Events breathe life into PR campaigns and communication plans. If you are a PR professional, managing an event is most definitely part of your job description.
So what makes an event a success? How can you get the most out of your events? It is a daunting task, yes. But one needs to determine objectives and results before starting out on a plan. Once you have your desired objectives in place, you can begin the legwork on the actual plan.
Get your facts together
The success of your event will heavily depend on what you are trying to achieve out of this gathering. Whether big or small, attention to detail in events is of paramount importance. You need to build lists. Select event partners. Get guest confirmations. Decide on venues, menus and delegate like a pro.
Before you start sending out invites, make sure you have all the information you need. Research, talk to people and make follow-ups your best friend. Engage photographers and get your multimedia team together. Order backdrops, giveaways, invites and any other artwork you need. Be on top of it all. Check. Check. Check.
Be involved
If you have selected an event management company to work with, half the work has been done. But stop. How are they going to get through this without your engagement.
You have decided on the plan, gotten the outline together and you know what exactly you need to get out of this event.
Well then, be involved. Become a member of this team. Delegate but offer support. Be the brain behind the action. If possible, monitor every little detail and follow timelines so that your team is motivated to do the same.
Keep an eye on the calendar
One of the reasons most events fail is because people do not turn up, despite confirmations. Generally, if there is another important event that day or another company is sending out invites, your event is likely to suffer. So keep an eye out for these spoiler alerts and leverage on timing, information and communication.
Every culture and business community is unique. Your event will be most successful if you have considered the best time and day of the week for an event. If it’s a press conference, media timings have to be taken into account. If it’s a blogger meet up, their availability is of essence. So keep a close eye on the calendar and cross out the unpopular days of the week in these circles.
Host with a smile
The big day is here, your preps are in place. People are arriving and things are looking good. Carry your attitude to set the tone for the event. Mingle. Smile and take mental notes about what people say.
Hosting is a very important aspect of a PR professional’s job. As you share information and exchange small talk, leave your guests with a pleasant vibe. One they should be able to begin to associate with all your events and activities.
Pass on the giveaways personally and see your guests off when they begin to leave. These personal touches make a world of difference to guests and they will remember you for it.
Follow up. Share. Engage
Once the event has ended, follow-up with thank you emails and messages. If anyone had arrived from a different city, call in to check if they made it back okay. Share important information (Press release, notes, pointers) from the event and ask them if they require any more information.
Your accessibility will drive your success in your circles. So make it a habit. Be around, available and always ready to share.
For more on this, take a look at this infographic. Happy event management!
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