Course details

Overview ?

Introduction

This seminar is a must for any business aiming to include events as part of their Public Relations and Marketing activities. The face to face communication opportunities created by events provide business people with the most powerful of opportunities to influence their colleagues, clients and investors. Smooth well run events reflect well on any business building its reputation and standing. This seminar provides a comprehensive grounding in all the basics of event management allowing attendees to effectively organise their own events or more closely manage contractors organising events for them.

Key highlights of the seminar are:

What events can do for your PR and marketing strategy
Scheduling techniques to plan and deliver an event
Practical hints and tips on venue choice, stage management and different types of dining
Managing the media at your events to multiply outcomes
Advice on looking after guests and protocol for VIPs

Objectives

At the end of the seminar delegates will have an understanding of the theoretical basis for the application of events as part of their PR or Marketing strategy

Delegates will be able to schedule and plan an event
Delegates will be familiar with a range of events they are likely to engage in and the requirements for their successful delivery
Delegates will be able to identify the most appropriate venues and activities for their events
Delegates will be able to manage the media at their events with confidence
Delegates will be able to troubleshoot event plans to identify potential problem areas before they emerge

Training Methodology

The training will be delivered through a combination of presentations, group discussion and group exercises. Delegates will be encouraged to ask questions as the seminar progresses relevant to their own backgrounds and company requirements. The seminar will culminate in a group exercise in which delegates will have an opportunity to apply what has been discussed over the previous four days

Organisational Impact

Greater value for money from events
More focussed events as part of their PR or Marketing strategy which will build and maintain their reputation
More memorable events aimed at the right people
An in house resource capable of either organising events directly
Staff better informed to provide project oversight of event management suppliers
Staff capable of ensuring tight budgetary and scheduling control over events

Personal Impact

Increased confidence to tackle event management or oversight of event management suppliers
A strong theoretical basis upon which to make decisions about the best type and format of event to employ
Greater understanding of the processes involved in event management
An understanding of the main elements in event organisation
More focussed activity aided by simple checklists and manuals
Better time management facilitating the opportunity for greater creativity

SEMINAR OUTLINE

DAY 1 : The role of events in a Public Relations or Marketing strategy

An overview of Public Relations and how events fit in
Events and the PR Transfer Process
Strengths and weaknesses of events as a form of communication
The Six Point PR Plan and its application to event management
Assessing your needs
The importance of clarity of purpose
The importance of the audience
Choosing the event to fit the objective
Budget - staff, time, materials money
Evaluating the event success
A review of the different types of event available

DAY 2 : Event planning, the theory and practice

Scheduling - the long term plan
Event running order - timing of an event
Budget control
Managing suppliers
Venue considerations
Suitability for event - support for the message
Size - capacity
Type
Access
Accommodation
Layout for different events - Seating etc

DAY 3 : Stage Management, Dining and Entertainment. Health and safety

“Stage management” of the event
Ensuring the event is on message and on brand
Welcome desk - set up and management
Sets and staging
Corporate identity on display
Food can be part of the message
Different types of dining for different events and practical implications
Dining protocol - formal dinner, informal eating
Choosing catering suppliers - in house with venue or external
Entertainment and music at your event
Managing entertainers at events
Staying safe - Risk assessment and events
Addressing risk areas at events

DAY 4 : Managing the Media at your Events

Keeping your objectives in mind
Is it a media event - what’s in it for them?
Generating news through an event
Inviting the media - invitations and press releases
The press office - Staffing, setting up and running it
The press pack and gifts
Conducting interviews and briefing interviewees
Managing filming on site
Photography at your event
Involving your in-house media

DAY 5 : Invitations, VIPs and bringing it all together

Getting your audience there
Invitation process for different types of event
Invitation protocols
The importance of RSVP
Working with VIPs
Invitations
Meet and greet
Hosting and farewell
Follow up
Building an event management team
Event planning exercise involving all elements discussed through the week

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Day 5

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