1)      Relevance: I’ve probably read over a thousand proposals in my career for programs, not just at WPPI, but over twelve years at Hasseblad in the late 80’s and 90’s.  I’d bet that at least a third of them lacked a relevant topic.  Competition for program slots at any convention is brisk – you’ve got to have a relevance to contemporary issues and challenges!  Just being a great photographer doesn’t mean you can teach or speak!

2)      Practice, practice, practice: How’s your presentation style?  I know I’ve written about this before, but you’ve got to be a decent presenter.  You’ve got to know your subject matter cold.

3)      Sponsorship: Landing a sponsor to support you is terrific, but if you don’t stay on top of their products and services the support will disappear.  Make it a point to know their product lines and make it a point to be loyal.   You need to believe in the companies you represent.  You don’t want to get the reputation for just being a mercenary or hired gun!

4)      Sponsorship fees:  Everyone has their own opinion on this one, but I was recently asked for advice from a professional photographer seeking sponsorship.   She really didn’t know what to charge her sponsor, who was new and had contacted her to do a program.   Here’s the challenge: Most companies today have limited budgets and even the big buys have had to cut back.  At least for your first time out try this approach: “I know budgets are tight and I appreciate you considering sponsoring my program.  What do you feel is appropriate?”  Put the responsibility back on them to set the fee.  Also, remember most companies can do a better job if you’re willing to barter for products or services than if you’re insisting on cash compensation.

5)      Walk before you run: If you’ve got no experience, don’t expect the lead off slot at a convention like WPPI.  In fact, don’t even expect to speak at WPPI, if  this is your first time speaking.  Get some practice on the local circuit first.  There are hundreds of local state PPA chapters, regional programs and even community programs you can use to get your feet wet.  And, when all else fails, don’t be afraid to start your own program in the local community.

6)      Build your “portfolio”: Keep track of where and when you’ve spoken and if you can get a short video, it will help your pitch!  You wouldn’t expect a client to hire you without seeing your portfolio or album – so why do photographers expect to be hired without any samples of their past presentations?  The same goes for having a few references from past speaking engagements.

7)      Podcasts and webinars: Thanks to today’s technology, anybody can produce a webinar or podcast.  It’s another great way to gain experience.

8)      Attend every workshop you can and pay attention to the presentations.  One of the very best I’ve ever seen was Arthur Rainville – I saw his presentation on creativity years ago and it was absolutely brilliant.  But at every convention there are dozens of seasoned speakers.  Pay attention to how relaxed they are.  Notice how their presentation matches their slides.  Notice where the jokes are plugged in and their timing.

Most important of all, be careful what you wish for!  Speaking can be incredibly rewarding, but it also takes a lot out of you.  As a professional photographer, when you find yourself speaking more than shooting you start to lose credibility.  You’ve got to find the balance between speaking and shooting and keep the separation between your fans and your clients.

Remember that the best speakers and teachers in our industry have earned their rise to stardom – and so often the bigger they are the more humble!  The bottom line is simple: never believe your own press releases.