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Business Unplugged™
This blog features Carol Roth's tough love on business and entrepreneurship, as well as insights from Carol's community of contributors.

How to Make Sure That Your Event Panel Doesn’t Suck

Written By: Carol Roth | No Comments

ModeratorPanels are a large part of almost every event. However, most panels don’t work.  They are boring, lose audience focus and, typically, don’t deliver the results the event organizers have hoped.  So, how do you put together the perfect panel?

Use a professional moderator: Event organizers who pay (or sometimes don’t) for speakers often skimp out when it comes to moderators.  Hiring a professional moderator brings energy to the conversation and makes it a conversation, not a lecture.  She also helps keep the flow of the discussion moving, and makes sure that the information is both informative and entertaining.  This isn’t the place to skimp with a novice.  You may want to have the same moderator moderate multiple panels to maximize your budget and bring continuity to the event.

Think twice about sponsor panelists: Events also often reward sponsors with positions on the panel.  However, it doesn’t do the sponsor or the attendee any favors if the sponsor panelist isn’t good.  A good panelist is knowledgeable and engaging.  They understand that the event is about serving the audience and their answers reflect that.  Try to minimize any sponsor panelists and choose those who will truly deliver.  Instead, have sponsors introduce the moderators and panelists.

Prepare: A good event and moderator will prepare for the panel in advance.  This includes prepping panel members on expectations for the panelists, circulating questions in advance and soliciting feedback on which questions each panelist finds most and least comfortable.  In addition, it should provide the panelists a sense of flow for the event.

Keep answers short, but focused: Event attendees want to get access to information.  However, some panelists forget and just want to talk about themselves or their business.  Answers should be robust enough to provide information, but short enough to allow for multiple responses.  Also, stories are effective and engaging if they are delivered in a focused manner.  Again, the moderator and panelists should always remember that the point of the panel is to impart information to the attendees.

Have good sound: You can have the world’s most insightful information, but if nobody can hear it, it won’t do anyone any good.  Make sure that you have appropriate sound for the venue so that the great information from the panel can be assimilated.

Leave time for Q&A: Great panels also allow for audience interaction.  Have runners in multiple locations or invite a queue to a stationary microphone so less time is spent on running and more time is spent on content.

Article written by
Carol Roth is a national media personality, ‘recovering’ investment banker, investor, speaker and author of the New York Times bestselling book, The Entrepreneur Equation. She is currently an on-air contributor for the national cable television station CNBC, the pre-eminent name in business news, and the host and co-producer of The Noon Show, a current events talk show on WGN Radio, one of the top stations in the country. Carol multimedia commentary covers business and the economy, current events, politics and pop culture topics. Carol has helped her clients complete more than $2 billion in capital raising and M&A transactions. She is a Top 100 Small Business Influencer (2011 &2012) and has her own action figure. Twitter: @CarolJSRoth