Keynotes vs Workshops: How the Medium Shapes the Message

Nov 26

Brian Miller speaks at the Granby-Simsbury Chamber Meeting for Business Leader Breakfast

"The medium is the message."
—Marshall McLuhan, Communication Theorist

You've been booked for a keynote speech.

You arrive at the venue and discover an elegant conference center with professional lighting, a large stage with a gorgeous curtain backdrop, and theater-style seating for 300 people. You deliver your 45-minute signature talk and cap it off to a standing ovation.

Now, imagine giving that talk, with the same script, structure, and energy, in a Holiday Inn Express's all-purpose room, on the floor with the attendees, with nothing but ambient lighting on the walls, to a group of just 30 seated at spread-out round tables.

It wouldn't make any sense, right?

Because the way the audience receives a message is shaped by the medium in which the message is delivered. But it's not just the room setup and the lighting; it's also the expectations of the communication medium that shape how a message is received.

In this article, we're going to look at two common mediums, or vehicles, for speakers to deliver their content: keynotes and workshops.

What are they, what is their purpose, and what can we do to ensure our message is received in the best possible light?

Keynotes are for paradigm shifts, not problem solving

During every pre-event call I ask the event organizer (CEO, HR Director, Chief People Officer, etc),

"Imagine it's a week after the event and we're popping champagne because it was such a success. How did you know it's time to break out the bubbly? What did you see or notice that indicated it was a huge success?'

And 9 out of 10 times they tell me, "I'll know it was successful if people are talking about the ideas at the coffee break, around the water cooler the next day, in the team Slack."

That's why I frequently tell my speakers, The Buzz is the Business.

As a keynote speaker you're fundamentally getting hired to start a conversation, to get the attendees discussing whether or not they agreed with you, to what extent, and whether or not your ideas would work in their organization.

Keynotes are really about light bulb moments

They’re not about solving problems or transferring skills. They’re about making the audience see their world in a new way.

But many speakers treat a keynote like a training, packing their talk with tips, tricks, and how-tos. This overloads the audience leading to exhaustion. And there's one thing exhausted people don't do: buzz.

Keynotes are headline performances. They set the tone for an event or cap it off with a memorable final act. Whether you’re opening the conference or closing it, the goal of a keynote is to inspire, entertain, and most importantly, create buzz.

Workshops are for doing, not teaching

Workshops, by contrast, are all about action. They’re designed to transfer skills, facilitate group discussions, and give attendees hands-on practice.

While keynotes focus on thinking, workshops focus on doing.

Workshops are typically held in smaller groups, with attendees seated at round tables to encourage interaction. The speaker acts more like a facilitator, guiding participants through exercises, problem-solving scenarios, and collaborative activities.

The biggest mistake speakers make with workshops is turning them into lectures. A workshop is not an "interactive keynote." It’s a carefully curated experience that helps attendees develop and practice new skills in a safe and collaborative environment.

If you’re talking more than 20% of the time during a workshop, you’re likely missing the mark.

Comparison: Keynotes vs Workshops

  
        Aspect
        Keynotes
        Workshops
      
        Purpose
        Inspire, entertain, spark new thinking
        Teach skills, practice techniques, foster teamwork
      
        Duration
        30-75 minutes
        60 minutes to a full day
      
        Setup
        Stage, spotlight, theater-style seating
        Level with attendees, round tables
      
        Audience Size
        30+
        Ideally up to 50
      
        Takeaways
        1 idea per 15-20 minutes
        1 idea per 30-45 minutes (due to exercises)

What to do when conditions are out of your control

In a recent event, I was originally booked for a 90-minute keynote.

Over time, the client shifted expectations, and I eventually found myself in the spotlight on stage in a room of nearly 500 people seated at round tables, hot, sweaty, and crammed, being asked to deliver a interactive program that would last 2 hours.

In other words, the situation had competing elements of keynotes and workshops, and as a professional it was my job to make the most of it, both for the attendees and the client.

Here's what I did to adapt:

Added Interactive Elements: I incorporated group table discussions, paired exercises, and stand-and-share's to break up the two-hour block.

Acknowledged the Room: Early in the talk, I called out the unusual conditions in a lighthearted way, ensuring the audience knew I was aware of the challenges.

Reset My Expectations: I accepted that this wouldn’t be a standing-ovation keynote or a perfect feedback form, and adjusted my expectations accordingly.

The result? It only scored slightly below my typical feedback form results (by like 2-3%), largely resonated with the audience, and the client was thrilled.

Action Steps for Speakers

To ensure your presentations align with their medium:

Define the Format Clearly: Before accepting a booking, clarify whether the event is a keynote or a workshop.
Communicate Your Needs: Let the event planner know the ideal conditions for your talk and explain why those conditions matter.
Adapt as Needed: If circumstances change, stay flexible and use elements of the other format to bridge gaps.

Conclusion: Match the Medium to the Message

Marshall McLuhan was right: The medium is the message. Whether you’re delivering a keynote or facilitating a workshop, your success depends on how well your message aligns with the medium.

Keynotes inspire; workshops activate. Mastering both ensures you’ll deliver unforgettable experiences, no matter the stage—or setup.

Replay of my Live Training on Keynotes vs Workshops

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