaker to find creative ways to integrate the speaker into your business, so their lessons stick.

6. Look for a speaker who delivers tangible results

Great speaking isn’t just inspiration – it’s transformation.

No mstter the audience size – my largest is 5000 people – I get them talking to each other, talking to me, getting up and practicing, embedding the lessons.  When delegates can apply what they’ve learned, your event has lasting impact.

Ask potential speakers how they help audiences make changes after the session because motivation without application fades fast.

7. Check for professionalism and partnership

You want a speaker who collaborates with your team, not one who just performs and vanishes.

The best professional keynote speakers will communicate clearly, meet deadlines, and go the extra mile to make your life easy. After all, event managers juggle a thousand moving parts – a speaker should be one of the easiest components, not the most stressful!

8. Choose a speaker who inspires action, not just applause

Finally, choose someone who helps people do something different.

When I step onto a stage, my goal isn’t just to get standing ovations – it’s to create “aha” moments that lead to genuine behaviour change. That’s what sets exceptional keynote speakers apart from the rest.

Final Thoughts

When event planners look beyond fame and focus on fit, purpose, and partnership, the results are spectacular.

So next time you’re booking a keynote, choose a speaker who makes your audience feel empowered, not overwhelmed; inspired, not just entertained.

Because when you find that perfect match, your event doesn’t just happen – it becomes unforgettable.

Michelle Bowden CSP is Australia’s authority on persuasive communication, a two-time best-selling author, and one of the country’s most in-demand women keynote speakers. She’s delivered thousands of masterclasses and keynotes worldwide, helping professionals master the art and science of public speaking and persuasion. Learn more at michellebowden.com.au.