From humorists to consultants, from motivational speakers to authors, professional speakers must know how to respond to the changes clients are facing. Here are eight ways speakers are responding to their clients' needs.

In today's business environment, change is the norm. Members of the National Speakers Association (NSA) have identified five key changes that are affecting the way their clients (and their clients' clients) do business:

• Technological change repeatedly causes clients to redefine what they imagine as possible. 
•  Demographic realities are causing employers to struggle to find, retain, and motivate talent.
• There is less focus on the customer because management is rewarded on the basis of the bottom line. 
•  Downsizing (or the fear of it) is still affecting the way organizations think and act.
• More is expected - faster! Here's how speakers are responding.

1. Embracing Technology Our clients have told us that they expect us to be technologically savvy. E-mail; Web sites; e-media; video conferencing; video and audio, handouts and articles on the Web; links to clients' conference sites; research opportunities; and e-commerce - you name it, speakers are trying it. But it takes time and financial resources.

2. My Content and Their Needs Speakers understand that if they can't relate their material to the specific audiences they face, they aren't doing their jobs. It isn't an issue of too little information; it's searching through all the possible information, and finding what's right for each group.

3. Delivering Value Our presentations impact an organization's most important asset - their people - and speakers understand the importance of their work. Topics have to directly address clients' burning issues. We need to provide practical information, cutting- edge content, and answers to their questions - not theory.

4. Time The lead time before programs is shrinking. At the same time that clients are demanding more customizing, there is less time to do it. Because they are professionals, speakers manage to find the time to prepare, but they wonder about the cost. "Where is my thinking time?" they ask.

5. Re-engineering Our Businesses All of these changes have pushed speakers to look at their own businesses and make changes, so they practice what they preach.

6. Making Our Business Significant The time pressures faced by our clients confront us too. Speakers are working to balance their lives, live their values, and stay healthy.

7. Marketing Still Counts Marketing materials have taken on some new forms. From Web sites and CD-ROMs to the simple one-page faxable information sheets, they share a critical trait - they need to be in the client's hand fast. Materials do not, however, sell the speech. We are in a business of relationships and networking is essential.

8. Partnering Speakers are developing synergistic relationships with colleagues, vendors, and employees. They are learning the skills of consensus and collaboration. And they are doing better work because of it.

These tips should be used for informational purposes and not be considered legal advice. ° The National Speakers Association (NSA) is the leading educational organization for professional speakers. NSA's 3,500 members include experts in a variety of industries and disciplines, who reach audiences as trainers, educators, humorists, motivators, consultants, authors, and more. As a service to meeting professionals, NSA provides resources and information on finding and working with speakers. Please visit NSA's Web site at www.nsaspeaker.org.