This post was inspired by an email I got from a friend, colleague, and one talented speaker, Kelly Cochran Swanson.
We’re seeing a wave of “new speakers bureaus” popping up lately, and friends, we need to talk.
A real speakers bureau works for the buyer. Period. Their client is the company writing the check, not the speaker hoping to get booked. That’s the model. Always has been.
So when someone calls themselves a “bureau” but their actual business is coaching speakers, or selling speaker services, that’s not a bureau. That’s someone playing dress-up with industry terminology and hoping no one notices.
An example making the rounds now is a “bureau” that says, for $99 a month, they’ll promote you, teach you the business, and “list” you on their website. A website no decision maker will ever visit.
And yes, many bureaus are shifting. Many are leaning more into management, and management companies are dipping a toe into bureau-style booking. Fine. Evolve away.
But let’s be honest: misusing the word “bureau” doesn’t make you look bigger. It makes you look like you don’t understand how the industry works.
To newer speakers: know the difference so you don’t fall for the bait.
To those calling themselves bureaus when they’re not: please stop. You’re confusing the marketplace, and you’re better than that.
Clarity counts. Credibility counts. And words matter in this business. Always have, always will.
Copyright 2025, Lois Creamer. Lois Creamer works with professional speakers who want to book more business, make more money, and monetize their message.
Check out the newest edition of her book, Book More Business: Make MORE Money Speaking available on Amazon: https://a.co/d/ci7yWxz
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Reach her in the following ways: Lois@BookMoreBusiness.com
314-374-4007. Web: https://bookmorebusiness.com/