Why it’s time to get your staff on stage

By Justin Pearse, CCO & Co-Founder

I don’t care if you’re an agency, adtech company, publisher or brand. It’s incumbent upon you to do all you can to encourage your staff to get on the nearest industry stage and start talking.

And the easiest way to do this is for them to join one of the thousands of panels that litter our industry. But still, despite this huge opportunity, there is still a lot of reluctance. I’ve written a lot about this recently on NDA but our Marketing the Marketers event just last week raised the issue once again.

For one of our panelists, this was their first time and they were understandably slightly nervous. But they were simply brilliant. So many people at the event told me so. And then, a week later, the same person took the, bigger, stage at The Future of Brands and was just as brilliant in front of a much larger audience.

In recent years, five different people I asked to join a panel refused as ‘they hadn’t done it before’, ‘didn’t feel they were right for it’, or just ‘I’m too scared’.

The thing is all of these were fantastic. They loved, the audience loved it, and their company benefitted by having an authentic, passionate public representation.

I really do feel like I’m on a mission to get everyone talking on panels. But companies need to do their bit.

Many organisations still rely on a very small group of people, often the senior leadership team, to represent them publicly. In many cases, even the thought of broadening that circle raises concerns: what if someone is not polished enough, what if they say the wrong thing, what if they do not reflect the brand perfectly?

These are understandable fears, but they are also limiting. If we want a more diverse, authentic, and representative industry, companies need to get serious about helping more of their people find their voice, and use it.

Building confidence from expertise

The most common barrier to more diverse representation on panels is fear: fear of public speaking, fear of saying something wrong, fear of not being good enough. The best way to overcome that fear is not endless rehearsals or rigid scripts. It is confidence. True confidence does not come from memorising talking points, it comes from knowing your subject inside and out.

If someone deeply understands their field, they can answer questions, share insights, and participate in discussions in a way that feels natural, honest, and engaging.

At New Digital Age and Bluestripe, I have seen firsthand how powerful this approach can be. When you work with people to recognise and own their knowledge, their confidence grows naturally. They stop worrying about being “perfect” and start thinking about being valuable, offering insights, examples and stories from their experience that genuinely create an engaging experience for their audience.

It is not just for the C-suite

Another big mistake companies make is assuming that only senior leaders should speak on panels. Of course, a CEO or CMO has an important role to play, but if a company only ever showcases its top leaders, it misses a huge opportunity.

Allowing a range of employees, from rising stars to technical specialists, to represent the company adds depth and credibility. It shows clients, partners, and potential employees that the organisation is filled with brilliant minds at every level, not just at the very top.

Authentic voices, real impact

One of the biggest trends in our industry today is a growing demand for authenticity. People are tired of slick, overpolished, scripted panels. They want real conversations, real insights, and real people. Companies that support a broader range of speakers and empower them to speak honestly will stand out.

Yes, mistakes might happen. Someone might fumble an answer or share an unexpected opinion. But that is OK. In fact, it is more than OK - it is human. And, seemingly spending most of my life on stage moderating panels, hugely effective and enjoyable. Audiences value honesty over perfection, and they are far more likely to trust a company that allows its people to show up authentically, rather than only in pre-scripted commentary by those at the top.

Investing in the future

Supporting your team to speak publicly is not just good PR. It is an investment in your people, your brand, and your industry. It helps individuals grow, builds internal pride and loyalty, and positions your company as a leader that trusts and empowers its talent.

It is time to move beyond the old model where only a chosen few are allowed on stage. If you truly believe in your people, then you should believe in their ability to shine publicly too.

So maybe next time you're trying to decide who to put on stage, pick someone unlikely, someone who isn’t thrusting themselves forward.

And if you’re nervous about taking that first step on stage, come talk to me and I promise I’ll convince you.