“I’ve been considering expanding my professional visibility through speaking engagements. What strategies would you recommend for securing these opportunities?”
This question from Carlos, a senior associate specialising in maritime law at a global firm in Sydney, highlights a common aspiration for many lawyers: leveraging speaking engagements to build professional reputation.
The challenge is understandable. While most lawyers recognise the value of industry presentations, many struggle with how to secure these opportunities in the first place. At its core, this is a question about strategic outreach – and with good reason. Approaching the right organisations in the right way can dramatically increase your chances of success.
Why Speaking Engagements Matter for Lawyers
Before diving into specific strategies, it’s worth noting why speaking engagements represent such a valuable opportunity for legal professionals:
- They allow you to “piggyback” off established audiences rather than building one from scratch
- They position you as an authority in your practice area or an industry focus
- They create opportunities to network with potential clients and referrers
- They provide content that can be repurposed across multiple channels
- They build your reputation beyond your existing network
Identify the Right Industry Associations
The foundation of a successful speaking strategy is targeting the right organisations. Rather than casting a wide net, focus specifically on industry bodies relevant to your practice area.
Use AI Tools to Find Relevant Associations
Modern tools make this research process remarkably efficient:
- Use ChatGPT or similar AI tools with a prompt like: “Find me 20 business-related industry associations in the maritime industry. Prepare a simple list with the association’s name, a one-sentence description, and their website address.”
- From this comprehensive list, shortlist the 5-10 associations most relevant to your practice area and client base.
Evaluate Association Fit
Not all industry bodies are equal in terms of opportunity. When researching your shortlist, consider:
- The types of events they already run (chapter events, annual conferences, webinars)
- Whether they have existing law firm sponsors (associations without current legal partners may be more receptive)
- The alignment between their membership and your ideal client profile
- Their content needs and frequency of events
If time permits, attend a couple of chapter events to get a feel for the association before reaching out. This isn’t a prerequisite for successful outreach, but it can increase your comfort level and provide valuable context when crafting your approach.
Craft the Perfect Outreach Strategy
With your targeted list in hand, it’s time to develop your approach.
Find the Right Contact Person
The first step is identifying the appropriate decision-maker:
- Use LinkedIn to find event organisers, program directors, or chapter presidents
- For smaller associations, the president or secretary may handle speaker selection directly
- If you already have connections in the industry association, consider asking for an introduction
Write an Effective Outreach Email
- A brief personal introduction establishing your credentials in the relevant area
- The specific topic(s) you can address (limit to 1-3 options)
- How your presentation will benefit their audience
- Why this topic is particularly relevant or timely now
- A proposed format (e.g. 30-minute webinar, conference breakout session, chapter meeting presentation)
- A simple call to action requesting a brief discussion about potential fit
If you’ve previously published content on your proposed topic, include links to demonstrate your expertise and communication style.
Make It Easy for Organisers to Say Yes
The key to successful outreach is understanding what motivates event organisers and making their decision as simple as possible.
Propose Relevant Topics
Industry associations constantly seek content that delivers value to their members. Your topic suggestions should:
- Address specific challenges faced by their industry
- Provide actionable insights rather than general legal principles
- Avoid overtly promotional content
- Demonstrate your specialised knowledge
Explain the Industry Benefit
Clearly articulate what attendees will gain from your presentation. Will they:
- Learn about emerging regulatory changes?
- Understand how to mitigate specific risks?
- Gain practical frameworks for addressing common issues?
- Receive actionable templates or checklists?
Address the "Why Now" Factor
Event organisers are particularly receptive to timely content. Explain why your topic deserves attention now by connecting it to:
- Recent regulatory changes
- Emerging industry trends
- Notable case studies or precedents
- Seasonal considerations or upcoming deadlines
Additional Strategies for Securing Speaking Engagements
While direct outreach forms the foundation of most speaking strategies, these additional approaches can enhance your results.
Create a Speaker Profile Page
- If you’re at a large firm, this might be a section of your professional profile
- Independent practitioners might consider a standalone one-page site
- Optimise the page title for SEO (e.g., “Maritime Industry Lawyer & Conference Speaker”)
- Include high-quality headshots and your firm’s logo
- Provide information about your speaking topics
- If possible, include testimonials from previous speaking engagements
Generate Inbound Speaking Requests
Beyond direct outreach, these strategies can help generate inbound inquiries:
- Share expertise through industry publications
- Create short video content demonstrating your presentation style
- Engage actively in industry LinkedIn groups
- Attend events as a participant and build relationships with organisers
- Request testimonials from previous event hosts
Advanced Tips for Established Speakers
For lawyers already building their speaking portfolio, these advanced strategies can elevate your opportunities:
- Publish a book or substantial whitepaper: Conference organisers particularly value speakers with published works
- Develop a speaking reel: Create a 1-2 minute video compilation showing highlights from previous presentations
- Offer workshops rather than just presentations: Interactive formats often command higher visibility
- Speak at smaller events to build credentials for larger opportunities
- Build relationships with speakers’ bureaus that serve your industry
Key Takeaways
Securing speaking engagements requires strategic outreach, but the process needn’t be complicated or uncomfortable. Remember these fundamental principles:
- Target industry-specific associations where your expertise will be most relevant
- Research thoroughly to understand each organisation’s needs and structure
- Make your outreach value-focused, concise, and specific
- Propose topics that address current industry challenges
- Make it easy for organisers to say “yes” by clearly explaining benefits and format
- Support your direct outreach with a professional online speaker profile
Unlike cold business development calls, speaking opportunity outreach typically receives positive responses, with approximately one in three or four inquiries generating interest. The key difference is that you’re offering value rather than explicitly seeking business.
By following these approaches, you’ll build a portfolio of speaking engagements that enhance your professional reputation, expand your network, and ultimately generate new business opportunities.
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Paul Evans is a legal marketing expert with extensive experience helping lawyers build their practices.
