Presenters with presence: chief executive officers and meeting planners nominate unforgettable...

Just what is it about speakers who manage to leave a lasting impression--one that fundamentally changes the way an association executive looks at his or her world?

That's what ASSOCIATION MANAGEMENT set out to find out in a survey of chief staff executives, meeting planners, and hospitality industry

Factors influencing choices include a speaker's charisma; the power of a particular message and its ability to affect the way executives looked at their jobs and, perhaps, life in general; a presentation's take-home value; and members' response to a particular speaker.

As you read their responses, take a moment and think about those speakers who have affected you--perhaps by firing your enthusiasm, sparking your creativity, or quenching your thirst for knowledge.

Think about the messages you've heard that broke new ground and offered bold insights. You may discover--as did one participant in this survey--that just remembering what remarkable speakers said will, once again, infuse you with the inspiration to pursue even greater heights of executive excellence.

ERNIE ALLEN President, National Center for Missing & Exploited Children, Arlington, Virginia

It may not have been exactly in the last 12 months, but I found a presentation by Ken Dychtwald particularly compelling and powerful. His subject was demographics, the aging of America, and its impact on everything we do. He mixed data and analysis with real-world illustrations.

Energetic and persuasive, Dychtwald brought to life the need to understand market segments and to adapt to the fact that Americans are getting older, living longer and better, and behaving differently. Elderly Americans are playing different kinds of roles than they once did--many want to stay involved and active. Using examples of advertising copy, he showed how out of touch many organizations are because they reinforce stereotypes of the elderly.

It was one of those rare presentations that I not only listened to, got enthusiastic about, told others about, and enjoyed, but that I actually use every day. Dychtwald underscored the importance of rethinking basic assumptions to adapt to dramatic demographic changes and take advantage of the opportunities they offer. Many efforts we've launched at our association are a byproduct of this mind-set.

For example, we now target many of our child safety programs and initiatives to senior citizens because research shows that many grandparents play a caretaking role in the lives of their grandchildren.

We also have come to view retirees as a key volunteer resource. An 80-year-old former commercial real estate executive in Kentucky serves as my special assistant in helping organize child safety events and coordinating other special efforts. We've also launched a cooperative effort known as Project ALERT with several other major national associations to promote the involvement of retired law enforcement officials in handling crimes involving children.

ROGER CONNER Vice President of Communications, Marriott Hotels, Resorts & Suites, Bethesda, Maryland

My favorite speaker just happens to be a colleague of mine--Roger Dow, vice president of sales for the Marriott chain. He's one of the best speakers on the market today in terms of motivational talks and the issue of taking care of the customer.

Those who attend Dow's presentations learn how to

* become a customer- or member-focused organization rather than an internal-focused, systems-driven organization;

* delight customers instead of just satisfy them; and

* take the substance of quality out of the realm of theory and put it into practice in their own organizations.

Dow is one of the most dynamic speakers I've ever heard. He's extremely topical and timely with his humor and his many insights.

JOAN L. EISENSTODT President, Eisenstodt Associates, Washington, D.C.

My favorite speaker in the last 12 months has been Ann McGee-Cooper. She insists--through humor, insight, example, and play--that we can go home from work not exhausted. She also helped me understand my own and others' right-brain/left-brain struggles.

We live in a left-brain society where we get praise for being organized and detail oriented. I've always been known as an organized person, but after McGee-Cooper's presentation, I realized how I wanted to use more of my right-brain or creative talents. As a result, I'm now delegating more detail-oriented work so I can focus more on creative projects, such as conceptualizing programs and working on strategic plans.

What I gained from her was not necessarily provocative in a traditional sense. But her insights provided a much-needed sense of perspective: that life and work are not the "end all and be all." She took away the guilt one sometimes feels about feeling stressed and emphasized that it's okay to look for ways--particularly fun and personally meaningful ways--to relieve that pressure.

I've heeded her advice to put some fun in life by such simple things as sending a colleague some "office toys"; bringing pictures of smiling friends and family into the office, and treating myself to an umbrella that is black on the outside, but blue-sky-dotted-with-white-clouds on the inside. That umbrella put me in a sunny mood on one of the worst days of the long winter now past.

I've recommended McGee-Cooper to other associations, including client groups, to help ensure that others in this fast-paced society realize that there are better, smarter, more fun ways to do work and enjoy it.

Tied with her influence is Tom Peters, who stressed that we must be and hire creative, crazy people to ensure that someone shakes up the system and challenges the status quo within organizations.

Both of these speakers deliver messages that say "get outside the box" and ensure healthier individuals and organizations.

JANICE MASHAK Member Services Director, Wisconsin Association of Homes and Services for the Aging, Inc., Madison

In the past 12 months, we had two speakers who completely took our association by storm. Through magic and message, Andy Hickman explained at our fall 1993 conference that there is magic in the future--that magic is you. Andy told us about life's many unsung heroes, and he challenged us to be a hero for others. His message was powerfully personal. With an act of magic, he turns a paper rose into a real rose, just as we can turn a dreary life into something beautiful with an act of kindness. At the conclusion of his address, the room, filled with 400 people, was absolutely silent. It was one of those rare moments when a speaker reaches out and touches each person individually.

Connie Podesta is inspirational and motivational. Her humorous and overwhelmingly successful keynote address at our 1993 spring conference earned her a standing ovation from conference delegates.

Connie titled her presentation "Life Would Be Easy If It Weren't for Other People." She began by helping members of the audience decide if they were squares, circles, triangles, or squiggles, and then she explained the unique characteristics of each of these personality types. Once we learned to understand ourselves, it was time to deal with other people. As Podesta pointed out, life is full of difficult people, situations, and demands, but we never quite learn to live with them.

In the session, Podesta explored the differences between men and women, touched on marriage and parenting, and then moved into the workplace to describe the whiner, tattler, gossiper, complainer, and the employee who says, "That's not my job." She provided a wealth of information and techniques to help each of us build better relationships, open lines of communication, and enjoy life a little bit more.

She left us with an intriguing thought: If there's a person that you just can't get along with, perhaps it's not that person who causes the problem. More than likely, it's your perception of that person and how you react to your perception that causes a less-than-harmonious relationship.

Podesta is coming back to Wisconsin next month to present 10 seminars in one week for our members. That's how much our members demanded an encore.

HARRIET L. FADER, CAE Executive Director, Diabetes Association of Greater Cleveland

Two speakers come to mind, both of whom presented at ASAE's 73rd Annual Meeting & Exposition in Minneapolis [in August 1993]. The first is Tom Peters. His presentation was dynamic, laced with humor, and down to earth. His outstanding message illustrated how quickly change is taking place in the 90s. The ideas I came away with from his program were that one needs to be creative, to surround oneself with different personalities (i.e., risk takers), to applaud curiosity, to accept mistakes, and to adapt to change.

His presentation also made me more comfortable with the fact that no one--not even Tom Peters--can keep up with change. Once we accept that reality, we can deal with change much more easily.

My second choice would be Maya Angelou. Her presentation was humanistic and motivating. Her message bridges color lines and barriers. One realizes that with hard work, desire, and dreams, we can be successful without ever forgetting our humble beginnings.

We all need to remind ourselves, our families, and our colleagues to reach beyond. Hard work, vision, and faith can build a strong and better tomorrow.

FREDERIC P. POLK, CAE Executive Vice President, Beauty & Barber Supply Institute, Fairfield, New Jersey

We've used Irving Levine, chief economics reporter for NBC News, twice as a keynote speaker at our annual meetings. He's charming, witty, cooperative, knowledgeable, and up-to-date on his subject. Economic issues are terribly important to everyone these days. Levine is able to clarify key issues in a way that makes members feel they are on the inside track. He knows the players and the issues. For example, the first time he spoke at one of our conventions, he provided fascinating insights into an international economic summit he had just returned from covering.

JANE E. JARROW, CAE Executive Director, Association on Higher Education & Disability, Columbus, Ohio

Tom Peters gave 'permission' for association executives to think unconventionally--not only to think outside the lines, but also to think in a new way about everything we do. The realization that "business as usual" is not good enough for the '90s and that new ideas and practices are not only expected but necessary is very liberating.

His memorable message was that crazy times call for crazy people, and we are definitely in crazy times. Investing time and energy in making little changes to upgrade the quality may not be enough. In fact, it may. . . make it harder to throw everything out and start over as needed.

I'd say his most provocative idea was: Don't be afraid to take risks. You do your association no good by setting "status quo" as your goal.

OZZIE JENKINS Executive Director, National Association of Health Services Executives, Columbia, Maryland, and Association Manager, National Coalition of Black Meeting Planners, Washington, D.C.

Dr. Kenford Nedd, director of the Stress Control Center, Vancouver, British Columbia, Canada, is my favorite. His presentations are motivational, inspirational, and funny. Nedd's medical insights into stress, energy, and performance help one fully understand how certain habits can lead to a more productive, healthier life.

For example, most people are familiar with the admonition to drink eight glasses of water a day. But until Nedd's seminar, I didn't truly understand why this habit is so important. Water helps get oxygen to the brain, which gives you the ability to think clearly.

His program also teaches how to remove stress from communication, give the ideal performance in crisis situations, and maintain a positive attitude in negative situations.

I left Nedd's seminar with many ideas on how to monitor, diagnose, and treat stress in the workplace. Stress costs business in excess of $150 billion per year. Many of his ideas can be easily implemented. For example, I insist that each member of my staff gets out of the office and takes a walk at least once a day. Working on a project without taking a break depletes one's energy and often leads to mistakes that could have been easily avoided. Nedd's techniques may be used in your personal as well as in your professional life.

JO SCHAEFER Senior Manager, Education and Training Services, Wisconsin Credit Union League, Pewaukee

Buck Joseph, associate professor of management and director of executive development at the University of Wisconsin, Madison, gets my vote for five reasons.

* He does his homework.

* He ties the topic directly to the audience.

* He provides practical, take-home in-formation--not just the theory.

* He agrees on what he'll deliver and then delivers what he agrees to.

* Members give him extremely high ratings: Out of 165 responses following a recent seminar, 143 rated him excellent and 20 rated him good.

One of Joseph's seminars focused on "the executive role in team building." Here's just a sampling of his provocative ideas:

* A group of people doesn't become a team overnight. It takes time for people to learn how to work as a team. Executives need to build that time into the timetable when results from the team are expected to be accomplished.

* Creating teams doesn't accomplish anything unless incentives that go beyond the monetary demonstrate management commitment to the team concept. All too often, teams are created but rewards are individual, thus defeating one's motivation to be a team player.

LEE SCHISSLER President and Chief Executive Officer, Mobile Convention & Visitors Corporation, Mobile, Alabama

Martin Stoller, professor of management at Northwestern University, Evanston, Illinois, is a favorite of mine because of his innovative approach to crisis management. His overriding message is to always respond to the media in a crisis. "No comment" is unacceptable.

Stoller describes dealing with the media in a crisis or hostile situation as a game: They are the hunter and you are the hunted. In other words, the media, in a crisis, often seeks to portray a business or organization in a negative light because they view their role as vindicating the underdog, the little guy.

To play this game successfully, organizations have to show empathy. Statements like, "We feel very bad about the situation" show your concern. By hitting responsive chords with the general public, it's difficult for the media to successfully position you as the bad guy.

In addition to empathy, Stoller also underscores the importance of being open, up front, and honest. Being proactive with the truth is better than being reactive. If the media think you're hiding something, you're in for a rough ride, and the bottom line is that your organization will end up looking bad.

I've used Stoller's principles in every job I've had--and they work. As a new chief executive officer for one organization, for example, one of the first questions from the media was about my salary. The treasurer of the organization told them it was none of their business. But I just went ahead and told them what I made. And that was that. Not giving the information would have made it seem like I was hiding something.

EXECUTIVES VOTE FOR SPEAKERS WHO

* fundamentally change the way they view their jobs:

* help them lead more productive, enjoyable lives;

* charge their creative batteries; and

* help them cope with change.

Linda Daily is a contributing editor of ASSOCIATION MANAGEMENT.