Event professionals thrive behind the scenes. But in today’s digital world where “authentic” is a buzzword and multi-hyphenate titles are the norm, oftentimes planners are asked to step out from backstage and into the spotlight. Or, for someone like Kara Dickerson, the opportunity to take her speaking skills from wearing a headset during events to communicate internally to using a microphone during an external speaking engagement proved to be the perfect way to bolster her professional brand.
Dickerson is the founder and principal of Content With Impact, which offers high-impact keynote programs, event content strategies and staff coaching designed to increase revenue. As part of the firm’s services, Dickerson makes herself available to serve as a moderator, speaker, or presenter, putting her two-plus decades of experience to work.
Dickerson started her career doing communications and PR work for the White House, where she “did a lot of media pitching,” she told Vendelux—a skill she tapped back into when taking the first steps to establish herself as a thought leader while working as the head of content strategy for CES (the Consumer Technology Association’s annual tentpole event in Las Vegas).
“First, I was proactive in seeking out opportunities within my own company,” Dickerson explained, noting that the pandemic is when “I set a personal goal to participate in more external speaking engagements.”
“I let colleagues know I was looking for external speaking opportunities and through that I secured a number of great ways to speak on behalf of the company,” she said. Around the same time, “I started posting more original content on LinkedIn,” Dickerson said, noting that the combo was especially helpful when she launched her own business. “I made a plan to begin offering my own commentary and original tips to my network,” she added.
“I knew from my experience in finding the most compelling speakers for my job [at CES], that it was important to have a strong personal brand presence to build my credibility as a thought leader,”
Dickerson said of her LinkedIn strategy, suggesting that other event professionals looking to come out from behind the scenes also consider sharing more than just “reposting [their] company’s updates or big news.”
“My content work on LinkedIn led to some inbound speaking (and podcasting) requests to participate in panels or be interviewed by people in my network,” Dickerson recalled, noting that a snowball effect had her initially recording videos for social media, then presenting workshops before keynoting on stage in front of live audiences.
But for fellow event professionals who have yet to tap into the power of LinkedIn, “think about where you are active in your professional network,” Dickerson advised. “That can mean being a member of an industry association or a networking Slack group.” Just “choose a platform and get active—comment, contribute content, network and volunteer,” Dickerson said, adding that when she booked speakers for CES, already knowing the person “gave me confidence in their contributions.”
Dickerson also found it helpful early on to “study people that I thought were great at creating content.” She noted that Jasmin Alic on her platform of choice—LinkedIn—is constantly posting great tips.
Ultimately, “get comfortable with being uncomfortable,”
Dickerson said of her role as a speaker, adding that as she’s gotten more experience, she’s has to learn to “combat imposter syndrome.” She’s now come to realize, though, that you “don’t [need to] wait for a certain title or achievement to start building this [live speaking] muscle.”
Still, things like “high-stakes interviews where the questions went in a different direction than I was expecting [as well as] technical difficulties” pose a threat. “I’ve learned to ask a lot of questions and always have a backup plan. Most importantly, these situations reinforced how important it was to be prepared,” Dickerson explained, noting that her tried-and-true pre-speaking rituals are simply: “Practice, practice, practice.”
And during those practice sessions, “I do full run-throughs multiple times out loud to identify changes I need to make and get comfortable with the material,” Dickerson said. “I also do a lot of deep breathing and Superwoman posing.”
As someone who “would have picked this journey sooner”—and has her sights set on at least one speaking engagement per month in 2025—Dickerson encouraged other event professionals not to wait. “You have a lot to offer no matter what stage you are at in your career!
“It requires some bravery to create original content on a social media platform or to present your expertise in a speaking role. It is important to remind yourself that you are an expert that has a lot to offer,” Dickerson concluded.
